7 Steps to Conversion Gains, Part 1 of 2

* Use margins to enhance reading comprehension; leave them out to increase reading speed.

* Use common Web usability standards such as underlining links.

* Limit navigation within landing pages to drive prospects to the lead form or shopping cart.

4. Develop a compelling message and make it readable. Organize copy with a compelling headline, followed with body copy that summarizes key benefits with a bulleted list. Then close with a call to action, the whitepaper advises. Here are some of the whitepaper’s tips for composing a message.