Test A Business Model with a One-Page Website

Building a simple landing page with a clear CTA (Call to Action) is one of the fastest ways to test out a new value proposition or business model idea.

With a one-page website and some kind of basic conversion metric, the idea or value prop can be:

  • shared with potential customers or existing customers for feedback
  • run as a small Ads test on Google Ads or Facebook or other advertising platforms
  • used as a proxy to gauge demand by pre-selling a product or service that is not yet launched

But there are several keys to what the website needs in order to be successful. Off-the-rack websites can work (and most will), but there are still some considerations that are mentioned below.

Key Elements of Successful Websites

  • Unique value proposition, clearly articulated to drive conversion
  • Page speed is very important; avoid heavy templates with too much imagery
  • Establishing trust is crucial; ways to do this include social proof (testimonials, client logos, etc.), behind-the-scenes video of business operations, or videos of the owners speaking
  • SEO considerations should be baked in to the initial build; this includes keyword research for site Title Tags, content optimization (no long text blocks, etc.) and establishing a presence to make other sites want to link to your page (Backlinks)
  • Learn More About CRO (Conversion Rate Optimization) on the Small Business Booster page

Make Headlines Clear and Benefit Driven

  • Including a pain point in the headline increases clicks and form submits
  • Benefits, social proof, and credibility indicators led to an increase in sales by 34% on landing pages
  • Using natural language on forms can increase conversions by 25 – 40X
  • Write to the market niche or customer segment you are targeting, make sure the message resonates with that core group of people

Top – Middle – Bottom of the Funnel

via Twitter

  • The Funnel is linked to marketing channels – both paid and organic – and includes an array of potential activities like social media, podcasting, etc.
  • Top (Awareness) – how-to-guides, ideas, personal stories, beliefs, opinions, strategies, breakdowns, any content that spreads general awareness of the brand, with the end goal reaching as big an audience as possible (ie. a viral video)
  • Middle (Consideration) – get the right people following the brand, give them the ‘aha’ moments, change their perspective, prove expertise, dominate the niche
  • Bottom (Conversion) – 3% are ready to buy at a given moment. share case studies, testimonials, product demos, comparisons between products and competitors, breakdowns of specifics of the product/service
  • Once awareness or contact has been established with those in the middle or bottom of the funnel, they need to be followed-up with in many cases (not hassled)
  • Email newsletters, SMS, and VSLs are some possible channels to increase the probability of purchasing. But beware, over-saturating a potential customer with too many messages is the quickest way to burn the trust bridge

VSL (Video Sales Letter) Suggestions

via Twitter

  • The reasons why a VSL is not converting is because the trust factor is very low
  • Only 2 – 5% of potential customers are ready to make a decision “right now,” but it’s a lot easier to win someone’s trust from a 3 – 6 month perspective
  • Many people don’t include sales videos in the followup, typically use only text
  • Send continuous VSLs beyond front-end marketing – first VSL is a “trust deposit”
  • Play the long game to get more potential customers from the ‘middle of the funnel’ to the ‘bottom of the funnel’

More Landing Page + Funnels Resources

Small Business Booster

Keyword Research

What is Social Proof?

SEO – Search Intent