How to Design an Amazing Sales Page for Your Next Big Launch!

Post Synopsis: A powerful (i.e. highly-converting) sales page is made up of two things: a good copy and a good (visual) design + layout. Without one or the other, your sales page will fall flat. In this post, you will understand what makes for a good copy and a good design when it comes to a designing a sales page.


Last week, I introduced you to the characteristics of an effective sales page. This week, I want to introduce you to the components that make up an effective sales page, i.e. how to design a sales page.

Broadly, these components fall into two categories–text and design.

The text (a.k.a. the copy) is the story of you and your product or service. The design is how you organize the story to make it easy to understand. Together, these two aspects bring your sales page to life and primed for action.

Ready? Let’s go!

How to Design a Kickass Sales Page

A powerful (i.e. highly-converting) sales page is made up of two things: a good copy and a good (visual) design + layout. Without one or the other, your sales page will fall flat. In this post, you will understand what makes for a good copy and a good design when it comes to a sales page.

Text Elements

The “hero” headline

When designing a sales page, this is the biggest, the boldest, and the most beautiful element. Your hero headline (often also your course or package name) is the hook of your sales page…this is what grabs the attention of your target audience. Without the hero headline, most potential customers won’t bother even scrolling down to know about the offer.

  • Keep it short and snappy: Headlines are most effective when they are short…about 60-100 characters (without space!). Spend a good amount of time coming up with your hero headline. Believe it or not, most effective headlines are not the first headline the writer thought of.
  • Choose clear over clever: Snappy need not be unclear. Often, in an attempt to be cute or show their offbeat personality, some bloggers construct sentences that are ambiguous or bring no value to the table. While it’s always good to be true to your personality, your sales page may not be the most appropriate place to showcase it. This is not to say you shouldn’t even try, but remember being humorous in a sales copy is a lot more difficult than writing a straightforward copy that resonates with readers. Make sure what you write prioritizes clear over clever.  
  • Make it compelling: This builds on the previous point. Your headline should be strong enough to compel readers to find out more about you and your offer. One way of doing this is to promise them something aspirational or relief from their pain. This promise is essentially the unique selling feature and the primary benefit of your product or service.
  • Examples of hero headlines:
    • Struggling with low traffic? Grab our revolutionary traffic building strategies for a never-before price!
    • Want guaranteed sales on your next amazing product?
    • 5 High Converting Facebook Ad Templates (even if you’re in a competitive niche)
    • Want personalized landing page advice?
    • How I earn $10K every month (and you can too!)

The sub-headline

Sub-headline is what comes under the hero headline–it’s like the tagline of your sales page. Make it descriptive but don’t write a novel here.

  • Use this area to describe the objective of your product or service.
  • In 12-15 words, draw attention to how your product or service can address your target audience’s core frustration, problems, weaknesses, struggles, etc.
  • Examples of strong “solution” headlines:
    • How I landed my first $10K client and you can too!
    • What if it didn’t have to be that way?…
    • I have the perfect solution to get rid of that nagging voice in your head…
    • What if (your life, business, etc.) could look like this… (use imagery)

The “sales copy”

This is your main selling message…the part where you talk about your extraordinary product or service.

  • Deliver a clear value proposition: Explain the “what’s in it for me?” or the WIIFM, of the course. You know that your offering is not for everyone. That’s why you did audience analysis; that’s why you did competitor analysis; that’s why you created your ideal customer avatar? It’s time to bring all that research to the table. Spell out clearly who this product or service is for? What will they accomplish if they take your course or hire you as a coach? The last thing you want is to target the wrong customer segment and then receive poor feedback.
  • Use benefit driven language: Benefit-driven language presents your course to your audience in a way that appeals to them and their needs. Instead of saying, “I’m giving you 5 hours worth of content that I spent 2 months creating!” You can say “After taking this course you’ll be able to X which will result in Y and Z.” Make sure that your sales copy is less about you and more about your audience and product or service. In other words, focus on the benefits rather than features. Here’s an exercise for you: work on finding the benefits of benefits. Confused? To impress upon the real pain point of your ideal customer, you need to know what is really going on and what exactly are you helping address. To find out, drill down to the lowest level of benefits, that is, the benefits of benefits. I learned this very cool trick from a copywriter to help extract the actual benefit of your offer–using the “so what” method. For example, let’s assume you are a money and/or mindset coach.  Put yourself in the potential client’s shoes and think:
    1. I am offering a free 30-minute discovery call > so what?
    2. On this call, you and I will discuss why you are afraid to market yourself > so what?
    3. If you are afraid to market yourself, you will not be able to land high-paying projects > so what?
    4. Without the high-paying projects, your bank account will not swell > so what?
    5. Without a swelling bank account, you will not be able to pay off your student loan > so what?
    6. Without paying off your student loan, you will not be able financially independent > so what?
    7. Without financial independence, you will not be able to create time for things you love to do (or relationships)… > so what?

