Hey everyone, I’m Peter Kozodoy and welcome again to Stradeso. We are turning your problems into projects, and today the project that we’re tackling is a webpage. Now, have you ever gone to a website and looked at a webpage and been like, “This is the crappiest webpage I’ve ever seen in my life! What am I supposed to do here?” That’s exactly what we’re going to talk about today.
See, the purpose of a webpage is to be a part of your funnel. If you think about what your homepage is, it is a top-of-the-funnel kind of page where you want to have a big headline and say what the big user benefits are going to be.
From there you’re going to answer all the questions someone might have about where they’ve ended up, like: “Is this for me?” “What’s the benefit?” “Who is this for?” “What do I get?” “How much does it cost?” These are all the questions that a buyer asks when they reach, for instance, a homepage in this example.
But there are other pages as well. If you think about a landing page or a product page on your ecommerce store, those of course have very different uses. And the biggest question that I see companies miss is: “What is the purpose of this one page and what is the next action that I want someone to take?”
It’s not always about buying. I mean, think about your careers page on your website. What is it you want people to do? You probably want them to qualify themselves before they even reach out to you — you don’t want everyone to reach out. So you probably want to say things about your core values and your culture to make sure people qualify themselves before taking the action you want them to. That action will be following up with you, but only if they’re a good candidate.
So whenever you’re asking for webpage copywriting or webpage design, think about the one thing — it’s just one — the one thing you want someone to do when they arrive at that page. And then break it down further and say, “Alright, in the mind of my customer or prospect or potential employee, whatever it may be, what’s the big, big benefit that I want to put into their minds?”
Whatever you decide is the one thing, that’s going to be your headline. And put it in terms that they care about, that they want. It’s not “We are the world’s number one whatever,” it’s: “You want X and this is what this is going to give you.” Put it in their terms. Remember people don’t care about you, they care about themselves; they care about what they want, what’s in their head, what they want to move toward, and what they want to avoid.
Think about it. If you’re in risk management, or security, or insurance, your headline may want to go the direction of: “Let me help you avoid loss.” Whereas if you’re a new product or service and you’re going to make their lives better, try something like: “We will give you more time by doing X.”
And after that, just think about all the questions that you would have if you were visiting that page and you were made that promise. You may have caught their interest, but now what do you want them to know? The question might be: “What do I get?” or “Who is this for?” or “How much does it cost?” Now those things can come in different orders, depending on what you think is important to your target market. And that’s why it’s so important to understand what they come looking for when they get to your page.
Now the one mistake that I see, as I mentioned earlier, is that there’s no singular action like: “What do they want me to do here?” The other mistake I see is trying to give them all the information at once. I think on a home page if you’re being strategic about laying the information out, that’s okay. But as you get further into the site, don’t overwhelm visitors with information. Be strategic about breaking out different pages, breaking out sections using your header tags and your h2 tags, and just do a little bit of thinking ahead of time about the sequence of information you drip to your visitors.
It’s not rocket science, right? When you come to a page, you know what a good webpage looks like because you look at websites all the time. So one thing you may want to do is take a look at your favorite sites that are clear and clean and have big headlines and body copy that’s not too thick and makes use of bullet points. Then just ask yourself, “What do I like about this site?” I’m telling you that what you’re going to like is probably how clear and clean it is.
Now use that as a template as you go forward. But most importantly to come back to square one, get into the psychology of the person visiting the page. That’s why we don’t want to overwhelm them now; that’s why we need to be careful about giving them a headline that’s about them and answering whatever questions they have.
If you just start from that framework, I promise you you’ll have a productive enough brainstorming session with your peers that you can come up with pretty much 90 percent of what that page needs to be, look like and say.
So cheers to you not confusing the heck out of your website visitors — hopefully you’re turning that problem into a great project!
I’ll see you next time.