31Website Credibility10 min read
What Counts as Proof on a B2B Service Page?
Polish can earn a first look, but a serious buyer still needs inspectable evidence. Choose proof that fits the claim, has permission, and makes its limits visible.
Make the next decision easier
Web Experience & Conversion · Page 2
Clear-eyed guidance for landing pages, accessible forms, proof, performance, information architecture, conversion measurement, and lead journeys that respect the person using them.
Topic
Read with a job in mind
Guides for making the next decision.
The collection grows around distinct reader problems, not small changes in phrasing. Start with the guide closest to the decision in front of you.
32Service Pricing10 min read
If You Cannot Publish One Price, Publish the Logic
When a fixed price would be misleading, publish the scope, assumptions, range, exclusions, and path to a firm quote. “Contact us” should not hide every useful detail.
33Conversion & UX8 min read
Designing Lead-Generation Pages People Can Trust
Lead-generation pages ask people to trade contact details for a promised conversation. This guide shows how to make that exchange easier to understand, complete, and trust.
Useful starting questions
Know what you need from the research.
- Can a qualified visitor understand the offer quickly?
- Does the proof withstand a closer look?
- Are speed, accessibility, lead quality, and conversion measured together?
Related practice