Creating a compelling website for a client can be challenging if you’re starting from a blank page.
Donald Miller’s Marketing Made Simple framework is a game-changer. This framework gives you a roadmap for creating a website that speaks to your target audience and gets results.
The beauty of sticking to a framework like this is that it cuts down on guesswork and saves you time.
And you don’t have to worry that a template like this will make all your clients’ websites look the same. Each project will have its own flair based on design choices and the business’s specific needs.
But the backbone of the site? The underlying structure follows a proven pattern of success.
In this guide, we will explore the elements of Miller’s framework. You’ll learn how each component helps create a website that converts visitors into customers.
Let’s look at each section of Miller’s framework in detail…
The Header
Your website’s header is the opening line in a conversation with your visitors. It’s the first thing they see, and it’s got to grab their attention. You’ve got just a few seconds to make an impression.
Following the “grunt test,” the header should be crystal clear and answer three crucial questions:
- What do you offer?
- How will it make the customer’s life better?
- What does the customer need to do to buy it?
For instance, a header for a meal kit service might read, “Organic Meal Kits: Healthier Eating Made Easy — Order Now for Quick Delivery.” It’s straightforward and tells your visitors exactly what they’re getting and how to get it.
The Stakes
The next section of the website is about the stakes. This is where you talk about what’s at risk if they don’t act. You want to highlight what the reader might miss out on if they don’t take advantage of your offer.
Take the meal kit service. Your header got the reader intrigued with “Healthier Eating Made Easy.”
Now, the stakes add a gentle push: “Don’t Let a Busy Schedule Compromise Your Health.”
Don’t overdo the negativity. Create just enough discomfort to make the reader think, “I should really consider this.”
The Value Proposition
After the stakes, it’s time to show your visitors what they gain by choosing you. You’re answering the hopeful question, “What’s in it for me?”
Let’s go back to our meal kit example. Your value proposition could be something like, “Our Meal Kits Mean More Than Just Food; They’re Your Ticket to a Healthier, Stress-free Life.”
You’re not just selling a product — the meal kit — you’re offering a lifestyle change. You’re giving the reader the chance to be healthier and stress-free.
This part of your site should make visitors think, “Yes, this is exactly what I need!”
The Guide
The following section is The Guide section where you show your client’s brand as the friendly expert their target audience has been looking for. You want a balance of empathy and expertise.
A great way to do this is to position your client’s brand in a manner that says, “We get you.”
For example, if you’re promoting those meal kits, your message could be, “Tired of the Same Old Meals? We’ve Been There Too. Let Us Bring Excitement and Nutrition Back to Your Table.”
This approach does two things: it shows you understand their struggle (bland, unhealthy meals) and positions your client as the expert who can change that (with exciting, nutritious options).
The Plan
Next up is The Plan.
Nothing better guides visitors toward a purchase than a simple, straightforward plan. Your goal is to make their buying decision as easy as possible. You want to build momentum. These steps are small commitments that lead to the final decision.
Break the process down into bite-sized steps. For instance, if you’re showcasing the meal kit service, your plan could be as simple as:
- Pick Your Favorite Flavors.
- Choose a Plan That Fits Your Lifestyle.
- Sit Back and Enjoy Healthy, Delicious Meals.
This three-step format is easy to grasp and doesn’t overload visitors with information.
The Explanatory Paragraph
The Explanatory Paragraph is where you dive deeper, connecting all the dots for your visitor. Let’s walk through it step-by-step.
- Who They Want to Become
Start by tapping into your customer’s aspirations. For a meal kit service, it could be someone aspiring to lead a healthier, more balanced lifestyle.
- What They Want
They want convenience without compromising on quality or taste. They’re looking for delicious, nutritious meals that fit into their busy lives.
- The Problem
Time constraints and a lack of culinary variety or expertise make it hard to maintain a balanced diet.
- Your Client as the Guide
Affirm your client’s role as the guide. “With our expertly curated meal kits, we bring diverse, healthy eating to your doorstep.”
- Your Plan
Outline a simple plan that ties in with the service. “Choose your meals, set your delivery schedule, and enjoy cooking with ease.”
- Call-to-Action
Encourage them to take the next step. “Get started on your journey to a healthier, happier you — order your first kit today!”
- Vision Casting
End by painting a picture of what their life could look like. “Imagine the satisfaction of quick, healthy meals every day, giving you more time to enjoy life.”
By addressing each of these points, your Explanatory Paragraph vividly illustrates how your product or service can transform their daily life.
The Video (Optional)
While it’s not a must-have, a well-crafted video can work wonders for engagement. The video could be anything from heartwarming customer testimonials to a behind-the-scenes peek at your service.
The goal of the video is to bring your offering to life. But remember, it’s optional, not a requirement.
The Pricing (Optional)
When it comes to pricing, transparency is critical. It builds trust and helps visitors make informed decisions.
Consider offering a choice of three pricing tiers to accommodate different needs and budgets. This approach caters to a broader audience and allows potential customers to choose what works best for them.
The Junk Drawer
Your “junk drawer” is your go-to spot for social media links, resources, FAQs, and other additional details that are helpful but unrelated to the primary goal of conversion.
By tucking them away, your main content stays clear and focused, while these extras remain accessible for those who want to dig deeper.
Final Thoughts
We’ve explored the essential elements of creating a website that engages and converts your visitors.
It’s important to remember that while the header and stakes are crucial starting points and should always come first, the order of the other elements can be flexible. Just be sure to include each one for maximum effectiveness.
By applying the principles from Donald Miller’s Marketing Made Simple framework, you’re crafting a powerful communication tool for your clients. Use this framework as your guide and watch your clients’ websites transform into magnets for engagement and conversion.
