The more social proof you have — and the more types of social proof — the better. Testimonials that speak directly to the hopes and concerns of your potential clients can be particularly powerful. I like to take the hardest hitting line from a testimonial and use it as a headline. If you field reviews for your business, you can also display your review scores, either by displaying a sample of real, positive review or showing an accumulated review score, like in this example from Proof:. And speaking of Proof, live social proof in the form of a little pop up telling visitors that someone purchased, signed up, or otherwise converted recently is all the rage these days.

Ideally, you want to place available social proof wherever it is going to best enhance your message and contribute to the desired action. I like to include at least one piece of social proof as early as the hero shot in order to immediately provide some proof that the business is legit. Next, I like to match testimonial content to copywriting content if possible. Just try to think through where your available social proof would provide the most benefit and place it there. Yur homepage is serving as a catch-all page. Anyone who arrives for any purpose is immediately getting the elevator pitch for your brand, and then you want to whisk them off to the appropriate service, product, or other action page.

The only real question here is how many different places do you try to whisk people off to from the homepage? If you have a lot of products or services, and your revenue is fairly evenly distributed among most of them, you might decide to provide redirects to all of them on your homepage, like this example from Susan Greene :. Just try to think through what makes the most sense for incoming visitors and then do that. In my experience, a lot of companies wait far too long before eliminating underperforming products or services from their offering.

For your homepage, I like to include a CTA within the hero shot, then another one at the end. Finally, ALWAYS have a CTA at the end of the page. Most service businesses want to get the visitor to fill out a contact form, so for the homepage, I recommend pointing the non-redirect CTAs directly at your contact page. This allows people who are returning to your site or simply anxious to get started the chance to skip straight to the desired action and get in touch with you. Do you want to get people into your email nurturing funnel or go for the immediate sale? The answer will determine where you send them. If you offer a small selection of products, you might want to have a brief feature of each product on the homepage, each with a product-specific CTA. Click here to access the template.

The simplest answer is that the About page is there because people expect it to be. When people click over to the About page, they are usually seeking to answer one of the following questions:. Obviously, 3 means you screwed up on the previous page. Accordingly, we want to try and identify whether 1 or 2 is going to be the main draw bringing people to our About page. Ideally, we want to try and accomplish both objectives. We want to demonstrate our credibility AND touch on our brand ethos. While I personally think leading with credibility is a great strategy, you can also hit it a bit later on your About page, like this example from Bill Widmer:. Bill starts his page off with his mission and ethos before divinging into a brand story that also serves to establish his credibility.

I recently updated my own About page to try and do a better job of establishing my credibility upfront:. To resonate with readers on your core values and mission, all you really need to do is be clear and have an actual mission. It shows… and disengeuity is about the only way to truly screw up your About page. Just like every page on your website, your About page should conclude with a call to action CTA. What do you want people to do when they visit your website? Hint: you figured this out earlier in this post. So invite them to do the thing.

Just make sure there is something there for them to click and a prompt for them click it. I know, right!? So exciting! That said, you can substitue pretty much any goal into this same page plan and do well. If you want to really dig into writing a value proposition, click here , but for the purposes of this post, remember that there are three things we would like to accomplish with this value proposition:. The first one is absolutely essential. How well we can accomplish the other two will often depend on the service, audience, and what we have to work with. Some services are focused on eliminating a very prominent pain point. The problem is top of mind when the customer is searching for a solution, and solving that problem is the motivating factor for making the purchase.

For example, on my content strategy page , I follow up my value proposition by talking about a common pain point for my target market. You may notice some similarities between this and the brand story we did earlier on the homepage. If we go back to our previous sr4 Partners example , we can see this in action. Once we move past the value proposition, we immediately see their brand story, which is the story of a problem and how they solve it with their service package. For other services, it may be less about solving a problem and more about providing a better solution with more benefits. For example, this page from ConvertKit goes from value proposition straight into a reel of benefits-focused sections like this:.

We took this same approach with Brillmark. Once the reader scrolls past the value proposition and first round of social proof, they see the following section, which breaks down six different features of the service that make it best-in-class:. You also need to explain how you solve it. How does that work? And more specifically, what does it look like for the client to work with your business and improve their organizational health? If you go the route where you dive straight into the benefits, as in the Brillmark example we covered earlier, explaining how everything works tends to happen naturally and will usually happen throughout the benefits section itself. Just make sure you are diving into how each benefit is achieved, rather than simply describing the benefit.

