Answer honestly. Get a live score and exactly what it means — the same scorecard Lee runs before touching a word of copy.
The headline matches the ad or link that brought the visitor here.
The page is about the one thing it promised, with no bait and switch.
There is nothing on the page that distracts from the single goal.
The visitor lands exactly where they expected to, not a generic home page.
The main benefit is clear and concrete in the first screen.
There is at least one specific proof point, not just claims.
The top objection a visitor would have is answered on the page.
The promise is bold but honest, with nothing you cannot stand behind.
There is one call to action, repeated, not several competing ones.
The form asks for the least it possibly can to move forward.
There is a clear reason to act now, not a vague invitation to someday.
It is obvious what happens immediately after the visitor acts.