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A microsite is a single-page web site devoted to selling a single product or service. It is a direct marketing tool that is very suitable for network marketing (signing up new members for a Multi Level Marketing downstream) as well.
Here is an example that is not perfect but still does many things right in terms of design and copy:
This is a microsite selling a 2-day book marketing seminar in NYC.
I’ll list some of the correct elements that makes this design above-the-average:
1) A specific and somewhat unusual offer up-front. (See the screenshot below.) They are promising to double or triple your annual income after this 2-day event during which they will introduce their SYSTEM. That’s rather specific and a lot to promise, isn’t it?
2) Photos of 4 authors follow the promise, thus personalizing the message. Now we are looking at four guys whose faces we can see, names we can read. This already feels like a REAL event.
3) Great BLUE subheaders divide the text into digestible chunks. We are explained not only who should attend but also who should NOT. This again “shows” how serious these people must be.
4) Prominent bullets with check marks itemizing important points in easy-to-read lines.
These bullets summarize some of the FEATURES and BENEFITS of the training bootcamp although it still (for understandable reasons) does not quite gieveaway the particular features of the Streamlined System itself. Since information is what they are selling, you have to buy it first in order to get the full set of features.
5) Then comes the first set of double registration buttons with OUR UNPRECEDENTED MONEY BACK GUARANTEE in between them. We now are aware that we are reading information about an event that we can register EASILY if we want to NOW.
6) Detailed BIOs of the speakers with their photos (again!), further building up the credentials of the main participants. This seminar would be nothing if we are not sold on the credentials of the presenters. So this is an emphasis that will never go to waste and should translate into a higher conversion rate.
The fact that these presenters have such impressive biographies is of course a giant plus. (Also: check out the easy-on-the-eye blue bullets.)
7) Following the excellent bios of the four presenters, we are hit with a very visible TESTIMONIALS section. Here is the PROOF of how others benefited from this seminar. BENEFITS follow the FEATURES (author bios used as a stand-in for the features of the promised Streamlined System). Observe the FULL NAMES and towns and states fafter the testimonials. We think… “these must be real people.”
8) Then we are provided another chance to click and register with PRICE GUARANTEE. The friendly but convincing and insistent copy continues to chip away at our resistance.
9) Here comes the BONUSES if we register by May 12, 2007, followed by another registration button. Does your offer also come with a DEADLINE? Does it have a built-in URGENCY?
This is the FOURTH opportunity to register since we started reading the copy from the top. There will be TWO more such buttons by the time we reach the bottom of this microsite.
Always try to give something FREE to your readers as an immediate reward for taking action.
10) There is even hotel information there, just touched upon. But unfortunately the author says the information will be provided only AFTER we register. What a letdown…
That’s one obvious negative of this site. I would never hold back such crucial information from the reader especially for those who would be travelling from far away locations to attend this event. Heck, I would even include information on how to travel to the exact location of the training workshop for those out-of-town travelers. Whenever possible, make it easy for people to join you, visit you, so that they will also “buy you.”
The way it is done now, a lot of readers might be wondering “well, I think I can afford this workshop but New York City is a very expensive place and I don’t know if I can afford a hotel in Midtown West Manhattan!”
If I were the owner of this microsite, I’d immediately change that “we’ll share the info if you register” teaser with clear information on hotels and prices, or, remove that section altogether in order not to create any unnecessary question marks in the readers’ minds. Anything that would make a reader hesitate would also drop the conversion rate.
Overall, a pretty good example of what a microsite should look like, with much to learn and emulate.
Last but not least — check out the PS, which a MUST for any successful direct mail letter.
Did you know that most people simply scroll down to the bottom of sites like this and read the Post Script FIRST?
Do not hesitate to repeat your best offer and best benefits in the PS once again.