What Are You Looking For In A Landing Page?
I was going through my feed reader yesterday, and saw that I had let about 30 posts from Seth Godin build up… so I figured now was as good at time as any to knock them out.
The good thing is, with Seth, there are frequently a lot of gems to be found.
On June 24, he wrote in, “Reasons and excuses”:
Most organizations need a good reason to do something new.
All they need is a flimsy excuse to not do something for the first time.
And they often need a lawsuit to stop doing something they’re used to.
Right away, I thought, “What would a ‘monkish’ version of that be?” So I wrote:
Most people need an overwhelming proposition to try something new.
All they need is a twinge of fear to not do something for the first time.
And they often need a swift kick in the head to stop doing something they’re used to (even if it’s not working).
Then a few hours later, I was on a phone call with Dawud Miracle, talking about landing pages for offers (consulting, workshops, products, etc.), and how even though lots of people say, “Long copy sells,” I know of almost no one who actually reads them the whole way through. Most people I’ve talked to (myself included) scan the first few paragraphs (if not just the first few lines) and then jump to the bottom to find out the price.
Oh sure, they/we may go back then and read for the details we missed, the ones we need to make the final decision, but initially, we scan. And very, very few of us ever read the entire page.
So, bringing together my desire to avoid a “swift kick in the head” 
, and my preference of pleasing my readers rather than alienating them, I’ve got a question for you as I create my latest landing page (to be unveiled soon):
What are you looking for in a landing page?
Talk about length of copy, talk about graphics, talk about what info you need and don’t, talk about what helps you make a decision, talk about anything you want — I want to hear it all. (I can’t promise that my landing pages can adhere to all the points given (some may contradict others), but I’d like to give you the chance to shape your experience as much as possible.)
Please don’t tell me what works, based on someone else’s opinion (especially a marketing guru whose ebook you bought). I know what they think already. I want to hear what helps you when you’re looking for help. What you would see in a landing page and say, “Thank heavens! Someone who finally figured it out!”
Image by iStockphoto (I got it so long ago, I can’t remember who took it, though).
And thanks to all those who commented on the previous post so far: Joanna Young, Karin H., Stuart Baker, Dave Olson, Kathy
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Intuitive purpose finder and meaning maker.
This is a GREAT topic! I struggle with this myself all the time. When it comes to reading sales letters, I’m like you: headline, sub-head, bullets and then scroll down to find the price and the bonuses.
But when I create my own landing pages, I’ve lately been following the “experts” who teach that there actually ARE some folks who read the entire sales letter - assuming it’s well written. But, honestly, if I look at my conversion rate with my current long-ish landing pages, I think I probably was doing better with more straightforward, less “in your face” marketing copy. Maybe it’s time to split test it to find out.
I’m very interested to hear what other readers have to say.
I’m really curious to hear what people say, Adam- thanks for jumping into this one headfirst- it deserves to be challenged and poked at.
I think one misnomer is talking about ‘long copy sells.’ Long copy doesn’t sell. Complete copy sells, and if complete copy is a couple of paragraphs, that’s fabulous.
For me, it depends on how big the commitment is. 20 pages of copy for a $15 purchase- I don’t need that much information. But just a page or two for a $300 or $3000 purchase… not enough for me, usually.
So, I’d say, it depends on what’s being offered. For serious offers, I sometimes print out the pages and read through it a couple of times before deciding. My own clients have told me the same thing- that they actually do print out the page, and read it a few times- sometimes with highlighter in hand.
I once had a client tell me she didn’t read the page- she just scanned it and jumped to the bottom. But, after we spoke for a few minutes, and I kept asking questions because I was curious, she actually admitted that she did re-read the page several times, and each time she re-read it, she read a different part of the page. After we were done talking, she realized that she had actually read pretty much the whole thing- this was for a class that was in the ’serious investment’ category.
So, yeah- I’m watching this one, because I’m really curious what people think.
