Align the arrival promise
First ensure the page promise matches the ad and search intent.
- Create entries by proposition
- State who the offer is for
- Prioritize one next action
Put proof beside the claim
Do not bury proof in company pages; place mechanism, numbers and examples at decision points.
- Give metrics context
- Show repeatability through process
- Answer objections early
Measure form friction
Inspect field purpose, errors, mobile interaction and post-submit expectations—not length alone.
- Field-level abandonment
- Input help and error clarity
- State response expectations