FIELD GUIDE / Web
Run the five-second test
Show the page to someone outside the business for five seconds, then ask what the company sells, who it helps, and what action to take. If the answer is vague, rewrite the hero before changing colors or animations. Specificity beats cleverness.
Put proof beside the claim
A claim should be supported where the visitor makes the decision. Use real product screens, clearly attributed testimonials, process details, guarantees you can honor, or concrete examples. Do not manufacture customer counts, logos, or reviews. One honest, specific customer account is stronger than a wall of generic praise.
Reduce decision friction
Give each page one primary action and one lower-commitment path. A visitor comparing software may want a product tour before a demo. A service buyer may want to see the process and service area before calling. Keep navigation focused and place objections near the relevant action.
Test the capture-to-response chain
Submit every lead path on desktop and mobile. Confirm the record reaches the CRM with source and consent details, the right owner is notified, the visitor sees an accurate confirmation, and follow-up tasks are created. A working form that routes nowhere is still a broken website.
Conversion does not end at submit. It ends when the right person takes the next action.
Measure behavior without losing judgment
Track page entry, primary-action clicks, form starts, form completions, and response outcomes. Use recordings or qualitative review only with appropriate privacy controls. Numbers can show where visitors stop; they cannot always explain why. Pair analytics with direct observation and sales-team feedback.
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