1Principle 1: The 5-Second Rule
The Make-or-Break Window
If a landing page doesn't hook visitors and make a strong first impression within 5 seconds, they're lost. The above-the-fold section is the most critical real estate on any page.
The Statistics
| Metric | Value |
|---|---|
| Visitors who never scroll past above the fold | 60% |
| Visitors who see above the fold | 100% |
| Recommended effort allocation to this section | 80-90% |
The Proven Above-the-Fold Formula
Element 1: Benefit-Driven Headline
What NOT to do: Explain who you are, describe what you do, use jargon
What TO do: Answer "Why should I care?", lead with one hard-hitting benefit, quantify value
| Before (Weak) | After (Strong) |
|---|---|
| "Digital Imaging Technician Course" | "Earn more income traveling the world and networking with high-profile creatives" |
Impact: Headline testing alone has produced conversion rate increases of up to 80%.
Element 2: Sub-Headline
Purpose: Explain who you are and what you do to achieve the results promised in the headline. Convey your USP and differentiate from competitors.
Element 3: Social Proof Above the Fold
Since 60% of visitors never scroll, you need to give them incentive to engage further. Include at least two forms of social proof above the fold for immediate trust.
2Principle 2: Specificity Sells
Why Vague Claims Fail
General claims like "We deliver results" or "Quality service" mean nothing because everyone says them. Specific claims are believable and memorable.
Vague vs. Specific Examples
| Vague (Weak) | Specific (Strong) |
|---|---|
| "Fast results" | "Results in 14 days or less" |
| "Trusted by many" | "Trusted by 2,847 businesses" |
| "High satisfaction" | "97% customer satisfaction rate" |
| "Industry leading" | "#1 rated on G2 for 3 years running" |
Where to Apply Specificity
- Headlines: Specific outcomes instead of generic promises
- Testimonials: Real names, specific results, exact timeframes
- Guarantees: "30-day money back" not "satisfaction guaranteed"
- Process: "3 steps" not "simple process"
4Principle 4: Simplicity Wins
The 3-Step Process
Every service, no matter how complex, can be simplified to three steps for the customer. This makes getting started feel achievable.
Process Structure:
- Step 1: Same as your CTA (e.g., "Schedule a call")
- Step 2: Where your work happens (e.g., "We create your strategy")
- Step 3: The happy ending (e.g., "Watch your business grow")
Form Simplicity
| Form Fields | Impact on Conversions |
|---|---|
| 1-2 fields | Highest conversion rate |
| 3-4 fields | Slight decrease |
| 5+ fields | Significant drop-off |
Single CTA Principle
One clear action outperforms multiple options. When you offer "Contact us," "Learn more," and "See pricing," you create decision paralysis. Pick one primary action.
5Principle 5: Risk Reversal Removes Hesitation
Why Guarantees Work
Every purchase involves perceived risk. Guarantees shift that risk from buyer to seller, making the decision feel safer.
Types of Risk Reversal
| Type | Example |
|---|---|
| Money-back guarantee | "100% refund within 30 days" |
| Performance guarantee | "10 leads in 30 days or we work free" |
| Free trial | "Try it free for 14 days" |
| Outcome guarantee | "Results or we keep working until you get them" |
Placement
- Near CTAs (reduces last-minute hesitation)
- In hero section (builds immediate trust)
- Footer (final reassurance)
The Counterintuitive Truth
Strong guarantees rarely increase refund requests if your product/service is good. They primarily remove the barrier that was preventing people from trying in the first place.
6Principle 6: Ad-to-Page Matching
The Consistency Principle
When someone clicks an ad, they expect the landing page to deliver on the ad's promise. Any mismatch creates confusion and increases bounce rate.
What Must Match
| Ad Element | Landing Page Element |
|---|---|
| Headline promise | Page headline |
| Offer mentioned | Offer displayed prominently |
| Visual style | Visual style |
| Call to action | CTA button text |
Common Mismatches to Avoid
- Ad mentions "free consultation" → Page only shows contact form
- Ad promises specific outcome → Page talks about features
- Ad targets specific audience → Page is generic
- Ad has one CTA → Page has multiple competing CTAs
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7Principle 7: Mobile-First Design
The Reality
60%+ of ad traffic comes from mobile devices. If your landing page doesn't work perfectly on mobile, you're losing the majority of visitors.
Mobile Optimization Checklist
- ☐ Loads in under 3 seconds on mobile
- ☐ CTA button visible without scrolling
- ☐ Text readable without zooming
- ☐ Forms easy to complete on phone
- ☐ Click-to-call enabled
- ☐ No horizontal scrolling required
Mobile Page Speed Impact
| Load Time | Bounce Rate Increase |
|---|---|
| 1-3 seconds | Baseline |
| 3-5 seconds | +32% |
| 5-10 seconds | +90% |
| 10+ seconds | +123% |
Mobile-Specific Considerations
- Thumb-friendly button sizes
- Simplified navigation
- Compressed images
- Shorter forms
3Principle 3: Social Proof Placement Matters
Social Proof Hierarchy
Photo Psychology
Reviews with photos are trusted dramatically more than anonymous quotes. People willing to stand behind their words publicly carry more weight.
Placement Strategy
What Makes a Strong Testimonial
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