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How to Write a Multi-Page Pathway
A Web Copywriting Tip by Nick Usborne
There are places on your site where the task you want your users to complete may extend through a number of pages.
Maybe you are making a sale, pitching a free trial, offering a subscription.
If you can start and complete the whole process on a single page, so much the better. But in many cases people need to make selections from multiple product and service choices, then be taken to specific offer pages...and finally on to the final submission or payment pages.
When constructing these pathways, here are a few tips to consider:
- If you must use more than one page, try to reduce the number of pages by as much as possible. Two is better than three. Three is better than four. The more pages you have, the greater the number of people who will abandon the process along the way.
- Keep each page simple. Ask only for the information that is essential for your prospect to complete the task in hand. You can collect other information later on.
- Design each page so that it is clean and uncomplicated. Make the ‘action” buttons stand out clearly.
- Write copy that is short, clear and active. People hate to read “instructions”. They just want clear directions to help them speed through the process.
Use short, relevant, active, positive verbs and words to generate momentum.
If you find yourself having to write long, explanatory copy in order to help people through the process, it’s time to step back and redesign the entire pathway.
You need a sales pathway that is simple, clear, intuitive and “barrier-free”.
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