Want to know how to create a perfect text design in Adobe Photoshop in simple steps? In this digital illustration course for beginners, you will learn up-to-date techniques and get practical tips to apply in real life. 
 
In this course:
<ul>
 <li>you will learn how to outline text in Photoshop</li>
 <li>you will learn what is the best samples of texts</li>
</ul>
You will learn useful Adobe Photoshop tips and hacks
<ul>
 <li>you will get cool examples of great text effects in Photoshop</li>
 <li>you will learn helpful logo tips and hacks</li>
 <li>you will learn how to create awesome logos and templates</li>
</ul>
Are you looking for the best professional web design software to create web templates and great text designs in much less time? This online course will answer your questions about creating beautiful text effects in Photoshop and help you improve your skills.

English

In this course:
<ul>
 <li>you will learn how to outline text in Photoshop</li>
 <li>you will learn useful Adobe Photoshop tips and hacks</li>
 <li>you will get cool examples of great text effects in Photoshop</li>
</ul>

Create a perfect text design in Adobe Photoshop in easy steps

How to design awesome text effects in Photoshop

Designer 

Free Tier

Web Design

Design

In this course:
 
<ul>
 <li>you will learn how to apply cool web design trends in Illustrator</li>
 <li>you will learn great adobe illustrator tools and techniques</li>
 <li>you will learn everything about modern design illustrations</li>
 <li>you will find out how to create simple character illustrations using Adobe Illustrator</li>
 <li>you will learn the latest updates in Adobe Illustrator approaches 
</li>
</ul>
 
Need more inspiration in creating awesome illustrations and designs? Welcome to this beginner tutorial on character illustration. These free hacks were carefully selected to improve your designing skills. Designing in Illustrator is super easy! In this step by step Adobe Illustrator CC tutorial, you'll learn how to create a character illustration of a guy on a scooter in a flat style. You will learn the basics and advanced methods of how to use a pen tool and shape builder tool to redraw illustration from sketch very fast! 
 
Even if you’re beginner, by the end of the tutorial you will boost your creativity and will be able to create your own fantastic flat style illustration.

Character illustration tutorial (flat design guy on a scooter)

<h2>In this course:</h2>
<ul>
 <li>you will learn about cute hairstyles for women</li>
 <li>you will find out how beautiful girls share simple hairstyle ideas</li>
 <li>you will learn lifehacks for thin hair</li>
 <li>you will learn how to make your hair shiny and improve your personal style</li>
</ul>
<h2>Before you create any fashionable styles, you need to pay attention to some trendy approaches which are essential for your thin hair. 
 
Check out the before and after easy hairstyle looks! Get positive emotions and stay beautiful!</h2>

22 amazing hair hacks for thin hair

Beauty Expert

Hair

Beauty

<h2>In this course:</h2>
<ul>
 <li>you will learn how to use smokey eyes pencils and brushes perfectly</li>
 <li>you will learn how to apply colourful eyeshadows</li>
 <li>you will explore different eye makeup styles  and looks</li>
 <li>you will learn what eyebrow makeup essentials to use</li>
</ul>
<h2>Want to know helpful beauty hacks that will make your daily makeup routine faster? You are lucky to find out this makeup tutorial! This course will improve your style and give you great joy and positive emotions. You will get practical tips you need to know to have perfect smokey eyes.</h2>
<h2>Follow these step-by-step instructions on how to paint eyes and use all cool tips to apply trendy eyeshadows.</h2>

Total black smokey eye makeup tutorial

Make-up

<h2>What will I learn in the course?</h2>
<h2>Face foundation tips</h2>
<ul>
 <li>you will learn how to do your makeup like a pro using the best beauty highlighters</li>
 <li>you will find out how to contour your face</li>
</ul>
<h2>Best makeup tools</h2>
<ul>
 <li>you will learn how to do you contour before and after foundation</li>
 <li>you will learn how to contour your nose and cheekbones</li>
</ul>
<h2>By the end of the course, you will be able to apply highlighters, foundation, cream-based, or powder products to your face with natural makeup. You will get unique tips that break down different beauty tools and techniques.</h2>

How to contour & highlight for beginners

<h2>SALON OWNERS - FEELING OVERWHELMED?</h2>
Follow this simple, step-by-step mini-course to help reduce the overwhelem, focus on the work that's really important and plan you working week for maximum impact.
Complete in 5 simple modules with no missing steps and no guesswork.

Do Less - Achieve More

Salon business coach and mentor

Tier 4

Other

In this tutorial you will learn how to:
<ul>
 <li>get that perfect skin look</li>
 <li>look after your skin</li>
 <li>choose the best skin care products</li>
 <li>find the best fit for your skin type (sensitive, dry, etc)</li>
 <li>get your skin ready for applying the make up</li>
</ul>
Perfect skin is a dream of any girl, but sometimes it's not that easy to look glamorous and shiny as all these superstars on Instagram. Choosing the right skin care is as important as eating healthy and working out. So check out this tutorial to find the best fit for your skin and enjoy your perfect look!

Basic Skin Care Routine

Skincare

<h2>What will you learn in the course?</h2>
<h2> 
Eyeshadow hacks &amp; tips</h2>
<ul>
 <li>you will learn how to apply eyeshadow properly</li>
 <li>you will find out how to put eyeshadow on</li>
 <li>you will learn how to do eye makeup</li>
</ul>
<h2>Useful makeup tools</h2>
<ul>
 <li>you will learn what makeup brushes are the best</li>
 <li>you will learn how to get a full cosmetic product list</li>
 <li>you will learn what eyeshadow colors look good together</li>
</ul>
<h2>Want to add some color to your daily makeup routine? This is the ideal course for beginners. Apply eyeshadow like an expert by choosing a perfect eyeshadow palette and deciding what beauty items to use for an ideal makeup for the day.&nbsp;</h2>
<h2>If you're unsure how to pick the best eye palette, watch this course!</h2>
<h2> </h2>

Makeup for beginners: how to apply eyeshadow like a pro

<h2>In this course:</h2>
<ul>
 <li>you will learn how to use natural makeup palette</li>
 <li>you will learn how to highlight your cheeks with cool makeup brushes</li>
 <li>you will explore different palette items</li>
</ul>
<h2>What will you learn in the course?</h2>
<h2>Helpful brush makeup ideas</h2>
<ul>
 <li>you will learn what palette is useful in your daily makeup&nbsp;</li>
 <li>you will get practical tips you need to know to have a perfect look  </li>
</ul>
<h2>Cool cosmetics hacks and tricks&nbsp;</h2>
<ul>
 <li>how to create your own eyeshadow beauty palette at home</li>
 <li>how to use makeup tools and equipment</li>
</ul>
<h2>Do you want to know what are the basic makeup items? Check out this beauty tutorial and enjoy the course! Build a stylish makeup palette choosing your favorite shades of eyeshadows, highlighters, and blush. 
 
