Just about all companies these days have web sites.
However merely having a web site just isn’t sufficient – you want to have the ability to convert guests into paying prospects.
In the present day we’re going to share 3 ways to try this.
#1 Construct a Worth Ladder Gross sales Funnel
The most important mistake entrepreneurs make on the subject of their enterprise web sites is utilizing the web site to make gross sales.
However this strategy doesn’t make any sense. Simply because somebody stumbled in your web site, doesn’t imply they’re prepared to purchase from you.
In the event you try to shut the sale at that time, it in all probability received’t work since you haven’t constructed sufficient belief with that particular person but. So what must you do as an alternative?
What Is the Worth Ladder Gross sales Funnel?
We imagine that the best strategy to promote something on-line is the Worth Ladder gross sales funnel.
It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual income in only one 12 months (it’s at $100M+ now!).
This gross sales funnel has 4 phases:
- Bait. You provide the potential buyer your lead magnet in alternate for his or her e mail handle.
- Frontend. You provide the potential buyer your least costly and least invaluable services or products.
- Center. You provide the shopper a costlier and invaluable services or products.
- Backend. You provide the shopper your most costly and most respected services or products.
Ideally, you additionally provide a continuity program of some kind, that means, a subscription product that generates recurring income.
We additionally suggest including downsells, upsells, and cross-sells to those core presents with a view to maximize your income.
The explanation why this gross sales funnel works so nicely is that it means that you can:
- Begin the connection with that particular person by providing free worth.
- Nurture that relationship by persevering with to offer free worth by way of e mail.
- Construct belief by offering progressively extra paid worth at every stage.
Right here’s how Russell explains it:
How you can Construct a Worth Ladder Gross sales Funnel (Step-by-Step)
Okay, so now you perceive what the Worth Ladder gross sales funnel is, however how are you going to construct one for your enterprise?
Step #1: Create a Tremendous Priceless Lead Magnet
A lead magnet is a freebie that you just provide to potential prospects in alternate for his or her e mail handle.
It may be something that they will both obtain to their system or entry on-line:
- A report.
- An book.
- A webinar.
- A video course.
- An e mail course.
What’s vital is that your lead magnet gives an answer to an issue that your potential prospects are battling.
Step #2: Create a Touchdown Web page for Your Lead Magnet
A lead magnet touchdown web page is an online web page designed to transform potential prospects into leads.
There are a number of forms of lead magnet touchdown pages on the market, however we suggest beginning with a easy squeeze web page.
It ought to have these three key parts:
- A headline that conveys what your free provide is all about.
- An opt-in kind the place the potential buyer can kind of their e mail handle. It might both be displayed instantly or proven as soon as they click on the call-to-action button.
- A call-to-action button that encourages the potential buyer to get your lead magnet.
You must also experiment with varied extra parts corresponding to subheadlines, further copy, social proof, and so forth.
Sometimes, these parts enhance the conversion fee, however you continue to must A/B take a look at every thing!
Check out the squeeze web page that we’re utilizing for our “The Funnel Hacker’s Cookbook” lead magnet:
Step #3: Create an Irresistible Frontend Supply
It’s vital to grasp that the aim of your frontend provide isn’t to make you a great deal of cash, it’s to transform leads into paying prospects.
That’s why we suggest:
- Creating a brand new product. You should use an present product as your frontend product, however one designed particularly for that goal would seemingly be more practical.
- Pricing it at $7. This worth level is right as a result of it’s not low sufficient to make the potential buyer query the worth of your product but additionally not excessive sufficient to make them cease and assume twice earlier than shopping for it.
- Providing a 30-day, no-questions-asked money-back assure. That method, you take away all monetary threat from the acquisition resolution.
Right here’s one in all our frontend merchandise, “Excellent Webinar Secrets and techniques”, the place Russell teaches easy methods to develop a web based enterprise with webinars:
Step #4: Create a Gross sales Web page for Your Frontend Supply
Your frontend product wants its personal gross sales web page.
A very powerful copywriting precept that you’ll want to perceive is the excellence between options and advantages:
- A characteristic is a operate or a top quality of a product (e.g “These sneakers are waterproof!”).
- A profit is the worth that the shopper will get out of your product (e.g. “These sneakers will maintain your toes dry!”).
Folks purchase primarily based on advantages, that’s why you must emphasize all of them all through your gross sales web page, from the headline to the physique copy to the decision to motion.
Listed below are just a few different issues that you must take into account:
The headline is a very powerful a part of your gross sales web page as a result of it’s your one shot at getting the potential buyer’s consideration.
Use it to convey the #1 advantage of your frontend product. How will it make the potential buyer’s life higher? Give attention to that.
In relation to the physique copy, do not forget that you’ll want to create an emotional reference to the potential buyer first.
You are able to do that by empathizing with them and sharing your individual struggles with that very same drawback.
Remember that saying “Hey, I perceive what you’re going by means of, I’ve been there as nicely” is far more efficient than positioning your self as some infallible authority determine.
Upon getting established that emotional connection, you may transfer on to the advantages of your frontend product.
Additionally, you wish to present as a lot social proof as potential, so add “As Seen On” badges, endorsement quotes, buyer testimonials, and no matter else you need to your gross sales web page.
Lastly, you must finish your gross sales web page with a name to motion encouraging the potential buyer to purchase your product, accompanied by a 30-day, no-questions-asked money-back assure.
All that being mentioned, gross sales web page copywriting is a large topic, so we will’t probably cowl every thing that you’ll want to know on this brief part.
