46% of consumers say that the most annoying thing about a website is the lack of message.
Most entrepreneurs will put a few words together and hope it converts. This results in visitors clicking that dreaded back button as soon as your website loads. A badly written website will result in a low conversion rate and money left on the table. In this post, I’ll show you how to use persuasion techniques to get your website to convert like crazy.
This isn’t a collection of tips, tricks, and techniques. This is a complete guide to turning a blank page into a converting website. If that’s what you’re looking for, let’s get started.
What do you want your website to do?
Your website is your tool. And for it to be successful, it must have a specific purpose. Your website’s purpose can be…
- If you’re selling a high-ticket item with longer buying cycles, its purpose will be to get email signups. This will allow you to nurture your leads. If this is your website’s purpose, read this post after this. It teaches everything you need to know about email marketing and nurturing leads.
- Business selling services will want prospects filling out a contact form.
- If you’re selling a product with a shorter buying cycle, you’ll want a direct purchase.
I’d said pick two of the above. Every business must capture emails, that’s non-negotiable. It’s a great way of nurturing leads and building relationships with your customers.
Once you’ve picked two, it’s time to decide on the pages you want.
Decide on the number of pages you want
Pages that all websites must have are…
- About Page
- Service/Product Page
- Blog Page
- Contact Page
- Testimonial Page
- Company Page
- FAQ pages
…aren’t necessary. It takes the reader away from the action you want them to take. Also, it’s better to use these pages as subheadings on your homepage or about page.
- Place your testimonials and FAQ on your home page. This creates credibility early in the buying process.
This keeps your website simple and easy to navigate.
Once you’ve decided on the purpose of your site and the pages you’d like, it’s time to get your hands dirty.
Step 1: Write a Unique Value Proposition as your headline
Your unique value proposition is a short sentence that communicates your value to your customers. Without it, your product or service is worthless in the eyes of your customers.
Use this simple formula to write a unique value proposition…
What do you do + Your Target Audience + How do you do it = Awesome UVP
Here’s an example…
What do we do? We help entrepreneurs increase sales
Who’s our target audience? Entrepreneurs
How do we do it? By writing words that sell
Our unique value proposition will be…
We help entrepreneurs increase sales by writing words that sell.
It clearly communicates your value to your audience.
Like I said in my last post, you don’t need to get your visitor’s attention. They clicked on your website, you already got their attention. You need to build interest and desire. You do this by writing a unique value proposition (UVP) as your headline.
This will help you in two ways…
- It qualifies your target audience and disqualifies visitors who aren’t part of your target audience
- And it communicates your value to your target audience
Here’s an article written by Jacob McMillen that helped me write better unique value propositions.
Once you’ve written a unique value proposition, it’s time to write your homepage.
Step 2: How to write a Homepage
This is how to write a converting homepage, summarized in one sentence.
Know your target audience’s biggest pain/desire, and appeal to it.
Most businesses write a website, and all they write is ME ME ME. You must avoid writing like that. Your customers don’t care about you or your product. All they care about is how you make their life better.
Research is the most important part of writing a converting website. You must know your audience so well, that it seems like you’re reading their mind.
Creating a buyer’s persona helps a ton. Here’s an article by AWeber on how to do just that.
When writing a website, you must do alot of research. Once you’ve done it, the words will flow naturally. Here’s a step-by-step method I used to write my homepage. I suggest you use it too.
- Communicate your value to your target audience by writing a unique value proposition.
2. Next, use testimonials to build credibility early in the buying process.
3. Appeal to their biggest problem or desire and explain how your product will make their life better.
4. Overcome objections by offering a guarantee. (Whoever brings up an objection first will win)
5. Strategically place call-to-action buttons after every step.
I like this method because it communicates your value ASAP. Your audience doesn’t have to guess what you do. It builds creditably early and speaks to their main problem or desire. This makes them feel like you understand their problems and desires. You then overcome any objections they have by bringing it up first. Offering a guarantee or trial period removes all objections. Lastly, placing call-to-action buttons after every step ensures that prospects are never looking for a signup button.
Once you’ve written a homepage that appeals to your customer’s problems and desires, it’s time to write an about page.
