A clear, concise headline about your product/service.

Elaborate on the benefits of using your product or service — and don't stress about reading levels. Landing page conversion rates for higher education don't vary much whether you're using grade-7 language or college-level language.

Copy length

On average, pages with 125 words or less convert 15% more. But between 250 and 750 words, there's very little difference.

Be joyful

Having 5+% of your copy (words like "gain," "successful," "improve," "succeed") to create feelings of joy can help boost conversion.

What's good

If you can get around 5% conversion, you're doing great. Above 9.3%, and you're beating 90% of your competitors.

Your Benefits

What info do you need from a lead?