Our buddy Jim Edwards wrote a ebook referred to as “Copywriting Secrets and techniques”, which we suggest to anybody who desires to study copywriting. It can get you in control actual fast.
And you may get it without spending a dime – all Jim asks is that you just cowl the delivery!
Step #5: Create a 6-E mail “Indoctrination” Sequence
We don’t suggest hitting the potential buyer with a gross sales pitch the second they offer you their e mail handle. They don’t know you but!
Use this 6-email “indoctrination” sequence as an alternative:
- E mail #1: Who Are You? Introduce your self to the potential buyer.
- E mail #2: The place Did You Come From? Share your origin story. How did you come to do what you do now?
- E mail #3: What Do You Do? Clarify in additional element what it’s that you just do.
- E mail #4: How Did You Acquire This Experience? Clarify what makes you certified to do what you do.
- E mail #5: Who Do You Do This For? Clarify who’re your excellent prospects and share a case research on the way you helped such an individual get the outcomes that they needed.
- E mail #6: How Can You Do It For Me? Pitch your frontend product to the potential buyer.
It is best to finish emails #1 to #5 with a name to motion the place you ask the potential buyer a query after which encourage them to hit the reply button and reply.
As for e mail #6, you must finish it with a name to motion the place you encourage the potential buyer to study extra about your frontend product, then present a hyperlink to its gross sales web page.
Additionally, this e mail sequence isn’t nearly offering info, it’s additionally about constructing an emotional connection.
That’s why we suggest utilizing the Hook, Story, Supply copywriting framework:
- Hook. Seize the potential buyer’s consideration with the topic line.
- Story. Inform the potential buyer a charming story.
- Supply. Transition from the story to the decision to motion.
Right here’s how Russell explains it:
#2 Optimize Your Web site for Lead Technology
Okay, so now you could have your Worth Ladder gross sales funnel all arrange, however how are you going to use it to transform web site guests into prospects?
You could direct them to your lead magnet.
- Create a separate navigation tab on your lead magnet. Merely add your lead magnet touchdown web page to your website’s navigation.
- Promote your lead magnet in your homepage. Function your lead magnet above the fold in order that guests would see it instantly after arriving in your web site.
- Promote your lead magnet on the finish of every weblog put up. If a customer has made all of it the best way to the tip of your put up, it’s seemingly that they loved that content material and due to this fact is perhaps fascinated about your lead magnet. So be certain that to plug it!
For instance, on the finish of his weblog posts, courting coach Matthew Hussey promotes his free “9 Texts No Man Can Resist” information:
- Promote your lead magnet with an exit-intent pop-up. When a customer is about to depart your web site, you don’t have anything to lose by pitching your lead magnet one final time. And the easiest way to try this is with an exit-intent pop-up.
For instance, right here’s an exit-intent pop-up that advertising skilled Derek Halpern makes use of on his web site Social Triggers:
- Create content material upgrades on your hottest weblog posts. A content material improve is a lead magnet that’s designed so as to add worth to a specific piece of content material.
For instance, Sumo’s “7 Should-Have Instagram Advertising and marketing Instruments For Speedy Development” weblog put up will get quite a lot of natural visitors, in order that they created a content material improve for it:
Try this video the place Chris von Wilpert explains Sumo’s strategy to content material upgrades:
#3 Exchange Your Web site With Your Lead Magnet Touchdown Web page
And now onto our most controversial piece of recommendation…
Conventional web sites, those utilized by the overwhelming majority of companies on the market, are a horrible strategy to convert web site guests into prospects.
Give it some thought:
When a possible buyer arrives in your web site, they see a navigation bar with a bunch of hyperlinks, so they begin clicking round.
They click on on this hyperlink. They click on on that hyperlink. Possibly they learn just a few weblog articles. After which they depart. Probably to by no means come again once more.
And positive, you may fight this by optimizing your web site for lead era utilizing the strategies we’ve simply mentioned.
However in the end it’s a shedding battle as a result of the entire conventional web site mannequin is damaged to start with.
Why would you wish to drive visitors to a complicated maze of hyperlinks??
In the meantime, a gross sales funnel is by definition designed to steer the potential buyer in the direction of a sale, one step at a time.
There’s no confusion as a result of at any given level you might be presenting them with a easy “Sure or No” resolution.
This begins with pitching them your free provide. Do they need your lead magnet?
Sure or no?
Is it any surprise that, based on our information, on common, gross sales funnels generate 6x occasions extra gross sales than conventional web sites?
It’s in all probability protected to say that changing your web site together with your lead magnet touchdown web page would seemingly lead to a big enhance in gross sales.
However we perceive that ditching your web site altogether might sound a bit drastic.
That’s why we propose conducting this experiment:
- Ship half of your visitors to your web site and the opposite half to your lead magnet touchdown web page.
- See which one performs higher.
- Hold the winner.
We already know what the outcomes are going to be! 😉
Need Russell To Present You How To Construct Your First Gross sales Funnel?
Let’s maintain it actual:
Constructing a gross sales funnel from scratch can appear to be a frightening process.
That’s why we created our 5 Day Problem the place Russell walks you thru it step-by-step.
You’ll discover ways to:
- Generate limitless leads.
- Create your first lead magnet.
- Construct your first gross sales funnel.
- Create a easy 6-email follow-up sequence.
- And launch your funnel!
…in simply 5 days.
So don’t hesitate.
Be part of our 5 Day Problem right this moment. It’s fully free!
