1. The headline says who it is for and what it is for
“Websites that sell, built by the people who run the ads.” A visitor decides within seconds whether a page is relevant. The headline names the outcome (a website that sells) and the reason to believe us (we run the ads). Weakness we know about: it does not name an industry. Choosing one is a decision for the owner, not the designer.
2. The line under it describes the symptom, not the service
“If your website looks fine but the enquiries are not coming.” People search for their symptom, not our service list. The sentence is meant to make the right visitor think “that is me”.
3. One main action, and it is small
The big button is a free check, not “contact us”. Trust is earned in steps: a visitor who has not decided to trust you will not hand over a phone number, but will type a web address. Cialdini calls the principle consistency: a small yes makes a bigger one easier later. Nielsen Norman Group describes the same ladder as a hierarchy of trust.
4. Credentials sit under the button, as facts you can check
Company registration, years of experience and partner status are small and plain. Stanford’s web credibility guidelines ask for a real organisation, real people and ways to verify claims. Partner status links to the public directory, because the programme’s own rules require it.
5. The scrolling names are real sites, not borrowed logos
Large agencies show famous client logos. We have none to borrow, so we show the names of sites that are live today. They are all clickable on the Work page.
6. The problem comes before the proof
The first section after the hero describes three ways a good-looking site costs customers. People move to avoid a loss more readily than to chase a gain; the strength of that effect is debated, so we use it as a direction, not a number. A fear with no way out only makes people look away, so the next step sits right beside it: the free check.
7. Results first, speed second
A business owner cares about leads and enquiries; a technical buyer cares about speed. We show both, results first, and we say exactly where the numbers come from. The speed scores include the sites that are not perfect, because a page that only shows its best numbers is easy to discount.
8. The review section is empty, on purpose
Visitors discount testimonials that look cherry-picked or anonymous. We would rather show none than invent one, so the section appears only when a client has agreed to a named, checkable review. Until then you will see no reviews on the live page.
9. The terms are in plain words, and a face is on the page
Payment, capacity and ownership are stated without legal language, and the founder’s photo sits next to a way to message him. People hire people.
What we do not know yet
We have not tested any of this on visitors. What we plan to test, one change at a time: the hero line against a version that names an industry; where the review sits; and the order of the form questions. We will report what changes and what does not.
