Section 01
Start with the decision
A visitor needs to understand the offer, decide whether it fits, trust the evidence, and see a reasonable next step. Persuasion works when it supports that sequence.
Section 02
Place proof where doubt appears
Authority, consensus, consistency, reciprocity, liking, scarcity, and unity are not a checklist for a hero section. Each principle should resolve a specific uncertainty.
- Use authority beside consequential claims
- Use social proof beside fit or outcome questions
- Use reciprocity through genuinely useful guidance
- Use scarcity only when the constraint is real
Section 03
Measure the full journey
A button click can increase while qualified conversion falls. Evaluate comprehension, interaction, completion, lead quality, and the downstream commercial result together.