I did a little experiment using images and copy in my Marketing Land column Take Control of Your Visitors’ Eyes. Instead of using my superior powers of page design to highlight an important piece of information, I used them to hide that information.


I purposefully did some things you may be doing accidentally, to the detriment of your site and your visitors.

When looking at web and landing page copy, I often find the important information buried, or designed in such a way as to look unimportant.

Value propositions, phone numbers, guarantees, and special offers are some of the things that are important to visitors, but don’t look important.

Images, captions and more

Read the column or listen to the podcast to find out how I obscured an important fact, and how I highlighted another, less relevant fact using:

  • Images
  • Captions
  • Copy
  • Headlines
  • Bulleted Lists
  • Links
  • Pull Quotes

It’s a show and tell column, .


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Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.
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