I help [market vertical] [solution you can deliver]

Do you have [problem description]?

Write a proof-drenched, factual story explaining how you helped a previous client of yours move from the problem described in your headline to a solution. Try to keep this story relatively succinct.

In every way possible, drown your story in proof elements: specific numbers about how bad the problem was/good the solution was, credibility indicators RE: your client or the approach you used to solve their problem, and anything else that would serve as proof to a critical reader who is feeling the pain of the problem you solve.

You can do nothing to get the attention and interest of someone who is not suffering the problem you solve, so don’t worry about proving anything to that kind of reader.

Whisker-Free Lead Magnet Opt-in

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Offer a lead magnet.

The opt-in to the lead magnet should be 100% whisker-free, meaning that you ask for the minimum amount of information needed to deliver the lead magnet (usually only email address) and there is zero threat of your new lead being sold to.

Your lead magnet should help leads do one of the below while also being very short and easy to make use of:

  • Solve some aspect of your headline problem for themselves
  • Plan or prepare to solve the problem
  • Better understand the problem you solve
  • Estimate what the problem is costing them, the ROI of a solution, or both

[Testimonial Title]

Include a few testimonials here. If you have just 1 or 2 great testimonials don't bury them in a carousel/slider. In that case, just lay them out vertically on the page.

If you have a ton of testimonials then feel free to use a carousel/slider to present them.

The following questions (from Sean D'Souza's "The Brain Audit") are great for generating effective testimonials:

  • What was the obstacle that would have prevented you from buying this product/service?
  • What did you find as a result of buying this product/service?
  • What specific feature did you like most about this product/service?
  • What would be three other benefits of this product/service?
  • Would you recommend this product/service? If so, why?
  • Is there anything you'd like to add?

[Testimonial Title]

Include a few testimonials here. If you have just 1 or 2 great testimonials don't bury them in a carousel/slider. In that case, just lay them out vertically on the page.

If you have a ton of testimonials then feel free to use a carousel/slider to present them.

The following questions (from Sean D'Souza's "The Brain Audit") are great for generating effective testimonials:

  • What was the obstacle that would have prevented you from buying this product/service?
  • What did you find as a result of buying this product/service?
  • What specific feature did you like most about this product/service?
  • What would be three other benefits of this product/service?
  • Would you recommend this product/service? If so, why?
  • Is there anything you'd like to add?

[Proof-Drenched Mini Case Study]

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If you have more than one client that is a success story, then save your most impressive client’s story for this spot on your home page and write a mini case study about the project. Be sure to drown the case study in proof elements. Resist the temptation to link out from this mini case study to a full case study because that adds another CTA on the home page and you want to focus visitors on actions that result in them becoming a lead.

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Complementary Course Diagnostic [example for someone in the e-learning niche]

With 30 minutes spent looking over your course content together, we can diagnose the root cause(s) of poor learning and financial performance. After 30 minutes on the phone or Skype with me, you will:

  1. Understand why your course is suffering high abandonment rates
  2. Have a list of three or more ways to improve learner outcomes
  3. Know the biggest gap students experience in translating your course content into results
  4. Have a list of ideas for improving your course marketing

We’ll have to move fast, of course, to get through all this in 30 minutes but don’t worry, I’ll keep us on track. To receive your meeting agenda and scheduling instructions, enter your email address below and click the button.

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The best 30 minutes I've spent on my business this quarter!

— Joe Smith, Companyname