Yesterday I compared 20 websites in the same industry. Only a few made me want to buy from them. When I compare websites, I put myself in the user’s shoes and imagine spending my own money. That changes what I pay attention to. I ask myself which websites would convince me to buy. The ones that convinced me answered two questions: Who is this for? What does it solve? That’s it Then the brand and design helped me understand why I should choose them and what to do next. The less convincing websites tried to solve everything for me. I kept scrolling and reading but struggled to see how they could help with my problem. A landing page should help someone make a decision faster.