I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

PRIMACY OF
PRODUCT
AND DEFINING USABILITY
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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

▸ Nothing is more important than having a product that people want to buy and that
people need

▸ Could be products or services

▸ Consultative vs commodities

▸ Services can be commoditized or consultative in nature. Knowing the type of service

you are will impact your approach to marketing.

▸ Products are the same. Unique vs Commodities. Does everyone else sell the same
thing?

▸ Commodities have an extrinsic value system, determined by the marketplace.

Consultative businesses and unique products have an intrinsic value system based on
the perceived value of the client / customer, and the self determined value of the
agency or seller.

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I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

▸ High level of practical detail

▸ Very little emotional focus

▸ Not about the value to the

customer, it’s about the features of
the product

▸ Price is greatest determinant in a

commoditized world
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

▸ Consultative leans
more toward the
emotional payoffs to
the customer

▸ Subjective value

▸ How well can you tap

into your prospects’
fear and emotional
needs
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

▸ Broad perspective, every page of your website should be able to account for the following factors:

▸ Useful: Does it fill a need that your visitors have. Does it answer the questions your visitors want
answered? Does it do something worthwhile that your visitors need done. Useful information, useful
context, useful calls to action

▸ Learnable: Can your visitors figure out how to use your website without additional instruction. Is it self-
explanatory?

▸ Memorable: Will visitors have to relearn how to use your site each time they visit? Is it unique in a way
that your visitors will remember you as they continue to browse competitors and evaluate other options.

▸ Effective: Can users actually accomplish their tasks on your site. If your site sells something, can users buy
it and buy it easily. Are their clear contact options?

▸ Efficient: Can users get the job done with as little resources and mental energy as possible. Does it take
users too long to accomplish their goals (page load speed). Inefficiencies are inexcusable because they
can usually be fixed easily.

▸ Desirable: do people want it?

▸ Delightful: Is there an experiential element to your website and landing pages that make the visitor feel
excited about your products and services? Is your website fun and enjoyable to browse and look at?
 A person of average ability and
experience can figure out what
you do and how to use your
website without it being more
trouble than it s worth .
- Steve Krug
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

CLARITY
AND THE QUEST FOR FEWER
QUESTION MARKS
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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

CLARITY AND SIMPLICITY = LESS THOUGHT

▸ Don’t Make Me Think (Krug)

▸ Most importantly applied when a visitor first lands on

your website or landing page

▸ Things should be self evident. If not, then self

explanatory

▸ The old lady should know

▸ Forget about competitors being a click away. You want

the satisfaction and to avoid the subtle frustration

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I know how to get back

I know where I am

I know how to get

help

I know how to find


what I’m looking for

needs based selection

Where am I ?

How do I get back?

What’s the difference?

Do they only sell Canon?

Are the brand logos clickable?

Where are the camera accessories?

 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

LECTURE EXERCICE
ANSWER THESE QUESTIONS ON 3
PAGES OF YOUR WEBSITE:

1. Do I know where I am?

2. Can I find my way back?

3. Can I easily find what I’m looking for?

4. Can I self-select?

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

THE 5 SECOND USABILITY TEST (CONTINUED)

▸ Study published in 2006 in the Behavior and Information Technology Journal
shows that you have half a second to form a visual first impression. That means
you don’t have much longer than that to convey to users what you do

▸ 3 most popular test questions

▸ Have your customers write your headline for you - often times you can’t assess
your own copy from the user’s perspective

▸ Headlines / sub headlines … why do so many get it wrong?

www.adventureppc.com @isaacrudansky
 WHAT SERVICE DOES
THIS COMPANY OFFER?

12% OF RESPONDENTS GOT IT RIGHT

 WHAT SERVICE DOES
THIS COMPANY OFFER?

12% OF RESPONDENTS GOT IT RIGHT

I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N
I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

Original - 15% got it right Edited - 10% got it right

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I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N
I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

WHAT SERVICE DOES THIS

COMPANY OFFER? 16% OF RESPONDENTS CHOSE VACATION
BOOKING SOFTWARE

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

WHAT SERVICE DOES THIS

COMPANY OFFER?
4% OF RESPONDENTS CHOSE VACATION
BOOKING SOFTWARE

www.adventureppc.com (516) 218-3722

 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

THE FIRST RULE

OF CTA’S …
HAVE A FREAKING CTA
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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

THE ART AND SCIENCE OF A GOOD CALL TO ACTION

▸ What am I supposed to be doing on this page?

