Step 3: Answer the Question - What does It Cost?

Start taking care of concerns of your audience

Why & What


The Answer to this question is not just about addressing the money related concerns, it’s about addressing the investment the users have to make in order to move forward:

  • Time. How much time does your offering require to use?
  • Learning. Does your offering requires new/different learning?
  • Integration. How much extra effort is required to integrate your offering in the customer’s world?
  • Convincing team members. The implementation of your services or product might require mobilizing internal team.
  • Integration with existing system: Do your product need integration with existing system
  • Price of you product or service

For example in the following button, the company is trying to address the cost associated with time:





  • Your landing page needs to address all relevant cost concerns about your product/service.
  • Remember that the motivation to buy is Perceived Benefits minus Perceived Costs.

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    No. Step Duration
    1. Answer the Question “What is it?” – Let’s start strategising your content for the landing page 30mins
    2. Answer the Question “Is It for Me?” – Is your landing page relevant for your audience? 30 mins
    3. Answer the Question “What does It Cost?” – Start taking care of concerns of your audience 20 mins
    4. Answer the Question “What are the Risks?” – Address possible risks of your audience 30 mins
    5. Answer the Question “What is the Next Step?” – Decide the action your customers should take 10 mins
    6. Create account on – Let’s get on the tool! 15 mins
    7. Create your page on – Time to create your page 1 hr
    8. Publish your Landing page – Publish your page! 15 mins