[0:03]I'm so excited to introduce Anna Nasseri who's going to be walking us through a workshop that she's created. Um, so Anna if you want to take it away. Hello, guys. It's so nice to meet all of you, uh, internet friends. Um, I'm Anna. I'm founder and CEO of BrandUp. We're a creative agency and we do branding and websites, mainly for online entrepreneurs and online programs. So, I don't know the validity to this, but I feel like we were the first design agency that offered custom Kajabi development around six years ago. So we've, I remember, um, because I have a lot of close friends and clients that are in the online space and as soon as Kajabi came out, I was like, this is like the best platform to build the stuff out and also, uh, from a web designer standpoint, customization and building really dope sites on Kajabi as a platform is incredible. You can't get that with any of the other teaching platforms. So we've just been going all in on Kajabi through the years and we have a lot of experience building highly converting Kajabi websites. So, I have a presentation I'm going to walk you guys through. Um, let me do a screen share. All right, I'm going to be mindful of time because um I have 20 minutes to go through this presentation. It's kind of longer so I'm going to wiz through it, that way I have time for Q and A with you guys. So, um, I'm Anna, here's my IG handle if any of you guys want to connect. Um, we have been working with some of the top like really scaling online brands for a very long time. And through our collaborations with them, we've really found these recipes for blueprints of highly converting sites. So I'm going to walk you guys through that. So when it comes to website conversions, um, some of the components of a highly converting website are, first and foremost, hierarchy, structure and flow. Second are the brand elements that you need to be cognizant of, those are your colors and your fonts. Do you just have basic Google fonts? Do you have one main font that you're using or do you have a library of fonts that are headers, sub headers, buttons, uh, body font to really like, kind of going back to hierarchy, to really allow people to scan through your site the way that you want them to. Um, what do the words feel, sound, look and feel like? What does the imagery look like? Does it go align with every section? Um, is your website consistent? Is the navigation bar in the header and the footer, um, consistent throughout your site? Are the call to action buttons clear and intuitive? Um, is there a lot of white space on your site? This is so important. I think subjectively, like I love clean design and also objectively, it just performs better because it's not like a cluster fuck. Um, and then is it responsive? Um, are you optimizing mobile, um, when you kind of play around with your screen sizes, does it make things look wonky? Um, what's your intentionality behind that? I think that's very important. And then, these are some of my personal website commandments. So, websites should always be easy to skim and that means utilizing box elements, that means utilizing a lot of line breaks, um, highlighting, bolding, italicizing certain words. Um, really avoiding big blocks of copy, like this is not an essay, this is not a blog post, like really break things up as much as you can and large statements, things like that. Uh, utilizing vertical design elements and arrows to nudge people to keep scrolling. So we do that in a lot of the hero shots that we design is really a like, having people intuitively like scroll through the page in a way that feels incentivizing. And then utilizing sliders and carousels for testimonials, um, or areas where you have like, let's say you're selling a program and you have a ton of modules, so that way the design is very clean. Um, imagery. So, uh, copy for, first and foremost, copy comes before words. A lot of people really get stuck on, oh my gosh, I need a photo shoot or I need professional photos, things like that. You could totally get away with building a website without photos of you necessarily, especially sales pages, just find really dope, uh, stock imagery. So outside of that, copy comes first, because all the images on your site should go hand in hand with the copy in that section. Um, copywriting. So, I'm really big on copywriting. Uh, and as somebody who runs a design agency, we also, we offer copywriting as well. But a lot of times people kind of tend to skip that part, um, especially when they're DIYing. But the words on your website are what's going to sell your product, it's what's going to build trust. Um, and something else that we like to walk our clients through during the brand process is really reverse engineering everything to appeal to your to your target buyer, right? So, by that, I mean imagery and copy tone of voice. So instead of being generic, put yourself in their shoes, how do they want to be spoken to? What words do they want to be using? What emotions do you want to elicit in these people and really like ninja hack that within your copy? Um, so, what is ATF? So ATF means above the fold. These are the above the fold elements. So, we'll talk about mobile design in a second. Um, within this context, we're talking about desktop. So, uh, when we work with, uh, clients for custom projects, we do a separate desktop design and a separate mobile design. Um, because mobile design around 90% of your web traffic will be coming from mobile, especially if a lot of you guys are online brands and you're doing ads, posting on Instagram, posting on YouTube and really getting people to click on your homepage from there. So, um, above the fold applies to desktop and mobile. It's basically where people land when they click on your URL. It's the first thing that they see. It's all these above the fold elements. So this is kind of our formula and this can be applied to a standard website or a sales page. So you got a Nav bar up top that'll really allow people to, um, be able to access whatever parts of your page that they need access. You need your logo or your icon somewhere, and then in the middle is something that I call a hook statement. So it's basically a very simple statement that, um, will allow people like an understanding of what to expect on your site. I'm going to talk more about this in a second in the next slide. And then right underneath that, we have a social proof bar, and this really builds authority and trust. So this is where your, um, featured in a publication, something like that. For a lot of you guys that are brand new, you might not have social proof for and that's totally fine. You can also have a count down timer here or, um, you know, you can list out just different clients of yours, something like that. Um, so hook statements. So again, hook statement is this middle statement. So this is our client Chris, and, um, his hook statement is entrepreneur, philanthropist and business strategist. I help people make good or I help people make good money so they can do great things. And I think that's really beautiful. It gives you a very high level look at what he does and it's not overly literal. So that's important because you want people to keep scrolling to get the literal parts of it, but just get like a high level understanding of who you are, what you do. Um, and then touching on the visual branding elements of a website. So going back to color palettes and fonts. So here are some colors, here are some fonts. These are ones that we built out for this client, Chris. As you can see, you can see his colors there, you can see his fonts. So in order for us to get there, we did his visual branding first and foremost. So when we define colors, I typically recommend at least five brand colors for any digital asset. This will be very valuable for you guys to create hierarchy, again, so important. So instead of doing one or two colors, we like doing at least two primary colors and then a secondary color and then for all these shades, having soft background colors. Because when you build out a website, you don't necessarily want all of your backgrounds to be light and then having a really opaque color might be a little jarring. So we like having soft neutrals, um, through an expanded color palette. So, if you're building out your own color palette, uh, just make sure you have at least five colors and you have enough so that you have like a a designated color for your call to action buttons. One for different call outs and then some background colors. And then same idea with fonts too, you need multiple. And I, I know I touched on this before, so you should always have a designated header font, a designated sub header font, a designated body copy font and then a designated button font. So, uh, and you can, you can get away with probably having two of those total, as long as I think the, the rule for me is having a really great header font, the header and the sub header. And for those two, I would not recommend Google fonts. You don't want your stuff to look like everybody else's. You can with your body font, that one doesn't matter as much, those ones don't have too much personality. But your header and your sub header, you should get like, you can you can look on creative market.com, that is an excellent resource. And you pay and support really dope independent designers, like you pay 25 bucks or 50 bucks for a great font, throw it in there and you have brand elements. And then also, be cognizant, are are your headers all caps? Are they all lower case? Are they sentence case? Same with your sub header and just be consistent with those. And then bring all of these elements into your Instagram graphics, into your email banners, because a consistent brand will build trust. Consistency builds legitimacy, so the more consistent with them across platforms, the better. Um, and then when it comes to web conversions, so you have like micro moments to really, really, really win people over when they land on your website. So, um, when a majority of people who land on your site, land on it the first time, they're not super certain of them buying your product. So it's up to you to really like disclose everything and all the value adds to them right away in the most consistent and clear way possible. Um, and then product videos are super important, um, delays with your site speed can be very detrimental, so make sure your images and your videos are compressed. Um, and the file formats are what they need to be to not really bulk up your site speed. Um, and then mobile, so we spoke about this earlier, um, so some other things to keep in mind with mobile optimization is, um, the buttons should be very important, not too big, not too small. Um, and then the font sizing should be appropriate too, it shouldn't be too small for people to decipher, the menu should be short and sweet. Um, you should always be able to get people back home, the search function should be super easy to find, and then please, I beg you guys, do not have a pop up on mobile. I also don't recommend pop ups on your homepage either on desktop, but that is a very subjective approach. Um, and then let's chat about sales pages. So earlier, um, with this like everything I've spoken about up until this point has been mainly applicable to just a standard website. So a sales page is essentially your landing page for selling a digital product. So, like you could, if you're a personal brand, you have your main page, it could be a single page site, it could be a home, about and a services page. That so