1. Remove all the extraneous material from the most valuable real estate on your landing page - the area “above the fold”, the visitor’s first screen view.
This actually is just a good rule of thumb to follow when designing ANY website. Keep in mind that not everyone has a huge widescreen monitor or a high resolution setting, and put the most important stuff where everyone will see it without having to scroll down.2. Add a compelling, benefit-rich headline.
Use a headline establishing the promise to the visitor right up front. You need a central headline that encapsulates the value proposition of the product offering. Remember that you always need to answer the question, “What’s in it for me?” This is especially critical for the “cold” visitor who has no prior relationship with you, such as you will get from advertising traffic.
3. Start “building your case” with a strong, introductory paragraph.
Always focus on creating a need (such as the desire to easily search all area homes without hassle), then explaining why they need to go to YOU to get it satisfied (you let them search everything in the MLS by simply clicking a button). Remember, you are selling the sizzle, not the steak. Orient them, empathize with them, give them the context as to why this service will make their lives easier and make them happier. Your job is to show them why they need your product/service - and need it from YOU. Again, these principles are good rules of thumb for marketing in general.
4. Eliminate the passive 3rd person voice from your copy.
Passive voice, 3rd person writing drains energy and excitement from your copy. Change every “they” to you. Don’t tell me about a feature, tell me how I’d use it, how I’d benefit from using it. You want to create urgency with your words and create calls to action, not bore people to death.
