One goal, one CTA. Your headline must state the specific outcome immediately — not your company name or a clever tagline. Place social proof (testimonials with full names and photos, specific results, trust logos) near your CTA where purchase anxiety peaks. State your offer clearly and specifically. Remove form fields you don’t need — every field reduces conversion. Use first-person CTA button text describing the outcome: “Send Me the Free Guide” not “Submit.” Place the CTA above the fold and repeat at the bottom. Reduce loading time — every second of delay reduces conversion by ~7%.