people can really understand who you are and your services page will link out to your separate sales pages. So sales pages are really an art and science. It's the only type of website that will nudge people through every single stage of the buyer's journey in one page, which can totally be totally be a cluster when you think about it. That's why you have to be really strategic with how you lay it out. Um, and skipping ahead here, just to give you context, this is our client, Vanessa Lau, to the right is her homepage, to the left is her sales page. We built out multiple sales pages for her. They're typically four or five times the length, uh, when it comes to copy as a standard site. So keep that in mind. Um, and then, um, talking about a the flow, it's all about shedding light on problems. So they always like lead with issues or pain points, and then you talk about who you are, who you are to really solve that and alleviate that problem. You discuss, um, always, always, always, you go benefits before features. So benefit would be like, oh, how nice would it be if your life was like this, or could you imagine this versus features are like, you know, you get 12 group calls and you get eight modules and yada, yada. You need to have both, but, um, I would just follow this flow when it comes to like the order of operations. Um, so I like to stick to around a thousand pages for a sweet spot for a sales page. Um, if you have a massive offer and you have a lot of traffic coming in through paid ads, those are like usually colder leaves and they don't know much about you. I would increase your length slightly, just to give them context if they're not super familiar with your brand. Um, so this is what I just touched upon on benefits and features. You lead with features always and then the and then the features come after. Um, make your page easy to skim. I touched upon this on the website section. Um, avoid big blocks of copy, vertical design elements, carousels and sliders. Um, this is actually very important. This is a very, uh, precise rule for sales pages versus websites. I would avoid any extraneous links on your sales page. The only link that people should be able to click on is the purchase button on your sales page. Avoid your navigation bar that you have on your homepage, avoid your social links, avoid anything else that would make users step out of that page. Um, and then love countdown timers. If your cart's only open for a limited time, add that in, add that like right below the hero shot. I think that'd be really important for nudging people to act quick. Um, disclosing data. Always have numbers, testimonials, studies, um, I think that's really important. Try as much as possible when you're gathering testimonials from people to equip them with what to write their testimonial about. Equip them with the length, whether it's video or written. Um, you know, give them all the tools they need to succeed. And also as much as possible, have them infuse numbers or metrics into their testimonial. Like, I increased my sales three X, or I did this by two X, or whatever that might look like, or even like I was able to do X, Y, Z in two months. Like people just love numbers, I think it builds authority for whatever reason. So, um, I would definitely try and infuse that in. Um, FAQs, do not sleep on them, you guys. Um, FAQs, um, are a place where you can really fight objections. I would have at least 10 to 20 FAQs on your sales pages, especially if it's a bigger program. It'll alleviate a lot of back and forth with, um, with support emails and also, um, it's a great way to kind of front load objections and and provide resolution to people's objections. Um, I mentioned this earlier, um, testimonials are really important for selling. Um, always give them the major selling points before they create them for you. Um, and then, yeah, this is just, um, the flow that I was mentioning to you guys earlier. So I think if there's anything you take away from this talk, for sales pages, these two pages over here. So, um, if you guys want a better idea of like how to really structure sales pages out, check out my agency's website, look through our portfolio. We have standard homepages and then we have sales pages, and we have our own blueprint, we tweak it for every client. But that'll give you a good idea of like what to really look for with with structure, with flow. Um, and then, um, you know, having an explainer video up top to really helps as well. You can just, you can you can make one super quick on Loom, it doesn't have to be a production or, um, overly professional. The other thing too is like credibility about the founder. I notice this a lot is that people really lead with like, hi, I'm Anna and I do X, Y, Z. That's great on your homepage, but on your program, make it about the person. It's almost like, um, really diving into Donald Miller story brand framework, like don't make it about you. Make it about your, you know, make the hero the actual visitor to the site and really equip them with how to succeed. Um, I think that's super important. So, yeah, again, you guys just check out any of the example sites we have if you want more clarity into how to structure these out. Um, and then the CTA buttons, like I mentioned earlier, it's great to designate a brand color specifically for call to action buttons. Especially within a sales page, because as people are scrolling, you really want that these buttons to stand out. So I wouldn't recommend having them be black or white. I would use like a really bright color pop, so that way they can really see them. I would include payment plans, if you're including payment plans, make sure to showcase how much money they're saving by paying up front, if that's what you want them to do.
