Guides
Guides to pages that convert
Short, evidence-based guides on landing pages, above-the-fold copy and the five-second test. Each one answers a question we get asked, and ends in something you can fix today.
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What a five-second test is, and what it tells you about your website
A five-second test shows a page to a stranger for five seconds, then asks what they understood. How it works, which questions to ask and what it tells you.
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What a conversion optimisation audit is, and what it should check
A conversion optimisation audit reviews the pages where visitors buy or leave. What it checks, when you need one, and what a good audit report gives you.
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Hero section examples: four that pass the five-second test, and three that fail
Seven hero section examples from Wise, Calendly, Framer, Basecamp, Notion, Linear and Shopify, checked with the five-second test: what to copy, what to avoid.
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What a hero section is, and the four things it must say in five seconds
A hero section is the first block on a web page: headline, subline, button and image. What it must say in five seconds, and the mistakes that cost clicks.
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What “above the fold” means on a website, and why it decides your conversions
Above the fold is what a visitor sees before scrolling. Where the fold sits today, why it gets 57 percent of attention, and the six things it must say.
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See your page through a stranger’s eyes
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