Head of StoryBrand and co-host of the Marketing Made Simple Podcast, J.J. Peterson, joins host Donald Miller to discuss building a revenue-generating website. They cover topics such as clear messaging, addressing customer frustrations, and the importance of easy navigation to increase sales.
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Quick takeaways
A website should prioritize the sales pitch and answer key questions in the header to entice visitors and increase their excitement about buying the product as they scroll down.
Helping potential customers understand and relate to their problems, showcasing empathy and authority, is crucial for businesses to position themselves as the guide in their customer's story.
Deep dives
The Importance of a Sales-Focused Website
A website should function as a sales pitch, with a clear beginning, middle, and end. When people visit a website, they should become increasingly excited about buying the product as they scroll down. Many websites fail to effectively sell because they prioritize showcasing information or the story of the company instead of focusing on the sales pitch. The header of the website is crucial and should answer three key questions: what do you do, how does it make my life better, and how do I get it? The header should also include an image that depicts the desired outcome after using the product.
Addressing Customer Problems
One of the most important sections of a website is where the customer's problems are addressed. By discussing the pain points, frustrations, and challenges that potential customers experience, businesses can hook them into the story and make the marketing more compelling. The focus should be on external problems, like overgrown yards, as well as internal problems, such as feeling overwhelmed or insecure. By highlighting the problems and how the product solves them, businesses can trigger customers to make a purchase.
Establishing Empathy and Authority as the Guide
To position oneself as the guide in the customer's story, businesses need to demonstrate empathy and authority. Empathy means understanding and relating to the customer's problems, while authority showcases the business's competency in solving those problems. By expressing understanding and using evidence, such as statistics, testimonials, and before-and-after pictures, businesses can establish trust and credibility as the guide in their customer's journey.
Creating a Clear Plan for Easy Purchase
The final section of a website should provide a clear plan for customers to easily make a purchase. By breaking down the process into simple and manageable steps, businesses can eliminate cognitive dissonance and encourage customers to take action. This plan helps customers overcome their hesitation and make the buying process feel more straightforward. Businesses should clearly outline the steps and actions required to move forward, making the purchase decision much easier for customers.
Is your website failing to bring in sales? You may have a great looking site with a fancy tagline, but if it’s not selling, you’re probably missing the most important element: clear messaging that shows how you solve your customer’s problem. So what steps can you take to transform your website into a revenue-generating engine?
In today’s episode, host Donald Miller is joined by J.J. Peterson, Head of StoryBrand and co-host of the Marketing Made Simple Podcast, to discuss a simple formula for building a website that will generate leads and drive sales. You’ll also discover the reason why 65% of businesses fail and how you can avoid being one of them. Tune in and learn how to turn your website into a lean, mean sales machine! Get free access to The Ultimate Website Template at BusinessMadeSimple.com/Website.
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