DTC+: New Website Live

We just launched our new website.

For a while there, we built a solid business of optimizing websites… without a website…

Accomplishment or stupidity?

I’ll leave that one for you to decide.

Nevertheless, we tried eating our own dog food and here’s how we went about optimizing our new website for booking calls (aka sales).

Might help you optimize your website/landing page.

TLDR - clarity and social proof.

If you’ve been following along, the homepage first fold is one of the twelve components in our Needle Movers CRO program, so we definitely put quite a bit of thought into it. (we’ll of course keep tooling and improving this, but it’s definitely a 0 to 1)

Here’s what our first fold looks like:

We can break down the first fold into seven sub-components:

1. Announcement bar

2. Heading

3. Sub-heading

4. CTA

5. Social proof + soul

6. Video testimonial

7. Swiper with testimonials

Here’s the thinking behind each of them:

1. Announcement bar

A very underestimated and sub-optimally utilized real estate.

Real estate that is seen by all visitors, huge impact.

We start of with one of our strongest testimonials, in a contrasting color (we chose green for a brand color not by accident), which also happens to very clearly mention the benefits that you’d get when working with us. (intentional curation)

Social proof and product explanation in one.

2. Heading

An immediate clear explanation of what we do exactly, as well as a guarantee to ease objections and hesitations.

3. Sub-heading

A very clear description of the whole service we provide, listing out all the functions we take on, as well as a repeat of what we do, coupled with the dream outcome.

4. CTA

You definitely need a CTA in the first fold (only area that is seen by 100% of traffic) and ideally don’t be boring here.

With this copy we also mention the huge value we give, just for booking a call with us.

The goal is to really incentivize booking and make it a no-brainer ROI-wise.

The least you’ll get, for free, is a valuable audit, along with custom wireframes of needle moving components.

Even if we don’t end up working together, the team can run with them and implement.

5. Social proof + soul

We slam social proof in your face again, leading with copy that also tries to be funny (success?), giving a bit of soul to the agency vs bland CRO geek copy.

6. Video testimonial

Here we start with the daddy of all testimonials, the video testimonial.

Right below the first fold (not visible in the screenshot) we have highlighted copy, also chosen not by accident, clearly connected with the dream outcome of our target audience:

“You've helped us tremendously with the growth of our company.”

7. Swiper with testimonials

We lead with the video testimonial, but the next slides in the swiper are lined up with the following best testimonials, ones from big brands, as well as ones that have attached real graphs of growth etc.

Social proof is religion.

So, there you have it, we are now a real agency, with a real website.

To be honest, the first fold could be further atomized, analyzed and optimized sub-component by sub-component, but that’s for future posts 😈

Let the booked calls flow and the business grow.

Julian

PS - Us over the past 1+ year

Needle Moving CRO here.

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