</h2>

Palette & brush tutorial

<h2>In this course:</h2>
<ul>
 <li>you will learn what skincare ingredients are beneficial for you</li>
 <li>you will find out how much does it cost to start a skincare line</li>
 <li>you will learn where to buy the ordinary skincare</li>
 <li>you will learn how to develop a skincare routine</li>
</ul>
<h2>Watch this course and update your knowledge of the right beauty routine. You'll know what are the most essential facial products to use and how to apply modern cosmetic tools.</h2>

Skincare in your late 20s: everything you need to know

<h2>In this course:</h2>
<ul>
 <li>you will learn how to prep your skin for makeup application</li>
 <li>you will find out how to prepare your face before applying makeup</li>
 <li>you will learn how to prepare dry skin before makeup</li>
 <li>you will learn about skin cleansing and hydration processes&nbsp;</li>
</ul>
<h2>It is important for every girl to know how to wash and moisturize face with a gentle cleanser that supports any skin type. Also, you will learn how to use a gel or foam cleanser if you have oily skin. Explore the best way of applying fresh and beautiful makeup in this lesson! 
</h2>

How to prepare your skin before makeup

<h2>In this course:</h2>
<ul>
 <li>you will learn  how to apply mac makeup&nbsp;</li>
 <li>you will find out makeup tips and tricks</li>
 <li>you will learn how to use cosmetic eyeshadows</li>
 <li>you will explore mac cosmetics tutorial for beginners</li>
 <li>you will learn how to create a beautiful mac makeup </li>
 <li>you will learn what beauty brow cosmetic set apply in your makeup routine&nbsp;</li>
</ul>
<h2>Mac makeup brand has the most trendy and top high-quality cosmetic products in the beauty industry. 
Are you interested in getting to know some useful information about applying mac cosmetics in your beauty routine? 
This beauty course will definitely improve your style and beauty look.&nbsp;</h2>

MAC cosmetics tutorial

Cosmetics

<h2>What will I learn in the course?</h2>
<h2>Face cleaning</h2>
<ul>
 <li>you will learn how to get clear skin and look pretty</li>
 <li>you will find out how to clean and moisturize your face</li>
</ul>
<h2>Face treatment</h2>
<ul>
 <li>you will learn how to prevent pimples and what are the most essential anti-aging natural skincare ingredients</li>
 <li>you will find out how to get smooth skin and clean your face naturally</li>
</ul>
<h2>Do you want to reveal the beauty secret of a daily skincare routine? In this video, you can get free skincare tips for all ages and skin types. Join a wonderful cosmetic world and see a positive effect of helpful products for your skin.</h2>

6 natural ways to clear your skin and make it perfect

<h2>In this course:</h2>
<ul>
 <li>you will learn how to add volume to your hair</li>
 <li>you will find out how to get perfect waves</li>
 <li>you will learn how to train your hair and get a fluffy hairstyle</li>
 <li>you will learn how to make beautiful big curls</li>
 <li>you will explore easy ways to get silky and smooth hair&nbsp;</li>
</ul>
<h2>Here we show you cool beauty secrets on how to style your hair. Discover great tips and tricks which famous top stylists use in their daily hairstyle routine. Enjoy the course and keep your style looking fresh!</h2>

Curly hair routine and volume hairstyle tutorial

<h2>In this course:</h2>
<ul>
 <li>you will learn about college party makeup ideas</li>
 <li>you will learn how to apply easy eye makeup&nbsp;</li>
 <li>you will explore сool and simple makeup tutorials&nbsp;</li>
 <li>you will find out cute holiday party looks</li>
</ul>
<h2>All women seek for new makeup inspiration every day. But how do they get inspired? Where to get all the useful tips for neutral glamorous makeup for any occasion? Watch this course and discover fresh makeup designs for different eye shapes and complexion.</h2>

Simple college & university party makeup

<h2>How does the course work?</h2>
<h2>Summer makeup hacks</h2>
<ul>
 <li>you will learn how to choose the best summer-proof foundations</li>
 <li>you will get practical tips you need to know how to apply summer makeup primer</li>
</ul>
<h2>Cosmetics techniques</h2>
<ul>
 <li>you will learn what is the best makeup for the summer</li>
 <li>you will learn what cosmetic brands are a perfect match for hot weather</li>
 <li>you will learn how to get pretty natural looks</li>
</ul>
<h2>Learning how to apply makeup for a natural look correctly is half the battle! This course is different from other courses because you will get unique makeup tips for great summer looks. Finding the perfect shade for your skin is priority number one!</h2>
<h2>So what are you waiting for? This tutorial will help you to achieve healthy and beautiful skin. &nbsp;Watch this beauty course and stay gorgeous!</h2>

Doing summer makeup in natural light

<h2>In this course:</h2>
<ul>
 <li>you will learn how to apply facial makeup like a pro</li>
 <li>you will learn where to buy cool makeup products</li>
 <li>you will find out how to create natural makeup and get flawless-looking skin</li>
 <li>you will explore everyday makeup looks&nbsp;</li>
 <li>you will learn what foundation do professional makeup artists use</li>
</ul>
<h2>When you go out, you want to look beautiful. Many women use makeup to feel confident and look polished. Enjoy this tutorial for acne-prone skin and look pretty!&nbsp;</h2>
<h2>Apply all useful tips for your perfect makeup to enhance your natural appearance. Discover the best way to hide and conceal pimples and acne!</h2>

Everyday makeup routine for acne-prone skin

<h2>In this course:</h2>
<ul>
 <li>you will learn how to create different hairstyles for women</li>
 <li>you will learn easy and cute hairstyles for any length</li>
 <li>you will learn how to style long hair</li>
 <li>you will learn new-fashioned female hair trends&nbsp;</li>
</ul>
<h2>Natural straight hair is pretty well-cared hair. It is beautiful on its own and doesn’t require many efforts to look good.</h2>
<h2>Here is a special course to improve your knowledge of creating various hairstyles. Enjoy it!</h2>

Hairstyle for straight hair

Error

Tier 5

Beauty Educator 

Nail Art

Tier 9

Master Esthetician

Tier 10

Coach

Face Yoga

Tier 1

Fashion Design

Though a majority of Internet users in the United States make online purchases regularly, a strong minority do not. Why? Their biggest fears are identity theft and theft of their credit card information. Those of us who sell online need to respond in two ways.

Hackers are clever. They're constantly finding ways to hack into a web server and steal valuable credit card data, passwords, etc. You have to stay ahead of them. The cost to a merchant of having credit card information stolen from your server can be high. Laws now require notifying customers of the theft and offering them free credit checks. In addition, the resulting publicity could badly damage sales.

Your best line of defense against hackers is an experienced, responsive web hosting service or IT department that takes security seriously. If your web hosting service displays a Hacker Safe or McAfee Secure logo, this is a good indication that they are security conscious. We, marketers, tend to see this shield as a marketing device that boosts confidence and thus sales. It does. But this is not merely a marketing gimmick. McAfee Secure and companies like them subject their clients' servers to rigorous daily testing for vulnerabilities that a hacker might try to exploit.

