The Header Navigation: keep it simple and focussed on what you want the visitor to do. Everything that is secondary to that first step can go into the ‘junk drawer” – the footer.

Section 1: Hero

This Headline Grabs Visitors’ Attention

The headline together with this short description clearly talk to your ideal customer and tell them how you/your product/services will make their life better. 

What should they do next? Give them a simple, clean, clear call to action. (i.e. Give them something of value in exchange for their email so you can start building a relationship.)

Hero shot: an image of yourself, or your ideal customer in their desired state (which they will get through working with you)

Section 2: The Stakes

The Stakes

What you save customers
from.

Adress the pain point of your ideal client

Speak to the current pain of the
client. What pain are you helping your client to avoid? What are they dealing with currently that will end if they buy your product/service?
Contrast with the happy ending (next section)

Section 3: The Value Proposition

(Up 3rd so it follows positive to negative to positive flow in the story = happy ending – adds perceived value to your offer.)

The Value Proposition

The solution you offer with all the extra benefits. List the benefits of your offer. Be specific. Be visual. Everything they get if they do business with you.

Solution & Benefits

A short description of the service and how the visitor will benefit from it.

Solution & Benefits

A short description of the service and how the visitor will benefit from it.

Solution & Benefits

A short description of the service and how the visitor will benefit from it.

Solution & Benefits

A short description of the service and how the visitor will benefit from it.

Section 4: The Guide (You)

The Guide - About you

Introduce yourself as the person who can solve their problem.
What makes you the perfect guide to solve their problem?

Keep it short. You can go more into detail on a separate About you page.

1. show empathy: you understand their problem – mention their main pain point:  i.e. “I feel your pain” .. ” We know what it feels like to ….. ” 

2. demonstrate authority: Testimonials, logos of 
companies you worked with, statistics

Section 5: Proof 

Client Testimonials

“A testimonial from a client who benefited from your product or service. Testimonials can be a highly effective way of establishing credibility and increasing your company's reputation.”
Client Name
“A testimonial from a client who benefited from your product or service. Testimonials can be a highly effective way of establishing credibility and increasing your company's reputation.”
Client Name
“A testimonial from a client who benefited from your product or service. Testimonials can be a highly effective way of establishing credibility and increasing your company's reputation.”
Client Name

Section 6: The Plan

The Plan

What must they do now/next to get your offer and solve their problem? Give them the steps to get your solution. Visually explain how easy it is to do business with you. Step 1, 2, 3

Step 1

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Step 2

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Step 3

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Section 7: Paint the whole picture

The Explanatory Paragraph

Dive in deeper: take them through the whole path, from the beginning (now, problem, challenges) through to the desired outcome, and how you can get them there.

Paint the picture, tell the story.

1. Identify who your customer wants to become
2. Identify what they want
3. Define the problem setting them back
4. Position yourself as the guide
5. Share a plan they can use to solve their problem (your product/service/program)
6. Call them to action
7. Cast a vision for their lives

This is also where your SEO comes in.

Section 8 (optional)

The Video (optional)

Helps to build trust. Reiterate all the above, your message, dynamically.

This is also a sales pitch. Helps you close the deal.
Concise, clear, interesting. Give it a name. 

Section 9 (optional): Your programs and price points

The Price Choices (optional)

Your products, programmes, services, with or without price. Bullet point all the benefits, all that's included with each price point. Each will go through to their own page.

Service 1

A short description of the service and how the visitor will benefit from it.

Service 2

A short description of the service and how the visitor will benefit from it.

Service 3

A short description of the service and how the visitor will benefit from it.

Service 4

A short description of the service and how the visitor will benefit from it.

Section 10: Final call to action

Final call to action

What do you want them to do now? Give them the next step.

Section 11: The “Junk Drawer” – The Footer

FAQs, About Us, Contact, etc can all go to the "junk drawer". Too many buttons on top will cause decision fatigue. In the top we only want the most important ones: the direct call to action, and the transitional call to action. Everything else can go to the bottom, so it frees the header nav from distractions. Keep the top focussed on the main thing you want people to do.

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