What goes where.
THE ORDER THAT WORKS
Headline stating what this is A sentence expanding it The action, visible immediately Why it matters, in detail Evidence The action again Answers to obvious objections The action once more
WHY THE ACTION APPEARS EARLY
Some visitors are ready immediately.
Making them scroll to act loses them.
WHY IT REPEATS
Different visitors are ready at different points.
WHAT GOES IN THE DETAIL
What they get How it works What it costs What happens next
THE OBJECTION SECTION
The reasons people do not act.
Address them directly.
Frequently: price, trust, timing, whether it applies to them.
WHAT TO REMOVE
Navigation Anything not supporting the action Long introduction
FOR MOBILE
The action within reach without long scrolling.
WHAT TO TEST
The page on your phone, as someone arriving from an ad.
