One promise above the fold
Visitors should understand who you help and what changes for them in a few seconds. Feature lists can wait. Clarity beats cleverness.
Make the next step obvious
Primary CTA should be one action: book a call, start a trial, or request a proposal. Secondary links are fine; competing primaries are not.
Proof that matches the claim
Use only proof you can stand behind — product screens, process detail, or named work with permission. Empty logos and invented metrics destroy trust.