Post Synopsis: Your sales page is the window to your amazing product. It is what will help potential customers decide if they want to invest in your product or service. This post explains how to write an effective and persuasive sales page that converts potential clients into paying clients.
Thought as much.
So, what’s your plan for monetizing your website?
If any or all of these strategies are your chosen strategy for monetization, this post is not for you.
But, if you want to create and sell your own products and/or services, stick around.
Think about the last course or eBook you bought from your favorite blogger. What convinced you that the course or book was the right choice for you?
You may think it was the webinar the blogger hosted or the emails that you received.
But pay attention and you will notice those webinars and emails directed you to a persuasive, long-form sales page.
So if the webinar and the emails could persuade you to purchase the product or service, then why did the blogger spend so much time and energy in creating a full-blown sales copy too?
Believe it or not, despite all the promotions leading up to a course, it’s the sales page where most potential clients drop off. They may not even read the whole page and decide this product is not for them.
That’s why it’s so important to design your sales page to be the most effective tool in your sales process.
How to Write a High-Converting Sales Page
What is a sales page?
Let’s assume you have done all the prework (as you should–if not, a relevant post is coming soon). You have created a paid product and designed an offer. But now, you need to get the word out.
This is where your sales page comes in the picture.
A sales page is a page designed to get you a sale. In other words, these pages are meant to convert potential customers into paying customers.
How is a sales page different from a landing page?
A common misconception is that a sales page and a landing page are the same. They are not.
The purpose of a landing page varies depending on the type of page it is, but at the highest level, they are meant for “mini-conversion.”
For example, the purpose of an About page is to convert a generate lead by presenting your skills and how they can help the potential client. These pages do not focus on any one product or service but are meant to deliver an overall feel of what to expect.
Consider landing pages on the broader end of a sales funnel.
On the other hand, the purpose of a sales page is to…you guessed it…sell. These pages are super focussed on selling one and only one product or service and are designed to cover everything a potential client needs to know about an offer.
But more importantly, these pages present the how and why aspects of the offer.
Why should the reader buy this product? How will this service help the reader? Why should the reader purchase the product now? How is this service different from what’s already available in the market.
Why do I need a sales page?
You can’t be there in person to tell your sales story. Create a sales page to do the talking with potential customers.
Sales pages are designed to persuade potential customers into buying your product and/or invest in your services.
You may be great at what you do but not everyone knows that.
People first need to know that you have something to offer. Then, they need to recognize that they have a need for your offer.
Even so, humans are fickle…they have a little voice in the heads that raises its head every time there is a possible financial transaction at stake. So, they need more coaxing.
A well-designed sales copy informs potential customers and addresses their objections.
What are the features of a high-converting sales page?
If you look closely at some of the best sales page examples, you will notice that the basic structure of all high-converting sales pages is the same. They talk about:
- What the product/service is?
- Who is the creator and what is her backstory? Why is she well-equipped to teach you?
- What are the features and the benefits of the product/service?
- What are existing customers saying about the product/service (through social numbers and testimonials)?
- Why now is the right time to make the purchase (through urgency and CTA)?
Based on this structure, here are the features of an effective sales page:
- Talks to one and only one customer: Remember, your sales page is made for only one person–your ideal customer. Have you created an ideal client persona yet? This is part of your pre-work–market and audience analysis.
Know everything about your customer–how old is she; is she married; is she working. A potential customer reading your sales page should feel they are actually having a conversation with you. Make it intimate. Don’t write in the plural. Use first and second person language.
- Talks about the ideal customer’s pain or pleasure: Your ideal customer is looking for a solution to either their pain points or their dreams, hopes, and aspirations.
If your product or service deals with these two aspects, then you most likely have a winner at hand. Your sales page then needs to highlight these pains or desires and make the potential client believe and trust that your product or service is exactly what they need.
- Delivers a clear value proposition: Continuing on the same line, your sales page should not only highlight the features of your product or service but also what benefit your potential customer stands to gain by investing in you.
Make sure your sales page delivers the value proposition of your offer very, very clearly.
- Sets clear expectations: As humans, we always want more. We want more when we are seeing results; we want more when we don’t see results.
Listing detailed features and benefits, and establishing the value proposition on your sales page is not enough.
Make sure your sales page lists everything that you will be offering to your customer.
But more importantly, make sure there is no ambiguity about what you are NOT delivering.
For example: who will benefit from your course; who will NOT benefit from your course; what habits can your course change; what habits can your course NOT change…get the drift?
- Presents solid credibility: Would you buy a completely new product or invest in a service you have never heard of? No! You will either reject those outright or you will search for review posts on Google.
The same applies to your audience–they may not know you; they definitely don’t know about your product or service; they don’t know if you are worth investing in. Use your sales page to help them make a decision–include social proof to establish your credibility.
Examples of social proof include past and current success stories, followers on social media platforms, testimonials from past and current clients, etc. This addition of human element helps build trust and resonance.
- Addresses objections: Get in your potential customer’s head. What objections might they have to your offer? What will they be thinking while reading your sales page? What could hold them back from whipping out their wallets and put in their money?
Address all their objections via your narrative or a special FAQ section. This is a great way of establishing your credibility even more because it’s going to leave your potential client thinking, “Wow! She gets me!”
So next time you sit down to create the sales page for your next online course or your incredible service, ensure that it checks all the points discussed above.
Have you created a sales page before? Based on what you just learned, what was missing from your sales page? What could you improve on your existing sales page? Leave me a comment and let me know. Let’s learn from each other.
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