▸ CTA should be clear without hunting for it

▸ Each page should ideally have one CTA (at least one primary one)

▸ Don’t use “submit”! Finish the sentence: “I want to …”

▸ Above the fold when possible

▸ What will happen next

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 SUPPORTING HEADLINE

ONE CLEAR CTA

I WANT TO …

CLEARLY A BUTTON

SUPPORTING GRAPHIC

POST-CLICK EXPECTATIONS
SET (NO CC)
SOCIAL LINKS ARE THE ONLY THINGS
WITH COLOR

TWO EQUALLY PROMINENT CTA’S

NO CLEARLY DEFINED ACTION BLOCK

COMPETING DISTRACTIONS TOO CLOSE

TO THE CTA

NO SUPPORTING HEADLINE AND

SUBHEAD
“I want this”!?

Do you need to collect all

that information?

Nobody wants to be
subscribed to anything

Non-distinctive action block

How do I get my ebook? 


 WHICH DESIGN WOULD BE MORE LIKELY TO
CONVINCE YOU TO DOWNLOAD THE EBOOK?

100%
Preferred Our Design

0%
Preferred Original Design

HOW MANY MAYBE-MAYBE’S DID WE CONVERT?

 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

A WORD ABOUT BUTTON DESIGN

Make clear what’s clickable

Read More

Read More

Read More Read More Read More Read More Read More

IS IT CLICKABLE? GOSH, THAT’S A BUTTON!

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

KEY CTA TAKEAWAYS

▸ Have a CTA
EXERCISE
▸ Support it with your page headline
Start on your homepage and go 5 pages
▸ Be cognizant of your attention ratio in. Does every page have a CTA?
▸ Don’t make users hunt for it (above the fold if Based on the concepts in this lecture, find
possible)
2 things you can do to approve at least
one CTA on your site or landing page.
▸ Set expectations

▸ “I want to …”

▸ Respect the action block

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

LANDING PAGE READABILITY

“How Users Read On the Web: They Don’t” - Jakob Nielson

▸ People glance and scan … they don’t read (especially early on)

▸ We’re busy, we don’t need to read it all, and we’ve been conditioned
to scan

▸ Scanning is how we find what’s relevant to us

▸ The user perceives your site more like a billboard than a book

▸ Users will focus on things that match what they think they’re looking
for (and trigger words)

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

DESIGNING PAGES FOR READABILITY

▸ Create visual hierarchies - the inverted pyramid

▸ Use bullet points and highlight key terms

▸ Short paragraphs. Very short.

▸ Don’t write in full sentences

▸ Use headlines on every page to give the user a sense of orientation

▸ Avoid jargon and hyperbole … fewer adjectives, more objectivity

▸ Focus on the essential information that your visitors need

▸ Keep it simple: 8th grade reading level, fewer acronyms, simple

vocabulary

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 Important things should be more prominent

Distinguishable by color, size,

weight, padding and / or
location on the page.
 NO VISUAL HIERARCHY

NO SENSE OF ORIENTATION

BAD USE OF COLOR FOR

PROMINENCE

UNCLEAR WHAT’S CLICKABLE

I DON’T KNOW WHAT’S

IMPORTANT
Use Grouping to
Create Structure

Use headings to group

similar items and themes

Create different visual styles

for different groups of
related items and topics

Put similar elements in clearly

defined containers on your
site
Creativity and Innovation
Need Not Suffer
Color, Headers, and Visual Hierarchy all
combine to create a simple, but creative
experience
Imagine you were looking for an event in
New York City… which design would
make it easier to find what you’re looking
for?

60%
Preferred Our Design
Preferred Our Design

40%
Preferred Original Design

WE’RE REMOVING QUESTION MARKS!

Long paragraphs,
clutter and yelling.

BAD
Short paragraphs,
bullet points, no
yelling.

GOOD
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

FORMATTING YOUR HEADINGS FOR READABILITY

▸ Headings give organization and structure

to your page

▸ Obvious visual distinction

▸ Consistency - each heading level

throughout the site should indicate a
consistent level in the importance scale

▸ Don’t float your headings. Closer to the

text that comes after, further away from
the text before it.

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

KEY READABILITY TAKEAWAYS

▸ Omit unnecessary words. Be helpful. Format your
text for scanning, not for reading.

▸ Bullet points and bolded key terms EXERCISE

▸ Use visual cues to organize thematically related text
elements. Copy and paste all the text from your homepage
into a word editor.
▸ Format your headings properly.
Rewrite it using half the amount of words.
▸ Put the important stuff on top.
Did you lose any value?
▸ Hide longer paragraphs in tabs and in popovers

▸ Avoid jargon. Be factual and objective

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

RESPECT WEB CONVENTIONS

Consistency is one of the most powerful usability principles: when things always
behave the same, users don't have to worry about what will happen. Instead, they
know what will happen based on earlier experience.

