Get Emails Delivered
Challenge:
Transform technical jargon and dense content into persuasive marketing copy that non-technical audiences could understand and act on
My Solution:
Applied StoryBrand Framework to restructure complex email deliverability concepts into clear value propositions
Result:
Converted overwhelming technical document into conversion-focused landing page that clearly communicates business value
Testimonial
Mercedes possesses incredible design skills but also took the time to understand the essence of our brand. The result is a website that not only looks stunning but also perfectly aligns with my vision. Mercedes was a pleasure to work with, ensuring that every detail was thoughtfully considered. If you’re seeking a web designer who goes above and beyond, I highly recommend Mercedes. Thanks for creating a site that truly reflects the heart of my business!
Research
To ensure the project’s success, I began by conducting a thorough analysis of the client’s competitors, focusing on current industry design trends and standards. This research provided valuable insights that informed our design approach.
Iterations
Applied advanced marketing psychology principles
including aspirational identity, fear-based motivation, and scarcity psychology
Strategically structured content
using proven conversion elements: Stakes Section, Value Proposition, 3-Step Plan, and Social Proof
Each section designed with specific psychological triggers
to guide prospects through conversion funnel
H1 Copy
Every website needs to have a header that appeals to an aspirational identity.
The H1 copy is also short and inspirational. It makes you want to fulfill a call-to-action. Making use of an image that best supports this identity helps.
For the tagline, I capitalized on a usual problem in emails…
Important emails getting into spam folders. Bummer.
Then I added in an invite to solve this issue with a clear call-to-action.
Also used a smiling group of people to help convey an aspirational identity like no other.
The Stakes Section
This is the section of a website that details what might happen if a prospect doesn’t do business with the client, and it’s crucial.
This can be considered the “fear-factor” section. Where the website potentially tell them what can go wrong if they don’t avail of the client’s product/service.
The next section emphasizes this “fear” more. Stagnation, poor engagement, and the looming threat of spam.
We also had to mention the limited amount of clients that can be accommodate at this time.
While scarcity is typically invoked to encourage purchasing behaviors… it can also be used to increase quality by encouraging people to be more judicious with the actions they take.
Value Proposition
This section lists some of the main benefits that your customer will receive by purchasing your product or service.
Client highlights here the main benefits that a customer could expect to receive from their service (we call this a value stack).
Anyone would think they are merely selling a service.
But what they really sell are…
Convenience.
Time Value.
Peace of Mind.
Plan Section
Laying out your 3-step plan and highlighting the benefits of each step is essential for mapping out this section of your website.
Customers do not take action unless they are challenged to take action.
In this example, the client uses a simple 3-step process to demonstrate how easy it is to set up a an account with their service.
Taking it a step further, the 3-steps details the benefits that a user will receive through each step of the process.
Then right below is a clear call-to-action.
Explanatory Paragraph
Every human being is trying to avoid a tragic ending. So this is where you build more trust with your potential customers.
This service hooks readers further and demonstrate more empathy and authority in their industry.
These short paragraphs also provides prospects with more information to check their “credibility box”…by also providing Sample Reports to review.
This can be considered as a brief “About Us” section, with more emphasis on authority info and empathy… instead of a brand’s history.
Video Section
Never assume people understand how your brand can change their lives. Tell them… and a video is one of the best ways to do this.
If you can show your prospects who you are rather than tell them, you’re way ahead of the game.
The Client showcases its product through the use of video testimonials… which is a great way to add credibility to your brand!
Videos are always more engaging than words or pictures.
