The one-page website creation process is an exercise in understanding and focus. A shotgun approach to messaging will not do when a linear narrative on only a single page is available. As a model for others to follow, the recently launched website for Solid Carbon Products shows that to convert visitors into actors such a page must be able to answer the fundamental questions of marketing:
- Who is my customer/audience?
- Why should they care about my product?
- What reasons do they have to believe me?
- What do I want them to do about it?
Who is my customer/audience?
When it contacted Dijt about building a single-page website, Solid Carbon Products was a startup preparing to unveil revolutionary technology. Its patented tech would essentially solve one of the world’s greatest problems by creating some of its most valuable materials, in a way that is profitable and pollution free. Amazing, right?
It is so amazing that practically everyone will benefit from it, but some will be more likely to help Solid Carbon Products succeed in licensing its technology. So we segmented our audience into three groups who can help the company, each with distinct reasons to be interested: 1) Industry, 2) Government, and 3) Activists.
Why should they care about my product?
It is generally wise to assume that people don’t care about your product, they care about their problems. That’s why one must understand the needs of their customers, speak to those needs, and frame the benefits of their product from the vantage point of their customers and their motivations.
In this instance by segmenting our audience into industry, government, and activists, we were able to speak to three distinct motivations. Put simply they are the need to: 1) Make a profit; 2) Grow competitive economies; and 3) Save the planet.
What reasons do they have to believe me?
Great claims require great evidence. While we were unlikely to succeed in proving the science of Solid Carbon Products’ technology to an audience of business people, politicians, regulators, and environmentalists, we could at least explain how it worked visually and accessibly. We could also show that this is a real company, with real patents, and real qualified people leading it.
A one-page website must be able to establish reasons-to-believe in a clear and concise manner. While not conclusive proof, these evidences about Solid Carbon Products provide the basis for the next step, the all important call to action.
What do I want them to do about it?
The worst thing a single-page website can do is squander the interest it has developed in a visitor by leaving them without anything to do, or without enough clarity between options to do what is most valuable.
In this case Solid Carbon Products wants to funnel inquiries to different channels via email. Secondarily it will take phone calls. These calls-to-action are displayed clearly against imagery that reminds a visitor of the original promise of the technology, to solve the world’s carbon pollution problem.
Putting this knowledge to work
Solid Carbon Products shows that even with a very complicated product and a huge audience, a single page is still adequate for making an effective marketing pitch. With a great product, some helpful perspective from the Dijt team, and the courage to focus, Solid Carbon Products has launched a highly effective one-page website. They’ve also established a pattern in effective marketing for others to follow.