If people don’t feel that they can get something they actually want from you, nothing else matters.

It’s not the same thing as them seeing that you sell something valuable. That’s not enough to make them buy.

You need to know what to say, so people see they can get something they actively want and why it’s the best option for them.

Creating that “lightbulb moment” is the first and most important goal for your website.

And yes, it’s equally important in most other marketing you do. As long as you don’t know exactly how to make people want what you offer, they won’t buy. Even if you could help them immensely with something truly important, if they don’t understand it or they feel like they have better options, they won’t buy.

On the other hand, when you know what to say to create the lightbulb moment, it makes all marketing far easier. Whether you create ads, share something on social media, or write an article, you know what you need to show, so people see the value in what you offer.

If you ask people to do something difficult, few of them do it.

If you ask people to do something they don’t actually want to do, few of them do it.

But it’s easier said than done to come up with an easy, appealing step towards buying.

However, anything short of that will make your marketing—not just your website—ineffective.

All that said, when you offer the right next step, you might be surprised by how many people are happy to take it.

It’s common to get thank you notes from people who just heard of you for the first time 30 minutes ago. They came to your website, understood they can get something they want, and took a step forward (or possibly even bought already). And they’re happy that they did.

You might think the project is only getting started at this point since you haven’t actually done anything about your website just yet.

However, after the first two steps, you’re 80% done.

You can divide copywriting roughly into two parts:

The latter of those gets most of the attention. And if you do it better, you can certainly see an increase in your sales.

But it’s the first part that makes the real difference. And that’s what you already figured out in the first step of the process (figuring out how you can create the “lightbulb moment”).

Writing new (or editing old) web pages that are effective is then quite simple. You don’t have to worry about how you write. Just make sure you write about the right things, which is as easy as following simple instructions.

You can likely spend hundreds of hours on design.

The website platform you use should make it easy enough for you to change how your site looks. For example, on WordPress you download a new theme (free or paid). Many other platforms are fully drag-and-drop, so you can start with a template and modify it into whatever you want very quickly.

As for colors, search for a color wheel on Google that gives you three colors that compliment each other (there are lots of these free tools), pick a color you like as the primary color, and copy the colors from the wheel to your site wherever you need them. Unless you’re truly exceptional at design, you’re unlikely to come up with better colors than what the wheel gives you.

If you need some images, pick a few that relate to your industry, the things you help people with, or the products/services you sell. You can switch the images to something more interesting later on if you want.

That’s it. If you want to tweak your design further, have fun with it. But keep in mind that you’re unlikely to see a big positive difference thanks to it once you’ve done the basics right.

Much like design, it’s easy to spend a lot of time on technology. But it’s mostly unnecessary.

In 99% of cases, you shouldn’t attempt to add any functionality to your website that isn’t built in. Plugins, add-ons, widgets, and custom code can all be useful, but they typically also make the update process exponentially slower. So, they’re rarely worth the effort.

When you pick a template to start from, make as few changes to it as you actually need to. That not only makes the process very quick, but also helps you avoid issues that often come up with additional technology.

You can use WordPress, Wix, SquareSpace, ClickFunnels, Shopify, or any number of other website building tools. If you stick to the well-known options, you can do everything you need to do very easily without spending a lot of money.

You can add extra functionality later on if you want. Don’t delay making your website effective by making things more complex than they need to be. Lots of people postpone fixing their website because the technology feels daunting to them. But if you keep it simple—as you should—the tech part doesn’t become unmanageable.

It seems surprising that many of my clients who rebuild their website soon see a 6-figure increase in their sales. That’s not just big ecommerce companies. That’s even many coaches, consultants, and other experts who were just getting started in their business.

Let’s be clear, it’s not just the better website that made that happen.

Rather, it’s knowing what to say to make people want what you sell and an appealing next step to offer toward buying.

Those are not only the essential aspects of your website. They’re equally the essential aspects of just about all your marketing; without those, all marketing is ineffective.

However, most marketing advice focuses on things like the latest new tactics, fancy methods for improving results marginally, or supposed silver bullets that will completely solve your marketing once and for all.

Without the focus on what truly matters—the essentials—you can spend months or years running in circles. That applies just as much to your website, which will keep turning buyers away until you get the essentials right, as it does to other marketing.

For example, “figure out what you need to say, so people want to buy” sounds much less exciting than “build a system that generates sales non-stop while you go on vacation.” But it’s the former that consistently makes a big difference to sales. Trying another “system” every month, hoping you’ll eventually find one that works for you, usually ends up being a waste of time.

