Clarity
- A stranger can explain the offer after five seconds
- Headline states a specific outcome
- Subheadline removes the next doubt
- One primary call to action
Relevance
- Headline matches the ad, email or link that brought visitors
- Imagery shows the actual offer
- Page speaks to one audience
Trust
- Proof is real, specific and attributed
- Who's behind the offer is clear
- Guarantee or terms stated plainly
- No fake scarcity or countdowns
Friction
- Form asks only for what's needed
- Inputs labelled with correct mobile keyboards
- Button text describes the outcome
- Page loads fast on mobile
- Navigation minimised
Motivation
- Benefits outweigh the cost of acting
- Top objections answered
- What happens next is explained
- Final call to action repeats the offer
Learn the thinking behind it
More free templates
- One-Page Funnel Map Template - Plan every step of a funnel - goal, metric and fallback - on a single page before you build anything.
- 7-Email Welcome Sequence Template - A fill-in-the-blanks outline for the first seven emails new subscribers receive.
- Funnel Pre-Launch Checklist - Everything to test before sending traffic to a new funnel.
- Lead Magnet Planning Worksheet - Answer eight questions to design a lead magnet that attracts the right people and leads naturally to your offer.