12 min read
When it comes to assets to help you convert casual readers into customers, your sales page is key. It’s your best opportunity and your one-stop shop to direct your leads to to find out what you’re selling, why you’re selling it, and why they need to buy it.
But not all sales pages are created equal.
I’m sure you’ve seen sales pages that look boring, are full of giant blocks of copy, have no imagery, or are just plain confusing. Were you even able to tell what was being sold?
To make sure your sales page isn’t falling under those categories, you have to optimize it’s content for conversions.
Because if your page isn’t optimized to convert readers, you’re losing money right now.
Everything about your page needs to be focused and geared to help your potential customer feel like buying your product or service is a no-brainer.
To do this takes a combination of research, creativity, and focus. It’s design and it’s writing. It’s pricing and it’s direction.
Following these five steps will help you create a unique sales page that does the selling for you.
First and foremost, you can’t sell your product if you don’t know who you are selling to. Knowing who your audience is (having them niched down, surveyed, questioned, studied, and observed) HAS to be the very first thing you do to make sure you know how to write your sales page.
I won’t go into a lot of detail about how to get to know your audience because we’ve covered this really well in previous articles like:
If you’ve never done research on who your audience and what they want from you, please stop what you’re doing right now and read up! Your audience’s needs are what define your daily work, so get to know them.
Think of this value proposition as your elevator pitch. How do you succinctly describe what you are selling?
If you’ve never thought about a value proposition before, you might have no idea what that means or what it could look like. So here’s an easy little formula to follow:
Does that make sense? Here’s an example for someone who teaches cake baking.
My WEDDING CAKE COURSE helps ASPIRING PASTRY CHEFS to LEARN THE BASICS OF DECORATING WEDDING CAKES by TEACHING HOW THE PROS USE EDIBLE AND NON-EDIBLE DECORATIONS.
Having this statement in your backpocket will be your northstar as your write your sales page. When you have a question or are confused about whether your copy is aligning with your mission, you can check back in with your value proposition.
The price of your product absolutely has a huge impact on the conversion rate of your sales page.
Finding that perfect price point for your audience comes from knowing your audience well. What do they historically purchase? What are they currently look for now? Are they beginners or advanced?
And just like Step 1, we have some great articles to help you figure out where that price should land for you:
How Do You Price Your Online Course?
7 Extras to Make Your Product More Enticing
Once you have the basics of your offer figured out (audience, value proposition, and price), it’s time to get to the work of actually creating your sales page. This process comes in two parts:
These two parts are equally important to creating a sales page that converts. First we’ll look at design.
Great design is all about building trust and guiding your reader along an experience. When creating your sales page you want to draw the reader down the page by creating interest and value.
So what all goes on sales page? That’s the first question, right?
The elements of a sales page include:
Now that we know all the elements of a solid sales page, let’s discuss how to design them in a way that increases your conversion rate.
Images and videos are incredibly important to your sales page design. Not only do they break up the copy, they direct their reader to the most important areas of the page.
Think about it. If you’re looking at a webpage (heck, even this page), where did your eyes go for first? Even as a writer, my eyes always go to the pretty pictures.
Your images and videos also can add to your like, know, trust factor with your audience. Copy doesn’t always connect with each person, so having these types of elements can help you connect with all types of people.
Videos in particular (whether they are testimonial, information, FAQs, etc) will increase you conversion rates. In fact, 84% of consumer have made purchases after watching a video. Seeing a product or service in action is great way to put your audience in the driver’s seat and make them feel more connected to you and your business.
The internet doesn’t exist solely on computer screens these days. You have to think about where and how your audience takes in information (another reason why Step 1 is so important).
To make sure you’re checking all those boxes, you need to design your sales page (or use a template that is) responsive. That means it will resize to fit the medium it is being viewed on.
Because whether your sales page is seen on a phone screen, tablet, or computer monitor, you need it to still look coherent, in line, and well-thought out.
Because our brain pays attention to patterns and ignores repetition, it’s important to mix up the elements of your sales page. Here are some super simple ways to do this:
Adding in these elements will keep your page feeling fresh and take out the intimidation for those skimmers to run through your copy easier.
