How to Position Your Website Pages Within a Strategic Sales Funnel
Following up on a previous thought about why structuring your business’ website around NO MORE than five pages is your best option.
Website visitors’ attention spans are short
Our focus today—more than your website is just a digital house for information about your business, it’s a strategic framework for guiding visitors through a predetermined sales funnel. AKA, one page leads to the next until you’ve effectively convinced somebody to perform a particular desired action, whether that be making a purchase, booking a service, or scheduling an appointment.
Imagine each of your website pages a unique and indispensable portion of the funnel shape.
Home Page
The widest piece, intended to capture and specify the vague interest with which people arrive on your website by presenting an attractive summary of your business’ purpose and offerings, and then guiding them onward, typically via button to the About page.
About Page
A slightly narrower piece, through which the goal is less to provide visitors with your background story and more to stack your website with strong and strategic positioning. 'Positioning' refers to the strong argument made by your copy content regarding why your target audience should choose your business over others like it. Your positioning should effectively express your business' unique value proposition from the perspective of your target audience. Practically, this means talking less directly about you and what you do, and more directly pushing the great outcomes of engaging with your business, thanks to things about you and what you do (you’ll notice that even in the ‘founder story’ section on our About page, we’re talking less about Anna Cate and her life than we are about our prospective client’s typical entrepreneurial experience to which Anna Cate can relate). And then guiding your audience members toward engagement, typically via button to the Services page.
Service Page
The funnel getting narrower! It’s pretty self explanatory what goes here, but pro tip—especially if you’re a new or very multifaceted service business, keep your offering details somewhat broad. Your website will then, instead of a brochure, become a tool for pushing people toward initial consultation or discovery call with you, through which you can develop custom packages, and over time, refine your offerings and price points as you learn what sticks with people. To get too specific on your website about too many things is to lose people for all the attention span reasons already mentioned. You may find that eventually you land on one signature service type that’s easy to concisely articulate, as we have with our 2-Week Website Intensive, and that would be the moment to get more specific with your content. And then push your newly prospective customer/client toward evidence of your success, typically via button to the Portfolio page.
Portfolio Page
Almost to the end! This page is your opportunity to prove all the value you’ve proposed through your website’s sales funnel so far. So, more than you want to simply display your work, you want to strategically pitch your work as the mechanism for transporting your prospective customers/clients from their present ‘Point A’ to their desired ‘Point B’. Do this via strong social proof (recommendations from others like those you’re trying to target) and stats reported according to how they’re meaningfully impacting those for whom they’re generated (or whatever is your business model’s equivalent). And then offer your website visitor the opportunity to act on all you’ve said, typically via button to the Contact page.
Contact Page
The tip of the funnel! Having now reached the end of your website’s sales pitch journey, on this page, make very clear what one action you want your website visitor to perform before departing. We desire that people inquire to schedule a free 30-minute Discovery Call, so we make available a quick and simple-to-complete form that’s visible before having to scroll at all down the page—you can’t miss it. Additionally, below that form, we’ve provided clear answers to questions prospective Sela Vie clients have frequently asked, in order to further remove barriers between people and their readiness to act on our proposition.
And there you have a strategic framework for guiding visitors through a predetermined sales funnel.
We believe that the outward representation of a successful business is always deeply rooted in internal strategy. And true to such notions, our Signature Two-Week Website Intensive includes clear articulation of your brand identity and business offerings to connect with your target audience and guide them toward completing your sales funnel.
Explore the specifics of our process, and join our growing list of client success stories—get on our calendar today!
