If you are in the business sphere you would have heard the term ‘sales page’ bounced around. It sounds like something you should work on but you have a million other things to do so it gets rushed. Mastering this specific piece of content just doesn’t fit into your calendar. Honestly, it sounds overwhelming…
Don’t worry I’ll break it down for you. It’s time you got the most out of your sales page so your offer is generating the level of sales you deserve.
What is a sales page?
Let me confirm what we are actually talking about. Your sales page is your final frontier. Once you have convinced people to check out your product through social media posts, email marketing, ads or another marketing channel, you send them to this page to buy.
That doesn’t mean your sales page should be an afterthought. You need to impress because it costs nothing for potential customers to click away without purchasing. Your sales page is where you seal the deal.
So a short product description isn’t going to cut it. You need to explain exactly what customers are buying and why it’s worth that price. Most importantly you are selling a transformation. What is their life like without this product and how will their life change with it?
What are the stats?
Don’t take my word for it that sales pages are important. I’ve got research to back me up.
Long-form landing pages can generate up to 220% more leads.
Personalized CTAs convert 202% better than a normal CTA.
Companies with 10 to 15 landing pages increase leads by 55%.
90% of visitors who read your headline will also read your CTA.
88% of consumers trust testimonials and reviews.
Clearly getting your landing page right can really change the game. It is definitely worth putting time and effort into because it is a key part of your selling process.
Where to start with sales pages
So you know what sales pages are all about but how do you start writing an awesome one?
My top tip for writing anything that you are intimidated by is to break it down. Split the page into elements and work on them one at a time. It is much less overwhelming and allows you to work in a more focused way.
You need to grab the reader’s attention from the start to convince them to keep reading. Think about what would be most appealing for your audience. It could be the title of your offer or it could be a question. For example, are you [target audience] struggling with [pain point your offer deals with]?
Excite visitors from the start and they’ll want to keep reading to find out how you can help them.
Stories aren’t just for kids. You can portray a lot through sharing stories on your sales page. This includes the story of how your offer came to be. Why did you want to help people with this problem?
You could also include the story of how you got to where you are today. If it proves your experience and expertise, it will make readers more likely to trust you. Finally, you can tell the story of the transformation your offer provides.
Take time describing where your target market is now, where they want to be and how your offer can get them there. Take your visitors on a journey where they end up wanting to buy.
Now your sales page can’t be all storytelling. You need to get into the details too. I would suggest you do this after you have done storytelling because that part is more appealing than hitting visitors with the price straight away.
So you need to include the features of your offer and why they are beneficial. You obviously need to state the price but you could also talk about how much the offer is worth or how much other solutions cost to show how reasonable your price is. If you have some kind of payment plan or money-back guarantee make that clear too.
You shouldn’t only have your call to action button at the end of the sales page. Visitors should be able to click through and buy throughout the page to make it as easy as possible for them to follow through. I wouldn’t suggest you use the basic ‘Buy Now’ phrasing. It’s not very exciting. Choose something encouraging like ‘Get [offer outcome] Now!’
What a lot of people do leave to the end is the frequently asked questions section. That’s because it deals with any last doubts people might be having about your offer. It states questions visitors might be having and explains them away.
You could also have some fun at the end and add a P.S. section. This is your last little message to anyone reading the page. It’s the last thing you say to them to encourage them to buy. You could create a sense of scarcity by saying there are only limited spaces or the offer will go up in price soon. Anything you can think of to validate the decision to buy now.
Sales page walkthrough
So that’s an overview of what is involved in a high-converting but still friendly sales page. This doesn’t have to be the end of your learning though. I have created a workshop with an accompanying workbook that talks you through exactly what to include on your sales page. As well as this I take you through some live examples so you can see what other people are doing and how you can make your sales page yours.
Get all the goodies by signing up for the workshop below. You get instant access so you can stop putting off this crucial piece of the sales puzzle. I’ll see you inside!