The 400px Rule

Hey,

Every 400 pixels down your landing page should make visitors more nervous about leaving.

Start soft. "Here's what you're missing..."

Then escalate. "While you wait, competitors gain ground..."

Then twist the knife. "Every day costs you X customers..."

Traditional landing pages front-load benefits and fade into features. Backwards. The deeper someone scrolls, the more invested they are. That's when you turn up the heat.

The escalation formula:

1. First fold: Show the dream outcome

2. Second fold: Reveal the hidden cost of inaction

3. Third fold: Make waiting feel expensive Final fold: Present the easiest next step

Netflix does this brilliantly. Scroll their pricing page. Each section makes canceling feel dumber.

The magic happens when visitors realize scrolling back up feels like giving up. They've come too far. The stakes are too high.

Make each scroll a micro-commitment. Make retreat feel like loss.

Hope this helped!

— Blake

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1. 60-min strategy call: Get strategic about your website, content, audience building, and conversion.

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