Using the Transformation Message Map and the 10x Page Plan learn how to make your website convert visitors in leads, leads into subscribers, subscribers into users and users into customers. Ideal for B2B or B2C, build your site from scratch or optimize it now.

Course curriculum

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  • 1

    Watch These First

  • 2

    Module 1: Prewriting (aka the Really Foundational Stuff)

    • Intro (and why web copy is so important)

    • A pre-req mindset shift on writing copy for the web

    • You need to become a full-stack conversion copywriter

    • The conversion copywriting process for websites

    • How to identify what's broken: the process of starting a website redesign/rewrite

    • FAST PATH: Page length: How to think about personas and visitor / decision-maker profiles

    • The three research methods you'll use to write a website and how to use them

    • Setting up UserTesting.com to figure out what's working and not

    • User tests: How to set up user tests (for a site or a page - yours or a competitor's)

    • FAST PATH: Analyzing users tests, with the Believability Boosters and Friction Reducers worksheet

    • Thank-you page surveys

    • FAST PATH: TYP surveys: How to set up your thank-you / confirmation page surveys

    • FAST PATH: Analyzing survey responses: Q1 ("what was going on"), for leads

    • Analyzing survey responses: Q1 ("what was going on"), for customers

    • The Obstacle Interview

    • FAST PATH: The Obstacle Interview: Worksheet walkthrough and survey setup

    • The Obstacle Analysis: Starting your analysis

    • The Obstacle Analysis: A brief pause to discuss interesting insights (and how to use 'em)

    • The Obstacle Analysis: Finishing your analysis

    • FAST PATH: Product messaging: How to document product features, benefits and outcomes

    • List, offer, copy

    • FAST PATH: The Optimized Offer: How to document your optimized offer

    • FAST PATH: "Bag o' offers"

    • The Optimized Offer: Example of completed page-level offer optimization

    • First module done - progress check

    • End-of-module quiz: Module 1 (Research and discovery)

  • 3

    Module 2: Assembling the First Draft of Any Web Page

    • Whom to write for

    • The transformation message map

    • TMM Walkthrough

    • FAST PATH: The 10x Page Plan

    • FAST PATH: Walkthrough: The 10x Page Plan

    • Thinking about "stages of awareness" while using The Transformation Message Map

    • FAST PATH: The world's most fundamental copywriting argument

    • The 8 sections of a 10x web page

    • FAST PATH: Hero sections: Every page starts with one (includes specific hero types)

    • Hero sections: Add yours to The 10x Page Plan for the page you're writing

    • FAST PATH: Proof bars: Pages need, like, several of these (includes specific proof bar types)

    • Proof bars: Add yours to The 10x Page Plan for the page you're writing

    • FAST PATH: Agitation: The most edited-out, should-be-left-in part of a page

    • Agitation: Add yours to The 10x Page Plan for the page you're writing

    • A 90-sec pause before you move on...

    • FAST PATH: Crossheads: You may be used to calling these "subheads"...

    • Crosshead (value prop): Add yours to The 10x Page Plan for the page you're writing

    • FAST PATH: The How: The core of most pages (including a 4-step flow for writing How blocks)

    • The How: Add yours to The 10x Page Plan for the page you're writing

    • FAST PATH: The Switch: You've been ignoring this... You shoooooullllldnnnnnn'ttttttt......

    • The Switch: Add yours to The 10x Page Plan for the page you're writing

    • FAST PATH: The Close: The close, the close, we're getting to the close!

    • The Close: Add yours to The 10x Page Plan for the page you're writing

    • FAST PATH: Now let's turn that all into your spit draft (or sh*tty first draft)

    • Wrapping up Module 2

    • End-of-module quiz: Module 2 (Prewriting)

  • 4

    Module 3: Writing, Editing and Wireframing

    • An introduction to wireframing

    • Walkthrough: A few home pages we've written over the years (insights into decisions, problems and more)

    • FAST PATH: Wireframing: Set up your page

    • FAST PATH: Wireframing: Wiring the top (while editing)

    • FAST PATH: The You Rule

    • Good soundin' stuff: One thought per sentence

    • Good soundin' stuff: Keep it unfinished at the top

    • Good soundin' stuff: Break your headlines

    • Good soundin' stuff: The "first person"

    • Good soundin' stuff: No more closed questions

    • Good soundin' stuff: Stack alliteration

    • Good soundin' stuff: Formatting big text

    • Good soundin' stuff: X verb Y

    • Good soundin' stuff: Not another bullet list

    • Good soundin' stuff: How to finish your body copy, B

    • Good soundin' stuff: Stack similar sentences

    • Good soundin' stuff: "Modern Family" your body copy

    • Good soundin' stuff: How to finish your body copy, A

    • Good soundin' stuff: One thought per sentence

    • FAST PATH: Wireframing: Finishing the second draft of your page

    • FAST PATH: Wireframing: Fix problems by comparing your wired copy to The 10x Page Plan

    • Editing: Sweep that copy!

    • FAST PATH: Sweeping Through Your Editing Process: The decision-maker sweep

    • FAST PATH: Sweeping Through Your Editing Process: The seven sweeps

    • Wrapping up Module 3

    • End-of-module quiz: Module 3 (Writing, wireframing and editing)

  • 5

    Module 4: Validation and Optimization

    • How to get the most out of this phase of the work

    • FAST PATH: Validation: Setting up and running your validation test

    • Validation: Figuring out what you need to validate

    • Validation: Analyzing your feedback and making decisions

    • FAST PATH: Implementation

    • FAST PATH: Experimentation

    • How to optimize your copy

    • Optimization: How to reduce bounce

    • Optimization: How to get more leads in general

    • What to do next

    • End-of-module quiz: Module 4 (Validation and experimentation)

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