What does it take to create a compelling website or landing page that turns skeptical strangers into excited buyers?

Even if you’re starting from scratch and your website is completely new.

You don’t have to be a big brand with a massive budget.

You don’t need to be an expert copywriter or a psychologist.

It’s all about applying certain key elements and you’re off to the races.

In this post, you’ll learn the 3 essential factors to turn a stagnant website into a revenue stream.

Many websites online look great but they are just white elephants.

Nothing happens.

No inquiries, no curious browsers, no sales. Nothing.

The First Impression

There are websites that are extremely confusing. 

In 5 seconds, people leave.

Yes, online, you only have 3 to 5 seconds before someone decides to stay or leave.

Because it is very similar to making a first impression when you meet someone new.

Remember the last time when you went to an event or conference?

You probably developed a certain impression or mental image of someone during your first encounter.

Within seconds, you have a certain impression of a person.

Within seconds, you’re deciding whether or not to say hi.

Within seconds, you decide if you want to talk more or walk away.

This is also what happens when a person goes to your website for the very first time.

Do it right and you can turn skeptical strangers into excited buyers.

Do it wrong and your website will simply be a white elephant.

Then, months and years go by and you’ll jump to the conclusion that a website is useless.

Well, this can be avoided by applying certain key principles and elements.

This is based on a decade of practical real-world experience.

And also from collectively managing over $1 million in ad spend across different industries.

So what can you do to have a website that turns skeptical strangers into excited buyers?

It’s NOT just about having great website copywriting.

There are other key factors involved!

If you’re feeling confused or lost about where to start, apply this concept below.

I call it the “Doc Framework”.

It consists of 3 key factors:

Keep in mind that you don’t have to follow a particular order but these are the 3 factors that you want to bring your focus on to have a high-converting website.

Let’s talk about each one of them…

#1: Design

D is all about design.

The visual design of your website.

The colours. Your look and feel of the website will give off a certain impression.

You tend to get a certain vibe with just the visual design.

Observe different websites online.

What is the impression and vibe you get when you visit a website?

For example, when you visit the website of a luxurious brand, why do you conclude that it is luxurious?

What do you see that makes you conclude that it is luxurious?

You might have even visited the websites of a brand that you have never heard of before.

However, there are certain visual elements that you see that cause your mind to conclude that it is luxurious.

Despite not knowing who that brand is, an impression forms in our minds instantly.

Why is this so?

It’s because certain visual elements or symbols can cause our minds to consciously or unconsciously associate what we see with something else.

For example, when we see a Castle, we think of Kings and Queens.

Or when we see bright colours, we feel a sense of vibrance.

#2: Offer

O stands for offer.

To drive people to action, there must be an offer.

When people visit your website, chances are… you want them to take the next step.

You want them to inquire about your service, sign up for a trial, or maybe order a product.

You always want people to be moving towards the next step.

In order for that to happen, you need to present and show different offers on your website.

If there isn’t an offer, there wouldn’t be a strong motivation to take the next step.

So for example, offer trials for your product or service.

But go a step further, include an extra thing that people get when they do a trial.

Ask yourself: “What is one extra thing that I can include that my potential customers will like?”

You don’t want to be random about it and put some thought into it.

Let me give you a different example about having an offer…

Instead of just directing a website visitor to your inquiry form, give them a specific offer.

Offer them a free 45-mins consultation and highlight specific benefits about what they will get.

If you simply direct people to an injury form, there isn’t any push factor for them to act.

#3: Copy

C stands for copy.

The copywriting of your website.

The words on your page.

Words have power.

Words have the power to move people to action.

After working with several different clients and running many advertising experiments, we truly see how words can significantly affect revenue.

Words can significantly affect how many leads or customers you acquire.

We have run experiments where 2 ads had the same video or image but had different text on them.

And the results were stunning.

The text alone can cause an ad to perform 3 times or even 5 times better.

This means having:

• 5 times more website visitors
• 5 times more leads
• 5 times more sales

Instead of just seeing 2 inquiries for every 100 website visitors, you get 10 inquiries.

It is truly remarkable.

But sometimes, people can underestimate the power of copywriting.

Well, lucky for us because it gives us a good competitive advantage as people around underestimate it.

Start to Apply the D.O.C Framework

If you’re starting from scratch and don’t know where to begin, use this D.O.C framework.

If you already have a website for your business, review what you currently have and make changes so that you can trigger ‘trust signals’.

We also have a guide called “Evoke 5” where we dive deeper into the copywriting of your website.

We talk about the 5 copy elements that your website must have to turn skeptical strangers into excited buyers, you can download it here.