This is a lesson from the Tiny Design Lessons ebook.
Be aware of the expectations you set
Following through on the expectations you set is important for building trust and gaining conversions. It’s also particularly hard to do when you’re writing your own content. So it’s worth reviewing occasionally to test if you’re staying on message.
Does your page content match the promise of the headline?
Does your landing page match the promise of the ad/article/referral?
Are the images or videos relevant to what you’re trying to say or are they a distraction?
Does your call-to-action match the promise of the headline?