Nobody likes being sold to. That’s the downside to using landing pages, squeeze pages, upsell pages, and other typical stuff that is often associated with sales funnels. The easiest way around this is to build the funnel out like a website, or just make certain parts of a website function like a funnel.
Website sales funnels are a user-friendly and effective way of gathering qualified leads. These types of funnels are perfect for products that people want to explore the benefits and features of before buying. This is a ton of information that would create one endless page to scroll through. At this point, I predict that the die-hard advocates of the Long-Form Sales Copy are already preparing an objection for the comments section.
Hear me out, though, because I’ve thought this through. The main purpose of long-form copy is to answer ALL of the prospect’s questions and objections, as well as providing ALL of the benefits and details of the product.
But what happens if the potential buyer only needs one or two specific details before making a decision? Why should they have to scroll through a huge page to find the information they need? This is why the Website Sales Funnel is ideal for events, trade shows, or products that are bought based on impulse. They provide the visitors with a direct path to the information they want, with a button to buy right at their fingertips at all times.
A funnel website works based on one simple principle: only one call to action on every page, leading your reader to make a purchase.
Building a funnel like a website
When building a website sales funnel, you must start with a goal. What do you want the reader to do?
Build each page of the website around this one objective, omitting any content that isn’t leading to your goal. For example, if you want the reader to buy a ticket to your event, build a website with multiple tabs of information, (speakers, schedule, vendors, location, etc.) but on each page, have only one clear call to action: click to buy your ticket. From the user’s perspective, they are on an informative website, but you are providing them with only one outcome to their visit.
Remember that a website funnel doesn’t have to be bare-bones either. You can get creative with presenting your call to action. One great way to do this is to include a blog with multiple articles, each ending with the call to action. Another
Adding a lead magnet offer
A funnel wouldn’t be a true funnel without an additional step or two. An easy addon for the website funnel builder is a pop up that gathers email addresses in exchange for relevant and appealing content, such as a video from the last event or a few tips from the keynote speaker. This way users will provide you with an email to market to in the future. Maintain your call to action within the popup, with a link to buy tickets to the event below the video. Over time, you can change this offer (based on browser cookies) and appeal to users at different stages of the buying process.
Website sales funnels are an extremely effective alternative to selling on traditional websites. Remember to start with your goal in mind, maintain one clear call to action, and don’t be afraid to get creative.