Get the drift? Go on till you cannot drill down anymore. This exercise will also help you validate your ideal customer avatar.

  • Split your content into several paragraphs: Let’s face it…too much text is a turn-off for most of us. Chances are even though this post is packed with useful information, you are starting to get restless. SO.MUCH.TEXT. Sorry!! Unfortunately, there isn’t much you can do on a blog post without spending hundreds of dollars or breaking your website. But what you can do is break your content into smaller paragraphs (blog post writing best practices, anyone?). This makes your content scannable and adds white space for visual relief.
  • Focus on the benefits: I know this has already been discussed but this is just SO important. At no point can you let go of the benefits of your product or service. For each paragraph, ask yourself “Why should anyone read this?” Translate the answer to create a compelling sub-heading.
  • Use sub-headings: Breaking the content into scannable chunks is great but customers are busy and greedy. They need quick answers. Use sub-headings to present those answers. Can a visitor understand your basic offer by just looking at the paragraph sub-headings? The answer should be YES! Because again, customers are busy and greedy.
  • Entice the reader: The majority of potential customers will scan your sales page. A small percentage makes the effort to read the first couple of sentences in each paragraph. An even smaller percentage will read the entire copy. Keep it interesting for them. Draft your sub-heading and the following content in a way that entices the reader to read further and find out more. More the time they spend on your sales page, higher the chance of you landing such clients in your pocket.

The price and payment methods

Humans (well, most of us at least!) value money. We work hard to earn it and would think 10 times before spending on it on something.

  • Don’t let the price overwhelm: Make sure if you are selling a high-ticket item, the amount is not the most prominent chunk of text on your sales page. Conversely, if you are selling a low-priced item or offering a heavy discount, increase the font size. In short, highlight low price; downplay high price.
  • Offer tiered pricing: This involves offering 2-3 different versions of your product, each building on the previous version and add additional features and benefits. This ensures that you are casting your net wide and targeting various customer budget points. This strategy works beautifully for both product and service providers. Here’s an example of tiered pricing on my preferred web hosting partner, *SiteGround’s pricing page.

Example of tiered pricing

    • Offer bundles: Instead of offering a tiered structure, you could also offer complementary products and/or services to create a high-ticket combo. You may have seen this technique being used heavily in retail shopping–buy 1 get 1 free; buy 1 get 2nd at 50% off; buy 4 get 40% off, etc. Bundling is so successful because they bring a sense of “value for money” in potential customers’ minds. Here’s an example of effective bundling on *Suzi Whitford’s course listings page.

Example of bundling

Example of payment plan

Alternatively, if you can present or teach your content on a monthly membership basis, that will ease the burden of one-time payment and will really add up in the long run.

    • Offer multiple forms of payment: Fun fact: a few months ago, I tried the free plan of Tailwind for the first time and LOVED the convenience of it. I almost bought the paid plan but did not go through with the payment at the last moment because they offered only credit card payments. No Paypal. Now, I don’t own a credit card (you heard me!) and I didn’t want the heavy transaction fees on my debit card (it’s HEAVY due to savage foreign exchange rates). So, I did not make the purchase at that time. But scheduling pins was taking up too much of my time. So I ended up borrowing my husband’s credit card and signed up for the paid plan earlier this month. I guess this round goes to Tailwind but it’s really bothersome to have only one type of payment option. That said, if you haven’t signed up for *Tailwind, you must! It’s a great scheduling tool that has freed up several hours of my week. Please don’t make this mistake with your products and service. At the least, offer Paypal and Credit/Debit card payment options. Here’s the gist of it all when it comes to payments: make ordering easy.

