Dan Martell - The 5 Pages You Need For Your Startup's Marketing Website

00:00:00.200 Do I get a loud shirt on?

00:00:01.880 Can you hear it?

00:00:02.720 Can you hear the?

00:00:11.920 The five critical pages that you need to nail

00:00:15.040 when building your SaaS software website.

00:00:17.560 Now, if you've ever tried to design a new marketing site,

00:00:20.600 maybe you've been frustrated with just the fact

00:00:22.880 that you need to write all the copy

00:00:24.720 and you're like, I don't really do this well

00:00:27.080 and what's good copy and how does it convert

00:00:29.160 and all these things or maybe you've got your designer

00:00:31.360 and he's trying to show you all these fancy parallax scroll,

00:00:34.500 different transitions, animations and you're like,

00:00:36.660 is this really going to help the customer?

00:00:39.300 Or you just feel like you don't have enough information

00:00:41.940 or there's key things missing to turn it

00:00:43.780 into a high converting site.

00:00:44.980 I'm gonna show you today the five pages that are must

00:00:49.080 and the questions that need to be answered on each page

00:00:52.040 to really help somebody that's visiting become a prospect

00:00:54.860 and eventually a customer and it works for 80% of the time

00:00:58.080 it will create, trust me, a very high converting site

00:01:01.820 for your software product.

00:01:02.980 Now, I've been lucky that I get to analyze

00:01:06.580 websites all the time.

00:01:07.660 I mean, I coach hundreds of entrepreneurs

00:01:09.900 and I've looked at probably at least

00:01:12.560 1,500 different SaaS products.

00:01:14.760 There's the sas1000.com list,

00:01:17.000 there's the Montclair 250 SaaS list,

00:01:19.740 and I've gone through many and many other ones

00:01:21.700 and I wanted to figure out what do all the pages

00:01:25.140 have in common and how do they really dial in

00:01:27.840 their messaging, the way they display their product,

00:01:30.440 their features, the way they talk about their team.

00:01:33.280 And I've really built out a framework

00:01:34.980 that helps entrepreneurs get clear.

00:01:37.340 The other day I was on a coaching call

00:01:39.180 with an entrepreneur that had a video product

00:01:41.680 and when I asked them, I said,

00:01:42.780 okay, well, who do you serve?

00:01:44.060 And he's like, enterprise companies.

00:01:45.260 I was like, Fortune 2000, yeah.

00:01:46.920 All right, and what problem do you solve for them?

00:01:48.460 And you know, he explained to them all,

00:01:49.760 make creating kind of like social media clipped videos.

00:01:53.360 All right, cool, and how do you do that?

00:01:55.160 And he talks to me through his process and his software.

00:01:57.440 I was like, okay, I got a clear eye to see it,

00:01:59.100 understanding of who the customer is.

00:02:00.860 Then I said, all right, let me go to the website

00:02:03.160 and see what I find out.

00:02:04.280 Soon as I open up, the positioning's way off.

00:02:07.000 The language is not like speaking 0.97

00:02:09.780 to the problem that they solve.

00:02:12.180 Then I clicked the pricing page and I went on there

00:02:14.300 and I saw a plan starting at $20 a month.

00:02:16.920 Well, if I'm a Fortune 2000 company,

00:02:19.280 I don't expect to buy software

00:02:21.300 that anybody else can just buy for $20 a month.

00:02:24.300 So the positioning was way off.

00:02:26.760 every other page on the site.

00:02:28.520 In regards to what they wanted to attract

00:02:30.560 versus what their site was designed and communicating,

00:02:33.700 there were two different things.

00:02:35.500 So what I want to share with you guys are those five pages

00:02:37.700 and the questions you need to answer.

00:02:39.880 The first page is the home page.

00:02:42.040 The home page is where 80% of your traffic

00:02:44.220 are eventually going to end up to

00:02:45.820 and everybody on that page are looking to answer one question.

00:02:49.480 It's real simple, do I need this?

00:02:51.720 Do I need this?

00:02:52.920 I'm on the page, does it speak to a product hook?

00:02:55.320 Does it have a promise?

00:02:56.560 Does it speak to me as a potential customer?

00:02:58.860 Do I need this?

00:03:00.700 If it's not clear, if you show it to 10 customers

00:03:03.500 and ask them like, can you give us some feedback

00:03:05.200 on what you just saw?

00:03:06.040 And they're like, well, I don't really resonate with that.

