Lead generation landing pages that are short and use simple language have significantly higher conversion rates, according to recent research from Unbounce.

The report was based on analysis of 74.5 million 4Q16 visits to more than 64,000 lead generation landing pages created by Unbounce customers in 10 industries (travel, real estate, business consulting, business services, credit/lending, health, higher education, home improvement, legal, and vocational studies/job training).

The median conversion rate for landing pages written at a sixth-grade language level (measured using the Flesch readability test) is nearly double that of pages written at a university level, the analysis found.

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image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji