Home Page
Every home page should have a “contact us,” “about us,” a bio, and brief descriptions of your products.
www.killerminisites.com uses the following structure for websites:
The header graphic block |
The headline/promise block |
The testimonial/credentials block |
The informational block |
The product introduction block |
The benefits block |
The call to action block |
The guarantee block |
The action summary block |
The header graphic block must grab their attention and pull them in. You have very limited time to get their attention before they click away. This area generally contains your company logo, a high quality relevant photo, and links. The whole object is to pull them down one layer at a time by grabbing and maintaining their interest. In this case, this first layer should lead you to the headline/promise block.
The headline is the most critical portion of your site. Copywriters often spend more time coming up with the right headline than they do actually writing the rest of the piece. They know that the rest doesn’t matter if they don’t capture the attention of the reader and pull them in farther. The right headline attracts more prospects, increases sales, and boosts profits.
Headlines should solve a problem, solve it quickly, and for a small or reasonable amount of money. It should do this while making the reader curious to learn more.
Four out of five readers will read the headline and skip the rest of the ad - David Ogilvy
Humor, intrigue, or a provocative statement can be used to arouse the curiosity of the reader.
A successful headline will create excitement, enthusiasm, and anticipation for more. Headlines should be concisely and powerfully written statements that induce interest and desire. Throughout your content pages you’ll utilize headings (sub headings, bullet points, postscript, etc.).
All humans seek four big benefits. Will this product make me healthier, wealthier, sexier, or save me time?
Robert W. Bly, in his “Copywriter’s Handbook,” states that every headline you write must get the attention of the selected target audience, deliver a complete message, and draw the reader into the body copy.
The headline/promise block must promise the prospect powerful benefits, while making a surprising claim. This promise must be powerful enough to keep your prospect reading into the next layer of your web site (The testimonials/credentials block).
The testimonial/credentials block must state testimonials immediately in order to validate the accuracy of your previous claim/promise. Credentials relevant to your service/product can be persuasive in your attempt to prove your ability to deliver. To have kept your prospects interest this far, the previous components must be working. The success to this point will likely pull them into yet another layer of your site, “the informational block.”
The information block is simply your chance to explain your particular area of business and its existing problems. This is your opportunity to empathize with their frustrations. Let them know how it once affected you too. Drop a few hints that those problems are now behind you as you have come up with a solution. Once they feel you’re an expert on the topic, their desire for a solution to their frustrations will drive them down deeper into your site.
This block is intended to help you establish yourself as an expert on the topic.
The product introduction block is where you explain how your product is the solution to the prospect’s problems. This is where you’ll also present a graphical representation of your product or service. A photo goes a long way in showing customers what they will be getting by purchasing your product. Ebay sellers using photographs generally outsell those that don’t. A book is not just a book to users. They want to see the cover, because an image provides a sense of a “real” product and not just mere words.
High quality graphics help tremendously in showing what something really looks like, rather than leaving it to perception. Each person sees something a little different, and sometimes a lot differently than the next. An image helps to bridge the “perceived” or “actual” variation in perception. This bridge is what helps make sales. Why else would Amazon show a picture of their books, retailers show their products in advertisements and commercials, and catalogs show items instead of just explaining them? They do it because it works.
The benefits block appears next and ushers in the ways your product or service can solve each of the problems your prospect has. Remember that “features” are not “benefits.” Benefits explain how the product or service will make your life better, easier, or more enjoyable. Features tell you different qualities of your product or service.
The key mission of the benefits block is to create desire for your service or product. Answer how life is going to be so much better because of your product or service.
Once you have sparked their desire, it’s time to make the call to action. In the call to action block you will make an offer that propels your prospect to make the purchase. This call to action encompasses three important variables. First, you must stress the greatest benefit they’ll receive as a result, again. Second, sweeten the offer by offering additional items of perceived value. These are often free items derived from the main benefit your offer is based on. Third, a deadline acts as a catalyst for action. If you’ve kept their attention this long, you’ve got them interested but you still have to complete the deal. A deadline sets their mind in motion, “if I wait, I might miss out on this incredible deal.” Without a deadline and perceived scarcity, they may just walk away to think about it and never return.
Interesting fact: You have to ask for the order roughly nine times before someone will buy. The average salesperson is still asking just 1.5 times.
The guarantee block follows the “call to action” and removes any risk for your prospect. This removes any remaining resistance. There is a direct correlation between the length of the guarantee and the number of sales made. Essentially, an ironclad, longer-term guarantee will bring far more sales than a 30-day one.
The final and most critical block on your site should be the “action summary block.” This is where you restate the most appealing benefit and how it solves problems for the prospect. You conclude by asking for the order. You have to ask for it or they won’t buy.
People buy on emotion and justify with logic.
The purchase process must be kept as easy and logical as possible. Too many sales are lost because of complex sales transactions. If you are experiencing an alarming rate of shopping carts being abandoned your checkout process may be too confusing.
Shopping carts help orders – no carts – no orders.