A Sales Page + Intake Form Deep Dive.
Photo: John Schnobrich
Today’s intake form review and accompanying sales page, copy reflect a common mistake I see business owners making when it comes to intake forms.
The mistake?
The sales page copy and the positioning of the service feel like a completely different experience from the intake form questions.
It’s so different, you might think you’ve landed on the wrong page.
If you think your intake form isn’t an extension of your sales page, this post is for you.
Let’s take a deeper look into the sales page, copy and intake form of a coach for sensitive women.
The positioning statement.
The Intake Form Intro.
The Intake Form Introduction.
Notice the language in this intro below.
Nowhere does it talk about working with sensitive women.
If you want to work with people who are motivated to dive in and create change, you’ll also have a strategy that includes intake form questions that screen buyers for the following attributes.
The Promise of this work.
The First Question.
An intake form should complement the content, tone, and language of the sales page.
When I compared the intake form to the sales page, it’s as if these are for two completely different offerings.
If your buyer is struggling to stand up and lead as a sensitive woman, ask her about her style of leadership and how she is currently leading. You can’t ask about transformation before you understand your buyers current state of mind
What are you selling?
If this question is meant to get to the heart of why a buyer is reaching out,
It’s important to go back to your sales page and look at how you’ve positioned your offer of help to help you compose a stronger question that is aligned with the offer you are selling.
This illustrated map is a great tool on their website. They could have used this map to inspire their intake form questions that tap into the heart of the worries, fears and concerns of the buyer.
The Pressure to Invest.
A buyer who identifies as being a sensitive woman will not take kindly to being asked to invest in themselves immediately, especially because this statement feels inauthentic and misaligned with the sales page copy.
The Budget Question.
Asking a buyer to reveal their budget isn’t selling them on the value of this offer and it certainly isn’t serving your buyers needs.
TLDR:
Your intake form is an extension of your sales page copy. Make sure the language on both are aligned.
Use the first question of your intake form to position your expertise so that your buyer knows they are in the right place.
Remember what you are selling so that your intake form questions reflect the purchase the buyer is considering.
Budget questions aren’t selling the value of your services.