After you have built your value proposition, the visitor may or may not have taken action. They usually need more information to make an informed decision. They might be interested but not ready to take action. This is where you develop the rest of your page to answer questions and talk about your solutions to their problems. We recommend making a list of questions, objections, and customer problems. For example, if you were a marketing company like ours, you might have the following questions, objections, and company problems about conversion rate optimization services:
Once you have your list of questions, objections, and problems, you prioritize them and create several sections on your website that are designed to address each of them with short sentences and bullet points. Including helpful images and hero shots throughout the sections is also very useful. You want your language to be sparse and broken up with plenty of bullet points and numbered lists. This allows the user to easily review the information on your page.
The end goal of the layout of your web page should be to get the visitor saying “yes” in their head. These are called “yes signals” or “micro yeses”. The more yes signals that you can get them to think, the better. It is generally considered that you need 5 to 20 yes signals on your page to get them to take action. That’s why it’s so important to address their problems, the solutions you offer, and answer questions dealing with objections.
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