How to use this training

OTS walkthrough for full workbook

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)

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)

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)

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)