Making (and keeping) good promises

Part of getting traffic is making a promise. the other part is keeping it.

Make leaving an upgrade

People stay on social because they’ve learned that scrolling is more likely to produce novelty than leaving.

• Hyping dull links won’t create lasting traffic
• Make simple links that contain genuine novelty
• Reward clicks with valuable, interactive, novel pages

Pages that do things posts can’t

A webpage isn’t just for selling. It can be almost any experience you can imagine. What would they like?

• Turn a pricing table into a personalized configurator
• Turn a walkthrough into a useful, enjoyable video
• Turn a nuanced pitch into a diagnostic tool

Great pages create traffic

Give somebody a novel experience that improved their lives somehow and they’ll tell others who need it too.

• People share it with colleagues and communities
• Those mentions become clues for search and LLMs
• People you’ve helped become your salesforce

Make good promises. Keep them.