Three seconds Someone clicked your ad. You have about three seconds before they hit back. In those seconds they read one headline and look at one button. Everything else only gets seen if the first part matched what they expected. Hence one requirement: the headline repeats the promise from the ad, in the same words. If the ad said "an estimate in a day", the top of the page says an estimate in a day. # Seven blocks in order ## 1. A headline with a promise Not your company name and not a slogan. What the person gets and when. Test it by asking whether a competitor could write the same sentence about themselves. If they could, the headline is empty. ## 2. A button on the first screen One button, not three. On a phone it must be visible without scrolling. The label names a result: "Get an estimate", not "Submit". ## 3. One line of proof next to the button Years in business, jobs completed, cities served. One checkable statement under the button removes half the doubt. ## 4. What the person gets Three or four points in plain language. Not a service list, but what will happen: we come, we look, we measure, we send the estimate. ## 5. Evidence Photos of your work, reviews with names, before and after numbers, screenshots of reports. One real example beats ten promises. If you have nothing to show, it is more honest to say you are new and therefore cheaper than to invent something. ## 6. A price or at least a range The most common fear is calling and hearing an impossible number. A range removes the fear and filters out people who were never going to buy. If the price depends on the job, say "from" and say what it depends on. ## 7. A form with one field Ask for one contact first: phone or WhatsApp. Everything else can be asked in the conversation. Each extra field costs you leads. # What should not be there - A full screen slider that moves on its own. - A twenty item menu: there is nowhere to go from an ad page except the form. - "We are a team of professionals" with no numbers. - Stock photos of smiling people in suits. - A form asking for name, surname, email, phone and preferred time before the person has learned anything. # About phones More than half your visitors arrive on a phone, in some industries far more. Test your page this way: open it on your own phone and try to submit a lead with one hand while standing. If it is awkward for you, it is awkward for the customer. Check the speed separately. A page that takes longer than three seconds loses people before the headline. # A five minute review 1. Show it to someone unfamiliar for three seconds and ask what you do. 2. Open it on a phone and find the button without scrolling. 3. Read the headline and ask whether a competitor could claim the same. 4. Find one number on the page that can be checked. 5. Submit a lead yourself and count the fields. Pass all five and your page is already better than most. On a review call we can go through your page together and show which block loses people.