[20:41]So yeah, I just got very proud of myself getting through all that in 20 minutes. Um, so a sales page, again, one goal, get people to convert, remove anything that distracts from that goal. Whatever you can do to make people stay on that one page, absorb all the information, not ask any questions and book a call on that page. You got to win. Um, and if you guys want any further support for me or my team, um, our website's right over here, brand up. Um, and like I mentioned, we have Kajabi templates available, they start at, uh, 500 bucks, you get your own site up in a day. Uh, we also have a new service for you guys that I'm offering you guys 20% off for the next week, if you book a call. And it's where we will set up your website for you in one week flat using one of our templates. We also have copywriting support here. Um, this is my favorite thing we've ever done. Uh, it really empowers people, especially a lot of you guys who aren't necessarily at the place to drop 20, 30, 40 K on a website. You get a website for, you know, we have payment plans starting at 800 bucks, and then you get 20% off. So that's a really great service. And then, um, if you ever want anything custom, reach out to us. Um, I also personally offer consulting for creatives, uh, web designers, agency owners, so just find me on Instagram, reach out and I got your back. Anna, you are incredible. We have people in the chat. I know you can't see it, so I'm going to read some of it to you. Someone said, this is gold. Um, someone said, my word, you are fast and smart, Anna. Um, gosh, I love this, this is so fun. So thank you so much for your, your wisdom. Um, and I just love how like practical your tips are, like it, they just make sense, um, when you're launching a business to think about the, the structure of your sales page, the way that you, you broke it down and, um, I just love how, um, you know, action-oriented people can take the things that you're saying and like literally go apply it tomorrow, um, inside of a, a template inside Kajabi or using one of BrandUp's templates. Um, so thank you for, for being so action-oriented. I know that's always a desire here. Um, I know you talked a little bit about, uh, going to your website to find examples. Um, do you have like a just top of mind like a website that you're like this is like the gold standard or like something that I think is a really, really, really good constructed website? Do you have a URL that you would just at the top of your head or is it easiest just to go to BrandUp? And if so, what's that URL? That's a great question. It's it's challenging too because it's like, there are, there are sites that we've done that I love that are aesthetically like I'm just like, oh my god, this looks so great. And then other ones with structurally, therefore people who are online service providers that that have to be a little more strategic, almost like sales pages. That flow best. So, um, I'd actually more, even more so than our website, you guys, I'll check out our Instagram. Um, and all of our, our different, um, uh, our story highlights for for websites, because you can really see the interactivity with those. And the way that, the way that they scroll. Um, yeah, it's hard, it's hard picking a favorite.
[24:46]Yeah, no, totally. And your Instagram is just at brand up. Yeah. And then, um, actually a good one if you guys want to, um, check it out, I think structurally it's super effective. is our client Vanessa Lau's website. It's Vanessa Lau.co. Um, I think structurally if you guys, if you're an online service provider, that one is structured out very beautifully. Yeah, we love Vanessa Lau. She's a Kajabi customer as well and sells amazing courses. We actually have, we, uh, we do influencer collab, uh, website templates. So we actually have a Vanessa Lau Kajabi template for you guys. It's specifically named. Yes, it's made for course creators. So you go in there, it's plug and play. We have copy prompts in there for you, we have back end videos for you. She has her own special bonus training in there on how to brand yourself. Um, like how to apply your website branding over your social channels. We have one of those with Angie Lee, we have one with Amanda Bucchini. So that's something we're launching once a month is we just have different collabs with different, um, online entrepreneurs based on how we build out their sites custom. So that's the way that you guys can get a 20 30 K site for 500 bucks. Yeah, that's incredible and proven too. Like the, the strategies are proven because those folks are, you know, having and scaling successful businesses on Kajabi. So I love it. I know there was a question of what the IG handle was again, um, and we just dropped it in the chat. It's we are brand up for for their Instagram, so make sure to go find that. Um, Deborah asks, what do you recommend for those who sell items on their site via links to Amazon or other? I'm guessing she's asking more around like design and and layout. How do you make that? Okay, the Vanessa Lau website I just showed you, she has an excellent affiliate page that we've built out for her. It basically, um, because what a lot of people do is they just links out to like an Amazon storefront. But for Vanessa, because she has a ton of different products that she affiliates for, so we have, we built this, um, would I be able to do a screen share? Yes, definitely. You can pull it up. All right, let me, I'm pulling up the domain right now and then I'll share my screen. I love that. And if you guys are still here, put in the chat, um, what is one tip for your next sales page that you took away from Anna's, uh, Anna's talk? What are you going to implement the next time you built a page based on the things that she said? Um, I love to hear that one. Yeah, I'll read you some answers.