You also might want to take a look at No More Landing Pages.
I concur with Mark and Edward. Really good topic.
Funny thing because I wonder if this is one of those situations where what we say we want isn’t really what we want. Huh?
I had a comversation with someone a year or so ago about “landing pages” and I criticized their web site for having all these long pages. Then they said, “but you bought the product and you’re now a client.” Truth is, yes, I did.
So, here are a couple thoughts for your consideration:
1. Maybe as Mark said, the point isn’t to have something that readers will need to read through with a fine tooth comb. Maybe it’s to have all the questions and concerns addressed so that the reader can go back and read different sections.
Still that seems a little unwieldy doesn’t it?
2. One thing I’ve experimented wtih when I was writing user support materials for software companies was providing summaries and using click here for more information links. That way folks who wanted something brief and to the point got their
needs met and those who wanted the longer explanation could click to get that as well.
An advantage of the Internet is that it provides a much more intuitive way to organize and present information. We can drill down to get details as well as surf horizontally to find related topics. Something you can’t really do with the printed page.
Perhaps, we’re not taking full advantage of the Internet’s connected structure OR there may be some very real structures in the way we as human beings need to develop trust in order to purchase goods and services.
Cognitive psycology anyone?
Oh, one other thing I didn’t mention.
It’s important to me to distinguish between what is annoying about
long copy pages. Is it because I’m put off because I feel like someone is trying to “sell” me something or is it really the length of the copy.
I really try to make the copy on my landing pages empathetic and informative for readers because I really do empathize with their situation. I avoid the “BUY NOW OR YOU’LL MISS OUT!!!” kind of copy designed to make people feel afraid and pressured.
No matter how short or long, high pressure copy is a big turn off for me. Even if I truly could use the product or service, I tend to leave simply because I’m afraid that “If their web page copy is like that, what will it be like sitting in a one hour teleclass being bombarded by all that hype?”
Picking up what I’m laying down here?
Habib,
I was cracking up when i read this! of course, I do the same. I love the idea of being able to find what i need, but i rarely, if ever read everything there is to read. I skim through it, then drop to the bottom to see how much it costs!
I’m visual so i like having things to look at, whether that be pictures or a nice heading etc. I’m drawn in more by how a site feels than what it actually says. If its warm or the message somehow resonates with me, i stick around. The words have little effect.
The layout is also important…is it easy to navigate. can i find what i need easily?
mmmm - if i think about anything else, i will surely let you know and i’d love to know what you find out as i am in the middle of getting my new website up and running right now!
Jenn Tasnim
Interesting question.
My non-expert answer would be “cut the flannel”. Most of the classic landing pages I’ve seen say the same thing over and over, just packaged in slightly different ways, or take forever to get to the point (which is often an anti-climax).
I agree with Mark’s point that you might on occasion want more information - but I’d want it to be information, not a sales pitch, and I’d be happy to ‘dig into’ your site to get it (eg by downloading another doc) once I’d got past the first stage and was still interested.
Good luck. I’ll be sure to come back to see what you end up with!
Joanna
Speaking as a consumer, when I’m seriously considering buying almost anything - whether it’s $7 or $700 - I read E-V-E-R-Y-T-H-I-N-G! I want to know in detail all the benefits I will get if I sign up for the class or product.
When Edward talks about having done better with less “in your face” and “more straightforward” copy - that’s a whole other issue! If I get the feeling that a piece is full of hype or is NOT being straightforward with me, I’m out of there fast. But that would be true if it were one paragraph or 20 paragraphs - it’s not a matter of the length, it’s a matter of whether I feel I’m getting a detailed and honest idea of what I’m being offered. Of course, if you’re just stuffing your landing page with words because you’ve heard long copy works, who in their right mind would waste their time reading all the way through?
I agree with Mark - it’s not a matter of long or short, it’s a matter of giving people as much detailed, honest and useful information as you can about what they’re plunking down their money for.