The call-to-action button

Very clearly, communicate what you want the potential client to do on your sales page.

Unlike a landing page, a sales page is designed to drive one and only one action from a potential customer–buy your product or service. This is not the place to book discovery calls or sign up for your mailing list (if you want those actions, you need to create a landing page, not a sales page).

Related

The social proof

Whenever possible, add social numbers (such as existing student numbers, followers on social media platforms, etc.) on your sales page.

But to really make a case, ask these social followers or your existing customers to write a solid testimonial for you.

The testimonial is nothing but an approval for you and your offering. Take a look at *Suzi’s sales page–it’s full of testimonials and even presents the number of current students.  

Examples of testimonials

With such solid testimonials, who wouldn’t be tempted to invest in her courses?

The FAQ

No matter how good a sales copy you write for your product or service, a majority of potential customers will still have doubts and objections. Use the Frequently Asked Questions (FAQ) section to address their doubts and objections.

Common examples of doubts and objections are:

  • Will this work for my unique situation?
  • Is this going to be too hard?
  • Will I have time for this?
  • What if I need to return this?
  • How can I trust this person?
  • Do I really need to buy this?

Use your sales copy as an opportunity to remove all possible objections your potential customers may have. It could be about the price; it could be about your credibility; it could be about payments or refunds. By addressing their concerns, you build your credibility and trustworthiness. Become your own ideal client. Think of everything that could hold your customer back. And then, break the holding spell.

Design Elements

The look of your sales page plays a HUGE role in raising or crashing the perceived value of your offer.

Depending on your personality and the offer, your sales page may be colorful or minimal. Irrespective of the tone you take, make sure the design is streamlined.

Colors

  • Use colors intelligently. Use contrasting colors for the background, font, and CTA buttons.
  • Do not use more than 3 (max. 4) colors. Do not layer two brights or two pastels on top of or next to each other. This can reduce comprehension and readability.

Formatting

  • Streamline and format the page properly.
  • Do not use script fonts.
  • Do not center-align bullet lists. They don’t look good.
  • Leave plenty of white space for visual relief.

CTA buttons

  • Make it a BUTTON–not a hyperlink.
  • Keep the CTA button front and center.
  • If using multiple CTA buttons, keep their colors the same.
  • Use Serif font on CTA buttons.

Misc.

  • Include the image of the product or the creator (if service based).
  • If possible, include images of people whose testimonials you are displaying.
  • Do not use sliders or heavy animations on your sales page. Design it as a static page to avoid visual distractions.
  • If creating tiered pricing structure, keep the highest price on left and lowest on right.

Additional Guidelines

  • Adjust the length: Depending on the price of your product or service, you need to alter the length of your sales page and the number of details you need to add. Generally speaking, more expensive the product, longer the sales page. This is because money matters. Think about this: you know what you need desperately. But, if two people were to pitch you the same exact solution for $97 and $197, which one would you pick? You want to be really, really sure about an investment of $197 compared to an investment of $97. Yes? Same goes for your client. Spend the time detailing every damn thing your potential customer needs to know to believe in your product.
  • Use personal language: Make the CTA button personal. Writing in first-person and second-person puts your reader in control when compared to using third-person language. For example, test using “Send me my workbook” versus “Send the workbook” in your button copy. Another example “YOU can do this!” or “I can do this!”
  • Design a great CTA button: The call-to-action (CTA) of your sales page is not just another button; it’s another chance to persuade your potential clients into buying your product, booking your service, calling you for a consultation, etc. Make sure your CTA button is designed to attract your readers’ attention. Here are some tips to design a high-converting CTA button.
  • Create a sense of urgency or scarcity: When pushed against the wall, our survival instincts kick in. The same applies to your sales page. If your readers know your product will be available forever, they will procrastinate buying it. But if you use phrases like “available limited time” or “grab at a never-before, never-after price” “limited seats” it creates a sense of urgency and/or scarcity. They don’t want to miss out on this amazing “deal” and so they are more likely to go through and make the purchase.

