The Seven Questions Your Page Should Already Be Able to Answer

Every visitor lands on a profile with the same handful of silent questions. They don't type these questions. They don't even fully articulate them to themselves. But every click, every scroll, every back-button is downstream of whether the page is answering them. The pages that fail are the pages that force the visitor to do the answering manually — by clicking around, by guessing, by reading between the lines of a list of buttons that wasn't designed to communicate.

The pages that win are the pages that pre-empt the questions and resolve them before the visitor even has to surface them.