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Nobody Buys Confusion: The 3-Question Clarity Test
UI/UX & Design
Apr 2, 2025
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Nobody Buys Confusion: The 3-Question Clarity Test
Nobody Buys Confusion: The 3-Question Clarity Test
Nobody Buys Confusion: The 3-Question Clarity Test
Ever landed on a webpage and thought, “What on earth am I supposed to do here?” If your visitors are asking that, you’ve already lost them.
Let’s cut through the noise and get straight to the point: clarity converts.
To ensure your landing page isn’t a maze without an exit, ask yourself these three pivotal questions:
1. Where Am I?
a.k.a. The “WTF Test”
Your visitor clicked a link or an ad with certain expectations. Does your landing page meet them? Your headline should be a beacon, immediately signaling that they’re in the right place. Consistency between your ad’s promise and your landing page’s content isn’t just nice—it’s non-negotiable. This alignment reassures visitors and reduces bounce rates.
→ Match the message: Whatever they clicked to get to your page should reflect exactly what they see on it
→ Lead with clarity, not creativity—save the cleverness for the subhead
→ Use visual hierarchy (headline, subhead, image) to reinforce direction
🔥 Smart Move: Imagine you’re guiding a confused friend: “Yes, this is the guide you wanted. It’s right here.” That’s the energy your headline and hero section should deliver.
2. What Can I Do Here?
a.k.a. The “So… Now What?” Moment
Once orientation is clear, guide your visitor to action. Is it to download an eBook, sign up for a webinar, or purchase a product? Whatever it is, make it glaringly obvious. Your Call to Action (CTA) should stand out like a lighthouse in a storm—bold, bright, and impossible to ignore.
→ Choose a single, focused action—then make it unmistakable
→ Use CTA copy that says what they get, not just what they do
→ Place the CTA early, reinforce it throughout, and end strong
🔥 Smart Move: Use microcopy around your CTA to answer unspoken doubts. “No credit card required” or “Takes less than 60 seconds” can remove hidden friction.
3. Why Should I Do It?
a.k.a. The “Convince Me” Close
Here’s where you seal the deal. Why should your visitor take this action? Highlight the benefits, not just the features. Will they save time, learn a new skill, or solve a nagging problem? Because remember, your CTA might be clear, but if people don’t feel the value, they won’t act.
→ Focus on outcomes, not features (“Save 5 hours a week” > “Automation dashboard”)
→ Support your pitch with trust builders—testimonials, stats, recognisable logos
→ Make the reward immediate, tangible, and selfish (that’s a good thing)
🔥 Smart Move: Zoom in on one small, high-emotion transformation: “Stop wasting your mornings on reporting. Get your time back.” That’s the kind of benefit that lands.
Let’s Recap: The Clarity Litmus Test
→ Where am I? → Clear, specific headline that reflects the promise
→ What can I do here? → One clear CTA that stands out and repeats
→ Why should I do it? → Emotional + logical benefits, backed by proof
If you’re reading this and thinking, “Yikes, our landing page might be flunking the clarity test…”—you’re not alone.
We help teams build pages that guide, convert, and actually make sense (imagine that).
👉 Book a Free 30-minute Consultation with me and we’ll walk through your current page, spot what’s blocking conversions, and explain how to fix it.
Ever landed on a webpage and thought, “What on earth am I supposed to do here?” If your visitors are asking that, you’ve already lost them.
Let’s cut through the noise and get straight to the point: clarity converts.
To ensure your landing page isn’t a maze without an exit, ask yourself these three pivotal questions:
1. Where Am I?
a.k.a. The “WTF Test”
Your visitor clicked a link or an ad with certain expectations. Does your landing page meet them? Your headline should be a beacon, immediately signaling that they’re in the right place. Consistency between your ad’s promise and your landing page’s content isn’t just nice—it’s non-negotiable. This alignment reassures visitors and reduces bounce rates.
