The perfect website ranks highly on Google, attracts visitors, and converts customers.
Want to download the whole list as a downloadable spreadsheet? CLICK HERE and get the resource for FREE.
Here’s a checklist for all members of the Freelance Mastermind’s Facebook group so you can optimize your website without spending tons of money.
What’s the perfect structure for a landing page?
[image credits: Vin Clancy, Book: Secret Sauce]
The perfect website has the following structure
- A really strong headline
- What is it that you do? What is your service? What is your product? Describe what you do in one simple sentence your grandma could understand. Here is a good formula for pitching your service in 1 sentence
- My company,____[Name]______ offers ___[a defined offering]_______ to help ___[a defined audience]____[solve a defined problem___ with ____[secret sauce].
- A complementary and supplementary subheadline
- You just told your grandma what you do. Now answer the question “What does that mean?” in a few words and use it as a subheadline.
- A statement about the major benefit your product provides (what problem do you solve?)
- Imagine a five-year-old walks up to you and challenges the justification for your product. “You don’t really need that. Why would someone need your product?” Go off on a rant and tell them the main reason why your product benefits them. Take your strongest and broadest reason and make that your main benefit statement.
- Benefit bullet points
- Take the next several things you told the kid and turn them into bullet points.
- A conversion button
- Imagine hosting your most exciting user on a radio show about your landing page, and the announcer asks, “Now what are you going to do?!” The user screams the response: “Download the e-book!” That’s your call to action. Take out the filler words and label your button, “Download E-book.”
- Testimonials and data
- This is what I like to call the “skeptical zone.” This area is for people who are intrigued by what you have to say but aren’t entirely sure and aren’t ready to pull the trigger. Load this up with data and testimonials about how incredible your product is. Prime them to be ready to convert.
- The long conversion
- This is where you convert the skeptics. Use the same button as you did above, but this time use it at the bottom of the page. Arrange your landing page like this, and it will convert 99 percent as well as the landing pages I’ve seen people put millions of dollars into testing.
Based on Vin Clancy’s Secret Sauce, Chapter 3, “The Perfect Landing Page”
In order for you to track the effectiveness of your website, there are a few tools you should definitely install you make sure you capture the data you need (most of them are free).
- Google Analytics (free)
- Google Tag Manager (free)
- Facebook pixel (free)
- LinkedIn Pixel (free)
- SSL certificate (inexpensive; usually offered through your hosting provider)