The more users' expectations prove right, the more they will feel in control of the
system and the more they will like it. And the more the system breaks users'
expectations, the more they will feel insecure.

Jakob's Law of the Web User Experience states that "users spend most of their
time on other websites."

This means that they form their expectations for your site based on what's
commonly done on most other sites. If you deviate, your site will be harder to use
and users will leave.

https://www.nngroup.com/articles/top-10-mistakes-web-design/

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Only break a convention when you are absolutely
certain that there your new way of doing it is just
as evident, or that your new way of doing it is so
valuable that it justifies some degree of user
frustration

The only way to answer those questions is with

actual user testing ‒ not with your own predictions
IMAGES AND GRAPHICS: THE LIMBIC SYSTEM’S FAVORITE ASSET
Imagery is the
number one
component that will
give visitors a good
first impression.
Proper use of imagery and graphics
can spell the difference between users
staying and users leaving
Images Improve Conversion Images Decrease
Rate When: Conversion Rate When:

They tell a story They make text harder to read

They support the product or service ImagesItImprove

s unclear what Conversion
the image is
based on conventional understanding
Rate When:
They are not inline with the brand
They evoke emotions aesthetic and messaging

They help clarify a confusing concept They look like typical stock
photography
They are high quality, original and give
your site a professional look There are too many of them
Background Images
Tips and Tricks
Use a solid background container
for your text on top of an image.
Background Images
Tips and Tricks
Use a colorful overlay that matches
your brand style, reduces
brightness and complexity of the
image.
Background Images
Tips and Tricks
Use a solid black or white overlay
with an opacity level of 80-95%.

Very professional look while not

reducing readability.
Background Images
Tips and Tricks
Position your background with CSS
while floating / aligning your
overlay text on a solid part of the
overall image
Background Images
Tips and Tricks
Use a gradient overlay (css /
photoshop) to create a transparent
to solid fade over your background
image.
Background Images
Tips and Tricks
Blur the background image -
enough to let the text be
prominent and clear but not too
much that you lose the concept of
the image
Background Images
Tips and Tricks
Combine multiple ideas to be
creative and unique while not
interfering with an easy user
experience
Images can (and
should) be able to
replace text
Can your images describe your
target market? Your price point?
Your level of expertise?
Don t overlook icons and
thumbnails
Icons and thumbnails should be used to create a
sense of structure, cohesiveness and organization
Add interest and visual
appeal
If you see an area of your landing page with a lot
of text, try adding subtle and supporting images or
graphics to break things up and help make the
text more digestible.
Use alternating columns
Alternating image and text columns help break up
sections and define content containers.
 Don t miss an opportunity to evoke emotion

What does this picture do for the brand? Any idea what they even sell?
 Don t miss an opportunity to evoke emotion

What does this picture do for the brand? Any idea what they even sell?
Don t miss an opportunity to evoke emotion
Don t miss an opportunity to evoke emotion
A Word About Video
‣ When done right, can have huge impact on
conversion rate

‣ Appeals to visual and audio learners

‣ Don t autoplay your videos - it s just annoying

‣ High production quality

‣ Keep it short and simple

‣ Relevant and informative

‣ Be careful with bandwidth and mobile devices

‣ Typically best to use a third party hosting provider

like YouTube, Vimeo or Wistia

‣ Embedding videos in a lightbox usually works well.

 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

VIDEO, IMAGES AND GRAPHICS: KEY TAKEAWAYS

▸ Make sure to use high quality images (avoid stock photos whenever possible)

▸ Relevance to product and services … bonus points for evoking emotion

▸ Don’t let the image distract the user from reading text

▸ Great images can even replace text and describe your value proposition

▸ Ecommerce: the more the merrier

▸ Use graphics, icons and simple images for page structure and visual appeal

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

INFORMATION ARCHITECTURE AND ACCESSIBILITY

INFORMATION ARCHITECTURE
The way your content is organized … 

What’s visible above the fold? 

Where is your navigation and how easy is it to use?

Can a person always find their way back to the previous
step?

ACCESSIBILITY
How easy your site is to use. Feedback from elements that
should give feedback. Providing users with their options.
Comfort level.

Legibility

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Get your navigation
right.
If people can t find what they re
looking for, they ll leave.

