Now you know what you need to talk about, and you have a goal for each page.
Cool!
Let’s talk about a basic order of what ideas go where. Once again, your business needs might vary.
Headline
First, let’s grab their attention, and let them know they’re in the right place. Be clear about how you help other people. Plugging in your USP is great. Nothing will be ruined if you change this later.
Button/Call to action 1
If people are ready to take action right away, give them the chance! Whatever your goal for the page, your button copy should direct the reader there.
Your button copy should also match the headline. You don’t want anyone getting confused here. Confused is not good.
Statement of the customer’s problem
Some people call this “agitation.” You don’t have to really prod their “pain points” here — just remind them why they’re here and that you understand their problem.
Your solution
Be as specific as you can. Remember the job of your page when you’re thinking about how many/what details to include.
Give them some proof
Testimonials are great! Lists of companies you’ve worked with are cool, too. Photos. Screenshots. Statistics. Just prove it.
Talk about what their life will be like after your solution
Hint: look at your testimonials. I’ll give you some more info below.
Give them the optimized offer
What’s your goal for the page? You’ll ask them to do that here. Any tantalizing details, like a guarantee?
Button/Call to action 2?
Makes sense here now that you’ve made your case. We’ll put one at the bottom for the folks who want to get ALL the info before moving on.
Make it harder to procrastinate
Will your doors close soon? Can they get something awesome if they act now?
(Not for every page — a sales page, definitely. An about page, less so.)
CTA (call to action) button
Last one, for the detail-oriented types who read allllll the way down.