Your hosting service needs to be receiving regular reports of possible vulnerabilities and constantly be tightening security. As they do, your site will be better protected against the most common types of attacks. In addition, PCI (Payment Card Industry) Standards compliance is required of all merchants who take credit cards. Following these standards helps keep valuable data secure.

Since we know that people are wary of buying online - especially from unknown merchants - then it is vital to assure people in a variety of ways that their sale will be safe. There are eight ways to increase trust. These include explicitly letting shoppers know that your server is secure. The best place to do this is when people are ready to buy - on the landing page, the shopping cart, and the order information page.

Display a Hacker Safe / McAfee Secure logo. Permission to do so is not inexpensive nor is compliance easy. But this logo provides assurance to buyers of a safe environment - especially important on sites of unknown merchants. Display a logo from your SSL Digital Certificate vendor stating that your site is protected. It is one more indication to the buyer of your concern with safety. Include a link to a pop-up window that answers the question: "Is it safe to purchase online?" Test to see if changing the wording of your order or cart button to "Order now on our secure server" increases sales. Online shoppers customers are very concerned with security. If we want their business, we must make it our concern as well.

Though a majority of Internet users in the United States make online purchases regularly, a strong minority do not. Why? Their biggest fears are identity theft and theft of their credit card information. Those of us who sell online need to respond in two ways.
 
1. Provide a Secure Sales Environment
 
Hackers are clever. They're constantly finding ways to hack into a web server and steal valuable credit card data, passwords, etc. You have to stay ahead of them. The cost to a merchant of having credit card information stolen from your server can be high. Laws now require notifying customers of the theft and offering them free credit checks. In addition, the resulting publicity could badly damage sales.
 
Your best line of defense against hackers is an experienced, responsive web hosting service or IT department that takes security seriously. If your web hosting service displays a&nbsp;Hacker Safe or McAfee Secure logo, this is a good indication that they are security conscious. We, marketers, tend to see this shield as a marketing device that boosts confidence and thus sales. It does. But this is not merely a marketing gimmick. McAfee Secure and companies like them subject their clients' servers to rigorous daily testing for vulnerabilities that a hacker might try to exploit.
 
Your hosting service needs to be receiving regular reports of possible vulnerabilities and constantly be tightening security. As they do, your site will be better protected against the most common types of attacks. In addition, PCI (Payment Card Industry) Standards compliance is required of all merchants who take credit cards. Following these standards helps keep valuable data secure.
 
2. Publicize That Your Server Is Secure
 
Since we know that people are wary of buying online - especially from unknown merchants - then it is vital to assure people in a variety of ways that their sale will be safe. There are eight ways to increase trust. These include explicitly letting shoppers know that your server is secure. The best place to do this is when people are ready to buy - on the landing page, the shopping cart, and the order information page.
 
Display a&nbsp;Hacker Safe / McAfee Secure logo. Permission to do so is not inexpensive nor is compliance easy. But this logo provides assurance to buyers of a safe environment - especially important on sites of unknown merchants. Display a&nbsp;logo from your SSL Digital Certificate vendor&nbsp;stating that your site is protected. It is one more indication to the buyer of your concern with safety. Include a&nbsp;link to a pop-up window&nbsp;that answers the question: "Is it safe to purchase online?" Test to see if changing the wording of your order or cart button to&nbsp;"Order now on our secure server"&nbsp;increases sales. Online shoppers customers are very concerned with security. If we want their business, we must make it our concern as well.

Marketing manager

Online shoppers customers are very concerned with security. If we want their business, we must make it our concern as well.


Why providing and publicizing a secure server is vital to online sales

What do customers really want? Answer: сustomers want simple solutions to complex problems. Unfortunately, complex, thorny problems usually don't have simple, easy answers - and when they do, they're of the simple-but-hard-and-painful variety. A lot of good companies lose sales to less-conscientious competitors - competitors who are more comfortable over-simplifying and (often) over-promising.

Good business owners frequently find themselves in a quandary: do they also engage in their competitors' pernicious brand of deceit, or continue telling the truth and losing their shirts in the marketplace?

Unfortunately, there really aren't any dead-simple solutions to this complex problem, but there are some workable solutions that, while a bit trickier for you, do provide your customers with the allure of perceived ease and simplicity when doing business with you. Here they are:

1. Bundling Services into a Grab & Go Flat Rate Solution

As simple as the adage, "burn more calories than you consume" may sound, losing weight is never easy, and frequently requires behavioral change on multiple fronts: eating habits, exercise, sleep, psychology, etc. Bundling a total solution in an as done-for-you a package as possible, can make buying from you an easy or simple option (or at least simpler and easier by comparison).

Look at most successful weight loss franchises and you'll see some combination of "done for you" and easy bundling at play. Slim-Fast = done-for-you meals in a can. Another brand might combine done-for-you meals with bundled-for-you behavioral counseling, shopping and dining our guides, as well as community support.

CarMax offers a similar bundled product, where used cars are offered already reconditioned, inspected, and certified at a no-haggle price and in-house financing and warranties. Car savvy individuals can certainly find their own cars, get the car history, have a mechanic inspect it, haggle for a price, etc. But CarMax makes it easy by eliminating (or appearing to eliminate) much of the complexity and uncertainty found in buying a used car. Hey, there's a reason they've become as successful as they have!

Also, when you can, don't forget to include flat rates on your bundles, since that's the part that eliminates uncertainty, reverses risks, and generates more clients.

2. Simplify the Complex by Speaking to Unifying Principles

Unifying principles are often the allure of Grand Theory experts, and why so many of them are able to achieve such far-ranging success.

Continuing on with the weight loss examples, Zone Diet developed by Dr. Barry Sears is in no way, shape, or form a simple diet. It requires the counting of carbohydrate, fat, and protein grams at every meal. But the over-arching theory is incredibly easy to understand: keep your blood sugar level and eat the right ratio of protein, fat, and carbohydrates and you'll feel better, lose weight, and never go hungry.

Whatever the industry - whether it's investing, sports, communication, or entrepreneurship - there's usually some famous guru who's boiled the complexity down to a simple formula, even when executing on that formula requires grappling with complexity. Find the unifying principles in your industry, make them easy to understand and remember, and you'll wind up with a lot of prospective customers who figure that, if you can make the complex easy to understand, you're the kind of expert they want to do business with.

3. Give 'em a Brain-Dead Simple and Straightforward Guarantee

"If you buy X, and don't save Y dollars in Z months, I'll pay you to double the difference." Whether it's used for an air conditioning tune-up, a security system, or a landing page optimization service, that kind of formula gives clients a dead-simple guarantee to focus on, making an already simplified, bundled solution into an even simpler decision. So think of a simple guarantee - one without loopholes or wiggle-room - that will help take the client's mind off of the complexity involved with the service or product by focusing it on the guaranteed benefit and no-risk safety of doing business with you.

Conclusion: People want everything that is simple and easy. If you give them simple and easy things, they'll usually buy from you, even if they have to pay a premium to do so. While Apple can arguably claim product superiority in a lot of areas, the ones they're most famous for are ease of use, ease of operation: "It Just Works." Their goal was to make previously complex tasks easier. Seems like they've had some success with that model.

