Shortened attention, saturated markets, and competitors just a click away. These are just a few of the problems a well-formulated elevator pitch will solve.
Do you know websites that don't reveal what the company is doing? Here a buzzword, there a phrase - but you can only guess the offer?
There are many of these websites, especially among service providers. Of course, the more complex the service is, the more affordable the explanation has to be. Complex services also fulfill simple needs, don't they?
What is an elevator pitch?
The core of your service is the benefit and the added value that your target group gets from it. With the elevator pitch, you focus your communication on exactly these things.
The presentation of your added value must be short and crisp enough to convince your counterpart during an elevator ride.
The challenge is to express the pitch in a way that you can't help but read it. To accomplish this, I present my strategy for a successful elevator pitch on websites below.
The elevator pitch combines multiple disciplines of business strategy, copywriting and web design
The elevator pitch is a method with which you get to the heart of your value proposition in a few sentences. It helps you to attract visitors to your website as quickly as possible and filter out the right prospects for your offer. Offline is a rule of thumb that you have 30 seconds to do this. As we know, online is different. Here we only have a few seconds to convince the visitors.
My recommendation is to place it above the fold on your website and to avoid everything that is unnecessarily distracting. So if you use sliders or background videos with autoplay so far, think again if you need them.
To create a successful elevator pitch, you need to combine several disciplines:
- Business Strategy: Ideally, you have a clear vision of the strategy, target group, and USP of your business.
- Copywriting: An elevator pitch has to be short and concise, including all relevant information
- Design: Your web design should concentrate on the essentials. Remove everything that distracts and make sure that the pitch is visible above the fold on all devices.
The elements of the elevator pitch are Headline, Subline, and call-to-actions
Your elevator pitch ideally consists of the following elements, which are located Above the Fold on your homepage:
- 1-2 call-to-actions
Headline: What do you do for whom with what result?
The headline best represents the added value of your work or your products. Answer the following question with the headline: What do you do for whom with what result?
A simple formula for the headline
I help [target group] through [your performance] [result or added value of your work].
An example with this formula could be
Of course, this formula is not set in stone. But it will help you to quickly put results on paper. I always recommend to start with it and then develop your text if necessary.
In any case, concentrate on the added value of your performance. Put yourself in the position of a potential customer and think about what they would gain from working with you. Think clearly in benefits and not in features!
By concentrating on the benefits of your performance, you automatically arouse interest in your target group. The right ones are attracted and the wrong ones are blocked! Ideally, you will receive fewer inquiries - but those with more potential.
Subline: Pitch your USP and the added value of your result to your target group
Now that you have made the potential customers hot with your headline, the next step is to convince them with further information and advantages. This is what you do with the subline. With it you underline the message of your headline by giving the readers details about the following topics:
- Your method
- Your unique selling proposition
- Your target group
- Your core service
- Your specialisation
You don't have to include all points above in the subline as it shouldn't be too long. For example, if the target group has already been mentioned in the headline, you can avoid it in the subline.
An example for the subline
I don't use a formula for building the subline, because it is often very individual. However, it is good to orientate yourself with the points mentioned above. Because with the subline you want:
- arouse further interest in the reader,
- confirm to him that he is at the right address with you and
- want to lead to your call-to-action.
Call-to-Actions: Draw users deeper into your website
Unfortunately, there is no recipe for the right call-to-action in your elevator pitch. However, I can give you a few approaches from which you can develop your own ideas. As a rule of thumb you can say the following: When developing your call-to-actions, always think about the user intention first.
Google has divided the user intentions into four categories:
- Visit in person: As a rule, local businesses are sought.
- Website: The user is looking for a website he already knows.
- Do: The user wants to buy something, for example.
- Know: The user is looking for information.
If you know the reasons why potential customers come to your website, you can derive call-to-actions for you. If you have more than one intention, focus on either the most urgent calls for action or those that best fit your goals. For example, to satisfy two intentions, you can work with primary and secondary call-to-actions.
At the end of the day, these are all just guesses. That's why it's best to measure the success of your pitch with Google Analytics or heat maps. If it turns out that few people respond, try double-checking and measuring your changes.
Practical tips for your elevator pitch
Take your time to write
Even if it is only 2-4 sets, the formulation of your pitch can take several hours. For example, I tend to always put too much in one sentence. But this quickly makes the sentence too long and too complex.
As a result, potential customers may not read or understand sentences completely. So focus on the essentials to fit everything in your web design.
Don't come straight to the point
Supposably, you run a digital marketing agency. Then you probably want to reach as many new clients as possible via your website. It's best to come straight to the point, isn't it? Placing "Request offer now" directly in the header of your website? Same as getting down on your knees and pull out the ring on your first date...
Have a look at Google Analytics to see which ones are visited most often sites after the start page. Can anything be deduced from this finding?
For example, if visitors frequently visit your service page coming from your landing page, try a call-to-action that links to it. You can then advertise on your services page with a free initial call.
Measure your success
Blind flights rarely go well. To test the success of your elevator pitch. Does anything change in the bounce rate? How many people click on the CTA? Think about whether and how you can measure the frequency of new customer requests.
With Google Tag Manager and Google Analytics, event tracking and targets are quickly set up to measure the performance of your pitch.
Would you like to learn more about the perfect elevator pitch for your website? Then listen to my podcast episode and get some more inspiration.
What is your opinion on building a winning elevator pitch? What questions do you have for Felix? Feel free to use the comment function. Do you want to be informed about new articles in the field of online marketing for agencies and freelancers? Then follow us on Twitteror Facebook , or subscribe to our newsletter.