Advice To Help You Narrow The Focus Of Your Website
Eben Pagan coaches a business owner through narrowing their website focus and messaging. He demonstrates how being too general dilutes conversion rates and shows how to craft specific, results-focused messaging that attracts ideal clients.
Teachings 4
Focus on one specific type of person and their one primary problem rather than trying to help everyone with everything
Eben coaches a participant who initially said they help people with 'all of the above' problems, then guides them to identify 'typically money' as their specific focus
Lead with specific results in your headline rather than generic promises or philosophical concepts
Eben suggests changing from a general website to 'the simple system that I discovered that helped me go from broke to making $123,000 a year and then the next year making $256,000 a year'
Conversion rates can jump dramatically from 4% to 40% when you change from general to specific, results-focused messaging
Eben predicts the participant's current conversion rate is around 4-7% and states 'you'll go from getting 4% to getting 40% or something dramatic will happen' with the new headline approach
Focus on increasing your DPH (dollars per hour) just like a car focuses on MPH (miles per hour)
Eben creates the analogy 'just like a car has mph miles per hour we need to increase our dph and guess what if you get your foot off the break you're going to automatically increase your dph'
Perspectives 4
Most people have their foot on both the gas and the brake - they know what to do but are stopping themselves from success
The participant's clients 'have spent lots and lots of money on every traditional success program' but are 'still stuck' because they're holding themselves back despite having knowledge
Traditional motivational speakers tell people to step on the gas harder, but the real solution is taking your foot off the brake
Eben explains 'if you're driving down the road and you have your foot on the brake does it make sense to step on the gas harder' - the participant shows clients 'precisely how to take their foot off the brake'
Being too broad in your messaging puts your foot on the brake of actually helping people and making money
Eben tells the participant 'by having your foot on the gas of teaching them the other thing that you're pushing down your foot on the break of actually helping a lot of people with their money'
Be a motivating speaker who gets people to take action, not just a motivational speaker who pumps them up
Eben distinguishes 'I'm not a motivational speaker I'm a motivating speaker you see the difference there... they take action baby'
Quotable Moments 4
“if you're driving down the road and you have your foot on the brake does it make sense to step on the gas harder”
— Eben Pagan“I'm not a motivational speaker I'm a motivating speaker you see the difference there... they take action baby”
— Eben Pagan“give me the one type of person that resonates with your stuff the most or the person that has the one type of problem that just seems to really resonate”
— Eben Pagan“you'll go from getting 4% to getting 40% or something dramatic will happen”
— Eben Pagan
How to Focus Your Website Message for Higher Conversions
A step-by-step process for transforming general website messaging into specific, results-focused copy that converts visitors into leads
- 1
Identify Your One Primary Client Type
Focus on the one type of person who resonates most with your work, rather than trying to help everyone with everything.
- 2
Pinpoint Their Specific Problem
Identify the one problem you hear about most often from clients, such as financial struggles or relationship issues.
- 3
Lead With Concrete Results
Create headlines that showcase specific transformation numbers, like 'helped me go from broke to making $123,000 a year.'
- 4
Address Their Skepticism Upfront
Acknowledge that your message might sound like other programs, then explain what makes your approach different.
- 5
Offer a Free Next Step
Provide a valuable free resource that demonstrates your methodology in exchange for their contact information.
Questions Answered
How do I focus my website messaging to attract more clients?
“give me the one type of person that resonates with your stuff the most or the person that has the one type of problem that just seems to really resonate”
— Eben Pagan
Focus on one specific type of person with one primary problem, then lead with concrete results rather than general promises. This creates clear messaging that resonates with your ideal clients.
Why don't traditional motivational techniques work for business success?
“if you're driving down the road and you have your foot on the brake does it make sense to step on the gas harder”
— Eben Pagan▶ 2:03
Most people already know what to do but are holding themselves back. Traditional motivation tells them to try harder, but the real solution is removing what's blocking them, not pushing harder.
What's the difference between a motivational speaker and a motivating speaker?
“I'm not a motivational speaker I'm a motivating speaker you see the difference there... they take action baby”
— Eben Pagan▶ 4:06
A motivational speaker pumps people up, while a motivating speaker gets people to actually take action. The focus should be on results and implementation, not just inspiration.
How can I improve my website conversion rates?
“you'll go from getting 4% to getting 40% or something dramatic will happen”
— Eben Pagan▶ 7:43
Change from general messaging to specific, results-focused headlines that speak directly to your ideal client's main problem and desired outcome. Include concrete numbers and transformation stories.
What is the gas and brake metaphor for business success?
“they have their foot on the gas which means they know what to do and how to do it but they have their foot on the break which means they're holding themselves back”
— Eben Pagan▶ 1:33
People often have their foot on both the gas (they know what to do) and the brake (they're holding themselves back). Success comes from removing the brake, not pressing the gas harder.
Success Story: Workshop Participant
Before
Clients were stuck despite spending lots of money on traditional success programs
Key Shift
Learning to remove internal blocks rather than just pushing harder
After
Clients achieve dramatic income increases by removing what holds them back
Outcome: Clients typically triple or quintuple their income in less than a year
Breakthrough: Recognizing that clients have their foot on both the gas and brake
Summary
Identifying Your Core Client and Problem
Eben coaches a participant through the process of narrowing their focus from helping everyone with multiple problems to identifying one specific type of client with one primary issue. The breakthrough comes when they recognize their typical client has money-related challenges despite having spent extensively on other programs.
The Gas and Brake Success Metaphor
Eben introduces his signature metaphor explaining why people stay stuck despite having knowledge. He demonstrates how traditional motivational approaches fail because they tell people to press harder on the gas when the real problem is having their foot on the brake through self-sabotage and internal blocks.
Transforming Website Messaging for Higher Conversions
Eben provides specific guidance on crafting compelling headlines that lead with concrete results rather than generic promises. He predicts dramatic conversion rate improvements when messaging speaks directly to the visitor's specific problem and desired transformation, suggesting rates could jump from 4% to 40%.
Counterpoint
Claim: “Help everyone with all their problems to maximize your market reach”
Reframe: Focus on one specific type of person with one primary problem to create clear, compelling messaging
When the participant said they help with 'all of the above' problems, Eben guided them to identify 'typically money' as their specific focus
Claim: “Motivate people by telling them to try harder and step on the gas”
Reframe: Help people identify what's holding them back and remove those internal brakes
Eben explains that people already have their foot on the gas from spending money on programs, but need to 'take your foot off the brake' rather than 'step on the gas harder'
Claim: “Create philosophical or conceptual messaging that sounds sophisticated”
Reframe: Lead with specific, concrete results that people can immediately relate to
Eben suggests replacing general messaging with specific results like 'helped me go from broke to making $123,000 a year'
Key Points 8
Focus on one specific type of person and their one primary problem rather than trying to help everyone with everything
Most people have their foot on both the gas and the brake - they know what to do but are stopping themselves from success
▶ 2:03Traditional motivational speakers tell people to step on the gas harder, but the real solution is taking your foot off the brake
▶ 2:03Lead with specific results in your headline rather than generic promises or philosophical concepts
▶ 5:09Conversion rates can jump dramatically from 4% to 40% when you change from general to specific, results-focused messaging
▶ 7:43Being too broad in your messaging puts your foot on the brake of actually helping people and making money
▶ 3:05Focus on increasing your DPH (dollars per hour) just like a car focuses on MPH (miles per hour)
▶ 4:06Be a motivating speaker who gets people to take action, not just a motivational speaker who pumps them up
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Topics
Coaching Strategies
Business Frameworks
Common Mistakes