I prefer a brief description. After reading the first paragraph to get the basic idea, I always skip to see how much it will cost. If I want more information it would be neat to skip all the hype and give me links to answer specific questions.
Yeah, thanks for this Adam…
I agree with both you and Mark…and I don’t have a ton of experience with landing pages (as a user) since I don’t purchase much online.
When I have, I skimmed, got the gist, and bought knowing it was the right thing from my gut. Later, after I signed up, I read the page and actually was a bit “put off” by some of the “what works” stuff…it wasn’t the info, it was the “And you can get this, and this and THIS with the premium…” and the value next to what it costs me…if the value is a LOT more than what is being charged I cringe.
So, I like the information, questions being answered, but I don’t like feeling “sold” to…I feel manipulated.
I have changed my thinking on the “long landing page” though, due to education of “converstation” in print…it felt better to do.
Does that help?
Ed, I’m the same — I read quick, and write long. I started following the advice of marketing ‘pros’ long before I started thinking about these things… I figured they knew best (and maybe they do, we’ll see).
I agree, a split test would be good, assuming the person testing has enough traffic and buyers to make it more than just anecdotal.
Mark, I like your point about commitment. When I see a long sales page for a rinky-dink item, I balk. I also wonder what’s going on when I see a really short page trying to sell a $4000 item.
Judy, you wrote,
Well said!
And where you’re going about using the internet’s tech-nuances to provide a non-linear experience is exactly where my mindset is going, too. Dawud and I talked at length about ways to implement that exact idea in a simple way. We’ll see!
And, I think it goes without saying, hype kills. Short or long (but we can pray that the hype-sters keep it short…)
Tasnim, thanks for coming by; and I agree with your question, “is it easy to navigate?” The idea I have that Judy brings up, too, would seem to me to be able to be configured where readers could easily choose what they want to read more about, and what not… so skimming/navigating easily would be paramount.
Joanna, something you said gives me another idea… what if you had a summary of all the pertinent info available as a PDF for them to download? The page itself would have all the details, but as a takeaway, the PDF could supply the essentials for them to reference later.
I know the marketing ‘experts’ would cringe, hearing that… in fact, I can hear them now… “but you don’t want people leaving your page! Once they leave, they’re gone, never to return! Capture them now!”
Pshaw.
To that voice, I say, “Respect them. Give them what they need. Nay, what they want.” (don’t you just love internal dialogue?)
Jocelyn, welcome — we have our first “everything” reader on board! I agree: no hype. Full disclosure/detail. Trim the excess.
The trick is, when you “give as much as you can”, it ends up being long. Looong, long. Why? Because there’s always a lot that goes into the creation of any offer worth its salt.
So I agree, but I also slightly disagree — not with the premise, but with the conventional execution that seems to always accompany the “give it all” strategy. My thought again goes to, “how to give all that’s needed, in a way that’s digestible… and above all, taking into consideration the readers’ needs/wants, and not just mine, as the copywriter.”
Great discussion, y’all!
Jean, that’s what I’m thinking, too — a way to re-organize the page to accommodate the natural flow of how people seek the information they need. That’s why I wanted to hear, “… what helps you when you’re looking for help.”
If we can get clear on what people really need, and how they (generally) prefer to get it (’cause we can’t please everyone, of course), then I think we’re equipped with some really good info.
Dylan, we must have cross-posted the first time around… I hear you, on not ’selling to’, but perhaps ’sharing with’. And yes, it’s helpful! It’s all helpful.
Thanks everyone (and keep it coming!) — this is a great sounding board…
Most of my thoughts are already well-expressed in other comments. I would add:
1. People are not all in the same place in the decision-making process when they arrive at a sales page; some need more info, others need less. As Mark says, the page needs to be long enough to include all the important info.