→ Match the message: Whatever they clicked to get to your page should reflect exactly what they see on it
→ Lead with clarity, not creativity—save the cleverness for the subhead
→ Use visual hierarchy (headline, subhead, image) to reinforce direction
🔥 Smart Move: Imagine you’re guiding a confused friend: “Yes, this is the guide you wanted. It’s right here.” That’s the energy your headline and hero section should deliver.
2. What Can I Do Here?
a.k.a. The “So… Now What?” Moment
Once orientation is clear, guide your visitor to action. Is it to download an eBook, sign up for a webinar, or purchase a product? Whatever it is, make it glaringly obvious. Your Call to Action (CTA) should stand out like a lighthouse in a storm—bold, bright, and impossible to ignore.
→ Choose a single, focused action—then make it unmistakable
→ Use CTA copy that says what they get, not just what they do
→ Place the CTA early, reinforce it throughout, and end strong
🔥 Smart Move: Use microcopy around your CTA to answer unspoken doubts. “No credit card required” or “Takes less than 60 seconds” can remove hidden friction.
3. Why Should I Do It?
a.k.a. The “Convince Me” Close
Here’s where you seal the deal. Why should your visitor take this action? Highlight the benefits, not just the features. Will they save time, learn a new skill, or solve a nagging problem? Because remember, your CTA might be clear, but if people don’t feel the value, they won’t act.
→ Focus on outcomes, not features (“Save 5 hours a week” > “Automation dashboard”)
→ Support your pitch with trust builders—testimonials, stats, recognisable logos
→ Make the reward immediate, tangible, and selfish (that’s a good thing)
🔥 Smart Move: Zoom in on one small, high-emotion transformation: “Stop wasting your mornings on reporting. Get your time back.” That’s the kind of benefit that lands.
Let’s Recap: The Clarity Litmus Test
→ Where am I? → Clear, specific headline that reflects the promise
→ What can I do here? → One clear CTA that stands out and repeats
→ Why should I do it? → Emotional + logical benefits, backed by proof
If you’re reading this and thinking, “Yikes, our landing page might be flunking the clarity test…”—you’re not alone.
We help teams build pages that guide, convert, and actually make sense (imagine that).
👉 Book a Free 30-minute Consultation with me and we’ll walk through your current page, spot what’s blocking conversions, and explain how to fix it.
Ever landed on a webpage and thought, “What on earth am I supposed to do here?” If your visitors are asking that, you’ve already lost them.
Let’s cut through the noise and get straight to the point: clarity converts.
To ensure your landing page isn’t a maze without an exit, ask yourself these three pivotal questions:
1. Where Am I?
a.k.a. The “WTF Test”
Your visitor clicked a link or an ad with certain expectations. Does your landing page meet them? Your headline should be a beacon, immediately signaling that they’re in the right place. Consistency between your ad’s promise and your landing page’s content isn’t just nice—it’s non-negotiable. This alignment reassures visitors and reduces bounce rates.
→ Match the message: Whatever they clicked to get to your page should reflect exactly what they see on it
→ Lead with clarity, not creativity—save the cleverness for the subhead
→ Use visual hierarchy (headline, subhead, image) to reinforce direction
🔥 Smart Move: Imagine you’re guiding a confused friend: “Yes, this is the guide you wanted. It’s right here.” That’s the energy your headline and hero section should deliver.
2. What Can I Do Here?
a.k.a. The “So… Now What?” Moment
Once orientation is clear, guide your visitor to action. Is it to download an eBook, sign up for a webinar, or purchase a product? Whatever it is, make it glaringly obvious. Your Call to Action (CTA) should stand out like a lighthouse in a storm—bold, bright, and impossible to ignore.
→ Choose a single, focused action—then make it unmistakable
→ Use CTA copy that says what they get, not just what they do
→ Place the CTA early, reinforce it throughout, and end strong
🔥 Smart Move: Use microcopy around your CTA to answer unspoken doubts. “No credit card required” or “Takes less than 60 seconds” can remove hidden friction.
3. Why Should I Do It?
a.k.a. The “Convince Me” Close
Here’s where you seal the deal. Why should your visitor take this action? Highlight the benefits, not just the features. Will they save time, learn a new skill, or solve a nagging problem? Because remember, your CTA might be clear, but if people don’t feel the value, they won’t act.
