The Bridge Page: Why Sending Traffic Straight to a Sales Page Loses the Sale

Someone sees your post on Facebook. They like what you said enough to click. They give up their email address for whatever you’re offering. And then you send them straight to a sales page for a company they’ve never heard of, with a video that has nothing to do with the person they just decided to trust.

Watch the numbers on a funnel built that way and you’ll see it every time: a wall of people who dropped off in the first ten seconds. Not because the offer is bad. Because nobody warmed them up before handing them off to a stranger.

As someone driving traffic to an offer that isn’t your own company, you already know this exact drop-off, the moment a visitor stops feeling like they know who they’re listening to and starts wondering who this new company is. This session, part of the process setup track inside the Unstoppable Mastermind, is entirely about the page that sits between those two moments and keeps the handoff from losing the sale.

Why does traffic that trusted you suddenly bail the second they see the offer?

The session lays the funnel out in three stages: a capture page, a bridge page, and a sales page. A lot of people driving traffic skip the middle piece entirely and send leads directly from the capture page to the sales page. That’s the mistake. The sales page usually belongs to a company that doesn’t know the visitor, wasn’t the person they just related to on Facebook, and often opens with a pitch before establishing any reason to keep watching. People notice the switch almost instantly, and a huge share of them are gone within the first ten seconds of the new video.

A bridge page exists to close that gap. It’s one page, one short video of you talking, and one button underneath it. Its entire job is continuity: restate on camera exactly what you said in the ad that got them here in the first place, then hand them off having already reinforced the trust they walked in with, instead of introducing a completely new voice at the exact moment they need to make a decision.

What does a bridge video actually need to say, and how long should it run?

The script the session walks through is short on purpose, something that can run thirty seconds to a minute if being on camera for longer isn’t your strength. It restates the same promise made in the original ad, points at the specific problem the visitor already has, and then hands off credit honestly instead of overselling. As the session frames the example, “chances are you’re on this page because you’re interested in learning how I make money affiliate marketing online and that’s exactly what I want to show you today”.

Notice what that script doesn’t do. It doesn’t ask for the sale. It restates, it reassures, and it points at exactly one button. That’s the whole design. You’re not trying to close anyone on a sixty-second bridge video, you’re trying to keep the trust that got them to opt in alive long enough to survive the transfer to a page you don’t control.

Why does a messy home office undo everything the script just built?

Once the words are right, the session turns to the three things that quietly wreck an otherwise solid bridge video: where you film it, how it’s lit, and whether you’re actually looking at the camera. A cluttered room with a bookshelf jammed in the background or kids running through the shot works against every word you just said on camera, no matter how well the script reads.

location is cool lighting is the second one we want to be able to see your face everyone wants to see your face

Eye contact matters just as much as the room behind you. Looking into the lens instead of at your own image on the screen is what makes the video feel like it’s actually being spoken to the one person watching it, not read at a crowd. None of this requires professional gear. It requires a window with some daylight coming through it and a few minutes spent checking what’s visible behind you before you hit record.

A few things worth locking in before shooting your own version:

• Restate the exact promise from your original ad in the first few seconds.
• Keep the whole thing under a minute unless you’re genuinely comfortable on camera.
• Shoot somewhere with natural light and nothing distracting behind you.
• Point to exactly one button, and say exactly what happens when they click it.

Being polished was never the requirement. As the session puts it, “don’t try and be anyone else and just have fun with it”. A bridge page built with an honest thirty-second script and decent lighting will outperform a slick one that skips the handoff every time, because the entire job of this page is trust, not production value.

The full session shows two complete bridge pages built live inside a real page builder, plus exactly how the affiliate link gets pasted into the button so the whole funnel actually connects end to end. Create your free account at empowernetwork.com/watch to watch it and download the audio.

The full session transcript follows below.