2. Studies have shown that there are a number of significant differences between men and women when it comes to making a purchase. For example, men tend to rely on concrete data, such as facts, features and examples about how it works or what to use it for; women need to know the data, too, but they also want the context — the story behind the data, especially if the story is people-centered, rather than data-centered.
(Before people get all stirred up, let me apologize for generalizing; of course, not ALL men or ALL women are the same. If you want more information about gender differences, Martha Barletta’s book, Marketing to Women, has some excellent study data.)
As for me, I’m more likely to read a long sales page that tells a “people story” that I can relate to; I usually don’t stick around past the first couple of paragraphs (OK — past the headline!) if it seems too analytical or if it’s all about the person selling the widget (”I am the world’s greatest Widget Guru and I’ve made a wadzillion from selling the secret of XYZ widget.” etc.)
I’ll have to pay more attention next time I’m on a sales page, but I don’t think I typically read it from start to finish. It seems like I look for the headline first; then some testimonials (i.e., people stories); then I scroll all the way down to see the price; then back up to see what’s included and to read more testimonials; then I may test click the “Buy now” button to see what their payment form looks like.
Then, depending on how much $$ it is and how well I know them, I may also Google around a bit to see where else their name pops up and whether there are reviews (especially negative comments) about the product on blogs or in online forums. (All of which is about gathering more people stories/context, BTW.)
I used to be really turned off by long sales pages, but now that I know more about them, I don’t mind it anymore. They’re so mainstream now that there’s a sort of rhythm to it; I know where everything is supposed to be.
In fact, when I come across a long sales page that doesn’t follow the general formula and I have to hunt around for the price or whatever, it’s kind of irritating!
Kathy M.
http://www.spiritspring.com
I can’t say that I read everything, but usually pretty darned close.
But what makes up my mind more than anything is if I really think the writer really, genuinely, and compassionately understands my situation.
Th rest of my reading is just to appease my brain that I’m making a good investment. But the heart decides it every time.
I’m writing a landing page (procrastinating at the moment), like, right now. Perfect timing as usual, Adam.
Thanks!
Great conversation! This is definitely up for me since I’m going through the 7Day Business Turnaround with Mark Joyner. We’re working on our sales page right now.
Judy: I hear you about the high-pressure stuff. Turn off. And, at the same time, it works! So, as someone who wants to be of service - and make money at the same time - do we turn away from something that gets our products and services to more people because a few people are turned off by it?
Obviously, a sales page can’t please everyone. So you do you go for what generates more sales or what offends fewer people?
Hi all
Landing pages. Sometimes you (the web-designer, web-owner) can indeed decide which page is the landing page. Sometimes the key words, phrase a visitor used to find your website determines where he/she ‘lands’.
What I weekly do is check the ‘popular’ entry page (on StatCounter) and if there is a switch I make sure that on that ‘new’ popular’ landing page relevent extra information is added.
Karin H. (Keep It Simple Sweetheart, specially in business)
Hi Kathy, I hear you on the gender differences. I can think of a lot of examples of pages that are clearly aimed towards men (written by them, of course!), and others aimed towards/written by women that are much different. I think it’s a salient point.
It’s also an interesting point you bring up about ‘doing something different’… unless a radically different site/page is really, really clear, I often get bugged, too. (and I doubt I’m alone in that, either)
Jennifer, yes, the importance of empathy. Great reminder. (and re: the timing… as Yoda would say, “Timing not from me, but from a greater Source it comes…”
)
Ed, it’s true — people say they hate pressure sales, and yet, for many, it really does work. I’ve even signed up for things before, knowing it was too pressured, but they made such a good case for it, I had to do it.
I wonder if the same case could be built without the pressure, are how inexorably they are linked. I believe it could be done, but I’d have to see it to believe it.
Karin, interesting — I hadn’t heard of that approach before. I can see that being really useful, especially in your wood business…
You may enjoy the No More Landing Pages site that Mark recommended, too, if you haven’t seen it already. (I listened to a podcast of theirs last night, and it was good; gave me lots of ideas.)
