01
One job per page
High-performing landing pages ask for one decision. Competing CTAs, overlapping offers, and dense nav all dilute intent.
If you need multiple paths, give each its own page — not a crowded hero with three equal buttons.
02
Proof belongs near the ask
Testimonials and metrics convert better when they sit next to the action, not buried in a footer carousel.
Place specific proof — numbers, named outcomes, short quotes — where hesitation usually spikes.
03
Measure the funnel, not vanity
Traffic without conversion clarity is noise. Instrument scroll depth, CTA clicks, and form starts before you rewrite headlines again.
Then change one major variable at a time so you know what actually moved the needle.
