Sales pages are tricky things. They are the pages that stand between your customer and a sale, and there’s a lot riding on them. But it’s easy to approach them the wrong way, focusing on what we’re selling rather than what they’re buying. And that’s a big difference..
People are buying results. They’re buying the transformation they will get when they work with you.
But from our perspective, when we’re excited about what we’re offering, it’s easy to start selling a course, a package, or a coaching program. I know it sounds cruel, but nobody wants your course, as awesome as it is. Mine either. They want results. And typically, the faster, the better.
Like Abe Lincoln who reportedly said “Give me six hours to chop down a tree and I will spend the first four sharpening the ax”, it’s good to start with some groundwork before you jump into writing your page.
Here are 8 things to do before you dive in:
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Start With Your Audience
Research your target market thoroughly. Know their pain points, desires, and buying behavior. The more you understand them, the better you can speak to them. This isn’t only about what they are looking for in your product. If you can connect with them on other levels, you can use that information in your page copy. Do they like football? What’s their favorite show? Or a shared memory? These are all ways to relate to them and let them know that you understand them. Familiarity breeds trust, and they need to trust you before they can buy from you.
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Craft a Clear Value Proposition and Unique Selling Proposition (USP)
The value proposition encompasses the overall value and benefits a customer receives from your product or service. Ensure your value proposition is clear and concise. Explain the benefits and outcomes your product or service provides. A basic framework for your USP can be as simple as We create this [product ] for [this audience] so that [their transformation], unlike competitors who [do this]. The Unique Selling Proposition zooms in on a specific, unique aspect that sets that product or service apart from its competition. When you know what sets you apart, you’re halfway there.
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Create a Compelling Offer
Your offer is not your product or service. Your offer is how your product is how it’s sold to them. Develop an irresistible offer that includes bonuses, discounts, or limited-time deals to entice potential buyers. We all love a good deal, or a special extra, and limited time bonuses work. Create these in advance and include them on the page. You may also want to include a payment plan, or (pro tip) you may want to introduce that later to people who clicked on your page and didn’t buy. Why? People sometimes drop payments, so it’s always better to get money up-front.
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Outline Key Sections of your Sales Page
Plan the structure of your sales page. Common sections include a headline, subheadline, benefits, features, social proof, pricing, FAQs, and a call-to-action (CTA).
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Gather Testimonials and Social Proof
Collect customer reviews, testimonials, case studies, and endorsements to build credibility and trust. Nothing speaks louder than the customer’s own words. Copywriter Lynda Cathcart recommends interviewing happy customers before writing your page. Social proof is powerful. Ask your customers what about it convinced them to buy? What hesitations did they have and how were those hesitations relieved? They can help you convince a skeptic.
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Counter Objections
Understand what the objections are likely to be and address them throughout your page, and in an FAQ section. Try to get to the problem beneath their objection. For example, if it’s price, talk to them about it’s an investment, and the cost of staying where they are. Point out the stakes of not buying right now.
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Map Out the Customer Journey
Understand the steps your potential customer will likely take from landing on your page to making a purchase. Ensure your sales page aligns with the right part of the journey. Your sales page is likely the last page they’ll visit before buying. Use the Trail to the Sale™ framework to help you determine the steps that lead up to this point.
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Prepare High-Quality Visuals
Gather or create images, videos, and graphics that will complement your copy and make your page visually appealing. Videos are especially effective when they’re above the fold (on the top of the page)
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Optimize for SEO and Mobile
Research relevant keywords and ensure your page is optimized for search engines. Use keywords aligned with words they would search for when they’re in the marketing for a solution, rather than just shopping for ideas or a free download. Make sure it’s mobile-friendly, and test it on your phone, as many users will be accessing it on their phones too.
Taking these steps will set you up for creating a sales page that not only looks good but also converts visitors into customers. Take your time and do it well, and you’ll see higher conversion rates!