00:03:08.240 I'm not even sure exactly what you do or how you do it.

00:03:11.180 Then you're not hitting the mark on answering

00:03:13.840 that simple question of one, do I need this?

00:03:16.280 The second page, and it's pretty much like a process,

00:03:18.640 like page one, two, three, kind of this is the path

00:03:21.520 that most users go through.

00:03:22.520 The second one is pricing.

00:03:24.180 And the pricing's gonna tell a story.

00:03:25.780 Whether you know it or not, your pricing page tells a story

00:03:28.180 to the prospect and the question they're gonna ask

00:03:31.280 themselves is, is this for me?

00:03:34.460 You know, the first homepage says, do I need this?

00:03:36.300 The second one is, is this for me?

00:03:37.760 Is this designed by the names you use for describing

00:03:41.200 your plans, to the price you're offering,

00:03:43.860 to the features that you talk about?

00:03:45.840 It's going to answer that question, is this for me?

00:03:48.900 And if you do it wrong, you could actually have qualified,

00:03:51.700 interested, ready to go customers with the credit card out

00:03:55.340 and push them away because you've misunderstood that page

00:03:59.340 and the question it needs to answer.

00:04:00.880 That's the second page.

00:04:01.720 The third page is the features page.

00:04:04.480 The features page is a longer list from just the pricing page

00:04:08.580 or maybe on your homepage you might have three core benefits.

00:04:11.620 The features page really answers this big question of

00:04:14.520 does this solve my problem?

00:04:16.360 You know if I'm in the market to buy an email automation

00:04:20.000 software and I know I use certain products today and I

00:04:23.140 want to integrate them, on the features page,

00:04:25.740 I should see some language or some information

00:04:28.740 around those integrations.

00:04:30.280 I should see potentially other customers like me featured

00:04:34.180 and testimonials talked about on each feature to know that

00:04:37.380 people like me buy that software.

00:04:39.760 And to me, if you don't put that there,

00:04:41.960 then they're not going to get the answer to that question,

00:04:45.700 does this solve my problem in regards to where I'm at

00:04:49.560 as a company?

00:04:50.560 So make sure that on your features page,

00:04:52.160 which is a more detailed, longer list of all the different

00:04:54.960 aspects of your product, that it answers that

00:04:57.840 for your core customer.

00:04:59.360 The fourth page is your about page.

00:05:02.200 And I gotta be honest with you, I get entrepreneurs

00:05:04.880 sending me their SaaS software marketing sites all the time

00:05:08.980 and I would say 80% of the time, which is crazy to me,

00:05:12.680 they don't have an about page.

00:05:14.680 And I don't know about you, but if I go to a marketing site,

00:05:17.620 if I go to any site for any product, for any service

00:05:19.960 and I can't find an about page that talks to me about who's

00:05:22.860 behind this site, then I just don't have a lot of trust in

00:05:26.100 investing in the solution because the last thing I want

00:05:28.460 to have, and if anybody's been using online services for a

00:05:31.400 while, you know they go away.

00:05:33.240 If the team can't make money, if the team doesn't care about it,

00:05:36.440 if they get acquired for whatever reason,

00:05:38.620 they shut down the service.

00:05:39.480 So people, if they can't answer this one question,

00:05:42.780 can I trust them?

00:05:44.820 You know, can I trust the people that built this product?

00:05:47.460 If there's no about page, the answer is I don't know who's

00:05:49.660 there so I can't trust them.

00:05:51.060 You know the other day a friend of mine showed me this site

00:05:54.200 that allowed you to encrypt information and send it to a

00:05:57.360 friend and they could open it up once and see it and copy it

00:05:59.840 so that way you could share via email or share via social

00:06:03.080 media, you know, an encrypted password or whatever it is.

00:06:06.780 There was no about page and I don't know about you but I

00:06:10.080 think it's just hilarious that somebody's probably encrypting

00:06:13.020 all these passwords and folks were using it to send all this

00:06:17.360 along and I bet they were logging it somewhere.

00:06:19.700 Again, I don't know, but if I don't know who's behind it

00:06:22.460 and I can't answer the question, can I trust them,

00:06:24.340 then why would I use it?

00:06:25.440 And I think your customers that are visiting your site

00:06:27.600 are asking themselves that question.

00:06:29.140 And then the fifth page is the blog, and here's why.