Transcript

Alrighty, so now it’s time to start digging into bridge pages. Now, this is very important, and let me tell you why. I know I say everything’s very important, because it really is. When it comes to creating a sales funnel, we want everything to run smoothly, and we want your prospects to, when they see your capture page, we want them to end up buying your offer right away. If we can do that, then we are on the right track.

So with a bridge page, what we’re doing is, I, a lot of the time, people, when they drive traffic to offers, they will show them a capture page to build that email list, because when it comes to marketing on the internet, that’s vital. I’ve said that time and time again. It’s because it is, okay? So they build that email list, that’s a little list icon there. Then a lot of them just send them straight to the sales page, right? So we have CP for capture page, BP for bridge page, and SP for sales page.

So a lot of people drive traffic straight to the sales page. They lose a lot of people because, what happens, now let me use and a specific example for that, and I’ll use me. So let’s say they see me on Facebook. They see me advertising my course. So I’ll say, hey, you know, I’ve, I have this course that I use, let’s say, to do with affiliate marketing, because I do affiliate marketing on the internet, and this course explains exactly how I market as an affiliate for companies on the internet, and it explains exactly how I do it. Go and check it out. So that’s maybe what I put on Facebook, for example.

Then someone will come and click my page, and I’ll go, into your email address, and I’ll show you the course that I recommend, right? So they’ll enter the email address, and I’ll show them. If I sent them straight to here, what’s going to happen is they’ll see a different company that doesn’t have me in it. Now, I know, you know, I don’t have the company, and the company may not be mine. But because I’ve suddenly taken them from a post to where I’m doing something cool and they like and they relate to, then when they go to jump over to this offer and they see this video, that’s quite, this might be quite salesy, or it might promote something that they don’t necessarily understand yet. You have to be able to guide them into that, because when they see that, a lot of, a lot of them are going to go, oh no, that’s not for me, within the first like 10 seconds. And we see a lot of people, when you track numbers and videos, they drop off within the first 10 seconds.

So what we want to do is we want to eliminate that by putting in a piece of value in the middle, which we call a bridge page. Now, all we want to have is, we want to have a one page with a video and a button below it, right? So on here, that’s going to be a little video of you talking, and then that would just say, get instant access, find out more, or discover, or get started now, or something like that. But what happens is, when we drive traffic to our bridge page, then to our sales page, we’re going to increase their sales. And what you say here only needs to be short, and this is where a lot of people fall into a trap, and they don’t really understand how this works.

Now, there’s many ways that you can shoot a bridge page, in a bridge video. You can do it, you can have something long and drawn out. But if you’re not very good at shooting videos, like me, something short and simple is much, much easier. So for me, let’s just say I’m selling a program that teaches affiliate marketing, right? Because that’s what I do, and that’s what I, I learn, and the people that follow me on Facebook, that’s what they like. So we’ll go from Facebook, right? And then they will, so they’ll enter the email address and they’ll see a page. And now, this is what I want to do. I want to say something like, hey, it’s Nathan here. Now, chances are you’re on this page because you’re interested in learning how I make money affiliate marketing online, and that’s exactly what I want to show you today. Now, below this video you’ll see a link. That link leads to the program that explains exactly what I do in detail. Now, I have to admit, I didn’t learn anything, I didn’t, sorry, create anything myself. These guys taught me everything I know, and I highly recommend them. So go ahead, click the link below, go check it out for yourself, and hopefully I’ll see you around the world someday.

So that is basically, and I know it’s short, it only needs to be 30 seconds to a minute long if you’re not the best at having conversations with a camera. Now, for me, I have to keep it short. I’m not that good at talking to a camera for long periods of time, so it’s much easier to do something short like that. And all you are doing, when you think about it, is, you’re going, when they see you on Facebook, right? So when they see you here, by the time they get to this bridge video, you want to tell them, you want to ensure them that you’re going to give them your money when they see you, because that’s the way, when they, them, what it is you told them over on your advertising or on your marketing. So whether it was Google or Facebook, we’re using Facebook, for example.

