Neuroscience shows that buying is primarily an emotional decision. We decide, based largely on ‘irrational’ factors, to purchase something, and then use reason to justify the decision. But we see so many websites that focus almost exclusively on the rational reasons that one might purchase their products or services. Frequently we see services pages that resemble a menu. The whole page is usually succinct, and contains the price of the service with description of the deliverables, or the exact items that are included in that service. That information is, of course, important on some level, but we often overestimate how important that information is in the purchasing decision. I’d argue that the exact deliverables become less important the more ‘luxury’ or ‘high end’ the service or product we’re selling. So if the focus isn’t on deliverables, what does an effective sales page focus on? For more resources and to read the full article, go to https://daveyandkrista.com/how-to-create-services-page/...

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related