|Table of Contents|
|The 6 Essential Ingredients of a Sales Page|
|How long should your sales page be?|
|7 Steps to Writing A Killer Sales Page That Converts|
First, the bad news: Most people aren’t going to buy from you (cue the violins…).
In fact, 67% of buyers won’t convert…and it’s often as high as 98%.
The good news is, you can claim a larger piece of that pie for yourself.
If you’ve ever tried, I think you’ll agree that writing a sales page is one of the biggest headaches for online marketers. Next to getting started, knowing exactly what needs to be on your sales page can be a source of anxiety and frustrating hours in front of your computer.
Not to mention they’re so loooong (do people even read them?)
But you DO need a sales page. Especially if you’re selling (or planning on selling):
● A premium service or experience, like coaching, creative services, personal training, consulting, photography, etc.
● Digital products like eBooks, self-study courses, retreats, summits, masterminds, and so on
Regardless of how special or unique what you’re selling is, you WILL need a sales page. And this post will show you the step-by-step process of how to write a killer sales page that converts.
Why Do I NEED A Sales Page?
Written sales pages outperform other online methods of selling, every time.
Better than video, which relies on someone actually sitting and watching the entire thing. Better than social media (even paid advertisers direct people to a sales page), better than webinars, live events or whatever other method of selling is currently the trend.
An “evergreen” sales page working for you 24/7…
➔ Educates the reader about you and what you’re selling
➔ Answers any questions the reader may have and overcome objections
➔ Helps establish your authority and build or reinforce trust in your expertise
➔ Makes you money over and over
There are situations where you may have bought something without a sales page or you know someone who did a launch without one. These are usually invitation-only offers, or tests/beta versions (which, incidentally, would benefit from a sales page as well).
You’ve got two choices when it comes to writing your sales page:
1. Hire an experienced copywriter (not the cheapest!)
2. Write it yourself
The first choice may seem like a no-brainer, but allow me to provide a few caveats:
– Experienced copywriters are a large investment (usually thousands of dollars per project – I know copywriters who charge 5-figures)
– It takes time to find and interview copywriters to make sure you’re getting the right one for your project. You don’t want to hire just any ol’ copywriter.
– A good copywriter is often booked out several weeks or even months. Which means your sales page won’t be completed for awhile
If option #2 is sounding more appetizing, then you need to know that writing a sales page is more than just throwing down words on the page (which is why copywriters charge the fees they do).
There’s a specific format to follow that guides the reader through the purchase process in addition to writing persuasive copy.
But when you know how to write a sales page, you’ll get results you can be proud of.
Plus, you’ll gain experience I firmly believe every online business owner and entrepreneur needs to have: writing their own persuasive copy and understanding the “why” behind what makes words sell.
This blog post will walk you through the process of writing a killer sales page that converts so you can get started on yours.
Let’s dive in…
The 6 Essential Ingredients of a Sales Page That Converts
Every successful sales page that converts contains 6 essential ingredients. These are:
1. A knockout, attention-grabbing headline
2. Persuasive, benefit-laden, engaging language that readers identify with
3. A personal story that gives readers a peek into who you are, where you’ve come from, and reassures them you’re the one they should buy from
4. An irresistible offer (what they’ll learn, what they’ll get, etc.)
5. Social proof, testimonials, case study snippets or behind-the-curtain results that demonstrates you get results
6. A powerful call-to-action with purchase button
Now that you know what the non-negotiables are, its time to cover a few other things that can make or break your sales page efforts.
3 Rules Of An Effective Sales Page
Before sitting down to write your sales page, keep these 3 simple rules in mind:
Rule #1: Know your customer
This is probably the most common cause of poor sales page performance. If you’re trying to sell to someone that’s unaware they even have a problem to start with, your efforts will backfire. Knowing your customer inside and out is a must.
Rule #2: Sell ONE thing
Every offer you develop should have its own sales page. For example, if you have a membership program, a 4-week intensive, and a self-study course, you’ll need to write 3 separate sales pages.
