Content Planner 1
PRIMARY PAGES
This section is the main focus of your site design. Once you've created these pages, you'll have the foundation of your site content completed.
NOTE: You may prefer a long-form landing page where all your content scrolls down one page. We still need to address these same details, perhaps using fewer words in the text than we would on a separate page. Please use the format of the following "pages" knowing that I will adjust to a vertcal design if that's your vision.
In this content guide, you'll complete the:
HOME PAGE CONTENT
Your HOME page should make crystal clear what your business is about and how you serve the world. Next, it will point visitors to the pages that are the most relevant for them. Oh, and on the way, proving you’re legit with social proof or testimonials or reviews is a good idea, too.
We’ll start at the top...
1) BANNER IMAGE
This is possibly the most important photo on your site. Ensure it matches the vibe, colors, and style of your brand and clearly demonstrates the type of work your business creates.
Upload your image to your dashboard. Use only .jpg, .gif, or .png files.
You can use one banner, photo or upload up to 5 images to be used as a slideshow.
PRO TIP:
Show off your work with images throughout the page, breaking up an otherwise long page of text with elements of visual interest.
2) BANNER VIDEO
You may use a video in place of an image in the header. These videos play on a loop and don't have sound. For background videos, you can:
Use YouTube and Vimeo (paid plan) videos,* or
Upload videos you own. Your site has storage available for up to 30 minutes of videos, at no extra charge.
While video banners should display on computers, video may not always display on mobile devices, depending on the visitor's connection speed and browser version. A mobile fallback image to appear if the video banner can't load should be uploaded to your dashboard. (Often this image is the thumbnail image used by Youtube or Vimeo.)
3) CALL TO ACTION LINKS
You should plan for about 3 CTA’s on a page. (This is not a required number. Only a suggestion.) You’ll sprinkle these throughout your site, making it easy for your visitors to take a next step.
You’ll likely link to your services near your tag line, giving quick access to folks who already know what they want.
To give folks a chance to know you better, use a button that links to your ABOUT page.
If your goal is to demonstrate expertise, linking to a BLOG would make sense.
If you want to build a community, make a CTA to join your Facebook group.
Examples:
'Learn more'
'Register for a free…'
'Book a consultation'
4) SOCIAL PROOF
Show you’re legit by sharing what other people have said about your business with testimonials, or by showing the logos of some publications you’ve been featured in, or by showing the logos of clients who have trusted you.
Examples:
‘Trusted by...’
‘You may have seen us in...’
‘Here’s what our clients say...’
ABOUT PAGE CONTENT
Think about what your visitors are searching for, and how you can encourage them to click through to your site. How can working with you solve a problem they have?
The ABOUT page is your best opportunity to truly connect with those ideal clients! To give them confidence that they've found a business that understands and can fill their needs.
First, your copy will make them feel that you get them and know them and what you offer is exactly what will solve their problem.
1) ‘I GET YOU’ COPY
The ABOUT page is your best opportunity to truly connect with those ideal clients! To give them confidence that they've found a business that understands and can fill their needs.
First, your copy will make them feel that you get them and know them and what you offer is exactly what will solve their problem.
‘I GET YOU’ COPY:
Let them know you understand their problem—that they’re not alone.
Examples:
‘You are a (type of person/in a certain field) and right now you’re struggling with (problem).’
‘I totally get it. You, friend, are in the right place!’
2) WHO YOU ARE & WHAT YOU DO
Tell your story, as it relates to your business and understanding the struggles of your ideal client.
Then tie your understanding of them and your story back to the services you offer.
Example:
‘I’m (name) and I work with/help/teach/empower (these type of people) with (describe their problem) or to (achieve this type of result that they’re really longing for).
3) SPRINKLE IN A FEW FUN FACTS
Don’t go overboard here and do try to not make them mind-numbingly boring—you and everyone else in the world love coffee—take a few moments to give this a solid think and get more creative than that.
4) HOW YOU STARTED OUT
Share how you got into what you’re doing now. Tell it ‘story style’. People like stories. They have for thousands of years.
Explain a story of how you struggled with the issue your ideal client currently has, or that you met someone who had the issue. Describe the issue in detail and how it was holding you/them back.
5) RELATING YOUR STORY TO YOUR SERVICES
Here’s where you let your reader know how you can help them resolve their problem.
Examples:
‘I know that I/they weren’t the only ones struggling with this (problem).’
‘That’s why I decided to’ (create this service/change careers/share how I achieved success on my blog, etc.)
‘Now, I do X and (social proof—have helped X many clients, have created the go-to podcast on X topic which has thousands of downloads, work with clients all over the world, changing their life for the better, etc.)
'Ready to finally (solve X problem)?'
6) CALL TO ACTION
Tell them what their next step(s) are. This link will be direct and simple to find and understand. It should lead to the most important thing that you want a new person to do on your site.
Examples:
'Work With Me'
'Book a Consultation Call'
'Register for (an upcoming event)'
PRO TIP:
You absolutely want a photo of YOU on this page, preferable making eye contact with the camera. If you have additional shots of you ‘doing the work’ or final end products, those are great to sprinkle throughout here to break up the text.
SERVICES/PRODUCTS PAGE CONTENT
Think about what your visitors are searching for, and how you can encourage them to click through to your site. How do your products or services solve a problem they have?
Use the SERVICES/PRODUCTS page to make them feel like working with you is the only option for their success. This should lead them to inquire or book a free consultation call.