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Chapter 22One job, one CTA: the focus law
Chapter 24Product and service pages
Part of the playbook

Website

Chapter 23 of 46

Factory
Client acquisition
Reading time
1 min
Line
Marketing funnel
Chapters
46
  1. 01A foundation isn't finished until you can measure it
  2. 02A landing page is a decision machine, not a smaller website
  3. 03About page
  4. 04Blog and resources
  5. 05Build a single clear path, not a maze of choices
  6. 06Build forty one-job pages, not one everything-page
  7. 07Build on a structure you can change without a project
  8. 08Case studies
  9. 09Common failures
  10. 10Common failures
  11. 11Contact and demo page
  12. 12Conversion does not stop at submit: close the loop with speed-to-lead
  13. 13Earn attention before you ask for it
  14. 14Engagement is a means, not a metric to chase
  15. 15FAQs
  16. 16FAQs
  17. 17Homepage
  18. 18Measure intent, then change one thing and watch
  19. 19Message match: finish the sentence the ad started
  20. 20Navigation and footer
  21. 21One clear next step beats a menu of options
  22. 22One job, one CTA: the focus law
  23. 23Pricing page
  24. 24Product and service pages
  25. 25Proof carries the page: the 1-3-1 skeleton
  26. 26Proof does the selling, claims do not
  27. 27Role and industry pages
  28. 28Show, don't tell, and make the product the hero
  29. 29Speed and clarity are engagement features, not technical chores
  30. 30Speed and clarity beat beauty, every time
  31. 31Speed is a conversion feature
  32. 32The first screen decides whether anyone stays
  33. 33The form is a filter, not a gate
  34. 34The friction ledger: what actually leaks conversion
  35. 35The hero has five seconds to answer three questions
  36. 36Your website is a salesperson, not a brochure
  37. 37How to run qualitative research
  38. 38Identify your best pages and redirect traffic
  39. 39How to write an about page that builds trust
  40. 40Optimise existing pages for mobile and message match
  41. 41Build segment-specific pages only where volume justifies it
  42. 42Test systematically and apply learnings
  43. 43Run monthly landing page audits
  44. 44Test above-the-fold variants
  45. 45Improve page speed and mobile experience
  46. 46Personalise pages by traffic source
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The six factories and their four layers

  • Brand

    They get to know and trust you, before they are buying

    • Systems
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    They buy, from the moment someone is buying to the signature

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    They get the result and stay, from the signature to renewal

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    What we make, whatever its type: software, a service or a course

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    The money and the rules

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