A lot of people think that copywriting is some form of persuasive voodoo or rocket science. Copywriting is really simple, and it has a much smaller role in those persuasive moments than you think. If you are offering something that solves a frustrating problem or delivers a desirable result, you are a third of the way there. Video testimonials, written testimonials, brand features, news spotlights, podcast interviews, case studies, statistics, revenue numbers, etc. So whether you have a mountain of proof or a small hill, you want to use it ALL throughout your customer journey, including a large helping on your service page, and then you want to do everything you can to go and get more proof.

As we discussed earlier in this guide, you want to include a CTA at any point on your page where the reader might be in the mental position to click. This could be look like a CTA button at the conclusion of a section. It could look like a fixed header with a CTA button that stays visible to the reader as they scroll down the page. It could also look like a noticeable little bar between sections with a prompt and a CTA button, like the example below:. I like to condense the customer journey into as few pages as possible, so I use CTA buttons to scroll the reader down to an on-page contact form. You can also send readers to an off-page contact form or encourage them to call you.

Be honest… you knew this was coming. I made a live template for the service page as well. There should be multiple, high-resolution images for each product. These images should show off various angles and features of interest. If the images suck, you are going to be fighting an uphill battle with your copywriting. This is more technical writing than copywriting. A great way to make sure you are covering your bases here is to check your competitors and make a list of every piece of info they included in their details. You should include all the same info as well. Some sites like to get cute and can become confusing in the process. This is your first opportunity on the page to start influencing the reader with your copywriting.

In our Ugmonk example, we see that they are focusing on features and benefits in the initial product description. Take notice of the following lines:. Each of these lines describes a feature of the product and then follows it with a description of the corresponding benefit. This is really important. The format you use here is more flexible. Ugmonk opted to present a short narrative that takes readers through the tee creation process, highlighting features and benefits along the way. A good product page is designed to give visitors everything they need without scrolling, so we have to keep the product description relatively brief.

Once we have scrolled past the fold, however, we have the opportunity to dive into the product story for the first time or go deeper into the story you touched on in the description. The reader can then infer that the positives of the brand will translate to the product itself. Ugmonk really shows us a best-case scenario on this front. Not only do they have a well-produced video telling the story of their product, but they even offer the ability to click over to a full story landing page. You want as many as you can get and you want them to be descriptive. As people become more and more wise to fake reviews, they are going to increasingly ignore large segments of short 5-star reviews.

This is one area where Ugmonk needs to do some work. They have only one review on this product page, which seems especially weird on a page with its own product story video. Since most product pages follow the same, easy-to-visualize template, I decided not to make a live template for this page. If someone has clicked on the contact page, they have already decided or nearly decided to reach out to you. We really just want to get out of the way and make it as easy as possible for visitors to reach out to us. Brillmark not only makes it easy to contact them, they also provide a few different contact options.

You know I had to do it. This page may be too simple to need a live template, but it takes me like 5 minutes at this point and I want the brownie points. A great example of this type of contact page comes from Michal Eisikowitz. Michal has built such a large following on LinkedIn that she needs to filter leads coming in through her site. These templates look just like a real web page, allowing you to visualize the flow of the page and required sections, but the copy for each section is instruction highlights from this guide. Just wow. How long did it take you to come up with this resource? And for you to give it out so generously. Thank you so much for this Jacob. I am transitioning from blogging to copywriting and this is precisely what I need. Thanks Marijan, so glad you found it helpful!

Jacob, this is nothing short of amazing. Honestly, you killed it. People pay for this stuff, but you are giving it out for free? Such useful info, Jacob. THANK YOU for all the time you obviously put into it, for free too. Muchos Gracias 🙏. Came across your site much by accident and have been loving all your content. I am blown away that you want to write poetry and fantasy too. Hope you get there some day brother. Hi Terra, the copywriter will usually just write the copy and send via an online document.

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This is your first opportunity on the page to start influencing the reader with your copywriting. If you are getting more leads than you can handle, the goal of your contact page is to filter and prequalify leads to save you time in the sales process and to begin onboarding qualified leads. The best way to do this is by using professional writing services. Incorporate proof and take your writing from the proof. What makes good website copywriting?

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