→ Focus on outcomes, not features (“Save 5 hours a week” > “Automation dashboard”)
→ Support your pitch with trust builders—testimonials, stats, recognisable logos
→ Make the reward immediate, tangible, and selfish (that’s a good thing)
🔥 Smart Move: Zoom in on one small, high-emotion transformation: “Stop wasting your mornings on reporting. Get your time back.” That’s the kind of benefit that lands.
Let’s Recap: The Clarity Litmus Test
→ Where am I? → Clear, specific headline that reflects the promise
→ What can I do here? → One clear CTA that stands out and repeats
→ Why should I do it? → Emotional + logical benefits, backed by proof
If you’re reading this and thinking, “Yikes, our landing page might be flunking the clarity test…”—you’re not alone.
We help teams build pages that guide, convert, and actually make sense (imagine that).
👉 Book a Free 30-minute Consultation with me and we’ll walk through your current page, spot what’s blocking conversions, and explain how to fix it.
Ever landed on a webpage and thought, “What on earth am I supposed to do here?” If your visitors are asking that, you’ve already lost them.
Let’s cut through the noise and get straight to the point: clarity converts.
To ensure your landing page isn’t a maze without an exit, ask yourself these three pivotal questions:
1. Where Am I?
a.k.a. The “WTF Test”
Your visitor clicked a link or an ad with certain expectations. Does your landing page meet them? Your headline should be a beacon, immediately signaling that they’re in the right place. Consistency between your ad’s promise and your landing page’s content isn’t just nice—it’s non-negotiable. This alignment reassures visitors and reduces bounce rates.
→ Match the message: Whatever they clicked to get to your page should reflect exactly what they see on it
→ Lead with clarity, not creativity—save the cleverness for the subhead
→ Use visual hierarchy (headline, subhead, image) to reinforce direction
🔥 Smart Move: Imagine you’re guiding a confused friend: “Yes, this is the guide you wanted. It’s right here.” That’s the energy your headline and hero section should deliver.
2. What Can I Do Here?
a.k.a. The “So… Now What?” Moment
Once orientation is clear, guide your visitor to action. Is it to download an eBook, sign up for a webinar, or purchase a product? Whatever it is, make it glaringly obvious. Your Call to Action (CTA) should stand out like a lighthouse in a storm—bold, bright, and impossible to ignore.
→ Choose a single, focused action—then make it unmistakable
→ Use CTA copy that says what they get, not just what they do
→ Place the CTA early, reinforce it throughout, and end strong
🔥 Smart Move: Use microcopy around your CTA to answer unspoken doubts. “No credit card required” or “Takes less than 60 seconds” can remove hidden friction.
3. Why Should I Do It?
a.k.a. The “Convince Me” Close
Here’s where you seal the deal. Why should your visitor take this action? Highlight the benefits, not just the features. Will they save time, learn a new skill, or solve a nagging problem? Because remember, your CTA might be clear, but if people don’t feel the value, they won’t act.
→ Focus on outcomes, not features (“Save 5 hours a week” > “Automation dashboard”)
→ Support your pitch with trust builders—testimonials, stats, recognisable logos
→ Make the reward immediate, tangible, and selfish (that’s a good thing)
🔥 Smart Move: Zoom in on one small, high-emotion transformation: “Stop wasting your mornings on reporting. Get your time back.” That’s the kind of benefit that lands.
Let’s Recap: The Clarity Litmus Test
→ Where am I? → Clear, specific headline that reflects the promise
→ What can I do here? → One clear CTA that stands out and repeats
→ Why should I do it? → Emotional + logical benefits, backed by proof
If you’re reading this and thinking, “Yikes, our landing page might be flunking the clarity test…”—you’re not alone.
We help teams build pages that guide, convert, and actually make sense (imagine that).
👉 Book a Free 30-minute Consultation with me and we’ll walk through your current page, spot what’s blocking conversions, and explain how to fix it.
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