Hey Edward,
I want to add to your comment re “it works.”
It does…to a point. What is tricky (maybe not so tricky) is that each of us as business owners and service providers needs to decide how much “marketing-ease” we want to add to our message as well as how much do our target audience want.
I’m sure if you read a typical landing page on my website you would see language that feels “puffy.”
And, there are people who will unsubscribe from my ezine at even a hint that I’m promoting something.
Yet, most readers don’t unsubscribe and a few after repeated exposure to my offer go ahead and buy.
So I think there are areas where we all agree the hype is of yuck-o proportions and there are gray areas where one person’s hype is another’s enthusiasm or the push they need to get past their inertia and do something good for themselves.
I’m curious do any of you have examples of landing pages you like that use a different format? This goes back to the earlier comment re using the linked nature of the Internet to offer different levels of information. I’m always looking for ways to do things better.
Judy: I don’t personally find your landing pages “puffy.”
I think it was Robert Middleton who wrote a great article a while ago - could have been over a year now! - about the fear of being too “salesy.” The gist of the article was that if you are NOT having people unsubscribe from your list it probably means that you’re not selling enough!
I know that when I was first building my list I was incredibly worried that I would “offend” someone with an offer and they would unsubscribe. Now I’m not about to go overboard and start sending out 5 emails a week (as I’ve seen some folks do!) but I’m also not going to avoid clearly and actively communicating to my subscribers what I have to offer.
And while Robert was talking about email marketing, I think it has applications to Landing Pages. If you’re overly concerned that you’re going to offend people and scare them off by being too salesy, you’re going to end up connecting with fewer people who really do want what you have to offer.
If you believe that what you are offering is truly of value and is absolutely going to help the folks that purchase it (or get it for free) I think that you’re doing them a disservice when you DON’T push them a bit.
I don’t always believe what people say. So in addition to keeping the page reasonably concise with links to more detailed information, I want to try free or inexpensive samples of what the person has to offer before I commit to spending thousands of dollars. It seems to me you do that, Adam. Basically you’re letting your work sell itself.
PS In short, show, don’t tell.
Thanks for starting this conversation Adam!
I’ve tested quite a few different versions of landing pages. The problem is not long copy or short copy. The problem is talking with different kind of people. For eg: A few people who show interest in the intuition course will be beginners - while a few will already be good at tuning in. A few will be young and a few will be old. They’ll be from all over the world.
So how do you meet all of their concerns through one sales letter / landing page? It becomes really tough.
One thing that has worked for me to communicate with various people through one landing page is having a series of FAQs. Either as the main text itself. Or in the sidebar. Works brilliantly.
Hi Adam
Thanks for the link to ‘no more landing pages’. Have added the blog to my reader. They sound like ‘my kind of web-marketing’ people.
Karin H.
Hi Karin,
About the ‘choice which is the landing page’- I think we may be looking at a difference in language. Some people use ‘landing page’ to mean something like a ’squeeze page’ or the home page of a website, the first place a new visitor is intended to land. And, of course, in the world of Google, there is no way we can decide which one is the landing page.
Some of the best people I know who talk about this are the Grok dot com folks who talk about ‘conversion architecture. Where, some like blogs, there are multiple choices on where to go embedded within the text, but it’s all crafted carefully to help people- different customer profiles- find what they need.
What I believe Adam means by ‘landing page’ is what is also known as the sales page- a single page making an offer for a particular product or service. And, in general, the only people who get to that sales page are people on my email list who click on a link.
I strongly support what I call the Three Journeys of marketing- where new people aren’t sold to, but given help generously in a sustainable manner, and then, as they build trust, you make offers to them. Thus, where the sales page comes in.
Hi Mark
I’m a great fan of the Grok people, their newsletter is always very interesting.
And re language, I’m taught ‘old-fashioned’ in webmarketing, so you might be right
Karin H.
