Clarity is the most underrated conversion driver. If your visitor needs more than five seconds to understand what you do, your bounce rate already won.
The 3-screen rule
Your hero, credibility, and primary offer should fit within three scrolls on mobile. If not, the page is doing too much.
- Hero: one promise, one CTA, one proof point.
- Credibility: outcomes, logos, or testimonials.
- Offer: what you do, how it works, and next step.
Design components that explain themselves
Use visual hierarchy that mirrors a sales conversation. Headlines answer "what," subheads answer "why," and bullets answer "how."
"If a section needs a paragraph to explain why it exists, delete it."