If there is a silver bullet solution to business, it is to focus on the essentials. You don’t have to get 100 things right. You only need to get a handful of things right to see great results—if those are the essentials.

That’s the approach I take to all marketing. Focus on just the essentials—we can think of fancy stuff later once the essentials are in order.

That’s also the approach of the 6-Figure Website course.

Quickly make sure your website helps you get more leads and make more sales. It will no longer hold you back and sabotage your marketing efforts by being a deadend for potential customers.

Whether your goal is 6-, 7-, or 8-figure revenue, your website can work exactly the same way. The same steps have helped people who were just getting started in business, but also marketing experts who already made 7-figures.

Similarly, whether you sell to individuals or companies makes a smaller difference to your website than many people would think. There are some differences, but those are all covered in the course.

The course also includes instructions for many things that are only relevant in a few situations. For example, product category pages and product pages are mostly used on ecommerce and catalog websites. Pricing pages are most common in software. And not every website has a blog. But all those (and many more) pages are covered in the course.

NOTE: What makes the 6-Figure Website course impactful is the focus on the essential aspects of your website. Those include finding out what you actually need to say, so visitors want what you offer and see why it’s the best option for them. And also, what’s the next step you should ask people to take towards buying, so it’s easy and appealing for them. Both of those make all your marketing efforts significantly more effective. That’s why so many people have seen an increase in their sales before they’ve even published their updated website.

No matter how much you know about messaging and copywriting, finding the right message for your own business is difficult. And even a minor improvement can make a drastic difference to your sales. That’s why more than half of my 1-on-1 clients are other marketing experts.

However, you can easily follow the steps on your own. The key is to ask and answer the questions that reveal what you should say. The usual questions like “how old are your customers” or “what are all the benefits they get from you?” are good to think about, but they are not enough.

You also understand how to use your new marketing message in different types of situations, so you can see a difference quickly.

But the next step you ask people to take also has to be appealing. Otherwise no one will move forward.

There are lots of options to choose from. The most common ones are a simple PDF/video, free trial, or getting in contact with sales.

All of those can work in some situations. But using the most obvious or common option is rarely the best. Many people offer a free PDF or ask visitors to get in contact because that’s what their competitors do.

If your competitors do something, you should at least seriously consider doing something different. If you don’t, you make it harder for yourself to stand out from the competition.

Once you’re through this module, you know what to offer people on your website (and in many other places in your marketing), so it’s easy and appealing for them to take a clear step toward buying.

And not only do you know what to offer, you have it ready. This typically takes less than a day for people to do following the instructions, so instead of ballooning into a big project like so often, you can get this out of the way very quickly.

You’ll have all your main pages done (i.e., just about everything else other than individual blog pages if you have those).

Every page will do 2 key things:

Your website will make it easy for visitors to see how they can benefit from your services and take a step toward hiring you.

Your website will include pages like your homepage, about page, and contact page. But you might also have a page that lists all the services you offer and/or sales pages for individual services, so when people are ready to hire you, they can do so easily.

Your website will help visitors see your software as a solution to a problem they desperately want to solve—not just as a “nice new widget.”

Your website will include the usual pages like your homepage, about page, and contact page. But you’re also likely to have pages like a pricing page and some form of a sales page, so visitors who are ready to buy or start a trial have an easy way to do so.

Your website will make it easy for people to find products they want the most from you. But perhaps even more importantly, your website will stand out as the best option for them.

Your website may very well have more pages than any other type of website. You’ll have the usual pages like your homepage, about page, contact page, and landing pages. But you’ll also have product category pages and individual pages for every product. Some of your products might even have full-blown sales pages (instead of the usual simple product pages).

Your website will make it clear to visitors that you’re an expert they can trust and learn from, so it’s easy for them to end up buying your courses.

Your website will include the basic pages like your homepage, about page, and contact page. But you will likely also have sales pages for your courses and possibly a single page listing all your courses.

Your website will not only showcase why your visitors should choose you over their other options, but also make it easy for them to buy.

Your website will have the basic pages like your homepage, about page, and contact page. But you’re also likely to have simple sales pages for your services and a page listing all your services in one place.

Most people who create content spend months or years doing it before seeing meaningful results. They might see some minor results here and there, but it’s inconsistent and hardly covers the effort they’ve put in.

At the end of this module you know how to make your articles and videos not just good, but also effective. You won’t even have to spend more time on writing or shooting than before.

Not a Facebook group. Not an assistant giving generic answers. Not a group call.

