How to write a website

How to write a website

I have read many marketing books from the old boys.

I have published many websites for myself and for clients.

I have been able to test the advice from these books firsthand and so I feel qualified to write this note.

Have you ever read a website which answered the exact questions you were thinking in your head?

As if they had read your mind and written the perfect answer.

Well I notice that, and when I buy from a website it normally fits in one of these two categories:

  1. This is exactly what I need, I am very happy I do not have to look further, I will buy it now.
  2. I hate this, all the other options are terrible and this is the best one, I will buy it reluctantly.

Alex Hormozi’s Value equation:

Value = (Perceived likelihood of Success * Value of Success) / (Time delay * Effort sacrifice)

The purpose of answering the readers questions should be to:

  • Increase the perceived probability this will work and the benefit to them if it works.
  • Reduce the Time delay, Effort and sacrifice.

So when I write a website now, I use this framework before adding any words.

  • What question are they asking?
  • What question are they really asking?
  • What do they hope my answer is? (value equation)
What question are they asking? What question are they really asking? What do they hope my answer is?
How much does it cost to run? How much can I reduce my cost by? This current machine costs £xx.xx per day to run so if you produce Y units per day you can reduce your costs by £x.xx per unit.
Can it do XYZ testing? I saw BRANDS reputation get destroyed for MISTAKE, will this make the same mistake? That MISTAKE was caused by THIS CAUSE, we are better than that so we do XYZ so that you won’t make the same mistake.
How reliable is the product? Are you more or less reliable than my supplier? We are more reliable than your current supplier because we do XYZ. You won’t have disruptions to your business.
Are there any hidden costs? How much is it actually going to cost me for real? There is a one-time setup fee of £xx.xx and an annual maintenance fee of £x.xx. There are no other hidden fees.
Who are your clients? Can I trust you? We have created PRODUCT for X, Y and Z who are all just like you.

I do not use large words to sound smart for two reasons.

  1. Low IQ readers can understand our website and buy.
  2. High IQ readers can use less brain power and buy.

I keep the text as short as possible for three reasons.

  1. Everyone is busy, they need answers in milliseconds not minutes.
  2. No one cares about you enough to read the site.
  3. International readers can translate easier.

To conclude:

  1. Define ”Ideal Customer Profile” (who the reader is).
  2. What question are they asking?
  3. What question are they really asking?
  4. What do they hope my answer is?
  5. Turn that list of answers into short sentences, with words a 10 year old could understand.
  6. Add in order of importance to the reader.
  7. Use few images and only add images if they answer a question a user might have.

This note was written by Odin Bryant himself, kept brief out of respect for your time, without the use of LLMs.