The Conversion Fundamentals
- Message match: Your landing page headline must match your ad copy. Visitors who don't see what they clicked for leave immediately
- One clear CTA: One page, one goal. Don't give visitors multiple options — guide them to one action
- Above the fold: Your value proposition and CTA must be visible without scrolling
- Social proof: Testimonials, reviews, client logos, and trust badges reduce friction
- Speed: Every second of load time costs ~7% in conversions
Copy That Converts
- Lead with the benefit, not the feature
- Address objections before they become barriers
- Use specific numbers over vague claims ("43% reduction" vs. "significant savings")
- Write like you talk — conversational beats corporate
- Make the CTA button text specific ("Get My Free Audit" vs. "Submit")
Design Principles
- Remove navigation — keep visitors focused on the goal
- Use directional cues (arrows, eye gaze) pointing toward the CTA
- High contrast CTA button that's impossible to miss
- White space increases readability and perceived value
- Mobile-first design — most PPC traffic is mobile
Testing Framework
Test one element at a time: headline → CTA → form length → social proof → page layout. Wait for statistical significance before declaring winners. Document every test for compounding learnings.