Speaking of copy….
After you’ve designed your sales pages (at least a simple wireframe of it), you can get down to your copy needs. Knowing what you want your sales page to look like first will help you know what kind of copy you need, where you need to put it, and how long it should be.
So let’s talk about length first.
There’s no wrong answer to the question, “Should my sales page be long-form or short-form?” But here are some ways to come up with your own specific answer:
Think about your audience.
Historically, what works for your audience? Are your readers skimmers, video watchers, novel experts? Finding this information out in Step 1 should make your answer here very clear.
How detailed do you want to be?
A pro of having a longer page is you can go in depth on things like answering customer objections, explaining your product, or telling your story. But if that’s not your style, a shorter page filled with bulleted points about your features, a video, and maybe a short FAQ section will be just what you need.
When it comes down to it, the length of your page should be as much as you need it to be to convey your point.
You could say your headline is the most important part of your sales page.
It’s the part that makes a reader stop and think, “Hey, I might be interested in this.” In fact, on average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest. That means, you’ve got to write an exciting, informative, and intriguing headline to get someone to read your whole sales page.
Here are a few tips for writing your best sales page headlines:
Keep it short
Your headline should be quick and to the point (10 words tops). But don’t forget you have your subhead to go into more detail if you need.
Fill it with keywords
Remember the importance of SEO. If you want more than just your readers to find out about you, you need to be working on your organic search even on your sales pages.
Write a lot of versions
I’m talking 25-30 variations. That may seem like a lot, but as you write more and more, you’ll find that your versions are getting better as you go. And everything you’ve written in that exercise can be used as one-liners to pull into the rest of your sales page.
This is the description of your sales page and where you get down to the details of your product.
Here are some things to think about while writing your body copy:
Focus on benefits over features
While the details of your product are important to spell out, they are not what sells your product. What sells are the benefits your customer will experience because of your product.
For example, let’s say you’re selling an online course about budgeting. Your sales page can say that your course includes 3 modules filled with videos, worksheets, and a quiz and that’s true and important for your potential customer to know. But that’s not really exciting or attention grabbing, right?
But when you talk about how the students of your course have saved up for vacations with their family or cut their debt down to $0 in just a year, that gets a new reader interested.
When you can put a potential customer in a state of mind where they can see themselves living the benefits of using your product, you’ll be much more likely to increase your conversions.
Write like you’re speaking to a friend
Keep it casual. Think about a friend you have that would be helped by your product and write your sales page like you’re talking to that friend.
Don’t be dramatic, salesy, formal, or impersonal. Be empathic, talk to them directly (ie- say “you”, and “your”), and tell stories. The more you can make your reader feel comfortable with you, the faster they will trust what you have to say.
Make it scannable
Sales pages shouldn’t be a novel. Most people who look at your sales page will want to be able to skim over the content quickly to see if it’s something they’d be interested.
Here’s a quick list of ways to make your sales page copy scannable:
The whole point of your sales page is to get your audience to do one thing: take you up on your offer.
Whether it’s purchasing a new product, signing up for your online course, joining your mastermind, setting up a one-on-one coaching call, or buying your eBook, you want them to do just that one thing at the end of reading your sales page. To help you reach that goal, you need to keep you CTA clear, simple, and direct.
Here are a few ways to have a solid CTA for your sales page:
You don’t want to send your reader anywhere off your sales page.
That means think about a good color that pops on your page as well as a line that makes the reader NEED to click on it
It’s not likely that a reader will automatically click a “buy now” button at the top of your page, but you better safe than sorry, right? Put your beautiful CTA button at the top, the middle, and the bottom of your sales page to give your readers as many chances as possible to sign up.
Want to a little more direction to help you get your sales page started? We’ve got you covered.
Click the link below to download your own so you can mock up your next sales page.
With ConvertKit's free plan, you can choose from professionally designed landing page templates to build a customized sales page that fits your brand. Just change some colors, add your imagery, write your copy, and in just minutes you can have your sales page live and ready for transactions.