Now you’ve learned about your product, your target market, and your target response, you are ready to write your introduction page.
The introduction page may also be your home page. If you have one product or service – the introduction page will definitely be your home page. If you have several products and services that you are marketing on your website – you will need to have an introduction page for each product or service.
The purpose of the introduction page – is just what it says – it “introduces” your product or service. This is the place where you need to spend the most time thinking very carefully about what you are saying. If you lose a visitor here, you’ve basically lost them forever.
Parts of the opening page
- Headline: “Get in here and read this page!” Well, it’s not going to say that, but it will accomplish that. Here are some pointers:
- Ask a question.
- Create urgency – time limited offer.
- Use a reference to money – cheap, affordable, do you want more money? etc…
- Create a situation of pain – you are in pain – and I can help you. (Pain is relative – a painful situation may simply be that someone doesn’t have enough time to have a morning cup of coffee.)
- Offer a solution to a problem that your visitor might have.
- Opening Sentence: The opening sentence should blast people with the biggest, best benefit your product has to offer – and why it’s unique, why it’s better than anyone else’s product or service. Marketing experts have termed this sentence “the unique selling proposition”.
- Logo: Your company logo – or a name – something which indicates where your visitors are.
- Benefits: The following copy should present the benefits of your product.
- Closing Sentence: Entice them to click to the next page. Give them a hint of what’s on the next page – or ask another question which will lead them to the next page.
After the opening page – you can lead them on to the next page which may explain more benefits. Or the next page may explain the features of your product – what the product does.
Features are not the same thing as benefits. Benefits go to the emotion of a product – they tell people what that product is going to do for them emotionally – how the product will fulfill their needs. Features will describe the product – the details of what’s included in your product or service.
The idea is to hook them with the benefits – then describe the product in more detail.
Tip #1: You must believe in your product – and you must transfer that belief to your visitors. If you are writing about something you don’t believe in – that will be transferred through your writing – people will see through it.
Tip #2: When you are analyzing your target market – think about how much “hype” they can take. Are your visitors the “down-to-earth” type and can’t take much hype? For instance, “Buy this – increase your profits by 400%.” Are they of the opinion that, “If it sounds too good to be true, it is.” Or do they have a high tolerance for this sort of thing? Can they wade through the “hype” and really believe it? Go by this standard: if it sounds like hype to you – it will sound like hype to your visitor. The trick is to get enough hype to get them to read, but to have enough content to keep them reading.
Tip #3: Web copy is never done; keep rereading and going over it again and again. Let it rest for a week – then come back to it. There’s always something you can improve.