The Closing is the guidance (CTA) placed at the end of the homepage and your most-visited pages. Instead of suddenly asking, "Please contact us," it leads to a micro-conversion such as "See a pre-delivery Sheet" or "See a sample document."
The line that only needs to be read is determined by the shape of your work. If your work involves delivering something, it's guidance to view the pre-delivery Sheet. If your work involves clients submitting documents, it's guidance to view sample documents.
Place the revised guidance not only on the homepage but also at the end of your most-visited pages. If your most-visited pages still carry the old guidance, the path you've built ends up leading to the old exit partway through.
▶ Decided by the top executive
• Decide to make the end of your most-visited pages guidance that only needs to be read.
• On Friday of that week, look at the same ending again.
• Keep the one line of the revised Closing in the fields in Chapter 14.
▶ Asked of employees
• Within that week, open the end of the most-visited pages, and if it begins with "Please book a consultation," revise it into guidance to view the Sheet.
• Place guidance toward a consultation on specifications where advanced prospects will see it.
• When the ending is drafted with AI, a person checks that no heavy commitment remains.
New prospects can move on to the next page without making any commitment. More inquiries should come from people who have finished comparing.
Key points: Make the Closing a single line that only needs to be read. What you hand the contact at a new prospect is the project's Sheet. Place guidance toward a consultation for people who have read several pages. Guidance that doesn't rush may, in the end, get there sooner.
AQ GROW | AI Search Structure