The most important person to see your sales page is the visitor who has a need and is motivated to purchase something to fill that need.
Your only job is to help your visitor find what they are looking for. That's the real job of a professional sales person. To give enough service and information to allow the customer to make an informed decision as to whether your product offers good value, is affordable to them and is appropriate for their needs.
I see so many websites where the designer has gone off on a wonderfully self gratifying, graphic design adventure and completely forgotten about the needs of the reader.
The only purpose of your sales page is to communicate your information to your visitor in a way that makes it truly easy for them to reach the decision you desire; i.e. to purchase your product or service or opt-in to your list if it is truly a good solution for them. Everything else is irrelevant ego gratification or just plain poor design.
It's important to use powerful fonts!
Not everyone has amazing eyesight, so take this into account too. I'm getting more and more long sighted. That means I can't focus close up so I need to move my reading material further and further away to be able to focus on it. I like to wear reading glasses that allow me to focus clearly on the screen from about three feet away. That's about the standard distance for someone using a keyboard on a slide out keyboard tray.
So what did you say... deal with it!
Well here's the thing: If you serve up text that is too small or is in pale shades of grey or blue or green or, heaven forbid, pink... people like me (and there's lots of us) struggle to read it. We'll just close your page and move on.
Don't make anything difficult for your reader. Don't do anything to cause your visitor to leave your page before they have had a chance to evaluate your offer.
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