If you’re like most business owners, you probably spend a couple of hours per week tweaking your website; hoping that if you make a couple of small changes, then it’ll suddenly start churning out enquiries, but, it never does.
You’re stuck in this perpetual loop of little changes and no results.
How do I know this?
Well, I’ve been in that exact position before and I know how frustrating it is, which is why I’m going to share with you a simple 7-step framework I discovered that allows you to structure your website in less than a day.
After you’ve learned this, you’ll never have trouble with website sections again.
When you first meet someone, you’ve got around 3 seconds to impress them. If that doesn’t happen then the conversation will probably go kinda stale.
Websites work in the exact same way; when someone pays you a visit, their attention clock starts counting down.
If they don’t understand precisely how you can help them then they’re going to leave.
It’s the header section’s job to do three things:
- Summarise what your business does in a simple tagline
- Direct them to take action.
By limiting the options the visitor has, it decreases the possibility of confusion and increases the chances that they will take action.
If they are aware of their problem, and how your solution can help them, they can take action right away.
If they need more information before they make a buying decision, they can scroll downward.
This brings us onto our next section, problem awareness.
Your visitors have at this point made a decision they are interested in your service (because they haven’t left yet).
So, the next thing that you need to do is to qualify them; make sure that they’re fully aware of the issue their facing by plainly offering problematic questions.
- Does X bother you?
- Are you having trouble with Y?
- Had enough of Z?
These questions demonstrate that you understand what your visitors are going through and encourages them to read on.
If they exit at this point, you’ll know that these problems are not what your visitors are trying to solve. Some exits at this stage can be a good thing because you will dis-qualify visitors who are not a good fit.
Although your visitors may now be aware of their problem, we need to help them believe it is possible to solve it.
We do this by proving our concept has worked with others in the past.
By showcasing happy customers, it establishes social proof, allowing the conversation to continue with a higher level of trust.
At this stage, you’re effectively making them a promise.
“You’ll get X, Y and Z out of our service.”
By painting a picture of the better world they’ll live in, your visitors ‘buying temperature’ will be pushed up and they’ll be more interested in taking action.
The Process (Vehicle)
If your visitors reach this stage, they’ll be intrigued and probably wondering “how are you able to do that”
It’s at this point that you can articulate the unique process that you go through to provide this service and why you should be their chosen supplier rather than your competitors.
By picking out the flaws in the industry and highlighting your uniqueness, you’ll position yourself as the only option for them.
Anyone can claim that they can solve your problem, but how many people have the credentials to actually back it up?
Your job in this section is to drive home the message that you are a legitimate provider of your service.
Credibility features can include: industry certifications, years in practice, the number of customer (to name but a few).
It doesn’t matter what these are, the key thing is that your visitors value them, believe them to be true and they are real.
Steps To Success
The last section in your website should explain how simple it is to work with you. Here’s an example from a potential pizza business:
“Ordering is as simple as 1-2-3-4
- Choose your base
- Choose your topping
- Schedule your delivery
- Enjoy your delicious pizza!”
Ideally, it will be 3 or 4 steps maximum - the more steps you add in, the harder it will be for your visitors to visualise, resulting in page exits.
Throughout this post, I haven’t really mentioned call-to-actions too much.
Instead, I just want to say that you need to sprinkle these throughout your sections where appropriate to give visitors plenty of opportunities to take action.
Thanks for reading this through, I hope you’ve found it of value.
Please leave a comment below if you have any questions and I’ll answer them for you.