What do customers really want? Answer: сustomers want simple solutions to complex problems. Unfortunately, complex, thorny problems usually don't have simple, easy answers - and when they do, they're of the simple-but-hard-and-painful variety. A lot of good companies lose sales to less-conscientious competitors - competitors who are more comfortable over-simplifying and (often) over-promising.
 
Good business owners frequently find themselves in a quandary: do they also engage in their competitors' pernicious brand of deceit, or continue telling the truth and losing their shirts in the marketplace?
 
Unfortunately, there really aren't any dead-simple solutions to this complex problem, but there are some workable solutions that, while a bit trickier for you, do provide your customers with the allure of perceived ease and simplicity when doing business with you. Here they are:
 
1. Bundling Services into a Grab &amp; Go Flat Rate Solution
 
As simple as the adage, "burn more calories than you consume" may sound, losing weight is never easy, and frequently requires behavioral change on multiple fronts: eating habits, exercise, sleep, psychology, etc. Bundling a total solution in an as done-for-you a package as possible, can make buying from you an easy or simple option (or at least simpler and easier by comparison).
Look at most successful weight loss franchises and you'll see some combination of "done for you" and easy bundling at play. Slim-Fast = done-for-you meals in a can. Another brand might combine done-for-you meals with bundled-for-you behavioral counseling, shopping and dining our guides, as well as community support.
CarMax offers a similar bundled product, where used cars are offered already reconditioned, inspected, and certified at a no-haggle price and in-house financing and warranties. Car savvy individuals can certainly find their own cars, get the car history, have a mechanic inspect it, haggle for a price, etc. But CarMax makes it easy by eliminating (or appearing to eliminate) much of the complexity and uncertainty found in buying a used car. Hey, there's a reason they've become as successful as they have!
Also, when you can, don't forget to include flat rates on your bundles, since that's the part that eliminates uncertainty, reverses risks, and generates more clients.
 
2. Simplify the Complex by Speaking to Unifying Principles
 
Unifying principles are often the allure of Grand Theory experts, and why so many of them are able to achieve such far-ranging success.
Continuing on with the weight loss examples, Zone Diet developed by Dr. Barry Sears is in no way, shape, or form a simple diet. It requires the counting of carbohydrate, fat, and protein grams at every meal. But the over-arching theory is incredibly easy to understand: keep your blood sugar level and eat the right ratio of protein, fat, and carbohydrates and you'll feel better, lose weight, and never go hungry.
Whatever the industry - whether it's investing, sports, communication, or entrepreneurship - there's usually some famous guru who's boiled the complexity down to a simple formula, even when executing on that formula requires grappling with complexity. Find the unifying principles in your industry, make them easy to understand and remember, and you'll wind up with a lot of prospective customers who figure that, if you can make the complex easy to understand, you're the kind of expert they want to do business with.
 
3. Give 'em a Brain-Dead Simple and Straightforward Guarantee
 
"If you buy X, and don't save Y dollars in Z months, I'll pay you to double the difference." Whether it's used for an air conditioning tune-up, a security system, or a landing page optimization service, that kind of formula gives clients a dead-simple guarantee to focus on, making an already simplified, bundled solution into an even simpler decision. So think of a simple guarantee - one without loopholes or wiggle-room - that will help take the client's mind off of the complexity involved with the service or product by focusing it on the guaranteed benefit and no-risk safety of doing business with you.
 
Conclusion: People want everything that is simple and easy. If you give them simple and easy things, they'll usually buy from you, even if they have to pay a premium to do so. While Apple can arguably claim product superiority in a lot of areas, the ones they're most famous for are ease of use, ease of operation: "It Just Works." Their goal was to make previously complex tasks easier. Seems like they've had some success with that model.

Marketing specialist

What do customers really want? Answer: сustomers want simple solutions to complex problems.

How to simplify the complex so you make the sale

I've tested hundreds of people in face-to-face site tests over the past 15 years and learned a bit about how and why people respond to websites. Here are six things that you, the average small website owner, can do in the morning to improve how visitors respond to your site.

First, install Google Analytics and ClickTale. You can use "find and replace" to install the code quickly and easily throughout your site. Google Analytics is always free and ClickTale has a good free trial option. These tools will help track site traffic giving you the ability to measure the effect of your changes and ensure that you move in the right direction.

Now let's look at six quick ways to improve conversions on your site.

What represents a "win" on your site? Is it a product sale, newsletter sign-up, visitor engagement, or information download? Next to each goal, list the site traffic statistic or business measure you might use to measure each of these.

Product sales. You would simply measure the total sale of items in dollars or units. You can calculate the number of sales as a percentage of the number of visitors to get one measure of conversion rate.

Engage a visitor. Look at page views and/or time on page in Google Analytics. An even better measure would be ClickTale's attention heatmap.

Print copies of your homepage and show it to five people - though you could also sit them down at a computer. In either case, show them the homepage and then ask them to answer these questions:

If visitors cannot formulate a clear answer within 10 seconds, it is time to improve your homepage's first impression. You must clearly - and immediately - define your business value. This is often called your "value proposition." It is a statement, typically placed in the header, that defines your business and why it matters to site visitors. Think of your homepage as a trade show booth. As you walk down the aisle of a trade show, can you look at a booth and immediately understand their business? Maybe the booth signage is too cluttered to understand their focus or possibly a key message may be obscured by confusing or distracting offers. Search on the term "value proposition" to learn more, but take the time to get it right. It is a crucial first step in engaging visitors. Research is clear that users often leave within 10 to 20 seconds if you lack a clear value proposition. You might brainstorm with your "test candidates" to formulate a clear value proposition, but you can use your analytics tools to test several versions.

Ensure that all images and photos that reveal content include captions. The next time you open a book, newspaper, or magazine, observe how your eyes go right to the images on the page and then automatically to the captions. How do you react when captions are missing or unclear? In our tests, visitors are often annoyed by sites that lack captions. Since they get so much attention, your captions may be the best messaging opportunity you have when people are quickly scanning pages. When appropriate, include links in your captions and invite visitors to engage or learn more. In the example below, you'll see two photos, one with a hyperlinked caption and another without. Adding this hyperlinked caption immediately affected visitor behavior.

47% of visitors make decisions about site credibility based upon a website's professional appearance. Our user testing bears this out; a significant percentage of our test candidates get annoyed by even minor spelling and grammar errors, which they consider unprofessional. It only takes a little time to ensure that your site is error-free. If you are uncomfortable with grammar rules, then consider hiring a content editor.

Browsers change and along with these changes, functional parts of your site can break. Internet Explorer now has 21.7% of users, Firefox has 38.7%, and Chrome has 32.3%. You can't assume that because things were fine a few months ago, they are still fine. Choose a key site goal, such as a product sale. Then take a few minutes to find and purchase a product on your site from beginning to end using each of the three key browsers. Make sure that you follow the task all the way through to confirmation. The experience should be nearly identical in each browser, but you may be surprised. In fact, while writing this article, I decided to test my own site and found an important tool had broken unexpectedly! If Google Analytics shows that a significant number of your visitors use a lesser-known browser, check it as well.

