pagelint
Research library

Everythingwecite,writtenout.

Each PageLint check traces to a primary source. These are the notes — books, studies, misattributions, and field observations that built the framework.

15 articles · 4 sources · updated May 2, 2026
15 articles
Check articleCL-1

Single dominant H1: what the headline arithmetic actually means

Ogilvy's 80-cents-out-of-a-dollar claim is about concentration, not volume. What it actually argues — and why most landing pages misread it.

Ogilvy · CXL
9 min readMay 9, 2026
Lens overview

The Clarity lens: 8 checks for landing pages that convert

Why every audit starts here — eight measurable checks that tell you whether a visitor knows what you sell within five seconds.

Ogilvy · CXL
14 min readMar 30, 2026
Topic

Cialdini's 7 principles for landing pages (updated 2026)

Reciprocity, scarcity, authority, consistency, liking, social proof, unity. What each one looks like in copy — and how often we get them wrong.

Cialdini
22 min readApr 22, 2026
Topic

Schwartz awareness states explained

Unaware, problem aware, solution aware, product aware, most aware. Mapping each state to the headline you should be writing.

Schwartz
18 min readFeb 5, 2026
Check articleCL-3

Hero passes 'what is this?' in 5 seconds

The CXL Institute five-second test, what it measures, and the seven hero patterns that pass it without effort.

CXL · Schwartz
6 min readJan 9, 2026
Check articleTR-2

Social proof without 'as seen in' logos

Why customer counts beat brand walls for early-stage products — and the three formats that actually move conversions.

Cialdini · CXL
7 min readDec 14, 2025
Check articleRE-7

Most-aware headlines: write the offer, not the pitch

When your traffic already knows the product, the headline is the price tag. Examples from Linear, Vercel, Resend.

Schwartz
5 min readNov 18, 2025
Check articleVA-6

Benefit-led headlines: the outcome, not the feature

Ogilvy's prescription for benefit-first copy, what CXL's tests show about outcomes vs capabilities, and the rewrite formula.

Ogilvy · CXL
7 min readMar 1, 2026
Check articleVA-1

Specific claims in landing page copy: numbers beat adjectives

Why '70% faster' beats 'significantly faster' — traced to Ogilvy, Hopkins, and CXL testing.

Ogilvy · CXL
6 min readMar 10, 2026
Check articleTR-1

Testimonials that convert: named, specific, outcome-first

What Ogilvy said about testimonials in 1983, what Cialdini added about similarity, and what CXL's research shows about format.

Ogilvy · Cialdini · CXL
7 min readFeb 28, 2026
Check articleCL-6

No jargon in your hero: the banned words list and why they kill conversions

Why 'seamless', 'intelligent', and 'leverage' destroy credibility — the 18 banned words and what to replace each one with.

Ogilvy · CXL
5 min readMar 15, 2026
Check articleFR-2

CTA copy that works: action verb + outcome, not 'Submit'

The CXL TextMagic test showing +37.6% lift, Ogilvy's telegraph-the-benefit rule, and the formula for CTA copy that converts.

Ogilvy · CXL
6 min readFeb 20, 2026
Topic

David Ogilvy's advertising principles: what the books actually say

What Ogilvy actually wrote across Confessions (1963) and Ogilvy on Advertising (1983) — separated from the misattributed list circulating on Twitter.

Ogilvy
16 min readJan 20, 2026
Check articleVA-5

Schwartz market sophistication: 5 stages, 5 different copy strategies

What each of Schwartz's 5 stages requires — and why 'make a strong claim' fails in Stage 4-5 markets.

Schwartz
12 min readJan 5, 2026
Check articleRE-1

Declare your ICP above the fold: who self-selects, who bounces

Why 'for everyone' converts no one — and the four ways to declare audience without turning off adjacent buyers.

Ogilvy · CXL · Schwartz
7 min readFeb 10, 2026
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