Every Offer Page Needs a Door Down and a Door Up

Most price pages are a wall of boxes. You pick one or you leave.

I went through the service pages on Faretta.legal this morning, my own pro se help product, and the part worth teaching is not the prices. It is what sits at the bottom of every single offer page.

A door down. A door up.

The Ladder of Help

Every service page I pulled ends with a small block called Ladder of Help. It names the next lighter offer and the next bigger one, with the price on each.

Here is how it runs across the four pages I pulled:

• Motion Skeleton Sketch is the bottom rung. It has no lighter version. Its only door points up, to What Do I Do Now? at $12, and its Need More box points to Quick Case Direction at $20.
• Case Timeline Starter points down to Quick Case Direction at $20 and up to a Texas Public Records Request Draft at $27. Its FAQ adds a third door: more than 15 documents, move up to Case Timeline plus Issue List at $67 for up to 30.
• Case Review and Plan of Action points down to $77 and up to $197.
• Evidence Org Pack points down to $197 and up to $997.

And every one of those pages carries the same escape hatch near the top: not sure this is the right tier, describe your case to Faretta and get a recommendation in under a minute, free.

Why that matters more than the price

People do not arrive at the offer you designed for them. They arrive wherever a search, a link, or a friend dropped them.

Somebody with a hearing in three days lands on a done-for-you binder they cannot afford. Somebody with a real contested case lands on a $5 outline that is too small. With a wall of boxes, both of them leave.

With a door down and a door up, both of them stay one click from the thing they actually need. The catalog page says it in one line: pick the tier that matches your moment, upgrade or downshift anytime. The Ladder of Help is the part that makes that sentence true on every page instead of only on the catalog.

The disclosure, because I owe you one

While I was pulling these pages I found something broken, and I am not going to publish around it.

On the copy of the catalog my server fetched this morning, the price slot on all 23 services reads Free. The band headings on the same page still say Under $20, $27 to $77, $67 to $197, $497 and up, and $27 to $2,497. Each product page I pulled also shows Free in its own price line and on its buy button.

The ladder blocks, meanwhile, still show real prices. So the same page is telling you two different things.

I am not charting any of these prices today. When a page states two different numbers for the same thing, a chart just makes the wrong one look official.

The fix is on my list. The lesson stands on its own, and so does the honest note: Faretta Legal is not a law firm and does not provide legal advice, which is printed on every service page I pulled.

Your version of this

You do not need a catalog of 23 offers to use this.

1. List your offers smallest to biggest.
2. At the bottom of each offer page, name the one below it and the one above it, with the price.
3. Add one sentence near the top for the person who is not sure: here is how to find out which one fits.
4. Then fetch your own pages the plain way and make sure the price you think you are showing is the price that is actually there.

That last step is the one I just learned again.