You can get 3x 1-on-1 coaching calls with me. I’m often called “the marketers’ marketer” because more than half of my clients are marketing experts. But my other clients include even total beginners in every industry you can think of, so don’t worry if you don’t know much about marketing.

This is optional, but if you'd like to have confirmation that you've done things right, this is for you. You’ll get answers to all your questions. And you get suggestions on how to create further improvements with the least amount of effort.

You can have the calls whenever you want (even years later). They also don't have to be about your website (any marketing/business topics are fine).

Note: If you'd like more or less coaching included, let me know (send me an email), and we can talk about alternatives.

Although a majority of my high-ticket clients are other marketing experts, I help even people who are just getting started with their business. What’s important is that you’re willing to implement what we plan during the calls.

If you have specific questions or topics you want to discuss, we’ll go through those. If you don’t have specific questions, we’ll figure out what would make the greatest difference in your business and how you can do it in the “right” way. We make sure you have a plan that fits your business, your style, your timetable, your budget, your skill level, and so on. You’ll leave each 30-minute call with clear instructions of what to do to see the greatest positive difference.

I’m in Finland, but I’m quite flexible about when we can have the calls. I typically aim for 11am to 9pm, but if you’re, for example, in Australia, New Zealand, or Singapore, we might talk a little earlier or later, so the time is better for you. And to be clear, these calls don’t expire; you can have the calls even years later, so you don’t have to worry about forgetting to use them quickly enough.

The primary point of the 6-Figure Website course is to make it easy and straightforward for you to make your website generate leads and sales.

To make that as easy as possible, you get clear instructions for all the pages you need to create. Those instructions are like templates for you to fill in. However, even if two competing companies would use the same templates, the resulting pages would be completely different. You absolutely don’t need to worry about your website looking generic.

You also get visual templates and examples that showcase some parts. You can use those templates as they are or not. The goal is to provide one simple starting point—not limit your options.

Another issue is limitations set by the technology. You rarely need to use expensive software to get all the functionality you need. However, you can spend a lot and still find limitations that directly cut your sales.

This training allows you to only pick technology that works with as few headaches as possible. You’ll always have some things to figure out, but you can save yourself from 90% of the issues that slow down most people.

You can also avoid wasting money on technology that doesn’t serve you (either because it doesn’t have the features you need or because it’s unnecessarily expensive/complex). Instead of having to try dozens of options, you can pick the option that’s best suited to your situation from the most reliable options. Had I known which options to choose from when I started out, I would’ve already saved tens of thousands of dollars by now.

You get a video tour of all the technology and software I use and the “Tech Cheat Sheet Collection” -document. In this document you learn which options to go with if you want to avoid all the unnecessary hassles with online technology (and instead pick the best options at different price points).

“But am I not supposed to create great ads?” 

Yes, but it’s not where you start if you want to maximize your chances of getting positive results.

Before you ever create an ad, you have to pick the right platform, right targeting, right offer, right topic for the ad… Get any of those things wrong, and your ad cannot be profitable.

And once you have ads running, you’ve just gotten started. Advertising is primarily about analyzing the results and finding the right next steps. If you ever expect to get good results with your first ads, you shouldn’t even start. You might get lucky and get results with your first ads—it’s actually quite common if you create them in the easiest, most effective way—but you cannot rely on it.

Yes, you read that right. The easiest way to create ads is also the most consistently effective way to create ads. I don’t remember when was the last time I created an effective ad in any other way (unfortunately, I’ve wasted a lot of time and money on those attempts, even after seeing how much more consistent the alternative is).

In this bonus on-demand workshop, you learn how to approach advertising in the most consistent, lowest-risk way possible.

You won’t need a huge budget to be able to start advertising while maximizing your odds of good results.

In just an afternoon you can get a greater understanding of advertising than many people who have been doing it on the side for years (and losing tons of money in the process).

If your new website doesn't outperform your old website (in terms of conversion rates), let me know within a year of your purchase.

I'll go through the sites and data. If I see something that's clearly worth fixing, I'll let you know. If I don’t see anything to fix or the fixes I suggest don't get the new website to outperform your old website, you get a full refund.

You might’ve felt like all your marketing efforts are less effective than you’d expect. A big part of that is often a website that gives people the wrong impression of what you’re about. Or it acts like a deadend and makes even eager buyers leave empty handed.

The 6-Figure Website course shows you the essentials that make your website effective. You won’t waste time on difficult things that don’t even make a difference to your sales. Instead, you do what it takes for your website (and other marketing) to be effective at generating leads and sales.