If con­tent is king, it’s time we siege his cas­tle, over­throw his vast king­dom and re-organize his army. I’ve been read­ing Gerry McGov­erns’ Killer Web Con­tent lately and he dri­ves an inter­est­ing point. There is no doubt that con­tent is king, it should be obvi­ous to all of us that work on the web by now.

The Lad­ders Land­ing Page Design

37 Sig­nals High­rise Land­ing Page Design

Onehub.com Land­ing Page

37 Sig­nals Land­ing Page Design

Is con­tent king?

When clients here the oh-so-common web cliche “con­tent is king” they some­times mis­un­der­stand it. Just because con­tent is king doesn’t nec­es­sar­ily mean that you need a lot of it. In this mod­ern world big­ger is often per­ceived as bet­ter and it’s unfor­tu­nate. Too much con­tent can clog a design and over­whelm an audi­ence. Imag­ine if Hol­ly­wood pro­duc­ers began to fol­low the “more is bet­ter” busi­ness model; we would have a com­pe­ti­tion for longest movie.

Make it clear, make it simple

If you look at mod­ern, high bud­get, land­ing page design trends you’ll notice a trend in sim­plic­ity and clar­ity. By high bud­get what I mean is any web­site that has the bud­get to do exten­sive A/B test­ing on land­ing pages. This allows them to deter­mine what design is most prof­itable in terms of con­ver­sion rates.

It’s qual­ity, not quantity

What makes a good prod­uct is the qual­ity of the infor­ma­tion, not the quan­tity. Keep this in mind the next time you write that pro­mo­tional blog entry or design that next land­ing page. The web has plenty of con­tent, we’ve cov­ered that one already. Now is the time to cre­ate qual­ity web con­tent that is con­cise and clear.