Review your key products to make sure that you include both the essential product details a visitor needs to know to place an order and the benefits that your products offer the visitor. We like to know the ingredients in a meal (features), but we are motivated by reading about how tasty and satisfying (benefits) it will be. Benefits are a key motivator in converting visitors into customers. As you make changes, monitor results with your analytics tools. Website success comes from building a great user experience and these low-risk steps will move you in the right direction. Spend the morning working on these improvements and your hard-earned lunch will taste better. In fact, your site success may be increasing before dessert arrives.

I've tested hundreds of people in face-to-face site tests over the past 15 years and learned a bit about how and why people respond to websites. Here are six things that you, the average small website owner, can do in the morning to improve how visitors respond to your site.
 
First, install Google Analytics and ClickTale. You can use "find and replace" to install the code quickly and easily throughout your site. Google Analytics is always free and ClickTale has a good free trial option. These tools will help track site traffic giving you the ability to measure the effect of your changes and ensure that you move in the right direction.
 
Now let's look at six quick ways to improve conversions on your site.
 
1. Identify Your Top 3 Site Goals
 
What represents a "win" on your site? Is it a product sale, newsletter sign-up, visitor engagement, or information download? Next to each goal, list the site traffic statistic or business measure you might use to measure each of these.
Product sales. You would simply measure the total sale of items in dollars or units. You can calculate the number of sales as a percentage of the number of visitors to get one measure of conversion rate.
Engage a visitor. Look at page views and/or time on page in Google Analytics. An even better measure would be ClickTale's attention heatmap.
 
2. A 10-Second Homepage Test
 
Print copies of your homepage and show it to five people - though you could also sit them down at a computer. In either case, show them the homepage and then ask them to answer these questions:
"What business is this company in?"
"Why should you buy from this company?"
 
If visitors cannot formulate a clear answer within 10 seconds, it is time to improve your homepage's first impression. You must clearly - and immediately - define your business value. This is often called your "value proposition." It is a statement, typically placed in the header, that defines your business and why it matters to site visitors. Think of your homepage as a trade show booth. As you walk down the aisle of a trade show, can you look at a booth and immediately understand their business? Maybe the booth signage is too cluttered to understand their focus or possibly a key message may be obscured by confusing or distracting offers. Search on the term "value proposition" to learn more, but take the time to get it right. It is a crucial first step in engaging visitors. Research is clear that users often leave within 10 to 20 seconds if you lack a clear value proposition. You might brainstorm with your "test candidates" to formulate a clear value proposition, but you can use your analytics tools to test several versions.
 
3. Captions
 
Ensure that all images and photos that reveal content include captions. The next time you open a book, newspaper, or magazine, observe how your eyes go right to the images on the page and then automatically to the captions. How do you react when captions are missing or unclear? In our tests, visitors are often annoyed by sites that lack captions. Since they get so much attention, your captions may be the best messaging opportunity you have when people are quickly scanning pages. When appropriate, include links in your captions and invite visitors to engage or learn more. In the example below, you'll see two photos, one with a hyperlinked caption and another without. Adding this hyperlinked caption immediately affected visitor behavior.
 
4. Run a Spell and Grammar Check
 
47% of visitors make decisions about site credibility based upon a website's professional appearance. Our user testing bears this out; a significant percentage of our test candidates get annoyed by even minor spelling and grammar errors, which they consider unprofessional. It only takes a little time to ensure that your site is error-free. If you are uncomfortable with grammar rules, then consider hiring a content editor.
 
5. Test Key Tasks in Each Major Browser
 
Browsers change and along with these changes, functional parts of your site can break. Internet Explorer now has 21.7% of users, Firefox has 38.7%, and Chrome has 32.3%. You can't assume that because things were fine a few months ago, they are still fine. Choose a key site goal, such as a product sale. Then take a few minutes to find and purchase a product on your site from beginning to end using each of the three key browsers. Make sure that you follow the task all the way through to confirmation. The experience should be nearly identical in each browser, but you may be surprised. In fact, while writing this article, I decided to test my own site and found an important tool had broken unexpectedly! If Google Analytics shows that a significant number of your visitors use a lesser-known browser, check it as well.
 
6. Benefits vs. Features
 
Review your key products to make sure that you include both the essential product details a visitor needs to know to place an order and the benefits that your products offer the visitor. We like to know the ingredients in a meal (features), but we are motivated by reading about how tasty and satisfying (benefits) it will be. Benefits are a key motivator in converting visitors into customers. As you make changes, monitor results with your analytics tools. Website success comes from building a great user experience and these low-risk steps will move you in the right direction. Spend the morning working on these improvements and your hard-earned lunch will taste better. In fact, your site success may be increasing before dessert arrives.

Explore the six things that you, the average small website owner, can do in the morning to improve how visitors respond to your site.

6 quick ways to increase conversions

No matter what you sell in your online store, you have multiple competitors selling the exact same products online - and they're only one click away! Why should a prospective customer buy something from you and not from Amazon? Or from your distinguished competition? Let's assume that your prices are competitive, that you have the product in stock, and that can ship the box. How do you add value as a retailer with this much online competition? One extremely effective way is to leverage your product knowledge to the Web. You know more about what you sell than 99.9% of visitors to your website. Add value to your online store by guiding prospective customers through the maze of decisions that folks sometimes have to make when buying something somewhat complicated.

Creating unique and compelling content is a lot of work. When I speak at search marketing and e-commerce conferences, I get a lot of resistance from fellow retailers when I encourage them to write unique content for their product pages. Why? Probably because writing content is a lot of work. I'm a retailer, too. I get it. Retailers are busy. Retailers don't have enough time in the day to take care of customers, shipping, suppliers, and employees - and do the routine day-to-day - much less sit around and brainstorm unique product descriptions. Some years ago I changed the way we approached selling online when the growth stopped due to an influx of new competitors. Instead of simply offering products for sale, I took a proactive approach and recommended that customers buy specific products to solve problems in specific situations. Over the next six years, this one major change increased my sales by an additional $10 million dollars.

Sharing this information is not a competitive advantage! The primary reason I share real numbers is to show folks that this approach really works. Unfortunately, my competitors have started to pick up on it, too, which means I should be working on my stores instead of writing for you guys, but having good competitors drive you to do your best is a good thing! And I don't always tell folks every little thing we do.

Where do you start creating content? How much do you write? These are my two guidelines:

1. Best selling products. Start with your best selling products and work your way down the list so your best products get the most attention.

2. Higher ticket items. Write a paragraph of unique text for each $10 in an item's price, so you create more content for higher ticket items.

