Header
- What do you offer?
- How will it make life better? Choose ONE
- What do they need to do to buy it? (learn more is weak - don't be passive aggressive - be clear)
- CTA button
Stakes
This is the failures section. Stories begin with a conflict. What does it cost not to do business with you?
"Are you tired of paying for marketing that doesn't work?"
List stakes: problems they want to avoid, list as bullet points, can do testimonials of overcoming.
List of pain points we resolve, pick a few.
Value Proposition
What does life look like if they buy?
contrast from the stakes
What value will they receive if they do business with you.
Add perceived value as well - "your lawn will make your neighbors jealous"
Include a headline on each section. Ex. "our customers no longer struggle with..."
The Guide
Empathetic & authoritative
ways: testimonials, logos of companies worked with, stats - years in business, #s worked with
empathy - list primary pain point. "we know what it feels like to..." - we trust people who are like us.
authority - don't overdo it (testimonials, company logos, stats, awards earned)
The Plan
Pave the path & they will follow
how easy it is to work with you + next steps to take
Use 3 Steps - one word or short phrase + few words
Steps to engage your brand
The Explanatory Paragraph
This is where your SEO will come from
Customers will feel like they did research
Don't ramble - invite them into a story
- Identify who your customer wants to become
- Identify what they want
- Define the problem that is setting them back
- Position you as their guide
- Share a plan they can use to solve their problem
- Call them to Action
- Cast a vision for their lives
(Print out Mad Lib paragraph - re-write in your words)
- Helps overcome objections
- List 5 objections you hear why they wouldn't buy your product (too expensive, quality, won't work, something else didn't work - overcome these)
- Ex. - too complicated - we guide you through the process to use our product, not satisfied - satisfaction guaranteed
- No landing page is too long as long as the top is quick & simple
The Video (optional)
Creates your message narratively & visually - repeat what you already said
- Keep short 3-5 min
- Hook the viewer (30 sec) - State problem first thing
- Consider giving a longer video with email exchange (ex. Ted talk)
- Give video a title that makes them want to watch "How we've helped thousands solve this problem"
Price Choices
fixed price - Bullet points what they receive
Recommended - 3 price points...customers like options
most people choose the one in the middle
Junk drawer
Most important - gets rid of decision fatigue
all your other links
Contact - FAQ - About
Clean up clutter
