The five-second test
Show the page to someone for five seconds, then hide it. Can they tell you what you do, who it is for and what to do next? If not, the hero needs work before anything else.
One page, one job
Every page should have one main action. Secondary links are fine, but they should look secondary. Two equal buttons side by side usually means neither gets clicked.
Proof near the promise
Put logos, a short quote or a real number right below the headline. People believe what others say about you more than what you say about yourself.
Speed and mobile
Check the page on a mid-range phone on mobile data, not on your laptop. Most visitors will see it that way.
Compress images, load video on demand and keep fonts to one or two families.
After the click
The thank-you page and the first email matter as much as the landing page. Tell people what happens next and when.
