A Simple Formula For Creating
A Web Site That Sells
By Eric Ruth
It seems that fitness professionals are really getting on board with the internet, and many want to do what I’ve been suggesting for years: SELL PRODUCTS to develop residual income and as a front-end sale that leads to back-end training.
In case you’re interested in discovering how to simply and easily create information products you can sell locally and online, I encourage you to take at one of the “Info-Millions” product we have available at www.NetProfitExplosion.com
Now, since there appears to be so much interest in selling on the internet, and since I’ve been doing it successfully for almost three years now (my web sites account for about 40% of my sales – not an insignificant amount), I want to share with you a simple 9-step formula you can use to create a web site that SELLS.
This is a tried and true methodology that works over and over again.
These steps flow from top to bottom on your web page.
Here’s the formula:
#1: The header and graphic – very straightforward – this section should be small and fast-loading with a catchy, appealing header that usually contains your company name and logo.
#2: The headline containing your big promise – this section is the single most important part of your site. Your headline will account for 80-90% of the success of your sales message. It’s got to promise a BIG benefit(s) to the reader.
#3: The testimonials and credentials – here’s where you establish that you’re an expert by providing your credentials and testimonials from satisfied customers/clients.
#4: The Problem-Agitate section – this is where you state the problem that the reader has and agitate it to build desire for a solution. Don’t tell them about your solution yet, just get them frustrated about their situation and show them that you EMPATHIZE.
#5: Now you introduce the solution – your product or service. If it’s a product, here is a good place to have a graphical representation of it (just keep it small – no more than 30-50 kb – so it loads fast).
#6: Lay on the benefits – thick and heavy. This is where you show the reader that your product or service will solve each and every one of the problems you mentioned in section #4. Bullet point copy works very well in this section. You want to make it very seductive and compelling. Remember, your product or service is THE ANSWER they’ve been searching for, so don’t be shy about showing them everything they get.
#7: The IRRESISTIBLE OFFER – you’ve already told them about everything they get in #6. So now you summarize and restate your most compelling benefit (usually the same one you used in your headline) and add bonuses (some of the best bonuses can simply be one or two of the best parts of your product or service that you “break out” of the product and offer as bonuses – many times people will order something JUST to get the bonuses). You also want to create urgency with a deadline or scarcity or an additional benefit for fast action.
#8: The Guarantee – You can’t sell on the internet without a guarantee. My suggestion is that you make your guarantee as BOLD as possible. The bolder your guarantee, the greater your response. If you believe in your product or service (see the attitude adjustment article below), then you should have no problem offering a powerful guarantee.
#9: Call to ACTION – leave this out and your site will bomb. You’ve got to ASK FOR THE SALE and you’ve got to explain, very clearly, exactly what the reader should do RIGHT NOW to get your product or service. Restate, once again, the most compelling benefit(s) and then close the deal by asking for the sale.
That’s it. That’s all there is to creating a web site that sells.
Actually, there’s one more very important thing.
No matter how good your copy is, only a small percentage of visitors will buy the first time they visit. And you can’t count on them coming back again of their own volition. So, YOU MUST HAVE A LEAD GENERATOR.
An entrance or exit pop-up window offering a free report, free mini-course, free newsletter or whatever, works very well. Or you can have a form on your site to get them to opt-in to your list, but again, you MUST offer them something to do this. Just saying, “please sign up for my free newsletter” ain’t gonna cut it. You should work just as hard at creating an irresistible FREE offer to get people to opt-in to your list as you do on creating sizzling copy that sells your product or service.
Remember, the VAST majority of people will not buy the first time. If you want to be successful online, you MUST BUILD YOUR LIST, stay in touch, provide valuable information, establish and nurture trust and rapport and continue to make offers.
That is how money is made online.
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