Consistency and intuitiveness

Visitors should
always be one click
away from home.
Web browsing has no sense of scale,
no sense of direction, and no sense of
location.
Good navigation tells users what the site
contains how to find it.
Use parent categories to group categories and to create an intuitive information
architecture.
Breaking down the main elements
of persistent navigation

Site Name (ID)

Primary Nav (Top Level Section)

Site Search

Utilities

Breadcrumbs

Page Title

Product Filters (local navigation)

Footer Navigation
Site Name
‣ Near the upper left corner

‣ Site ID tells me I m still on the

site

‣ Frames the entire page

‣ Should look like a conventional

ID (logo, distinctive visual,
tagline)

‣ Should click back to homepage

Sections (Primary
Navigation)
‣ Links to all the main sections of
the site.

‣ Should be across the top of the

page (sometimes fixed)

‣ Should be used for grouping

‣ You are here visual indicator

very important

‣ On every page (except some

key conversion pages)
Site Search
‣ Appeals to search dominant
users

‣ Search or magnifying glass

icon

‣ Frame the box!

‣ Autocomplete is great

‣ Allow for common spelling

errors
Utilities
‣ Links to areas of the site that are not part of
the main information architecture.

‣ Sign in, register, shopping cart, about us, FAQ s,

sitemap, directory, store locator, jobs, order
tracking, press releases, discussion forums,
limited time promotion etc.

‣ Should be less visually prominent than other

navigational elements.

‣ Should be the only things above the logo.

‣ Only include the most common utilities at the

top - the rest go in the footer nav
Breadcrumbs
‣ Easily gives visitors the ability to go back one
level or go home

‣ Bold or highlight the current level

‣ > between levels (conventions)

‣ The deeper the hierarchy the more useful

breadcrumbs are
Page Title
‣ On every page, framing the content of that
specific page

‣ Prominence - should be the largest text on the

page

‣ Gives visitors a subliminal sense of location

Footer Navigation
‣ List of primary page links

‣ Contact info

‣ Additional site utilities

‣ Social icons

‣ Newsletter signup

‣ Privacy policies

‣ Sitemap
 A Few Quick Words on Accessibility

Contrast

Make sure you have lots of it.

http://contrastchecker.com/
 A Few Quick Words on Accessibility

Feedback

Things that make things happen should have something happen to

them when interacted with.

BAD NOT GREAT GREAT!

 A Few Quick Words on Accessibility

Typography

Typography should go unnoticed 9/10 times. It shouldn t be

something your visitors think about or even remember.

‣ Avoid excessive capitalization

‣ Avoid inverse color schemes (dark BG

with light text)

‣ Avoid multiple text colors

‣ Don t underline text that isn t a link

‣ Start with 14pt - increase a few points

for an older audience

Sans-serif better than Serif Don’t use more than 2 font families ‣ 50-100 character max line length
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

EXERCISE: STEVE KRUG’S “TRUNK TEST”

▸ Choose a random page in your site and print it out

▸ Hold it at arms length or squint

▸ Try to find and circle:

▸ Site Name / Logo

▸ Page Name

▸ Primary Nav

▸ Local (secondary) Navigation

▸ “You are here” visual distinction

▸ Search (if applicable)

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 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

TRUST, CREDIBILITY AND SAFETY: FOCUSING ON INTANGIBLES

▸ A users likelihood to convert is directly related to how trustworthy
your site feels and appears

▸ Trust and safety is an initial impression formed within a second or

two of arriving on your landing page

▸ Because websites lack the fidelity of a face to face relationship,

there is a built in anxiety that you’re not trustworthy (guilty until
proven innocent)

▸ Elements that increase trust are subliminal in nature and they’re

hard for even users to pinpoint during a usability test

▸ Run real world A/B tests to see improvements in conversion rate

▸ Follow best practices blindly!

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Professionalism and
Refined Aesthetics
‣ We do judge books by their covers

‣ This is the hardest thing to get right (it s an

overall sort of thing)

‣ Neatness, organization, high level of polish

to your site all combine to create a sense of
professionalism

‣ Clean typography, white space, professional

imagery
3 Sites That All Sell the SAME Thing
3 Sites That All Sell the SAME Thing
3 Sites That All Sell the SAME Thing
85%

10%

5%
Transactional
Assurances
‣ Subtle design elements counteract
innate anxiety

‣ Equally important for lead gen and

ecommerce

‣ Needs to be prominent before the

conversion action

‣ Concerns and subliminal question

marks about trust and safety never
really go away

Demos and free trials are one of the most popular and successful ways of counteracting transactional anxieties
Guarantees and
Policies
‣ Refund policies should not be
obscure, unclear or hidden

‣ Does the company pay for return

shipping?

‣ You won t use sell or use my

email or phone number for any
other purpose

‣ Multiple payment methods and

options

‣ Price match guarantees

Safety Logos
‣ If you think they are
overrated, think again.

