5.4: Consistency

Sometimes we think we’re being clear in our writing when we’re actually doing the exact opposite. Have you ever been on a landing page that tells you one thing and then contradicts itself elsewhere on the page?

An inconsistent message results in ambiguity in your copy, which can be a major conversion killer. Ambiguous copy may leave landing page visitors guessing when what they really want is for you to tell them exactly what they need to know.

Guessing leads to confusion… which leads to frustration… which usually leads to a bounce.

Create trust and clarity by sending a consistent message about your offer. Dust off the old thesaurus and use words that build readers’ confidence in your offer and in you.