Visitors decide in 5 seconds. Above the fold must communicate: what you offer, who it's for, why it matters. Clear headline, supporting subheadline, prominent CTA.
Size, color, contrast, and spacing guide the eye. Most important elements (headline, CTA) are most prominent. Secondary elements support without competing.
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Testimonials with real names/photos, client logos, review scores, case study results. Place near CTAs where visitors hesitate.
Contrasting color, action-oriented text ("Get My Free Quote" beats "Submit"), large enough for mobile, appears multiple times on longer pages.
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