00:06:32.440 A lot of you guys are thinking, well,

00:06:33.840 it's because of inbound marketing and I create content

00:06:36.620 and that's how I create SEO and I publish it on Facebook

00:06:40.480 and different things and I get traffic.

00:06:41.960 It's actually not for that.

00:06:43.960 The blog, and that's why it's important,

00:06:45.480 if there's a time stamp, that you don't have

00:06:47.980 the last post being posted nine months ago.

00:06:50.060 Because if I go to the blog and I see that

00:06:51.520 you haven't updated it in nine months,

00:06:52.820 then I'm gonna ask myself, are they even business still?

00:06:55.360 But this is the question that the blog answers,

00:06:57.660 is are they innovators?

00:07:00.100 That is the ultimate question.

00:07:02.300 If I'm gonna invest in a software,

00:07:04.000 and I trust that you know how to solve that problem,

00:07:06.500 and you've built a list of features that resonate

00:07:08.980 with helping me overcome that challenge,

00:07:11.680 the next question I'm gonna ask myself is,

00:07:13.980 Can I trust that over the period of me using this product

00:07:17.240 that you're going to innovate and build a better product?

00:07:21.420 And if I don't trust by the content

00:07:23.880 that you guys are subject matter experts,

00:07:26.360 you're deep in the trenches,

00:07:28.160 that you think about the edges of this problem space

00:07:31.460 and I can see that the way you think

00:07:33.300 is aligned with what I would hope to see in the product,

00:07:36.660 if I can't find that answer

00:07:38.380 and somebody else can give it to me

00:07:39.740 and all things being equal,

00:07:40.800 I'm gonna go with their solution.

00:07:42.500 I'm going to go with your competitor solution because I

00:07:44.960 want to invest in a product where I feel the team are

00:07:48.000 progressive innovators and they're going to bring me the

00:07:50.600 future without me having to ask for it so that I don't have to

00:07:54.040 be switching off their platform in three years because they

00:07:57.680 didn't keep up with the times.

00:07:58.920 And that is the question the blog answers.

00:08:01.220 So real quick, and I know some people, one of the myths that

00:08:04.880 people have is that, well, I need to act big and I need to add

00:08:08.360 all this content and our site has to be super involved in all

00:08:11.320 these different case studies and that's true over time.

00:08:13.880 But in the early days when you're still trying to get to

00:08:16.060 the million, you know, two million annual reoccurring

00:08:18.400 revenue for your SaaS product, you just need to dial in those

00:08:21.400 five pages and make sure that they deliver.

00:08:23.440 And truthfully, you know, I think the world's moving to more

00:08:26.360 of an artistry and a craft type of mentality and they would

00:08:29.540 rather see a team of five dedicated focus people on the

00:08:33.240 about page with the team and, you know, beautifully made in

00:08:37.220 the country you're in and a blog that shows your thought

00:08:39.880 leadership and your expertise, that is more interesting

00:08:43.180 than just like the perception of you being a big corporation

00:08:47.360 that if I call support, I'm gonna get some person

00:08:49.820 that just got hired two weeks ago and doesn't even know

00:08:51.900 how to support the software properly.

00:08:53.660 So that's what I would say is one, dial in your homepage,

00:08:56.220 make sure they can answer the question, do I need this?

00:08:58.900 The second is make sure the pricing page answers,

00:09:01.760 is this for me?

00:09:02.940 Third is your features page, just answer the questions,

00:09:06.180 does this solve my problem?

00:09:07.640 Four, make sure that you get your about page answering the

00:09:10.540 question, can I trust them?

00:09:12.140 And then finally, five, the blog, being a rock star,

00:09:15.380 being a thought leader, being an expert and really answering

00:09:17.520 the question, are they innovators?

00:09:19.680 If you do those five pages extremely well, you will have a

00:09:22.420 high converting SaaS software marketing site.

00:09:25.560 I hope this video finds you extremely well and I challenge

00:09:29.460 you to live a bigger life and a bigger business.

00:09:31.960 I'll see you next Monday.

00:09:33.360 If you like this video, be sure to subscribe to my channel for

00:09:35.460 information on how to grow and scale your software business.

00:09:38.700 I'd also encourage you to join my newsletter for other private

00:09:41.500 invites, exclusive contests and free training.

00:09:44.640 And if you're ready to get going, I got two more videos

00:09:46.340 queued up and ready to go.

00:09:47.480 I will see you next Monday.

Dan Martell - December 11, 2017

The 5 Pages You Need For Your Startup's Marketing Website

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