So where do you begin? SIGHTLINES AND COPY It’s important to keep the following facts in mind when . Your buyers are Start with your value proposition designing your landing page for optimum engagement: faced with information overload and endless options, • Text is almost always scanned, and not read so their time is both limited and valuable. To break entirely. through the clutter and hold their attention, your offer needs to be both compelling and persuasive. • Greater focus is given to words in the top and Use strong calls-to-action and benefit-focused left side of the page. language to convey value, and be sure to keep the • Text is scanned in what’s called an f-pattern. focus on your buyers, not on you. According to nielsen norman Group, before a visitor To get more information about crafting the perfect leaves, they’ll read — at most — 28% of the words on a call-to-action, see the checklist at the end of this page. chapter. If you need more than a couple of short paragraphs of Create points of engagement. engagement on text on your landing page, make sure the first words in a landing page is a function of a few core items: those paragraphs give a clear indication of what they’re sightlines (where users look on the page), copy, about. If you can divide the content into sections, do so! calls-to-action, and images. Make sure you write concise headings to help scanning eyes find the information they’re searching for. 68% of B2B businesses use CALLS-TO-ACTION AND ImAGES landing pages to garner Placing your offer behind a form is an essential part of new sales leads for future generating leads, but it helps to include some value up conversion. front. experiment with calls-to-action and gated versus ungated content. Try gating your main offer behind a - MarketingSherpa form while still sharing an unprotected piece of content for free, like an infographic, video, or calculator. 5 / Pardot