2. Prioritize your products. Start with your best-sellers

3. Have a checklist of text needed for each level of product

5. Use templates and automation to bake in SEO-friendly writing for lower-level products

6. Track changes over time with your analytics to see results.

Creating content is a full-time job, but that doesn't mean you can't split it up between multiple people in your company. If you have an hour a day, that's 5 hours a week times 50 weeks or 250 hours a year to create content. I tend to write product content in spurts, concentrating on a new product launch for a week or so before the product ships, or focusing on a specific part of an SEO project like getting Title tags written for all the normal products at one time, or seeing which products need customer reviews instead of working on one specific product at a time.

Yet another way is to take an imaginary person-year of 2,000 hours (40 hours a week x 50 weeks) and divvy up your content resources as a percentage of gross profits. Your top-shelf products will get days' worth if not weeks' worth of content time allocated, but use that to write category-wide buyer's guides or full-line product reviews for all the products in a given category. What if you don't have the staff, but have some extra money? Take 1% of last year's online sales of a product, and budget that for online content creation for that specific product. Outsource some of your content creation. Textbroker.com is a great source for relatively inexpensive writing, and the 5-star writers are as good as any I've worked with in the past 15 years.

Prioritizing products with profit in mind

When you have thousands of products in your online store, where should you start optimizing? There's only so much time in the day. Check out the 80/20 rule.  The Pareto Principle (also known as the 80/20 rule) can help you here. For most retailers, 20% of their products produce 80% or even 90% of their online sales. Focus even further to allocate time and energy towards products generating the most net profit (not revenue or pageviews). I rank my most popular, best-selling products but I re-rank them by gross profit margin. I take Revenue Per Visitor for each product page and then multiply that times gross margin on that product to get Gross Profit Per Visitor. Once you have this prioritized list, you then need to decide what content you want to create for product pages.

Making a content checklist and checking it twice

All products were not created equal. What's the difference to your bottom line between a 10% increase in the sales of your best-selling SKU compared to triple the sales of a normal product in the middle of your list? Focus on your winners. That's where the real upside is. Chase the hundred dollar bills, not nickels and dimes. Better performers need more different kinds of content than the middle of the road or the bottom of the barrel. For most stores I work on, I have three levels of products: top-shelf products, normal products, and backfill Datafeed items (slow-selling products that I call "bottom feeders") - and they all have different content needs.

1. Top shelf products need the full treatment:

* Compelling sales content with a headline + subhead

* Hand-written SEO elements (Titles, Meta Descriptions, Link Text)

* Custom copywriting fields like Grabbers, Differentiators, Short-name, and Alt-name

* Custom product-based text fields: range, warranty, accessories, etc.

* Buyer's guide for that product category

* Comprehensive line review for new product launches

2. Normal products need much less content.

* Unique category and subcategory page text

* Unique product description (usually simply rewriting the manufacturer's copy works)

* Baked-in SEO elements using our Yahoo! Store templates

3. Slow-selling products usually have a minimum level of content, even for the lowest products in a data feed.

* Unique text on the subcategory pages for SEO reasons

* Manufacturer's description (copy and pasted)

Usually, this will have to do until the product moves the sales needle enough to get my attention. These products are pretty low in our site's hierarchy, with little to no PageRank, so they don't appear in the Google index, and are usually only sold as add-ons to browsers or folks using our internal search tool.

Content generates revenue by increasing traffic and conversions

This stuff works! Writing compelling content about how a particular product will benefit your customers converts more browsers into buyers. Writing unique product descriptions relevant to the products you sell drives more search engine traffic to your online store. More traffic and a higher conversion rate translate into dollars in your pocket. It's really that simple.

No matter what you sell in your online store, you have multiple competitors selling the exact same products online - and they're only one click away! Why should a prospective customer buy something from you and not from Amazon? Or from your distinguished competition? Let's assume that your prices are competitive, that you have the product in stock, and that can ship the box. How do you add value as a retailer with this much online competition? One extremely effective way is to leverage your product knowledge to the Web. You know more about what you sell than 99.9% of visitors to your website. Add value to your online store by guiding prospective customers through the maze of decisions that folks sometimes have to make when buying something somewhat complicated.
 
Creating unique and compelling content is a lot of work. When I speak at search marketing and e-commerce conferences, I get a lot of resistance from fellow retailers when I encourage them to write unique content for their product pages. Why? Probably because writing content is a&nbsp;lot of work. I'm a retailer, too. I get it. Retailers are busy. Retailers don't have enough time in the day to take care of customers, shipping, suppliers, and employees - and do the routine day-to-day - much less sit around and brainstorm unique product descriptions. Some years ago I changed the way we approached selling online when the growth stopped due to an influx of new competitors. Instead of simply offering products for sale, I took a proactive approach and recommended that customers buy&nbsp;specific&nbsp;products to solve problems in&nbsp;specific&nbsp;situations. Over the next six years, this one major change increased my sales by an additional $10 million dollars.
 
Sharing this information is&nbsp;not&nbsp;a competitive advantage! The primary reason I share real numbers is to show folks that this approach really works. Unfortunately, my competitors have started to pick up on it, too, which means I should be working on my stores instead of writing for you guys, but having good competitors drive you to do your best is a good thing! And I don't always tell folks every little thing we do.
 
Where do you start creating content? How much do you write? These are my two guidelines:
1. Best selling products.&nbsp;Start with your best selling products and work your way down the list so your best products get the most attention.
2. Higher ticket items.&nbsp;Write a paragraph of unique text for each $10 in an item's price, so you create more content for higher ticket items.
 
Creating content one page at a time:
 
1. Budget your resources.
2. Prioritize your products. Start with your best-sellers
3. Have a checklist of text needed for each level of product
4. Work your way down the list.
5. Use templates and automation to bake in SEO-friendly writing for lower-level products
6. Track changes over time with your analytics to see results.
 
Budgeting resources for creating content
 
Creating content is a full-time job, but that doesn't mean you can't split it up between multiple people in your company. If you have an hour a day, that's 5 hours a week times 50 weeks or 250 hours a year to create content. I tend to write product content in spurts, concentrating on a new product launch for a week or so before the product ships, or focusing on a specific part of an SEO project like getting Title tags written for all the normal products at one time, or seeing which products need customer reviews instead of working on one specific product at a time.
 
Yet another way is to take an imaginary person-year of 2,000 hours (40 hours a week x 50 weeks) and divvy up your content resources as a percentage of gross profits. Your top-shelf products will get days' worth if not weeks' worth of content time allocated, but use that to write category-wide buyer's guides or full-line product reviews for all the products in a given category. What if you don't have the staff, but have some extra money? Take 1% of last year's online sales of a product, and budget that for online content creation for that specific product. Outsource some of your content creation. Textbroker.com is a great source for relatively inexpensive writing, and the 5-star writers are as good as any I've worked with in the past 15 years.
 
