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Easy Guide to Sales Pages That (actually!) Sell

sales strategy website Sep 04, 2020

Raise your hand if you’ve ever been intimidated by the thought of having to create a sales page... We’ll assume that there are many hands raised right now. 

Don’t feel bad though. It is intimidating. You are putting your product or service out to the world, and the internet is a very opinionated place.

However, we’re here to tell you that after reading this post, you’ll no longer feel intimidated but ready to conquer that sales page.

Let’s get into it.

The Fix: Learn the basic structure of a sales page

It’s good to always know the goal of something before you start building it. The definition of a sales page is a web page that presents your product or service’s benefits in an attempt to convert visitors into buyers. It’s the equivalent of a sales associate making the case for you to buy a certain product when you’re shopping in-store. Many of the elements actually overlap.

Looking at a sales page as a whole, you can be left confused about where to start, what to say, how to convince someone to buy, etc. But as soon as you start breaking down the puzzle into smaller pieces, things become clear and simple. 

Here are the various elements a sales page should include:

  • Catchy opener
  • Pain points
  • Solution
  • Testimonials
  • Offer
  • Call-to-action

Elements of a Sales Page

Catchy Opener

An opener or headline to your sales page should catch the reader’s interest and build anticipation. They should feel like they will miss out on something important if they don’t continue reading.

Highlight Pain Points

After you’ve caught the reader’s attention, it’s time to show them that you understand their struggles. To truly understand your audiences’ needs, you must discover what their challenges are, what frustrates them, what their fears are, what is making them hesitate, and how they’ve already tried to fix their problems but failed. Only when you show true empathy and understanding can you offer a solution.

And how do you show empathy? Through storytelling. Include your own personal examples of when you experienced the same problems, how you overcame them, AND how your readers can get to where you are now in your life. 

Offer a Solution

Now that your readers know that you understand where they’re coming from and have been through it yourself, offer the solution they’ve been waiting for. 

Get detailed about how their lives will change for the better when they purchase what you’re offering. Tip: Always have in mind that your reader is constantly asking, “What’s in it for me?” So, make sure you constantly answer that question.

Showcase Testimonials

People buy from businesses they trust. And customer testimonials are one of the best and easiest ways to build trust with potential customers. Include both written and video reviews by raving customers. You don’t need hundreds of reviews, 3-5 will cut it. 

Make an Offer

Now it’s showtime! This is where you present your offer. Some things to consider:

  • Urgency is key. Offer limited-time bonuses.
  • Include more than one offer at different price points.
  • Have memorable names for each tier you offer.
  • Highlight one option that is most popular with your customers.
  • End your prices with a 9 or 7, if you want a purchase to seem like a “deal.” Use whole numbers for more upscale products/services.

Include a Call-to-Action

Decision time! You want this to be as simple as possible for your soon-to-be-customer. Get creative with your call-to-action. Instead of boring “Buy Now” buttons opt for phrases that will resonate with your audience, for example “I’m ready!”, “I want change!”, etc.

There you have it. These are the six simple steps to building a sales page that will actually connect with visitors and turn them into customers!

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