• 5 min read
Above the fold: one promise, one action
The first screen answers three questions — what is this, who is it for, and what do I do next. One headline stating the outcome, one supporting line naming the audience, and one primary button. Every extra choice at this point lowers conversion.
Proof immediately after the promise
Logos, a metric, or a short quote directly under the hero. Proof placed halfway down the page arrives after most visitors have already decided.
Explain the mechanism, not just the benefit
Buyers need to believe the outcome is achievable. Show the process in three or four steps, or a short before-and-after. Concrete detail beats adjectives.
Handle objections in order
Price, timeline, effort required, and risk. Address each one explicitly, usually as a short FAQ near the bottom, so nobody has to email to find out.
Close with the same action you opened with
Repeat the original call to action verbatim at the end. Changing the wording between the top and bottom of a page splits intent and reduces clicks.