FIELD NOTES · SEPTEMBER 14, 2026

One page. One useful decision.

If three pages tell the same story, a visitor has to work out why they should keep clicking. Give each page a specific decision to support.

1. Name the reader. A potential client needs different details from someone looking for a recipe.
2. Write the question the page answers. What can I make? What can I buy? Can this person help me?
3. Choose the proof. A demonstration, a clear offer or one relevant example will do more than another paragraph of promises.
4. Choose the next step. Make it easy to find, and describe what happens after the click.
5. Cut the duplicate. Link to information that already has a home instead of rewriting it.

Try it on your homepage

Read only the headings. Can a new visitor tell what you offer, who it is for and how to contact you? Start with the missing answer.

Tell me about the page you want help with