Pin for later.

A powerful (i.e. highly-converting) sales page is made up of two things: a good copy and a good (visual) design + layout. Without one or the other, your sales page will fall flat. In this post, you will understand what makes for a good copy and a good design when it comes to a sales page.

How to Create a High-Converting Call-to-Action (CTA) Button

Post Synopsis: A call-to-action (CTA) button is an integral part of blogging endeavor. It helps build engagement, invites responses and shares, opens communication channels, and builds your email list. This post explores the characteristics of a high-converting CTA button.


You started a blog and you are investing hours upon hours of your life to create fabulous blog posts and very relevant content upgrades to go with the posts.

Your email list is growing…but at a snail’s pace.

You are creating fantastic mini-courses or worksheets for a nominal price and hoping someone will make a purchase.

You are earning from your products…but not enough to even pay for weekly grocery.

You waited patiently for your cat to do something fun, recorded it, and posted it on YouTube. Funny cat videos are something people search for on YouTube all the time.

Some people had a good laugh watching your video but it hasn’t gone viral. Not enough people are sharing it with their social circles.

Here’s why:

Of course, the CTA isn’t the only factor that determines how well your sign-up form will convert, whether your post will go viral, and if your subscribers will purchase your next big product.

You must pay attention to a lot of other things, including following some basic tips of good writing. These include:

Of late, I have spent hours studying effective marketing tactics.

For example, I have learned that one way to increase the rate of conversion is to write compelling call-to-actions (CTA)–both text and buttons–that compel your readers to take action. It’s a small, little detail that most of us often ignore. And the consequences are there for you to see.

Ready to learn more?

How to Write a Powerful, High-Converting Call-to-Action Button

How to create a high-converting call-to-action button.

What is a call-to-action (CTA)?

A CTA, or call-to-action, is what it sounds. It’s you calling your readers to perform an action.

The action could be to write a comment, share your post on social media, join your newsletter, make a purchase, join your affiliate program, etc.

Whatever action you want your readers to take, communicate it directly and clearly to them.

CTA can be found in the body of a copy or embedded as a button, or as a combination of both.

Why do I need a potent CTA?

CTA is pertinent in every sphere of your blogging business. It’s one of the cornerstones of your marketing material.

For example, it is what:

  • Pushes your potential customer to become a paid customer and a paid customer to become a repeat customer.
  • Persuades website visitors or YouTube viewers to share your content on their social media platforms.
  • Compels your readers to share their names and email IDs with you. And we all know the money lies in the list.

A copy with a strong CTA will convert more readers/visitors into paid customers.

Unfortunately, many bloggers put in a lot of time and resources in writing blog posts and courses, but not enough time crafting their opt-in and sales pages.

If you look around, chances are most of the free and paid resources you signed up did not have the default “Submit,” Sign up,” or “Download,” CTA buttons.

Those buttons probably said something custom, such as “Help my business grow,” “Send me the good stuff,” “Count me in,” “Hell yeah!” etc. Such CTA buttons are more likely to convert (i.e. get sign-ups and purchases) than the default text options.

Are bells going off? I was in your shoes until a few months ago. I used to create CTA and leave the default “Subscribe” or “Sign Up” text in. But no more! And you shouldn’t either.

But here’s a caveat: a powerful CTA alone cannot guarantee a high conversion rate.

Your headline, your body text, how you weave the story, how well you communicate the relevance of your product or service–all such things add up in the end. These pieces of content, put together, communicate to your readers what they stand to gain by clicking the CTA button that follows.

(I will write a separate post on the body text of an opt-in and sales page. In this post, let’s learn about the CTA button.)

Characteristics of a high-converting CTA button

Marketing strategies have undergone tremendous changes in the last 20 years.

With the advent of the digital age, strategies are delivered online more often than not. Personal marketing (door-to-door) is on the decline yet engagement is at an all-time high.

