What does it look like to take someone from “I’m interested to I’m in????”
The short answer is a great program landing page or sales page. This episode takes you through that page using the niche and positioning we talked about last week.
Before you get too far be sure to book your call with me —> http://callwithjaime.com
The page on your website that we are discussing is the information page to help someone make a decision. It should be a concise page where someone can learn about the exact program that you want them to sign up for.
Briefly, this page needs to contain all the details that you think are going to help them say, “yes” or help them say, “oh this isn’t quite right, but I like this teacher” or “I need to learn something else first before I can come and actually succeed with this program”. Give enough information so that people can make a good decision about your program. It’s okay for people to come to that page, read it and say, “no, this isn’t right”. And if that’s the case, we also want them to open a conversation with us because only then can we help them get to a point where they are ready to enroll.
Think of it this way… your landing page also creates an opportunity to begin a relationship. A two way relationship. I talk about this on the podcast all the time, right? The Expand Online podcast is me coming to you in audio form and my request for you to set up a call using http://callwithjaime.com, that is the beginning of our two way relationship.
I’m not asking you to become a client, just to start a relationship with me. And that’s the same idea behind asking someone to connect with you even if they don’t think the program is perfect for them right now.
The landing page details
First, we have the headline. This is the title of what we are selling. It doesn’t have to be named something super fancy, straightforward titles work brilliantly.
Next, the description. This is a great time to revisit your positioning statement, you probably have a really good description hiding in the work you did last week!
Every single part of the landing page is designed for somebody to be like, “ah yeah, Jaime, you get me!” or “ah yeah, Jaime, I want to read more”.
Our third section is going to be details about the results that someone is going to get.
- This program will teach you X, Y or Z.
- This program will enable you to A, B or C.
- This program is designed to help with X, Y or Z.
Essentially, it’s describing the nature of the program, but not the individual components. We want reactions like “oh yes, I could do this! Awesome!”
To further that excitement, our next step is for them to see themselves in the student base for this program. So we want to talk about:
- Have you been struggling with this?
- Are you aspiring to do that?
- These are the things that you’ve accomplished already. Are you ready to do more?
Those kinds of statements where they can really see that, you know who they are and where they are on their journey.
Only once we believe that they know we have their goals in mind do we introduce them to the actual program details. Here’s where we give some logistics, like the program duration, live session dates and times, how feedback is provided and so on.
We want to make sure that it’s nice and descriptive so they can say, “Yes, this can fit into my life”. But we don’t want to go so granular at this point that you’re going to be saying you’re going to be submitting three assignments a week and you’re going to be on video calls with me for two hours every single week and you’re going to be doing this and you’re gonna be doing that. That’s too much.
Now we’re ready to introduce the price and a checkout button or a sign up button or a book consult call or info call or whatever your call to action is going to be. We want that right there tied next to the price.
At this point, they might be ready to buy. But if they aren’t the best course of action is to dispel their fears or their concerns about the program. We can kind of take the most common fears and provide a counter argument. Tell them a story about how you overcame your nerves or how another student conquered their fears or concerns as they began this journey.
Here’s an example:
Are you worried that you’re not going to have a strong enough internet connection? That doesn’t need to be a concern because everything is going to be recorded and you’ll be able to access it in bite-sized pieces that can work on even the weakest signal.
And the bottom of this section should be for them to book an info call with you, to address any additional fears or concerns. We don’t really want them to keep scrolling if they have doubts. Getting on the phone is best in that case!
But, if that was enough to keep them excited, let’s paint a beautiful picture sharing what it’s going to be like on the other side of this program:
- After you complete this program, you’re going to be able to strum the guitar with confidence.
- After you complete this program, you’re going to be able to play a few songs with your friends.
- After this program, you’re going to be ready for the band.
- After this program, you’re going to be ready for that solo audition after this program.
- You’re going to be able to… whatever it is.
Music education is all about exploring creativity and their passion. This is their desire and nobody is forcing them to be looking at your sales page right now. Your program ss an experience that’s going to help them grow as an artist. It’s designed to fit into their lives and it’s something that they are not going to regret. Get them excited!
Now it’s time to insert the price and checkout button or whatever your call to action is. Keep this simple and nearly identical to what’s above.
And our final section is a Frequently Asked Questions accordion which might include:
- What day and time are the live sessions?
- What kind of device do I need to access this?
- How do I record my assignments?
- What equipment do I need?
- What supplies do I need?
I like to think of the FAQ as things that you won’t need to answer on consult calls. These are quick hits that help someone feel prepared to proceed — and go from I’m interested to I’m in!