Too much choice confuses people, so no one actually does anything.
Rule #3: Ask for the sale
If you ever expect to sell something, you need to actually ASK for it (even if you hate selling). Remember to believe in what you’re selling if you expect anyone else to.
How Long Should A Sales Page Be?
Ahh, the eternal question of “How long should my sales page be?”.
That’s easy: it depends.
Your sales page should be as long as it needs to be in order for someone to make a decision.
Which means it could be as short as 1,000 words or as long as 10,000 (the longest sales page I ever wrote was close to 20,000 words!).
But here’s the thing:
Longer is NOT always better. Sometimes a shorter sales page will produce better results, especially if selling to a warm audience who knows and trusts you.
To guide you a little more on how long your sales page needs to be, keep this in mind:
1. The higher the commitment, be it in terms of investment of time or money, the longer the sales page
2. If you’re newer in business or selling to a new audience, the more trust you need to establish and the more proof you’ll need to provide. Which means your sales page will be lengthier.
While those are not the only determining factors, they’re a good place to start if you want to write a sales page that converts.
Write a Killer Sales Page That Converts: Step-by-Step
Step 1: Write a KNOCKOUT Headline
Every sales page starts with a formula to follow.
And the first step is ALWAYS writing a KILLER headline.
That’s because it’s THE most important item for your sales page.
There are several techniques and ways to write headlines. How you choose to approach yours will depend on who you’re selling to and their level of awareness – that is, do they even know they’ve got a problem, and that it can be solved?
This one from Buffer uses the claim of “a better way to share”:
This one for a blogging course combines the common pain or struggle of being broke with a promise to draw readers in:
And, another option from Ramit Sethi that taps into some powerful emotions.
Your headline should speak to the reader’s pain, struggle or frustration. What is it they ultimately want to solve, avoid or do?
Step #2: The Ka-POW! Lead
Your sales page’s opening should magnetize, galvanize, polarize, hypnotize or surprise readers. Like this example, from the same sales page:
This opening magnetizes readers by instantly being relatable. He knows exactly what they’re going through, and gets the reader nodding their head in agreement.
The example below from Melyssa Griffin taps into her reader’s desires and the #1 pain they’re currently struggling with.
Step #3: Use Benefit-Driven, Results-Oriented Language To Present Your Offer
Features are great, but when you really want to write magnetic copy that gets people to take action, you need to talk benefits, benefits, benefits. It’s about what you’re selling DOES, not what it includes.
Talking about features is boooring. And boring copy = bounces.
So explain to the reader what’s in it for them.
Features tell. Benefits SELL.
For example, do you think anyone cares about having 1 GB of storage for mp3’s? (they don’t)
Apple reframed this into the #1 benefit: that the user would be able to carry thousands of their favorite songs in their pocket.
Here’s the thing:
People buy a better version of themselves. So show them how much better their life will be after buying from you.
Think about what people will get when they use what you’re selling. Paint a picture of what their life will look like after using your product, service or program, like this great example from AppSumo:
What Does Your Reader Aspire To BE or DO?
Have a clear idea about what your product, service or program will do for your clients, and the results they’ll get from it.
Will it help them sleep better at night, lose that stubborn weight, or be able to plan their content quickly and easily?
Use concrete language your reader will understand. Make benefits measurable, not fluffy and intangible.
Here are some examples of measurable benefits people will pay for:
● Fitting into their skinny jeans (and actually doing up the top button!)
● Not having to rely on trips to the coffee or vending machine to get through their afternoon
● Zero guesswork for healthy meals
● Food their kids will actually eat…that doesn’t come out of a box
● A good night’s sleep
● Being able to play with their kids without running out of breath
● To reduce hot flashes without climbing in the fridge
People pay for results.
Having trouble uncovering the benefits of your product or service? Try doing the “So What?” test, or use this “Benefit Matrix” to brainstorm your key benefits.
Don’t Forget: The Qualifier
Your product or service won’t be for everyone (nor do you want it to be). Here’s how to let them know.
