10 Must-Haves for an Effective Sales Page
Did you know that, if done correctly, one page of your website alone can convert visitors?
An effective sales pages has the simple intention of turning leads into conversions.
If you depend on your website to acquire customers, a sales page is essential.
However, plenty of business owners are nervous about copywriting their own content. They may not be aware of what precisely goes into a compelling sales page or are wary of creating long, sales-y content.
It is possible to craft a sales page that converts to sales every time. Keep reading to find out how to do so now!
What is a Sales Page?
A sales page is one of several critical components of your website.
As a business owner, your website should be your top priority when it comes to digital marketing.
After all, websites function a lot like business cards. They give visitors a snapshot impression of your services.
In fact, they can act as marketing funnels themselves, shuttling visitors from home page to check out in no time.
Websites that do this work for you are likely to have a sales page. A sales page is a standalone page (rather than a series of different pages).
Its sole purpose is to secure sales for your service or product.
Sales pages are phenomenal landing pages. Landing pages are pages that visitors click to, frequently via another digital ad or search engine optimized search listing.
In fact, you should work extra hard to ensure that the bulk of your digital advertising efforts guides visitors to your sales page.
Sales pages can be long-form or short-form. They typically include a pitch of some kind, as well as a Call to Action (CTA).
Pitches can convince a visitor about the value of your product, while CTAs compel some sort of action, such as a purchase.
Must-Haves for a High-Converting Sales Page
Are you ready to implement a high-converting sales page on your website? Let’s get started!
Here are the essentials for a highly effective sales page.
1. A Compelling Structure
One of the most important components of your sales page is its structure. Yes, the copy itself matters, but where you put it actually may matter more.
Which sales page would you rather consider? One that urges you to purchase a product first, or one that carefully describes the product and its benefits at the beginning?
The latter example is more compelling. Visitors need to know more about who you are and what your product is before they make a purchase decision.
In fact, most visitors are likely to leave a sales page that bombards them with Calls to Action immediately.
Structure your copy to reflect the following logical format (or something similar).
First, grab your visitor’s attention with a concise statement, question, or headline.
Next, describe the problem or issue that your visitor is likely experiencing. This may be a list of questions, such as “Do you set resolutions to lose weight every year and struggle to meet these? Are you weary of fad diets and boring gym workouts?”
This is essential to maintaining interest after your initial hook. After you have done this, describe what your product will offer visitors in terms of how it can ultimately benefit your visitor!
Seal the deal with some great reviews or testimonials, then give your visitors clear information about how to take action.
You can use this structure for writing short-form and long-form sales pages.
2. Copy That Caters to the Visitor
If you play your cards right, your words alone can earn you money. Rich copy is the heart of every effective sales page.
Most importantly, copy that caters to your visitor is essential. Visitors are likely to turn away from copy that feels impersonal or generic.
Your structure is everything when it comes to your sales page. As you write your copy, however, be sure to write directly to your customers.
Do not be shy about making it personal, either!
This can be particularly challenging if you are not quite sure who your customers are. If you have not done the appropriate market research, you may struggle to write to your customers’ needs.
Get to know your ideal customers.
What are their problems? Hopes? Dreams? How specifically can they benefit from your product or service?
Keep these ideas at the fore as you compose your copy.
One of the best places to flaunt your customer knowledge is at the beginning of your sales page, where you grab your visitors’ attention and describe their situation.
3. The Appropriate Length
In general, most sales pages are either long-form or short-form.
The difference between the two is exactly what it sounds like. Long-form sales pages often require a bit of scrolling.
Short-form sales pages may not require much scrolling, and convey the bulk of their content in 500 words or less.
Which length is best for your sales page?
That depends on the product that you are trying to sell. If your product is quite complex or high-value (i.e., an automobile or a computer), this often merits long-form content.
Short-form content is better for smaller products, particularly those that attempt to meet one specific need.
However, short-form content is easier to digest. Keep in mind that if your copy is stellar enough, you will not need as many words to convince visitors of the value of your service.
Did you know that 90% of customers check out online reviews before making a purchase decision?
In this digital age, it is possible to assess the value of products on multiple platforms, all before buying them.
As a business owner, you are likely well versed in the power of online reviews and testimonials! These can give prospective customers the conviction they need to become patrons of a business (or not).
An effective sales page should incorporate some form of testimonials or reviews. These can be imperative for “sealing the deal,” so to speak.
They are particularly effective when placed after your description of your product’s benefit to your visitors. Testimonials are less impactful if read immediately, or after a Call to Action.
Choose three positive, diverse reviews that can adequately convey how your service has benefited the lives of your customers. Make sure these are concise.
If you do not have reviews, you can always acquire some. You can even do so in a clever way that bolsters your other advertising efforts.
For example, send out an email to your subscribers asking for their feedback. In return, offer a one-time-use discount coupon or another incentive.
We are image-driven individuals. In some cases, images alone can compel purchase decisions!
The best sales pages include well-chosen graphics. These images can offset big chunks of text and even visually divide your structure.
They can also make a page more readable (discussed below), engaging, and inviting.
Do your best to avoid stock photos at all costs. These can register as inauthentic, especially on a page that is designed to be all about your unique service.
Make sure that the graphics do not distract from what you are trying to say, either. They should mutually support your sales efforts.
Most of your visitors will not read through every single word of your sales page.
This can be tough to hear, especially if you have spent a lot of time making sure those words are powerful!
The best visitors will read the bulk of your words. Regardless, make sure that your text is highly readable (i.e., skimmable).
Organize your main points into prominent headers. Use images to visually divide certain sections from each other.
Get liberal with those bullet points and numbers, too. Make sure that your Call to Action is easily identifiable at the bottom.
Your sales page should be optimised for keywords your ideal customers are likely to enter into Google or Bing. This will ensure that it appears as a landing page for most of your digital marketing efforts.
A well-optimised site is also likely to keep up with Google’s guidelines. This is vital for boosting your online visibility in general.
We talk extensively about optimising your sales page for search engine purposes in this post here.
8. A Call to Action (CTA)
This is perhaps the most essential element in your sales page. A Call to Action (CTA) ensures that all of that awesome copy gets you and your visitors somewhere.
In this case, your CTA can drive those valuable conversions directly!
Now, keep in mind that a call to action does not have to be a “call to purchase.” It could simply be a soft conversion, such as an e-book download or subscription.
It may even simply be a free account registration.
Either way, make sure you end your copy with a clear call for action to turn those captivated visitors into solid conversions.
It should also be easy for your visitors to act on this CTA: create a clear form, for example, or a visible “Enroll” button. Your visitor should never be confused about what they need to do to act.
Now you know everything you need to create a compelling sales page. Make sure that you keep these essentials in mind as you start crafting your copy.
It is also important to infuse all of your copy with your brand voice. Learn more about doing that easily here!
Strategic Optimisation + Growth consultant for lean start-ups and change-making entrepreneurs enabling them to grow their business in a sustainable and profitable way. My super-powers are business optimisation, CX, SEO, and leveraging data insights for business growth. #fuelledbycoffee
Originally published at optimiseandgrowonline.com.au on February 17, 2019.