The principles of writing an effective sales copy and the following call-to-action remain the same:

  • Offer a fail-proof, low barrier to entry: Most people are risk-averse and they are likely to click away from a page that seems forceful. Craft your CTA in a way that is non-obligatory and low-risk for the potential customer. A no-obligation, fail-proof CTA is more likely to invite immediate action from the reader.
    • Examples: Free trial; money-back guarantee; proven techniques to gain 500 email subscribers in 30 days, etc.
  • Include one specific instruction: The most effective CTAs are no-nonsense and straightforward. Tell the reader what you want her to do–give her one, clear instruction.
    • Examples: Buy the bundle; Learn more; Download XYZ; Add to cart, etc.
  • Encourage immediate action: Even though the copy should be obligation-free, you can create a sense of urgency by including wordings that point to limited availability. When people know something is going away if they don’t take immediate action, they are likely to give in.
    • Examples: Cart open for 1 week only; Start a blog in the next 10 minutes; Free webinar recording available for 48 hours only, etc.

The goal is to persuade the reader to take an action.

A typical high-conversion CTA button:

  • Has one purpose: Every blog post, every video, every sales page, every CTA button should be focussed and written to accomplish one and only one objective. What do you want the reader to do next? Do you want them to join your newsletter, like your Facebook page, browse your shop, or buy your product? Identify the primary objective of your copy and make the CTA button all about that one objective.
  • Uses one button: On an opt-in or sales page, you should only have one primary button that accomplishes one primary objective (as explained above). Sometimes and especially in long-form sales pages, copywriters will give the reader multiple chances to complete the action. This requires placing multiple buttons on the page, but all are geared towards the same outcome.
  • Uses a persuasive tone: Agitate the problem your product or service can help resolve. Push the reader to see the benefit of your offerings. Make them believe there is no better solution to their situation than to buy your product or service. What you write must be compelling enough for the reader to click through. Take away all the frills and deliver the exact action that is desired from the reader.
  • Is action-oriented: The reader should know the outcome of clicking the CTA button. This is why the CTA button text should always be action-oriented, i.e., use a verb. Click here; Add to cart; Call now; Share the love, etc. are all examples of a good CTA button.

These four are the most important characteristics of a high-conversion CTA.

Bonus Tip: Use “power words” to increase the rate of conversion

Believe it or not, there is actually a list of words that are considered “powerful” and “high-converting” in the copywriting world.

Power words are words that trigger emotions and invoke curiosity–something I wrote about earlier in my post about crafting the best headlines.

The same concept applies to CTAs.

Let’s look at an example:

Here’s what’s great about the WordPress.com landing page:

  • Specific action verb: Get started
  • Low-risk entry: Free; few simple steps
  • Benefits: Easily create; new; beautiful, secure, mobile and SEO-friendly website
  • Emotion: New; amazing

Want a list of power words you can use in your CTAs for higher conversions? Sign up below!

Additional tips to create better call-to-action buttons

The secret to writing amazing call-to-actions is the same as the secret to any good persuasive writing. But, it may take you a few tries before you know for sure what clicks with your readers.

Don’t hesitate to experiment with the verbiage, visuals, placements, etc.

  • Find the optimal placement: The CTA button should be placed in the reader’s direct line of vision.
    • Example: Place a button just below the benefits, front and center.
  • Utilize the power of I, Me, Myself: Writing the CTA in first-person will put the reader in control.
    • Example: I am ready to explode my blog traffic.
  • Add social proof: This adds credibility to your brand.
    • Example: Network with 6500+ fearless writers in our free FB group.
  • Design a standout button: The CTA button is the most important element of your opt-in and sales page. It is the threshold of something bigger. Ensure that you use a contrasting color on the button to make it stand out from the rest of the page.
    • Example: Red button on a white page.
  • Be true to your personality: If you are someone who doesn’t use cuss words in real life and/or in your blog posts, it would be very awkward if you drop the F-bomb in your sales page. However, it doesn’t hurt to be a little humorous in your opt-in and sales pages. Charm the reader.

Want a list of power words you can use in your CTAs for higher conversions? Sign up below!

Starting today, set aside a reasonable amount of time to craft the best CTA you can think of for your free resources. This will stand you in good stead when it’s time to create the sales page for your paid product.

What are some of your proven techniques for writing a high-converting CTA button? Share in the comments below.

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How to Create a High-Converting Call-to-Action (CTA) Button