Isn’t their newsletter great? I’ve learned a lot from them. And yes, all this language can be confusing, because it’s all so new- the terminology hasn’t settled down yet, I don’t think.
Adam, you pushed on this topic before, and I added a link on the side of my latest sales page that says “jump to the price” and then a link under the price that says “Okay, jump back to see what it’s all about.”
Because a web page is presented in linear fashion- we scroll from top to bottom, I, too, am interested- I’m wondering how to add links to different sections, without making it sloppy or complicated…
Couple things:
Edward, I read Robert’s article and even saved a copy I liked it so much. All of this is an experiment for me. I think what the big “ah ha” has been so far is to write copy in a way that feels right in my heart and not to worry so much about “what my readers will think.” I agree that people who are offended by my offers and unsubscribe probably aren’t ones I want as subscribers to begin with.
Mark, re your link, I like how you structured the information. Ideally, these links could open in popup windows or in little cursor over balloons. The big issue as always is the differing technology audience members have. So, it seems that linear is the least common denominator when it comes to presenting information on the web.
I’m in agreement with Judy and Ed, in that we each have to find our balance of how much we “sell” and how much not. People are going to unsubscribe either way, and that’s fine — people who leave aren’t going to be buying from you anyhow, so the only thing you’ll lose by clearly communicating that you’re in business
is the chance to connect with the people who really need the help.
And Jean, you bring up a good point about samples — I think a blog (or articles) are a great way to do that, and so are teleclasses, free ebooks, etc.
Ankesh, hey, good to see you! The point you make about having an FAQ (in some form) is a good one. You never know what’s going to make the difference for someone, and that’s a good strategy for hitting a wide swath of points in a short amount of time.
And Mark, you’re right, by the term “landing pages” I’m talking about “sales pages”, or pages where we communicate our offers to people, whether they be free, paid, or whatever. (and thanks for the grok people’s link)
And, after all this discussion…
I’ve got a new landing page up, for the Business is Personal course.
Was I able to please everyone’s preferences? Of course not; that’s impossible to do. But here’s what I did do:
… I used very bold, easy-to-skim-along subheads throughout the copy, to make it easy for people to skim through and find what they need;
);
… I made a pdf of the page for people to download, in case they need more time to make a decision (look for it below the ‘ask a question’ box);
… I trimmed the fat as much as possible, and did my best to make the page as quick a read as I could, without sacrificing any depth of information (after all, less is less, sometimes);
… there’s a free teleclass (for Jean, and other “samplers”
… I was very conscious of the words I used when I wrote it, refraining from all forms of hype, hyperbole, and wild exaggeration, so help me God. At least, I hope I did, or I’m sure I’m going to hear about it!
I do still want to play with the ideas of using the dynamic possibilities that webpages can offer… and, I needed to get this page up as it is now, for lots of reasons. The gauntlet, most definitely, has been thrown.
I love the new landing page. Great job!
After reading this page, all the comments, and finally viewing your actual landing page, I found that you did a great job Adam.
Nobody likes to be sold, but we do like a little push when we are on the edge of making a decision. Give us a reason and we’ll buy.
Storytelling by going through the decision buying process from awareness, education, to buy now were all used including some pain points and some samples.
Well done!
Phelan
Imagium Web Marketing and Design
Thanks Jean and Phelan — I’m glad you like it.
Keep your fingers crossed for me!
Just came across this post on Joe Vitale’s blog. Seems an appropriate addition to this conversation.
http://blog.mrfire.com/marketing/on-selling-serving/
What a great question - and a topic that I am very passionate about! I’ve found that abandoning the single landing page concept is the best way to go when trying to improve ROI and increase conversions, because as much as you try to tweak and improve landing pages, it’s not worth it. Landing pages have too many constraints and drawbacks: too much copy, too little engagement with the user, and just too much too soon for the visitor. I’ve learned that creating a series of pages tailored to the user’s needs is much more effective than using landing pages. Sometimes the best way to improve upon something is to try something completely different.
