Start with the source promise
Before design work, capture the source claim, audience, offer, condition, and CTA. Preserve that meaning in plain language, not a broad brand slogan. If the source offers a free migration assessment, say so near the top.
Add a short explanation of who receives what and show the primary CTA nearby. Put any material price, eligibility, contract, location, or timing condition near the promise. Message match is continuity, not word-for-word repetition: the page can explain what a short ad could not.
Record source claim, page headline, supporting explanation, qualifying condition, and CTA. Resolve contradictions before publishing.
Focus on one main outcome: request contact, buy a defined item, start a trial, or access a resource.
Make the next decision easy to see
Visual hierarchy is the order in which size, spacing, contrast, position, and grouping guide attention. Use a mobile sequence of promise, explanation, CTA, proof, detail, and a repeated CTA. A visitor should not decode a layout before learning the offer.
Give the primary CTA specific language, contrast, and room. Make secondary actions quieter. Menus, chat, consent notices, banners, and carousels should not cover the CTA, fields, focus state, or important terms on a small screen.
Ask a first-time viewer what is offered, for whom, and what they would do next. Uncertainty is a copy or layout problem.
Check common widths, zoom, and long translated strings. The action must remain reachable without accidental taps.
Prove the claim without overstating it
Use proof that answers a relevant doubt: a feature explanation for capability, an implementation example for feasibility, a pricing explanation for budget, or a policy for risk. Identify a case-study source and date when practical. State conditions that affected a customer result rather than presenting it as typical.
Use only factual, attributable testimonials. FTC guidance says a business that puts fake or false testimonials on its own website can be liable under the U.S. Consumer Reviews and Testimonials Rule. Do not invent quotes, alter meaning, hide a material relationship, or pay for positive sentiment. Seek qualified legal and compliance review for incentivized endorsements, regulated claims, and cross-border campaigns.
Ask what a skeptical visitor would need to judge this claim, then provide or link to that evidence.
Keep product capabilities, observed customer outcomes, and forecasts distinct.
Make forms and actions usable for more people
W3C’s forms guidance recommends a label for each control, completion instructions, and clear success and error notification. Ask only for information needed to complete the process. Visible labels and a short form reduce friction and unnecessary data collection.
Do not use hint text as the only label or color as the only error signal. Identify required fields and formats before submission; explain corrections. Test keyboard navigation and confirmation feedback. WCAG 2.2 Level AA sets a 4.5:1 contrast ratio for normal text and 3:1 for large-scale text; it also expects text to remain functional when resized. Technical checks do not replace user testing or local advice.
Tab through every control. Focus must be visible, order must follow reading order, and modals need a clear exit.
For payment or sensitive personal data, minimize fields and obtain qualified security, privacy, and payment-compliance review. This is not a compliance assessment.
Keep the hero fast and the layout stable
Largest Contentful Paint, or LCP, measures loading performance around the largest initial content element. Google recommends striving for LCP within 2.5 seconds, Interaction to Next Paint under 200 milliseconds, and Cumulative Layout Shift under 0.1. These are diagnostics, not a conversion guarantee.
Measure the actual LCP element on a mobile visit; it may be a hero image or headline. web.dev recommends making its resource discoverable in the initial HTML and warns never to lazy-load an LCP image. Reserve space for images, embeds, banners, and form errors so the layout does not move under a ready-to-click visitor.
Audit tags, fonts, experiments, chat, and video. Optimize and test needed components rather than deleting required consent, security, or core-flow tools blindly.
Test hero render, CTA, validation, confirmation, and handoff. A fast first view does not offset a broken action.
Preflight and remediate the promised path
Landing pages drift after launch when creative, pricing, forms, tags, or dependencies change. Before a campaign or major release, check the source URL, message match, mobile layout, keyboard path, CTA, confirmation, consent behavior, and legal links. Keep a change record and tested way back.
SIU’s role is proactive uptime optimization and remediation, not outage reporting. Run an availability and action-path preflight, then repair an unreachable destination, broken CTA, blocked asset, failed form, or missing confirmation. Prepare a rollback so a faulty tag, creative, or dependency can be reversed to the last known good experience.
Assign one person to verify the critical path and one person authorized to roll back.
Prioritize incorrect offers, failed actions, inaccessible blockers, and unstable layouts ahead of cosmetic experiments.