So if I say, you can check out this course that I use to affiliate market on the internet, you want to make sure on that bridge video you say, hey, it’s Nathan here. Now, chances are you’re here because you’re interested in learning how I make money affiliate marketing on the internet, right? And here’s a course that I want to show you, right? So I’ve just explained, I’ve restated what I was saying on Facebook in my bridge video, and this is very important, okay?

Now, very quickly, once you’ve done that, so, if you’re interested in learning it, you know, how I do that and how you can do that too, go ahead and click the link below this video. Now, you’ve got to remember that your video is on a page with a button below it. So you want people to click that. There’s one button, that’s all there is on the page. You just want to direct them to there as soon as possible, but being nice and friendly and just being human about it. Don’t say, look, you know, go get this and buy everything. No. Chances are this might work for you, you know, I like it, it’s helped me, I’m sure it can help you too.

So when they click the button, when they go and see that sales page, you’ve handed it off to the company now. So then you’ve taken this person that you’ve built a relationship with through your marketing, and you’ve handed it off to them. This is very, very, very key, and they have more trust in you when they go and see your offer.

So that, my friends, is a bridge video. I will see if I can actually a couple of scripts to a bridge video with this video. If not, just go back and replay what I said and just customize it for yourself. So be as much of you as you can. Don’t try and be anyone else, and just have fun with it. You can be pretty relaxed. Don’t try and be uptight and say it all professional. I say a lot of ums and ahs all the time, and it hasn’t affected my, my video. So don’t, just play with it, don’t be afraid. And you can test it. If it’s not working very well, you can create another one.

Now, a couple of points. Location, location is one. If you can go outside in the Sun and a nice sunny area, and, and go in a environment that feels really good and very cool, that is a big one. So many people are sitting behind the computers with their, you know, the bookshelf in the background, or whatever, or messy room and kids running around, you know, shooting their videos. Not ideal, okay? Location is a big one.

Lighting. Even if you are inside, it’s cool, but you just keep mine, like, have a nice tidy office and have things that will, you know, make, you know, it gives like the sense of, okay, this guy kind of knows what he’s talking about. And even if you’re just being yourself, you’re saying your arms and arms, your environment speaks words, you know what I mean? So location is cool. Lighting is the second one. We want to be able to see your face. Everyone wants to see your face, okay? I don’t want to see this dark, you know, but show it on the screen of your computer and just the glare off the screen, you know, shining on your face. When you say this, you’ve got to make sure there’s a nice little bit of daylight coming in from your window. So open your curtains, things like that.

And the last one, eye contact. I should say eye contact and energy. Can I just say eye contact and energy? Why not, we can say what we want, right? So, eye contact and energy. You want to make sure that you’re actually looking the camera in their eyes. You’re not, you’re looking the person in her eyes, and you, and you’re good, you’re having fun, you know. If you’re saying, hey, you know, my name’s Nathan back in, and I make money affiliate marketing online, if you want to see what I do, you can click the link below, that, this course, there’s a link, and that will take you over to a video that I use, and I recommend it, it’s helped me, and I think will help you to, you might get people in. But you don’t get as much if you’re, you know, if you’re energized and like, yeah, what’s going on, you know, I’m really passionate about the thing that I’m about to show you. It kind of, you feel that energy when you, when you share it like that.

So make sure you follow this kind of method when it comes to your bridge videos, and play with it. So if you’re good at editing, you can incorporate some b-roll, some shots, you can, you can play with it as much as you want. I wouldn’t recommend making a bridge video over the 20-minute mark, because I’ve made most of mine within the, around the one minute range. So they don’t have to be long, but as long as you’re achieving the goal of guiding them through that process, you’re going to be key. So get stuck into your bridge videos. I hope this helps a lot, and now I’m going to show you how to complete your entire funnel so that the whole thing runs smooth. All right.