Anna, great to have you here; welcome.
Can you point us toward an example of the “series of pages” idea?
And I agree with you on:
Mine aren’t ready to fly yet, but I’m working on some ideas.
Anna — I checked out your site and really liked what you had to say about conversion paths. Your software demo gave me all kinds of ideas, even though it doesn’t look like I’m in your target market. I left a comment on your blog. =^)
Adam — if you want to see an example of a conversion path web site, check out Michael Port’s site –
http://www.bookyourselfsolid.com
He segments visitors right on the home page, and then leads them through the sales conversation in small steps. Try clicking on Group Coaching, and then follow the path all the way to the end.
For those who are still struggling with their landing pages — I thought the Manhattan Marketing Maven had some great tips for improving the conversion rate on a landing page –
http://manhattanmarketingmaven.blogs.com/mmm/2007/07/the-eight-secon.html
And now I suppose I better get back to toiling away on my next landing page. *sigh*
HI Adam, I have a few examples on our blog - in the right rail if you click the LiveBall banner it goes to a path rather than just a landing page.
Kathy, If we ever introduce lighter pricing tiers, you will be the first to know.
And I hope you guys do try some of these tactics in your campaigns, I know you’ll see some improvements. I just tested a conversion path against a landing page…the path achieved a 10% conversion rate, the landing page, 1%!
Thanks Kathy, for those examples; the path model looks pretty simple and straightforward. From what I’m seeing, the ideas I’m brewing with are pretty similar…
Anna, those are good examples, too — I easily found my way around to the things I wanted (and ended up on the ‘Anatomy‘ page; very helpful).
I’m relieved, too; the ideas I’ve been brainstorming seem to be pretty much in-line with the strategies you’re espousing (whew!); now, on to production!
Whew — after much planning and tweaking, my “conversion paths” are live (many thanks to the inspiration of Anna Talerico and her crew at No More Landing Pages and Ion Interactive).
You’ll notice that in the top navbar of this site, “Products - Workshops - Consulting” have given way to “Services”, and rather than arbitrarily listing a bunch of offers, you are asked about what you’re interested in (who’d a thunk?), and then given choices to narrow it down, based on your preferences.
Anyhow, I’m excited to see how it all goes… and this’ll definitely warrant a follow-up post.
Adam. I like it a lot! It’s a very cool concept and I’m very interested to hear how it works for you. The only thing I would say is that, for someone like me who likes to see the “big picture” it would be great to have a link to “see all services” or something like that. You could have it be a page where you give a one sentence/paragraph highlight of the services and then have a link to the details page for that.
Just a thought.
It’s a great start, Adam. I’ve always liked the ‘persuasion architecture’ that the Einstein brothers talk about.
One thing I would do, though is to rename your three topics, and think about them from ‘problem.’
I have to admit when I see your three categories I feel a little lost- they seem abstract to me. I think if you add a sentence or two at the beginning describing the problem- giving empathy to me as the reader- it will help me make more of a connection.
For instance, ‘Purpose’ to me speaks to the problem of -
Spinning your wheels?
Okay, you’re kinda grinding along, getting things done, but nothing feels good- it doesn’t feel like it amounts to anything. Are you just spinning your wheels? Is it possible that all these little things you do can add up to something that has some purpose to it, perhaps even a deeper calling?
I think that would connect more effectively, because of the concrete description and the empathy present in it.
It’s just my off-the-cuff example- but make it more concrete, in your own inimitable way.
Rock on, brother. What do you think?
Ed, good suggestion. I’ll see what I can do.
Mark, problems (with empathy) added.
Hey Adam,
I haven’t taken a close look yet but just wanted to say congratulations for getting the new style up and running. It’s a lot of work to make those changes. I’m big into making things as usable (and fun to use) as possible for our audience. You’re an inspiration for me to keep making changes and asking for input.
– Judy