When you sell premium, you are not selling a product but an unbroken experience. The smallest friction breaks the spell. Here are the seven we remove as a matter of course.
- The twelve-field form. Any field that does not serve the first exchange has to go. Name, email, message — that is all. The rest gets asked on the first call.
- The grey call-to-action button. If it cannot be seen in half a second, it does not exist. WCAG AA contrast is the floor, not the target.
- No entry price. “From €X” reassures far more than “price on request”. Premium prospects want to qualify their own budget.
- Anonymous stock photography. A high-end brand running Unsplash photos degrades perceived value on sight. Choose commissioned illustration, or typographic restraint.
- The “within 72 hours” reply. At this level it is 24 hours or nothing. Better still: a direct booking slot.
- Weak social proof. Blurry client logos, anonymous or generic testimonials. Three named testimonials beat twenty anonymous ones.
- The empty About page. At this level people are also buying the person. A missing biography is a promise broken before the quote.
The simple test
Ask three people from your actual audience — not your family — to browse your site for sixty seconds and tell you what slowed them down. Three minutes will give you what six months of Hotjar will not.