Hey, it looks cool,
but is it ethical?
From dark patterns to misleading rhetoric,
make sure you maintain integrity for the long run.
Your landing page is the ultimate place to sell, but in the same way that a physical store that’s any good has to keep their space clean and organised, be registered with the right government policies, and advertise to get customers to come in, your landing page needs to adhere to some pretty similar policies.
Imagine you’re in a store, browsing away, and the sales person comes up to you and starts telling you about the amazing product you’re looking at. It’s great, you agree with them, and you keep browsing. All of a sudden, the sales person pulls out a countdown timer and waves it in your face, and says “you better buy now, or else I’ll kick you out of the store!”. You’re a little anxious, you feel the pressure, but you’re not 100% convinced, and what was that thing Greg Mckeown said in Essentialism? “If it’s not a hell yes, it’s a clear no”, that quote you can’t seem to think of right now while this clock is being waved in your face. If you haven’t walked out of the store yet, you may have moved on to a different section in the store. The sales person comes up to you again, folds his arms, looks you in the eye and shames you: “wow, you really don’t want to move forward in life, do you? It just goes to show that you’re one of those people who chooses to stay stuck”.
You’re a bit confused, all you wanted was a new moisturiser.
The scenario I painted may sound a little extreme, but it’s not far off from some of the persuasive techniques I see marketers use on landing pages all the time. I have no problem with these techniques if they’re used in integrity though, so let’s take a look at how we can make the sale on a landing page, while still staying in integrity with our marketing copy and persuasion tools:
Check yourself. Is the claim made in your headline 100% true? Can it be backed up by testimonials and case studies? Is the proof easily accessible on the page?