Prioritizing products with profit in mind
 
When you have thousands of products in your online store, where should you start optimizing? There's only so much time in the day. Check out the 80/20 rule. &nbsp;The Pareto Principle (also known as the 80/20 rule) can help you here. For most retailers, 20% of their products produce 80% or even 90% of their online sales. Focus even further to allocate time and energy towards products generating the most&nbsp;net profit&nbsp;(not revenue or pageviews). I rank my most popular, best-selling products but I re-rank them by gross profit margin. I take&nbsp;Revenue Per Visitor&nbsp;for each product page and then multiply that times gross margin on that product to get&nbsp;Gross Profit Per Visitor. Once you have this prioritized list, you then need to decide what content you want to create for product pages.
 
Making a content checklist and checking it twice
 
All products were not created equal. What's the difference to your bottom line between a 10% increase in the sales of your best-selling SKU compared to triple the sales of a normal product in the middle of your list? Focus on your winners. That's where the real upside is. Chase the hundred dollar bills, not nickels and dimes. Better performers need more different kinds of content than the middle of the road or the bottom of the barrel. For most stores I work on, I have three levels of products: top-shelf products, normal products, and backfill Datafeed items (slow-selling products that I call "bottom feeders") - and they all have different content needs.
 
1. Top shelf products&nbsp;need the full treatment:
* Compelling sales content with a headline + subhead
* Unique product descriptions
* Page summaries (abstract)
* Hand-written SEO elements (Titles, Meta Descriptions, Link Text)
* Custom copywriting fields like Grabbers, Differentiators, Short-name, and Alt-name
* Custom product-based text fields: range, warranty, accessories, etc.
* Multiple-product pictures
* Videos demonstrating the product
* Links to manufacturer content
* Customer reviews for that SKU
* Buyer's guide for that product category
* Comprehensive line review for new product launches
 
2. Normal products&nbsp;need much less content.
* Unique category and subcategory page text
* Unique product NAME (for Title tags)
* Unique product description (usually simply rewriting the manufacturer's copy works)
* Baked-in SEO elements using our Yahoo! Store templates
 
3. Slow-selling products&nbsp;usually have a minimum level of content, even for the lowest products in a data feed.
* Unique text on the subcategory pages for SEO reasons
* Manufacturer's description (copy and pasted)
 
Usually, this will have to do until the product moves the sales needle enough to get my attention. These products are pretty low in our site's hierarchy, with little to no PageRank, so they don't appear in the Google index, and are usually only sold as add-ons to browsers or folks using our internal search tool.
 
Content generates revenue by increasing traffic and conversions
 
This stuff works! Writing compelling content about how a particular product will benefit your customers converts more browsers into buyers. Writing unique product descriptions relevant to the products you sell drives more search engine traffic to your online store. More traffic and a higher conversion rate translate into dollars in your pocket. It's really that simple.

Writing compelling content about how a particular product will benefit your customers converts more browsers into buyers.

How your store can create a competitive advantage via compelling content

Do you want your products to sell better? Then you need to look carefully at your product descriptions. Ideally, the product copy should achieve five goals:

Physically describe the product and technical specs, features, etc.

Describe the experience and benefits of using the product.

Build on and increase the perceived value of the product.

Differentiate the product from its competitors.

Slip in as many credibility builders as possible.

Of course, these aren't truly separate actions. Elucidating a benefit should also build perceived value, and describing the physical characteristics of an item often helps to substantiate the claimed performance features and benefits. For example, talking about the exotic high-carbon stainless steel of a higher-end kitchen knife, along with its forging process and so on, helps to substantiate the claimed superior edge-holding ability and ease of cutting, along with its presumably high price point. And yet, it helps to think of this itemized list as five separate goals simply because most product copy never gets past a brief description and bullet-pointed features.

And that's why I hype dramatized benefits so much. With the right, dramatic demonstration of your product, you can create instant credibility, express product benefits, and build perceived value all at the same time. Think of the moment you first saw the Ginsu knife slicing through that tin can and then gliding through that tomato like it was butter.

Think of the difference between saying that a suitcase is some-odd ounces lighter than its competitor and saying that it'll allow you to pack an extra suit jacket. Saying you can take two more pairs of pants is much more convincing than mentioning that it's better than heavier, bulkier competitors. Yes, this could be just another example of feature vs. benefit, but the difference lies in the specificity and staging of the comparison. Most copywriters are content to say "lighter weight luggage lets you pack more clothing" and think they've done their job at writing "benefit-laden" copy. But it's never enough merely to provide a benefit. You have to dramatize it. That means staging it as a scenario with concrete specifics. That means purposefully arranging for before and after or side-by-side comparison snapshots. That means showing off the moment of truth to full, dramatic effect.

Show the slimmer sides or more spacious interior of your luggage next to its heavier, bulkier rivals. Show their weights, and finally, show off the extra clothing on the trip with the other-luggage-toting passenger shelling out an extra $50 for checked baggage fees or overweight fees. Your benefit can't be a truly emotional benefit until you stage a scenario-based drama. So go ahead and let your inner infomercial shine. Think in terms of dramatic mental images, then translate them into words for your copy. And once you've written your own dramatic staging, then run down the five-item checklist and make sure you've covered most of your bases. Any left-over elements can be included in other parts of your copy.

Do you want your products to sell better? Then you need to look carefully at your product descriptions. Ideally, the product copy should achieve five goals:
 
<ul>
 <li>Physically describe the product and technical specs, features, etc.</li>
 <li>Describe the experience and benefits of using the product.</li>
 <li>Build on and increase the perceived value of the product.</li>
 <li>Differentiate the product from its competitors.</li>
 <li>Slip in as many credibility builders as possible.</li>
</ul>
Of course, these aren't truly separate actions. Elucidating a benefit should also build perceived value, and describing the physical characteristics of an item often helps to substantiate the claimed performance features and benefits. For example, talking about the exotic high-carbon stainless steel of a higher-end kitchen knife, along with its forging process and so on, helps to substantiate the claimed superior edge-holding ability and ease of cutting, along with its presumably high price point. And yet, it helps to think of this itemized list as five separate goals simply because most product copy never gets past a brief description and bullet-pointed features.
 
And that's why I hype dramatized benefits so much. With the right, dramatic demonstration of your product, you can create instant credibility, express product benefits, and build perceived value all at the same time. Think of the moment you first saw the Ginsu knife slicing through that tin can and then gliding through that tomato like it was butter.
 
Think of the difference between saying that a suitcase is some-odd ounces lighter than its competitor and saying that it'll allow you to pack an extra suit jacket. Saying you can take two more pairs of pants is much more convincing than mentioning that it's better than heavier, bulkier competitors. Yes, this could be just another example of feature vs. benefit, but the difference lies in the specificity and staging of the comparison. Most copywriters are content to say "lighter weight luggage lets you pack more clothing" and think they've done their job at writing "benefit-laden" copy. But it's never enough merely to provide a benefit. You have to dramatize it. That means staging it as a scenario with concrete specifics. That means purposefully arranging for before and after or side-by-side comparison snapshots. That means showing off the moment of truth to full, dramatic effect.
 
