crafting an impactful one-pager: your checklist for success
in today's digital landscape, a compelling, “email-able” one-pager has become a powerful tool to convey the essence of your business to potential customers or clients.
tick all ten boxes of this checklist to ensure your one-pager leaves a lasting impact.
☑ brand identity
leverage your logo, color palette and typography to foster a consistent and professional appearance.
immediate brand recognition and consistency across all of your marketing materials will reinforce your company’s professionalism.
☑ compelling headline
recognize your one-pager's headline as the first opportunity to grab the attention of your target audience.
craft a clear headline to convey your product's core value, avoiding excessive industry jargon.
☑ features + benefits = impact
take an active voice approach when articulating your key features and benefits to directly address the pain points and needs of your audience.
envision a lunch conversation with a prospective client…
what is the impact you would focus on during your conversation when discussing the benefits of working together or purchasing your service or product?
☑ customer-focused value proposition
convey what makes your product or service unique and why it matters to your audience. Is there something that makes you different than your competitors?
communicate this to capture your business's unique value proposition with a focus on how it impacts your potential client or customer.
☑ eye-catching imagery
whether through imagery, graphics, or data visualizations, visuals will enhance message retention.
use visuals to complement your message or replace copy where possible to create an immediate connection between your brand and the desired impact.
☑ brief bio, company mission or boilerplate
introduce your company's story or mission briefly.
highlight your expertise, values or vision to invite potential clients to relate on a personal level and facilitate an understanding of your company's personality.
☑ contact info
incorporate multiple contact channels, including email, phone, social media, and a website link, potentially in the form of a QR code.
everyone maintains different communication preferences so be sure to provide enough information so your potential clients or customers can connect with you effortlessly.
☑ call-to-action (cta)
guide readers purposefully with a compelling call to action.
from subscribing to a newsletter to requesting a demo, prompt your audience to take the desired next step and ensure it is actionable and directly clickable within the pdf.
☑ visual appeal
your one-pager will serve as the snapshot of your company's essence, making it a vital tool in your marketing toolkit.
this is a lot of pressure to put on a single piece of marketing material, isn't it?
and there must still be a balance between white space and content to maintain readability.
use spacing, headers, subheads and bullet points intentionally to guide your reader's eye through the document and keep them engaged.
when they open your pdf, will their eyes slide down the page easily?
if not, time to refresh it, turn copy into a visual or reduce your copy altogether.
this is a great exercise for new businesses and for those of us who think EVERYTHING is important.
by including key elements such as your logo, a compelling headline, customer-centric copy, and engaging visuals, you can create a one-pager that resonates with your target audience, drives engagement and converts.
strike the right balance between providing essential information and maintaining a clean, visually appealing design.
with this checklist as your guide, you are well on your way to crafting a one-pager that showcases your company's strengths and captivates your audience.
