Our model moves cold traffic from first impression to action
Cold traffic arrives with questions. What is this? Is it for me? Why should I care? Can I trust it? Is it worth the price? What do I do next?
The Buyable Model makes sure your website answers each one clearly, credibly and in the right order, so a stranger can move from curiosity to action.
Understand
Make the proposition obvious with zero context.
A stranger should be able to understand what you sell without needing to know your background, terminology or method.
They need to see:
- What the offering is
- Who it is for
- The problem it helps with
- What they can expect to gain
- Whether it is relevant to them now
Believe
Make the value clear enough for the price to make sense.
A stranger needs enough evidence to believe:
- The business understands their problem
- The proposition can deliver the outcome it claims
- The process makes sense
- The price reflects real value
- Other people like them have trusted the business before
Act
Give people a good reason to act today.
Later often means never, even when someone genuinely intends to come back.
A stranger should know:
- What to do next
- What will happen after they do it
- How much time or commitment it requires
- Whether the action is right for their situation
- Why waiting may keep the problem unresolved
See which questions your website needs to answer
Our Six Strangers Test shows you what cold traffic understands, doubts and still needs to know before taking the next step.