Organize + Create Website Content
Website Flow that Clarifies Your Message and Warms Up Your Client for the Sale
Now that you've created your website outline, let's work on writing out your content, organizing your messaging, and working on your website flow in a way that builds the viewer up to say, "Heck Yes! I want in."
#TL;DR
Quick Summary if you're in a rush.
DIY Your Website Step #2 of 3 > In case you missed it, this is stage #2 of a three stage process I've created to help you build a thorough and effective website.
Back to Those Panels > Keep your answers from stage #1 on hand for us to reference
Break Down > Using my website, let's break down what I did briefly
Example + Explanation > So you can visually see what I did
KMD/Brand Spin: Quick Sidenote on Showing Validation
DIY Your Website Stage Overview
To avoid DIYer overwhelm, I broke down website building into three stages. Real quick, here's what to expect moving forward.
Write Out Your Website – An easy Q+A activity to figure out what you need to cover.
Organize & Create Your Website Content – Get that Yes! >> THIS ARTICLE. YAY.
Implementation – Pulling it All Together and Going Live. – coming soon!
Back to Those Panels
These questions are from DIY Your Website Step #1 – Write Out Your Website. I've listed them again here, as I'll be referencing specific question numbers. Later you'll see those marked as.. "Q#"
Worst Case Scenario: A viewer lands on your site, looks around for a few seconds, then leaves. What 3 key messages do you want to make sure they left knowing?
Ideal Scenario: Someone lands on your site, loves it! Loves you, loves your services, is ready to buy. What action step do you want them to take next?
What are you selling? Limit yourself to 3-5 words.
Who are you selling it to? List 3-5 pain point/descriptors for ICA
Why does someone want this? List 3-5 benefits.
When can they expect to see results, their ROI, timeline if applicable, etc.?
Where does this offering come from?* (Aka. About you/the biz/company history)
How much does it cost?**
What does this service process look like form start to end?
Is there anything required of them in the process?
What do they need to do to get started?
Any points of concern that should be addressed in advance?
Do you have evidence or validation? (Testimonials, proof, etc.)
Is there anything else you'd like them to do?
A Website Flow Template + Getting the Yes!
A quick break down of how I've organized my own website. If you're not sure where to start, you could use this sequence, and tailor it however best suits your business. I've marked the numbered Questions from above to help you see how I utilized this activity as a sort of, "Plug & Play" activity. Plug the answers from the Panel Questions into The Workflow Template, and you should end up with a very thorough and effective website that warms up your viewer and builds them up their "YES!"
Big Lead in – Q #1, 3
Supportive Subhead – Q #1, 3
Call to Action (CTA) – Q #2
What it is + Why they want it – Q #3, 5
ICA’s Pain Points – Q #4, 5
Your Solution – Q #3, 5
Another CTA – Q#14
Validation – Q #13
Process – Q #9
Tribe Setting/About – Q #13
More Evidence – Q #7, 13
ICA Filter + More Info – Q #4, 5, 6, 10, 11, 12
Call to Action – Q #4
Secondary Call to Action – Q #4, 2, 1???
Visual Examples + Explanations
For this article I'm using my own website as an example, but really you can do however works best for you. You can move things around, shorten things, lengthen things, etc.
A Quick Bit About Page Length
An easy default is to assume short and sweet is best. While I normally love a condensed, to the point design tactic, the truth is, for websites, it doesn't convert at the same rates. There's been a lot of research showing that if done well, long form pages actually keep your audience's attention for longer, will keep them engaged if you're answering the questions, and can warm them up and make them ready as you guide them to the point of purchase.
Long form landing pages can generate up to 220% more leads. – Blueleadz.com
01. Big Lead In
A short, easy to read headline that catches attention, while leaning into the tone or theme of your marketing. >> Q#1, 3
02. Supportive Subhead + Paragraph
A few sentences that help explain your headline a little more. Here, my Big Lead In sounds pretty, but is vague. Describing directly underneath that people buy based on feelings, and branding helps set those feelings, helps connect the two and starts to hint toward the relevance between branding and the heart. >> Q#1, 3
03. Call to Action, on the low
In general, you want your main Call to Action (or CTA) to be seen immediately upon opening the page. What I like to do personally, is not make this CTA too loud. I don't like to overhype or be pushy with the sale too soon, but I do want to have the button in an easy to find place. The reasoning is, I really want to make sure a person understands the full scope of my work, exactly what I sell, and why I do it this way, before having a more exciting CTA. This is a personal choice I do for my specific business, based on how I like to work, and the clients I prefer to work with. Your business needs may be different, and a bolder CTA may be necessary. >> Q#2
04. What It Is + Why They Want It
This is directly pulled from a Brand Mission activity I do with clients. I'll post an article on this soon, so make sure to subscribe to keep an eye out for it. Until then, personally, I feel like this is one of the most important messages to convey early on, and so I like to put it high up on my page. >> Q#3, 5
>> GOAL for this Section: For me, my main objectives were to create a visually attractive place for the eye to land, show how I understand the market and the psychology of consumers, as well as how branding helps provide a solution. >> Q#3, 5, 13
05. Addressing the ICA'S Pain Points
Potential clients want to know that you understand what they're nervous, anxious, or stressed about, and that your solution addresses those things. There are two main ways to go about this:
