General

Use a dedicated landing page tailored to your offer, never your homepage.
Single conversion goal only. Two CTAs are fine if both reach the same goal (e.g., signup).
Familiar layout that aligns with users’ past web experiences (Jacob’s Law).
Page length fits offer complexity. More complex or low-awareness offers need more copy—write at least as many words as in a face-to-face pitch (per Conversion Rate Experts).

Hero section

Message and visuals match what visitors saw in the ad.
5-second test: within five seconds users know
- Where they are (company / product name)
- What they can do (purpose)
- Why they should care (value proposition)
Headline delivers strongest customer-valued benefit.
Subheadline briefly shows how that promise is achieved.
Readable font size, strong contrast.
Prominent, contrasting CTA above the fold with benefit-oriented copy.
Secondary CTA (if any) clearly secondary (ghost button / link).
Supporting image or video adds context, not filler.
Microcopy near CTA reduces friction / FUD.
Trust badges, ratings, or stats included.

Messaging targets one persona, speaks their language, focuses on user benefits (few “we”, many “you”).
Show how product solves pain better than current workaround (often Excel, paper, etc.).
Feature explanations use readable UI screenshots / GIFs (no stock art).
Proactively handle common objections.
Back bold claims with proof (e.g., G2 badges, specific testimonials).
Specific benefits (“close 30 % more leads” vs. “grow business”).
Rich credibility / social proof (testimonials, user counts, awards, press, G2, Capterra).
- Testimonials list concrete outcomes, real photos, names, roles, companies—never stock images.
Content scannable: informative headings, concise descriptions.
Logical flow, seamless section transitions.
No outbound links—keep users focused on converting.
CTA repeats near page bottom, restating core value.

Clear next step after form completion (via heading or CTA text).
Collect only essential info; if required by law, explain why.
Avoid email verification unless security demands it—and place late in flow.
Break long forms into multistep sequence; show progress bar (first step partially filled for endowed-progress effect).
Place highest-friction asks last.
Track form analytics (Hotjar, Inspectlet) for drop-off insights.
Explain benefits of any high-friction or sensitive asks.
Reversible actions labeled as such to lower FUD.
Top-aligned, persistent field labels.
≤ 4 options → radio buttons; > 4 → dropdown.
Large lists alphabetized / searchable; popular values surfaced.
Interactive form styling where possible.
No password confirmation—use “show password”.
List password rules upfront; keep requirements minimal.
Inline, field-specific error messages appear only after focus leaves field and disappear once fixed.
Invalid submission preserves inputs.
Tooltips clarify non-obvious fields.
Autofill / enrichment (IP geo, Clearbit) where possible.
Input formatting for credit cards, phones, dates, etc.
Mobile-appropriate keypads for each field.
Optional SSO for convenience.

On-brand design proven attractive to audience (test via UsabilityHub).
Break long paragraphs; maintain consistent style:
- Fonts, colors, sizes, buttons uniform
- Body font ≥ 16 px; line-height > 1.5
- Strong text contrast
- Sentence-case headlines
Simple, jargon-free language customers actually use.
Load time ≤ 4 s (desktop) using TTI metric—check with PageSpeed Insights.
Responsive across major devices / resolutions (LambdaTest).
Exit-intent offer (e.g., Getsitecontrol) captures abandoning visitors.
Easy contact options (chat, email, phone).
No scroll-jacking; scroll bar always visible.
Copy free of grammar / spelling errors (use Grammarly, QuillBot).
Video guidelines: enticing thumbnail, hook in first seconds, key info early, captions, clear CTA, host on analytics-enabled platform (e.g., Wistia).

Display subscription prices publicly (or “starting from $x” / instant quote).
Headline highlights value prop or pricing-structure benefits.
2-5 plans per table (3-plan good-better-best often ideal).
Differences easy to scan:
- Key-feature summary up top; detailed comparison below
- Side-by-side rows, checkmarks, minimal text
Tooltips (with GIFs if helpful) explain non-obvious features.
Multiple billing durations with discounts for longer terms.
Localize currency by IP; allow manual switch.
FAQ addresses common pricing objections.
Quick contact options (live chat, phone).
Credibility indicators (reviews, badges, customer logos) reinforce trust.