a single source, nothing corroborates it
Write the page as one argument, not blocks
Pages assembled from design modules and copy fragments read as a set of unrelated claims, and multi column explanation diagrams are the worst offender because the eye wanders and the reader quits before deciding it is worth the effort. Written as one continuous conversation, each section earns the next.
The method
- 01
Treat the page as one continuous conversation with a reader, not as a collection of design blocks and copy fragments.
- 02
Avoid multi-column explanation diagrams: readers' eyes wander and they quit before deciding the page is worth the effort.
What it returned
Amy Hoy reports consistently bad results with multi-column explanation layouts across her own pages and her students'
Sources
- Step-By-Step Landing Page CopywritingNathan Barry · nathanbarry.com · Round Two · 2013-02-19
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in landing page
- Put a page up before you build anything7 unconnected · contested
- Build a page per audience, not one for all5 unconnected
- Start from a bought template, not a blank file4 unconnected · contested
- Do not split test below readable traffic4 unconnected · contested
- Instrument the funnel before you guess at it4 unconnected
- Show the product running, not a picture of it4 unconnected