🎁 Read this first
This article is based on step 3 (and last step) of my free email course "Turn visitors into customers in 3 easy steps".
Since the community asks stuff about their websites and conversion all the time I figured I would share this step as it is might be the answer the most frequent questions.
Enjoy the article/preview!
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Step #3 - Change the website, get some results!
It's all about the structure...
There is a reason this is only in step 3... Now that you have the foundation of knowing how your product can be presented in order to convince people of it's worth you can focus on the website itself.
If you haven't done the previous steps you will only get 10% of the results of the entire course...you have been warned! Get the previous steps here
1. Use the magic formula
The structure is huge for conversion, it helps you grabbing the attention of your visitors at the right time as you focus on delivering the right message to explain your product. The secret here is to answer their objections when they usually come up!
Every case is different and so is the ideal structure for that case but you can get pretty good results with this formula so I've compiled a mostly universal structure you can try or use as reference so you can start using it yourself, here it is.
- What is it? - Present a quick headline, description + CTA
- What problem is it fixing? - use a benefit and/or problems it fixes list
- How does it fix it? - explain your 3-5 best features with a focus on the results they can provide.
- How well does it fix it? - use results-based testimonials to show how other people are getting great results already.
- Final CTA - now that they are at least somewhat convinced hit them with a clear CTA for signup, free trial or whatever your goal is (defined in step 1).
2. Use some reference and copy some of it (Psst...don't tell anyone!)
Jokes aside...there are no new tricks here only a combination from old ones so don't be afraid to learn and copy some strategies from other companies (as long as they work), here are some places to find good ones.
- My Pinterest board - this is my personal collection of good LP, not the entire page is good 80% of the times but if there is something worth saving then save it!
- Land-book.com - my go-to for landing page inspiration.
- Other websites like land-book.com
- Dribbble.com - search for landing pages on the tags, this is not a good place to find unless you follow some amazing designers already, otherwise, it's just pages that "look pretty".
As you study and save a lot of good examples you will start to see websites differently and the number of ideas to improve your conversion will explode.
3. Implementation is for everyone!
All of us have different resources to make changes to the website so here are my recommendations to get the best use of your time and money depending on your stage, usually the higher the stage the more potential you have to grow and the resources to achieve it.
- If you don't have a dev or designer - try Squarespace or some Wordpress templates that already follow a similar structure.
- If you know basic HTML/CSS - try Webflow and build a fully custom solution is super fast, easy and cheap (this is what I use).
- If you have a team, share with them this process and work together to improve the website, I would recommend the books Design Sprint and Hacking growth if you want to implement this in your company culture all year round.
Not having a designer or a developer is not an excuse anymore, this is all about applying the principles in Step 1 and 2!
Plus how many designers or developers follow this strategy anyways!? Hint, a stupid low minority!
Hungry for more?
You can get the remaining Step 1 & 2 that cover how to identify problems with the website and how to discover your potential customer's objections with the answers how to fix the most common ones.
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About me
Hi there 👋,
I’m Pedro, an Independent Designer/consultant (and aspiring Indie Hacker) super passionate about helping startups with their conversion to turn their visitors into customers.
About my services Medium Free course about conversion
Have a question about conversion? Reach out ;)
pedro@cortes.design
(or in the comments 👇)