Call out the Pain Points – As I've done in this example. I personally like this approach because it starts building up the "Yes!" in the clients mind. If they're repeating the word, "Yes" in their head as they progress down the page, ideally by the time they reach the next big CTA, their answer will be yet another "YES!" >> Q#4
Call out the Benefits/Value – As in the following paragraph. However, you could reverse the layout and show bullet points of the benefits they would gain. >> Q#5
06. Your Solution
After outlining their pain points, I provide a solution. Again, bringing down the theme I started with at the top, I explain more clearly that people make purchasing decisions based off how they perceive a product or service will make them feel, and that branding is the solution to setting the tone for that perception. >> Q#3+5
07. Other Calls to Action
As you progress down the page, it can be helpful to provide other subtle Calls to Action. Inviting the consumer to things like learning more about the service or product, your process, the company, etc. all guide them to a sale and help them feel like they're making a well educated decision. >> Q#13
08. Validation
How can you prove that your solution works? Here I'm showing a client testimonial that has a direct numerical evidence of sales growth after one year. However, any testimonial will do, as well as quotes by well known influencers supporting the same topic, portfolio or previous work, education, background, etc. all count as forms of validating your expertise. >> Q#13
09. Process
Because the bulk of what I sell is the process and innovation that comes with custom Branding, I take a lot of time to clearly outline what that process looks like. However, for any product or service, I think showing some type of "What to Expect" sequence helps customers more fully understand the offering, which inevitable leads them closer to deciding they want to buy. >> Q#9
10. Tribe Setting - About You or Your Company's History
If you haven't heard Seth Godin speak about "tribes" yet, then you should look it up! Essentially what it means is people tend to gravitate toward things that align with the tribe they identify by. Especially now more than ever before, people care about where they're putting their money, who they're investing in, and the mission that drives their business. Including a short segment about you or your company's history is extremely valuable. By talking about what made you start your business, or what you're passionate about, people can identify if your values, personality, or tastes match theirs. If so, they're more likely to invest in your business, and stay a loyal customer long term. >> Q#7
11. More Evidence
Just like back in high school, showing supporting evidence is key! In marketing, this can come in the form of Testimonials, Portfolio Work, Case Studies, Education, Background, Statistics, or relevant supporting articles or quotes. >> Q#7, 13
12. ICA Filter + More Info + Showing Pricing
Optional, but I’ve added in because my style of marketing always leans toward laying everything out on the table (including showing rates) to support the client’s ability to make the best possible decision for themselves. This is a bit of a debatable topic as many people would rather avoid showing things like rates or expectation details. However, one of my Core Values is Honesty & Authenticity, and so providing all the information a client needs to make an informed decision aligns with my "tribe." An added bonus is that by doing this, you also will likely filter out your ICAs from people who may want your services but are not actually ready, and might waste your time by inquiring to figure it out. >> Q#13
13. Call to Action, but with Gusto!
The Big CTA! In general, you want to end your page with a Call to Action. Ideally this CTA is more of a fuss than the one at the very top. You've spent the whole page building up their excitement and desire for your offering, AND, they've made it this far! Which means they're very interested. If you really take the effort to dress up your final CTA, the client is more likely to feel like this is a big, exciting moment toward finally getting their pain points resolved. >> Q#4
14. Secondary Call to Action
Provide an alternative solution. What do you want them to do if they’re not quite ready to invest? Goal is to lead them to continue engaging with you. Some people may need more time to build the Like/Know/Trust factor in you. Giving an alternative keeps the ball in your court, so you can continue to warm them up, and maybe they’ll convert later. >> Q#14
KMD SPIN:
**SIDE NOTE re: Validation
Two ways of doing it, listing it all at once, or dripping the validation out down the page as you go.
Listing All At Once: See Testimonials, very organized way of doing it.
Dripping it out: Adds a validation point after every major section to support/show evidence that it works
Resources
Because yay to citing sources, further reading, and getting more than one opinion!
The 50 Best Landing Page Statistics (2021 Edition) That Help Drive Conversions by Erika Giles
https://www.bluleadz.com/blog/35-landing-page-statistics-every-marketer-needs-to-see
Web Usability: Long landing page nets 220% more leads than above the fold call-to-action by Daniel Burstein
https://marketingexperiments.com/copywriting/web-usability-long-landing-page
Hero Banner Photo Credit: https://unsplash.com/photos/hGV2TfOh0ns
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About the Author
Hi I'm Kat! I've been a graphic designer for over ten years, five of which I've specialized in Brand Identity Design. I AM ON A MISSION to help business owners deliver their gifts, services, or products to the audience that needs them through cohesive, effective Branding that helps them stand out in the market place.
I live in sunny San Diego, California with my daughter and two pups. We enjoy traveling, camping, hanging out at the beach, eating all the foods, reading, writing stories, doing puzzles, and watching history documentaries! To learn more about me, my branding process, or my design background, check out my site, katmaidesigns.com.