Compelling imagery is crucial to the success of a landing page. Graphics and imagery set the tone for your page. A compelling image transcends language and will be understood by any visitor. A landing page which utilises positive human imagery, especially where the subjects are smiling lead to higher conversion rates than landing pages without this inclusion.
Emotional states depicting sadness or unease can also play to the psyche; a tactic best used for encouraging sign ups to a cause or a charity. However, for most standard conversion actions positive human imagery is the way to go.
Compelling copy is the foundation of any optimised landing page. Landing page copy is your sales pitch. Your copy must differentiate your product or service.
Compelling copy will emphasise the benefits of your product or service, not simply emphasise the product or service. This subtlety will make a huge difference. Put yourself in the shoes of a visitor researching your product, is your landing page clear enough to demonstrate the inherent benefits you provide?
This of course means compelling copy is written by humans for humans. Remember to use customer focused language which focuses on the visitor. Don’t use language like “we” or “us”. Use “You” or “Your” to demonstrate a problem focused solution for the customers use case scenario.
Compelling copy will trigger a moment where your visitor realises, they would benefit in fact from purchasing your product or service.