[28:02]So yeah, this is Vanessa's affiliate page. It's like my, my top picks, and then we literally have her freebies, essentials, scaling secrets, favorite products, reading library. So these are her like products, and then like her products are her info products at least. And then you go to her favorite products, and then we just have her different, we just have images and then they link out to Amazon or wherever they're hosted. So we put a lot of work into this, this was a custom design. Um, so if you guys are kind of DIYing, honestly, I'll just link out to your Amazon page or something like that for now, because that takes, it's like a pretty big build out to to do. Yeah, I love that. Some of the answers to the question was, um, somebody said the best tip is just to pay Anna to do it. So that's a great, that's a great, uh, takeaway. Um, but another one was, uh, no external links, uh, benefit before feature or benefits before features. Um, word count, um, that the bar at the bar that adds where you've been featured, adding it now. Um, setup of the sales page, um, above the fold and being more mobile-friendly. And a quick tip inside Kajabi is we do have a mobile view, you can like toggle between the three and it's so simple.
[29:40]Um, and yeah, I think that that's so like I love the idea of clarity and being super clear. At Kajabi, we have a core value in our copywriting that anything that Kajabi puts out, we, um, we prioritize, uh, clarity over cleverness because I think a lot of times in the marketplace, people want to be clever. And of course, the best headlines are clear and clever, that's like the golden, you know, nugget, right? But like really, truly, if you are trying to be cheeky over being clear, I think it's just going to confuse your audience and not actually lead to a sale or a purchase. Um, the same way that it is, if you like you said, it's just like, here's the product, here's who it's for, and here's how you can buy it. And here are all the different ways that you can access information and blah, blah, blah. But like I think the clarity over cleverness is so, so, so key here. Absolutely. I think you nailed it too. I think there are very intelligent ways that you guys can infuse like a defined tone of voice so that way it doesn't sound generic. But like you mentioned, like it has to kind of be idiot proof when people land on your page, like it has to be clear. Um, I don't know if you guys are familiar with Alex Hermozi, but so he always tests his, um, his conversion rates for emails. Web copy all versus trying to use like fluffy words and and like really cumbersome and like, um, like overly intelligent statements or overly fun and cutey statements. Uh, I think really just making it simple, making it concise, but still weaving in defined tone of voice, um, in very little ways as much as you can. That's such a great tip and there's like softwares out there too, if you just Google it that will help you, you can upload your content and, um, it'll tell you what like grade level reading it is at. So that, uh, is Hemingway app. Hemingway. Okay. Yeah, let's put that in the chat for people because that's a great tip too is like once you have your sales page copy, copy and paste it in there and see if a third grader, a fourth grader, a fifth grader can read it. I think Kajabi we do like seventh, eighth grade is like our kind of standard. Um, and yeah, I think it's super smart to make sure that you're your talking real terms that people understand. Even if your your industry is complex and jargony, I think there's a way to make it where it resonates with your target audience. So, I love that that recommendation. And along those lines too, we actually, um, I have a free community for creatives. Um, I have it linked in my IG bio. Um, but I'll everything you just everything you just stated, like we have an entire copywriting board that I have Hemingway app listed out. I have YouTube videos, I have my favorite sales books, all of that, and they all come back to web copy, and it all comes back to like how do you create emails that convert? How do you create a website that converts and really comes down to simplicity? So, yeah, that's a free community if any of you guys want in on that, just DM me or you can find it in my bio. Amazing. Well, Anna, I know we're a couple minutes over and I want to be, uh, mindful of your time, but thank you so much. I think this was one of the most like action-oriented and like, just like really, really, really solid core concepts that are easy to apply in our customers' businesses. Um, out of the whole day. So, thank you so much, uh, for your time and for your wisdom that you've shared. Um, and for folks like watching, I hope that you're able to take away some of these like clearness over cle, uh, over being clever and some of the copywriting tips that Anna shared and the page hierarchy and the, the arrow pointing down and the 100 word count, like all of these things are little tiny tips that are going to help the conversions on your page. And if you recall to our previous session with, um, Jess and Haley, we were talking about data being one of the most important things in your business. And so if you can't actually see that, hey, this sales page that has really clear, you know, third grade reading level copy versus this page that was super clever and cheeky, this one actually performed better and here's the data to prove it. Um, really lean into that and go, go towards that direction because I don't think that you'll regret it. And I love the tip you gave Anna of like going to the BrandUp website and just looking at the templates that they have and looking and seeing what what has worked for other course creators. That's been a theme today that everyone has said like, this is not like we're not going to find a new way to do things. Like this industry is like booming with so many amazing tactics. It's about finding one that works for your audience and following that to a T. And so I think you guys have tons of templates, tons of amazing, uh, examples like Vanessa Lau of people who have gone before and done amazing sales pages, amazing websites, and you have a formula that works. So, so why not try to emulate that as, as best we can. Um, so yeah, thank you so much, Anna. I really, really appreciate it. My pleasure. That was beautifully summer.
