The headline describes you, not the visitor
If your headline could be pasted onto a competitor’s site without anyone noticing, it is not doing any work. Visitors decide within a few seconds whether a page is about their problem, and generic positioning statements fail that test every time.
The form asks for too much, too early
Every additional field costs you submissions. We regularly see forms asking for company size, budget and job title before the visitor has any reason to trust the business. Ask for what you need to start a conversation — the rest can come later.
- Cut optional fields entirely
- Move qualifying questions to the follow-up email
- Show what happens after submission
- Never hide the form below three scrolls
There is no proof anywhere near the decision
Testimonials at the very bottom of the page arrive after the decision has already been made. Place proof — reviews, results, recognisable clients — directly beside the call to action where hesitation actually happens.
Marta Ribeiro
UX Lead at Digital Marketing Agency
Part of the team that has helped over 200 businesses grow online from our base in Portugal.
Work with our team