Step 3: How to write an About Page
Your About page gives visitors insight into your brand and the people behind it. Talk about…
- When you got started
- How you got started
- Why you got started
- Your values, missions, and goal
- What makes you unique
- Why customers should choose you.
This is where you get to talk about yourself and your brand. Remember I said your customers don’t care about you? Well, if they clicked on your About page, they do! Make the most of it. Tell your story, build trust, and share your hardships & victories. It gets your readers to emotionally invest.
Here’s a simple 3 step method to writing an About page
Step 3.1: Elaborate on your Unique Value Proposition
Tell your customers why you do what you do. If you sell makeup that doesn’t test on animals, write about why you’re against it and your love for animals. If you sell organic treats, write about how you love sweet stuff but you’re also health-conscious.
Here’s an awesome About page done by 100% Pure.
Step 3.2: Show company faces and tell your story
The human eye is naturally drawn to faces. By showing the faces of the founders, you build trust and transparency.
Write about how your brand started, it’s hardships and victories. Bonus points if you add a timeline of your company’s progress. Here’s an awesome timeline done by Morningscore.
Step 3.3: Include a call-to-action
What do you want your readers to do after reading your About page? You don’t want them sitting awkwardly at the bottom of the page with nothing to do. Include a call-to-action. This gets your customer back into the buying funnel.
Now that we’ve written our home and about pages, it’s time to write our service page.
Step 4: How to write a Service Page
I’m calling step 3, “How to write a service page”, but it also works for selling products.
Your service page is where you get to hard-sell your service. Think of it as a sales page. Its purpose is to get your reader to take the next step.
Firstly, open with the same value proposition used on your homepage because it will communicate your value to your customer. Use the following formula to come up with a unique value proposition.
What do you do + Your Target Audience + How do you do it?
Put your value proposition at the top of your service page. It clearly communicates your value to your customer. Next, you need to use the PAS formula to build interest and desire for your service.
The PAS formula stands for…
For more information about the PAS formula, I wrote an entire article about it. You can find that here.
Firstly, you must understand the problems your audience faces. Market research is key here. When you understand your audience’s problem, it’ll feel like you’re reading their minds. Once your audience trusts you, it’s time to agitate the problem.
You must now stir things up. You’ve identified a pain point, now it’s time to agitate that problem. Think of it as pouring salt onto a wound that you just pointed out. However, less is more. Don’t try and agitate the problem too much tho. Just present the consequences of not solving the problem.
Lastly, you must present your product as the solution they need. This is where you make everything better. You pointed out a wound, poured some salt into it, and now its time to clean the wound and put on a bandage on it. Oh, and by the way, the bandage is what we are selling. 😊
The last step of writing a service page it to…
Use a call-to-action
Just like we did with the About page, the service page should have a call-to-action. You used the PAS formula to create interest and desire, now, use the CTA button to give your reader somewhere to go.
Phew, we’re almost done. Onto the last step of writing a website
Step 5: Write a Contact Page
Last by not least is our contact page.
Your contact page is the simplest page on your website. If someone has clicked the call-to-action button, it means they’re interested in what you’re selling.
You will fit into one of two categories.
- You don’t have enough leads
- Or you have too much leads
Most of us, including myself, fit into the “I need more leads” category. So, I’ll cover that first.
If you find yourself in the first category, you must keep everything simple. A simple contact form and support email will do. Here’s an example by Brillmark.
If you fall into the second category of, “I have too many leads”. Let me just say, I’m jealous! 😂
On the serious note tho, you’ll want to qualify your leads using a contact page. Think of filtering leads instead of maximizing them. List the criteria needed to work with you. Here’s a great example by Michal Eisikowitz.
Speaking about contact pages, if you’re looking to write a website that’s sure to convert, contact me here, I’d love to help. 😊
- Use a value proposition to communicate your value and create interest
- Create desire using your Homepage
- Use your About page to build relationships with your prospects
- Use the PAS formula to hook your readers
- Create a simple contact page to convert readers to buyers
Now that you have all the tools and information to write a website that converts like crazy, go out there and kill it. If you have questions, let me know in the comments below.