struggle-first

Creating Struggle-First Pages

If you had a deep understanding of the struggle your buyer is going through right before she comes to your marketing page, what type of page would you be making so she reacts to your site by saying “I feel understood!”.

Well: a Struggle-First page is what you’ll likely be making.

See: When Struggle-First Pages Beat “Features and Benefits” Pages

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Videos

I started making videos on creating these Struggle-First pages.

1. Squarespace for Creating Struggle-First Pages
2. Wordpress' Block Editor for Creating Struggle-First Pages
3. Carrd.co for Creating Struggle-First Pages
4. Page Ingredients: The Forces of Progress
5. Forces Run-through: applicationemail.com
6. Forces Run-through: nullbox.co
7. Forces Run-through: yourdailyniche.com
8. Forces Run-through: productlistings.app

For the next ones, I’m thinking about:

• Wix
• WordPress using Divi
• Webflow

I’m posting these on YouTube, Twitter and I’ll mention them in my newsletter too.

Articles

Here are some articles from this site that are a good starting point to learn about this Struggle-First page. Just so you know, every service page I’ve got on this site is an example of a Struggle-First page.

What does a Struggle-First page look like? Well, spoiler alert, you start the page by showing the visitor you understand their struggle so they react by saying “I feel understood!” That’s it? Well, actually, you continue showing the visitor you understand their struggle some more… Check these articles, and you’ll see.

Articles with Example Sites

• An Example Of An Unconventional Landing Page Showcasing: clean-ruby.com
• Sharp Example: applicationemail.com
• Sharp Example: Palabra Sign-Up Forms Showcasing: palabra.io

Articles on Structuring a Struggle-First Page

• The Best Order of Elements For Your Landing Page
• How Does the Pain-Dream-Fix Page Structure Fit with Jobs-To-Be-Done?
• Yeah but Apple and Intercom Design Their Pages Using Features and Benefits
• How Long Landing Pages Make Calls-To-Action Work
• What's the Minimum to Make My Landing Page Communicate I Understand the Struggle?

Articles on Understanding Your Buyer’s Struggle

• Do I Need to Address a Hard Struggle?
• Try "When"
• Introduction to the Jobs-To-Be-Done Theory, Through Three Example Purchases
• The Number One Competitor of Your Product
• Purchase Decisions: The Four Forces at Play

Articles on Improving a Struggle-First Page

• "Too Much Text": What to Do About that Feedback
• Four Ways to Tell Your Visitors 'There's a Better Way'
• But How Will This Affect My Bounce Rate?
• Sharpening Your Packaged Service Offerings
• Do I Need To Focus On Just One Struggle?
• I Don't Know If My Page Is Any Good
• How Can I Improve The Design Of This Landing Page Without Too Much Effort?
• Re-writing Headings That Just Highlight The Benefits
• Five Ways to Rejig a Product Page When It Doesn't Lead To Enough Sales

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Hope that helps!

Pascal Laliberté
pascal@hey.com
Ottawa, Ontario, Canada

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