10 Essentials of a Kick-Ass Website

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10 Essentials of a
Kick-Ass Website
Kick-Ass
Brand

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1. THE HEADER
The header is the most critical part of the website. It must communicate an
offer, both visually and through text, in a very short period of time. The header
must pass the CAPTIVATE TEST. Your visitor needs to be able to answer three
critical questions within a few seconds of seeing the header.
THE CAPTIVATE TEST QUESTIONS:
1. What do you offer?
2. How will it make my life better?
3. What do I need to do next?
If you’ve answered these three questions in a visually compelling way, you’ve got a
great start.
On the following slides are a few examples of effective headers.

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1. THE HEADER

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Elaborate on what’s “in it” for your Ideal Client Avatar (ICA).
Keep the language simple, brief and easy to understand.
Remember, we don’t have time to read. We scan reading phrases.
Use icons, images, bullet points, or a few short sentences to spell out the value
customers get when they buy from you.
CAUTION: Throwing too much at a customer
on a website will cause them to disengage.
2. VALUE PROPOSITIONS

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2. VALUE PROPOSITIONS

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A process plan should be included on nearly
every sales page.
People love it when you state clearly what you’d
like for them to do in simple steps.
3. YOUR PROCESS PLAN

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3. YOUR PROCESS PLAN

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4. TESTIMONIALS-PURE GOLD
Testimonials prove you deliver!
Keep the testimonial short - 2-3 sentences.
Keep it relevant.
Feature a testimonial that celebrates a victory
or will help overcome an objection.
Include your client’s headshot. - makes it real.

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4. TESTIMONIALS-PURE GOLD

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5. LOGOS
Establish authority visually without taking
up too much valuable website real estate by
featuring logos on your website.
logos of other companies who have trusted you
logos of awards you’ve won
logos featured in recognizable media outlets
Demonstrate your competence and earn trust.

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5. LOGOS

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6. EXPLANATION
People scan websites—they don’t read them.
But an explanatory paragraph of how your services can solve their problems
helps customers dive a little deeper while also allowing you to improve your
SEO results.
Still, this paragraph should follow a narrative ﬂow. Turn your messaging into a
series of paragraphs to create your explanation section.
You may also want to simply feature the ﬁrst few sentences of the explanation
and then a “click to continue reading” line that allows customers to expand the
section.
The page remains more appealing visually and allows visitors an easy and quick
way to scan.

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6. EXPLANATION
Here is an example from my website page:

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7. THE VIDEO
This is why video is the number #1 way to engage visitors
on your website. Here are a few guidelines & ideas:
Many people learn by watching video.
Do it professionally or not at all. (unless you are doing Facebook Live)
Paint the picture of what their result will feel like working with you.
Consider overcoming the biggest objection right up front.
Create a video of testimonials with b-roll.
Add text over the video section to invite visitors to hit the play button.

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7. THE VIDEO

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8. WHAT’S AT STAKE?
A cost section on your website is diﬀerent than the price section.
Make it simple, easy to understand, and brief.
This adds some spice to your narrative.
A cost section simply spells out, either visually or through text,
what it will cost the customer if they don’t do business with you.

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Example 1: Copy Only
"What' s My Investment?
How many customers are you not reaching?
How much is unclear messaging costing you in sales?
How much money and time are you wasting trying to do it yourself?
More than 85% of the time your audience is getting their ﬁrst impression
from your website. A bad ﬁrst impression and poor communication can
cost a business a lot in growth.”

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Example 2: In a Section with an Image

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9. THE PRICE CHOICES
If you’re going to feature price on your website,
feature them just below the cost section.
This is a good contrast with the “WHAT’S AT STAKE” section.
It illustrates how the price of a product supports the value of your product.
You can offer different price structures, but no more than three.
If we offer too many choices, we’re asking our customer to do too much
thinking and they’ll likely disengage.

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9. THE PRICE CHOICES

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10. THE JUNK DRAWER
This creates a cleaner, more organized website.
Your website is easier to use and to understand.
Move all the extra links to the bottom of the page.
Websites can be cluttered with buttons and links people don’t really care about.
If we throw too much information at people, they disengage.
Create a junk drawer section at the bottom of your page so you can
feature links without cluttering up the rest of your page.

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10. THE JUNK DRAWER

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Need help sorting this out?
Schedule a Complimentary Brand Assessment!
I look forward to hearing about you and your dream for your
business!

10 Essentials of a Kick-Ass Website

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