Show the slimmer sides or more spacious interior of your luggage next to its heavier, bulkier rivals. Show their weights, and finally, show off the extra clothing on the trip with the other-luggage-toting passenger shelling out an extra $50 for checked baggage fees or overweight fees. Your benefit can't be a truly emotional benefit until you stage a scenario-based drama. So go ahead and let your inner infomercial shine. Think in terms of dramatic mental images, then translate them into words for your copy. And once you've written your own dramatic staging, then run down the five-item checklist and make sure you've covered most of your bases. Any left-over elements can be included in other parts of your copy.

Do you want your products to sell better? Then you need to look carefully at your product descriptions. 

Product copy - dramatize the benefit

"People go only to places they have already been in their minds" - Roy H. Williams. If you're selling a service rather than a product - or if you're selling a customized or personalized product - it's vital to get prospective customers as comfortable as possible with the process of hiring and working with you. More importantly, you must get them to imagine - in the most inviting and non-threatening a manner as possible - the benefits of receiving your services. Both of these goals are achieved with what I like to call "Mental Walk-Through" pages, sometimes called, "Project Timelines," "Working With Us" pages, and the like.

First, most people want to know how far into the process they can explore before they're either committed to buying or subjected to serious sales pitches or sales pressure. A lot of times, prospects are saying to themselves something like, "I'm curious, thinking of buying it, but not sure about...."

- Can I afford it? (Are the prices bottom-line prices or bait-and-switch?)

- Will it fit in my schedule? (Yoga, gyms, diets, spas, remodels)

- What will all the extras cost? (kitchen remodels, decks, landscaping)

- What will the maintenance entail? (think pools, boats, hairstyles, etc.)

- How much will the process disrupt my schedule or life? (surgery, remodels, etc.)

- Can you really personalize this the way I want it?

- How much will custom work add to the price?

- How long will it be until I can enjoy my new addition, deck, pool, slimmer sexier body, eyesight, blemish-free skin?

The walk-through should not only answer all those questions, but reassure prospects that they can make contact, explore their areas of concern, and build confidence without "crossing the line" into "Buy Now" sales pressure or commitment.

Risk-free guarantee. If you have a risk-free guarantee, this is where to emphasize it, by showing how customers can see the designs/mock-ups/plans, etc., and still walk away if they're not thrilled. Or even experience the service and get their money back. Or whatever.

Projecting results. If people start seeing results in the first few classes, days, or weeks, then you can have your website visitors mentally imagining those results as part of the timeline walk-through.

Downsides. If there are some downsides, this is where to build massive credibility by including typical customer pain in the walk-through, as well. If they'll be sore after their first few classes, or if tearing up their wall for the addition will make a mess, or if their skin will be a bit more sensitive for a few hours, you can put this right in the timeline as well.

Testimonials. You can even put some testimonials into the timeline to cover a variety of customer reactions and experiences for each stage. Now you're really building credibility.

At the end of the walk-through, you'll not only have added quite a bit of reassurance to your prospects, but you will have allowed them to have done business with you in their mind's eye. They'll have already gone there and done that in their imagination, making them that much more ready to go there and okay it for real. That's why the end of the walk-through is an ideal place for a "next step" call-to-action.

So if you're a small or local business specializing in services or customized products, try creating a "Doing Business With Us" or a "Project Timeline" page. You'll be surprised at how many customers will quite quickly move from imagining doing business with you to actually doing business with you.

"People go only to places they have already been in their minds" - Roy H. Williams. If you're selling a service rather than a product - or if you're selling a customized or personalized product - it's vital to get prospective customers as comfortable as possible with the process of hiring and working with you. More importantly, you must get them to imagine - in the most inviting and non-threatening a manner as possible - the benefits of receiving your services. Both of these goals are achieved with what I like to call "Mental Walk-Through" pages, sometimes called, "Project Timelines," "Working With Us" pages, and the like.
 
Tentative Exploration
 
First, most people want to know how far into the process they can explore before they're either committed to buying or subjected to serious sales pitches or sales pressure. A lot of times, prospects are saying to themselves something like, "I'm curious, thinking of buying it, but not sure about...."
- Can I afford it? (Are the prices bottom-line prices or bait-and-switch?)
- Will it fit in my schedule? (Yoga, gyms, diets, spas, remodels)
- What will all the extras cost? (kitchen remodels, decks, landscaping)
- What will the maintenance entail? (think pools, boats, hairstyles, etc.)
- How much will the process disrupt my schedule or life? (surgery, remodels, etc.)
- Can you really personalize this the way I want it?
- How much will custom work add to the price?
- How long will it be until I can enjoy my new addition, deck, pool, slimmer sexier body, eyesight, blemish-free skin?
 
Reassurance
 
The walk-through should not only answer all those questions, but reassure prospects that they can make contact, explore their areas of concern, and build confidence without "crossing the line" into "Buy Now" sales pressure or commitment.
 
Risk-free guarantee. If you have a risk-free guarantee, this is where to emphasize it, by showing how customers can see the designs/mock-ups/plans, etc., and still walk away if they're not thrilled. Or even experience the service and get their money back. Or whatever.
 
Projecting results. If people start seeing results in the first few classes, days, or weeks, then you can have your website visitors mentally imagining those results as part of the timeline walk-through.
 
Downsides. If there are some downsides, this is where to build massive credibility by including typical customer pain in the walk-through, as well. If they'll be sore after their first few classes, or if tearing up their wall for the addition will make a mess, or if their skin will be a bit more sensitive for a few hours, you can put this right in the timeline as well.
 
Testimonials. You can even put some testimonials into the timeline to cover a variety of customer reactions and experiences for each stage. Now you're really building credibility.
 
The Next Step
 
At the end of the walk-through, you'll not only have added quite a bit of reassurance to your prospects, but you will have allowed them to have done business with you in their mind's eye. They'll have already gone there and done that in their imagination, making them that much more ready to go there and okay it for real. That's why the end of the walk-through is an ideal place for a "next step" call-to-action.
 
So if you're a small or local business specializing in services or customized products, try creating a "Doing Business With Us" or a "Project Timeline" page. You'll be surprised at how many customers will quite quickly move from imagining doing business with you to actually doing business with you.

If you're selling a service or a product it's vital to get prospective customers as comfortable as possible with the process of hiring and working with you.

How to design awesome text effects in Photoshop

This Course is for You

Course Overview

1. Create a perfect text design in Adobe Photoshop in easy steps

Andrew Black

Character illustration tutorial (flat design guy on a scooter)

Andrew Black

Popular courses

Jason Gandy

Start A T-Shirt Business | Teespring, Merch by Amazon & More

Taurius Litvinavicius

Excel course

SIMONE SIESTO

Learn how to trade financial markets with indicators and techniques unique in the world of trading.

Jason Gandy

YouTube For Business | Create A YouTube Channel

Robert G

How to be a Successful Freelance Translator

Jason Gandy

Stock Trading With Technical Indicators | MACD, RSI & More!

Bruce Wade

How to Create Effective Online Courses

Skillay Academy

How to Write a Marketing Plan

Chester Sky

Standup Comedy Complete: The Ultimate Guide To Writing and Performing Jokes

Gandy Jason

Stock Trading & Investing | Beginner's Masterclass