‣ These logos are

subconsciously expected,
even if users can t put their
finger on it.

‣ Relieves anxieties about

entering payment methods

‣ Include them above the fold

and definitely in the
checkout process whenever
possible.
Clients and Media
‣ Your visitors don t know you yet.
These are ways to increase trust
(as opposed to decreasing
anxiety)

‣ Awards / achievements

‣ Media mentions

‣ Partnerships

‣ Studies and surveys

‣ Client lists and logos

Social Identity and Customer
Reviews
‣ The decisions and tastes of our friends have a strong
influence on our own consumer behaviors.

‣ The Many : Objective numbers indicate leadership

in a given space. Powerfully influential.

‣ The Comparable : The more you identify with

another, the more likely you are to be influenced by
them.

‣ The key to testimonials effect is to create a sense of

identity (the comparable).

‣ If you can convey numbers with social identity - you

win social proof.
 I S A A C R U D A N S K Y – LA N D I N G PA G E O P T I M I Z AT I O N

THE DEDICATED LANDING PAGE

▸ For PPC and specific marketing campaigns,
dedicated landing pages are crucial

▸ Centers around one specific conversion action

like a sales form or content download

▸ Very important to capture attention immediately

(more than main site pages)

▸ Testing is easy with Unbounce and tools like

Optimizely, VWO and Google Optimize. So TEST!

▸ Don’t overlook the value of a legitimate email

address

www.adventureppc.com @isaacrudansky
 Dedicated Landing Page Best Practices

Clear and Unmistakable

Headline

‣ Headlines on dedicated landing pages serve to

capture attention immediately (different then their
typical purpose of letting people know what the
page is about)

‣ Headline should be very specific, letting users

know that there s an answer to their question by
continuing to interact with the page

‣ Large font size

‣ Should direct users to action (almost like the call

to action text itself)

‣ Should be used to increase trust and decrease

anxiety
 Dedicated Landing Page Best Practices

Action Block / CTA Above

The Fold

‣ On landing pages, always make sure to have

your primary CTA or action block above the
fold

‣ You can use resizemybrowser.com to check

your screen on common resolutions

‣ As of January 2016, over 90% of browsers

have a screen resolution of 1024x768 pixels
or higher

‣ Include another CTA below the fold, above the

footer section
 Dedicated Landing Page Best Practices

Remove any Excess Text and

Highlight Primary Features

‣ Most landing pages are attracting first time

visitors - you have very little time to capture
their attention

‣ Highlight key benefits and features below the

main headline (don t focus on common
characteristics that don t distinguish you from
all the competition)

‣ Answer your visitors primary question(s)

‣ If you have any paragraphs of copy, they

should be even shorter than the paragraphs
on your primary site

‣ No clutter, no yelling
 Dedicated Landing Page Best Practices

Trust, Trust and a Little More

Trust

‣ Landing pages tend to have an increase in

anxiety since by definition, you re trying to
elicit a specific conversion action (direct
response)

‣ Testimonials, client logos, media mentions and

guarantees

‣ Trust symbols should be in close proximity to

the conversion action
 Dedicated Landing Page Best Practices

Explainer Videos Work

Great on Landing Pages

‣ The less committed a visitor is, the more

likely a video is going to appeal to them
(it s easier than reading)

‣ The more professional the video the

better, but you can get started on Fiverr
for very cheap to test the concept

‣ Treat videos like text - short, informative,

objective and hype free.
 Dedicated Landing Page Best Practices

Split up long forms to only include key fields on the first page
 Dedicated Landing Page Best Practices

Consistent Messaging
From The Upstream
Click

‣ Fulfill promises, no bait and switch

‣ Offers and promotions should be

consistent

‣ Message match (helps AdWords

Quality Score as well)
Dedicated Landing Page Best Practices
 Dedicated Landing Page Best Practices

What Should You Test

First?

‣ Headlines

‣ Form Fields

‣ Offers / Promotions

‣ Call to Action Text

‣ Images / Video
 Dedicated Landing Page Best Practices

Distracting primary nav (attention ratio)

Too much above the fold space wasted with
oversized logo

No Headline

Distracting stock photography

No CTA Above the Fold

Nothing The Captures My Attention

Yelling, clutter and noise

 Dedicated Landing Page Best Practices

Removed Primary Navigation

Clear headline that increases a sense of trust

Supportive subheader

Subtle trust and safety elements


(industry partnerships and certification)

Additional trust element in close proximity to CTA

Clearly defined action block

Comparable customer reviews

“I want to” CTA with visually prominent design

 Exercise: Best Small Business CRM 

5 Things That Are Wrong With This Landing Page