And on the flipside…
Step #4: Price
Don’t beat around the bush on price or try to be sneaky. Tell people right up front:
➔ What’s the price?
➔ Are there payment terms? Eg. One payment of $999, or 3 payments of $395
➔ If you’re offering a discount (and when it expires)
➔ If you’re offering a bonus for purchasing now rather than later
➔ If you’re offering a no-risk, money-back guarantee to help overcome purchase anxiety (it’s a think, yo)
And don’t try to compete based on price. Because if you do, you’ll never win that war – someone will always be cheaper.
Instead, sell on benefits like time saved, shortcuts made, and so on.
Step #5: Sprinkle In Testimonials and Social Proof
Testimonials and social proof or other trust-builders are a giant part of what makes a sales page convert.
People want proof that you and/or what you’re selling gets results. Be sure to include client testimonials and social media shout-outs on your sales page to help reduce or remove any tension or apprehension your reader may be feeling about you or your offer.
Don’t have testimonials? Get feedback from freebies like webinars or lead magnets. Do a beta test of your course. Offer up help in Facebook groups. Use a client case study.
There are tons of ways to gather proof. Get creative with gathering testimonials and success stories to include in your copy.
Here’s a way Melyssa Griffin used a behind-the-curtain peek into her business to establish trust and authority.
An essential of the eCommerce and affiliate marketing world, trust symbols should be included on every sales page where you expect people to plunk down their money.
This helps reassure people that you’re not just another shmo taking their money, and that their information will be safeguarded.
If you’re simply linking a buy button on your sales page to PayPal or Stripe, include the logos below the button to let people know that you take credit cards and how they’ll be paying.
Step #6: Your Call-to-Action
This is where many people slip-up when writing their sales page. They treat the call-to-action as an afterthought, or even worse, forget it altogether.
The call-to-action, or CTA, is probably the simplest piece of copy you’ll write, but it’s super important because…
This is where you ask for the sale.
Forgetting the CTA on your sales page is a little like ordering takeout, but not providing explicit directions to the delivery driver. They might have an idea of the street you live on, but not where on that street to bring your food.
People don’t just “get” what you want them to do – you have to specifically tell them to take some kind of action, and why they need to do it now.
A clear call-to-action is needed whether you’re collecting dollars or email addresses.
Here’s a call-to-action Derek Halpern of Social Triggers used for a free webinar:
Simple and to the point. Choose option A or option B.
And this is the call-to-action from my Underground Traffic Hacks Masterclass:
Your call-to-action should:
➔ Tell the reader what they need to do (eg. Click “Save My Seat”)
➔ Convey a sense of urgency of why they should take action NOW (eg. enrollment closes, bonuses expiring, etc.)
Step #7: FAQs
While this could be considered an optional step, Frequently Asked Questions (or FAQs) are extremely helpful on sales pages because they do a lot of the heavy lifting for you when it comes to addressing objections or lingering questions people might have.
Need some ideas? For starters, you could include whether you accept installment payments, what makes your offer different from anyone else’s, how long it takes to complete, how it’s accessed, if it’s available only for a limited time, or if there’s any kind of guarantee.
Here are a couple of examples:
This one is from Melyssa Griffin, and does a great job of explaining how her course will be delivered to the purchaser.
Besides these basic questions, you also want to think about the biggest reasons why someone would NOT buy what you’re selling, and include them in your FAQs.
Knowing how to write a sales page that converts and actually doing so takes practice. If you mess up, that’s okay – you won’t be struck by lightning if you forget a step.
The important thing is that your offer gets out there, and is read and makes a connection with the RIGHT people.
Focus on getting it done first. It doesn’t have to be perfect.
But now that you’ve got this step-by-step plan for writing a sales page that converts, it’s time to put it to work.
Take a look at your main offer’s sales page. Have you followed the steps and rules in this framework? If not, fix it.
What’s your biggest hang-up writing your sales page? Where do you get stuck or tripped up?
Let me know in the comments.