INSERT WHAT YOU DO
INSERT WHERE YOU WORK

Insert Your Tagline From Exercise 3

No matter how you start this page, the writing should be directed at the person reading the page. Remember, they are the reason you have a company, let alone a website. So, it's important that you write everything as if it's a conversation between you and them.

Check out exercises 6&7 for some ideas on how to get started. Here are two of our favorites: Paint a picture - walk them through what their day may look like if they do (or don't) hire you. Or ask a question - draw them in and make them consider what they're really looking for.

Insert Your #1 Value Proposition From Exercise 5

i'm ready to learn more

No matter what, don't be afraid to acknowledge the big problem they're facing or what brought them to your site. The more you remind them of what they're looking for (and why!), the more time they'll spend on your site looking for an answer.

SHOW THEM THAT YOU UNDERSTAND WHAT THEY'RE GOING THROUGH.

RESTATE YOUR VALUE PROPOSITION FROM EXERCISE 5 AS A PERSONAL PROMISE FROM YOU TO THEM

dive a little deeper

The goal of this section is to show empathy, establish your authority, and to show that you have the solution to their problem or desire. Start by saying "hi" however you normally would in real life. Then, write a sentence that makes them feel seen and heard. Explain how you personally understand what they're going through. And why you won't settle for it. Then tie that into your own life experience or that of being a business owner and what you've learned or how you can help them. See exercise 8 for an example. End by inviting them to learn more about you and how you're different from others.

Introduce yourself
as a helpful guide.

-KATY + SAM

"Here's your chance to share a quote from a recent client that speaks to the above desire or concern."

-KATY + SAM

"Limit it to one or two sentences. And consider including a few from parents or other vendors."

-KATY + SAM

"Don't be afraid to edit a quote down to the most impactful message you want the reader to know. "

INSERT TESTIMONIALS

SHOW YOUR READER HOW EASY IT IS TO OVERCOME THEIR PROBLEM OR ACHIEVE THEIR DESIRE IF THEY HIRE YOU. START WITH 1-2 SENTENCES ABOUT HOW YOU WANT TO HELP. THEN SHOW THEM THE STEPS TO GET THERE. SEE EXERCISE 10 FOR SOME IDEAS.

Insert a headline that explains that this next section will show them the way forward.

LEARN A LOT MORE

End with the last step needed to secure your services. And try to keep the descriptions under each step about the same length.

STEP 3 

Share what happens next. What will they receive? When should they expect to receive it? Explain this in 1-2 short sentences.

STEP 2

Tell them what will happen when you first connect. Will you jump on a call? Talk over Zoom? Ask questions? Or answer theirs?

STEP 1

-KATY + SAM

"Give them one more amazing quote from a past client. Bonus points if it talks about how easy you are to work with!"

INSERT TESTIMONIAL

another statement about your brand and services.

get in touch

Not every buyer type will make it this far down the page. But if they do, we want to give them an easy way to connect. 

Let them know how excited you are to hear from them.

let's chat