1
Lead with the problem
Visitors should recognise their situation immediately. The hero should say who the page is for, what outcome is promised, and why the reader should keep going.
2
Reduce the number of decisions
Too many calls to action, too many options, and too many competing messages create hesitation. One page, one offer, one primary action usually performs better.
3
Make trust visible
Short proof points, real process notes, and specific deliverables matter more than vague claims. Readers want to know what happens after they click.
