Think about how you buy. If it comes highly recommended, you’ll buy with no hesitation. 

- High Ratings
- Testimonials
- A friend telling you about something
- Seeing someone important use it
- Aggregate testimonials important.
- If long text, summarize for people.

I most often see people leave social proof out.

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"85% of our customers get a 5X return or more."

"3,500+ clients served."

"15 years in business."

"BBB Accredited"

Your images can often tell the whole story without a lot of copy needed! 

- Don’t post generic pics that convey zero info.
- Showcase different uses of the product.
- Explain whole product in images if possible.
- Treat your images like a presentation or slideshow.
- Make image so good people screenshot it.

This is a huge mistake on most sites. Lots of wasted space with useless images.

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So many products can be used for many different things, but many pages will show only one use. 

Showing multiple uses makes the product more valuable to the customer!

- Show off different ways people can use.
- Show unique customer use cases.

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What people want is a TRANSFORMATION. 

How will their life get better with this product?

- Saves them time.
- Makes something easier.
- Make another product better.
- Makes them smarter or more educated.
- Makes them seem rich.

What is the transformation that will take place?

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Often the most overlooked thing is just TELLING PEOPLE WHAT TO DO NEXT.

- Try to pick only one action.
- Either tell them what to do, or make it obvious.

Ultimately everything we’ve talked about in this presentation is to lead people to take an action.

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