Three Pages Every Website Needs to Collect Leads
Likely if you are a small business, you should only have one, maybe two offers. In fact, if you are operating with less than $250,000 in revenue, you want to test the market to see what is profitable and what offers fill a need for your target clients, then rinse and repeat to scale. The biggest mistake I see visionaries and coaches make is spending most of their time creating content rather than selling, resulting in an enormous catalog and minimal sales. Find something that works, simplify it, and scale it.
For each offer, you need three things. An introduction, an offer, and delivery.
An introduction
The introduction could be a video on your homepage, a pop-up window throughout the site, or even an advertisement on a social media platform. This is the hook, or the enticement, of your offer. This is the sample at Costco. You have to make it pop and stand out from the crowd of other offers. It has to be catchy. 7 words or less on your header. Make the colors stand out!
An offer
An offer is a sales pitch. I think the most brazen example is from infomercials back in the 90s. Do you remember OxiClean? “But wait, there’s more!” OxyClean was renowned for its infomercial style tv ads. Billy Mays was the spokesperson for the brand, with his big voice and larger-than-life personality. “If you call now, we are going to double it!” He was known for his presentation-style pitch, including showing the before-and-after of a nasty stain and a bundle of products with several bonuses if you take action right away. This is an offer. You don’t have to do it like you are on QVC, but every great sales system has a script. Your offer landing page is a script that can be tailored to your voice, your storytelling formula, and your mission. Make it enticing.
- Tell us what your product or service is
- What problem does it solve?
- What’s included in the offer?
- What are other people saying about it? Testimonials, case study or reviews. Famous people, or a lot of people are a great way to showcase social proof.
- CTA. Make it singular and consistent.
- What to expect, tell us about your process of transformation.
A delivery mechanism
Give your users what you can instantly. If its a physical product, you can’t teleport their order (yet!) But if it's a download, an audio, a video, or a free gift, give them an instant reward. This serves two functions. One, it gives your customers a dopamine hit, rewarding them for taking action. They don’t jump into buyer’s remorse because they have the object in their hand. Second, it gives you the power to track. When you load the thank you page after a desired action, you can track the conversion!