A page that only makes claims reads like an advertisement. A page that makes a claim and immediately supports it reads like a recommendation. The difference is proof placed next to the claim, not gathered in a testimonial ghetto at the bottom.
Proof, strongest first
- A specific result with a number and a timeframe.
- A named customer saying what changed, not that you were "great to work with."
- A demo, screenshot, or teardown they can evaluate themselves.
- Volume: how many times you have done this exact thing.
- A guarantee that costs you something if you fail.
Write the objections down
Every visitor is silently arguing with you: too expensive, too slow, we tried this before, my case is different, I do not have time to switch. List the five real objections you hear on sales calls, then make sure the page answers each one somewhere.
An FAQ is a fine place to do this, as long as the questions are the awkward ones people actually ask rather than softballs you enjoy answering.
Try it
Write your five most common objections, then find where on the page each is answered. Any objection with no answer is a leak — patch it with a section, a line, or an FAQ entry.