Mariah was excited about the course she had created for the community of moms she served. She was passionate about the course curriculum, and she knew it could help her customers. She just had one sticking point…she was having some trouble with writing her sales page.
After struggling with it for a while, she asked her mentor for some ideas. Her mentor shared that every sales page has several important elements. If you use these elements, you’re more likely to convince visitors to make a purchase. Here are the most important elements for a sales page:
A Compelling Headline
At the top of your sales page, you’ll need a compelling headline. The job of this headline is to encourage your visitors to read the rest of the sales page. To create a headline, focus on what your customers are getting. For example, if you’re selling graphic design software, then you might use a headline like: Design Your Own Logos, Banners, and Posters in 5 Minutes!
A bold promise like this can be very effective. But keep in mind that your headline must be true. Don’t promise to teach someone everything about PhotoShop in 5 minutes. They’ll either be disappointed when you can’t deliver or they’ll recognize the headline for a lie and move on.
A Fascinating Lead
There’s an expression that editors and publishers frequently tell writers, “Don’t bury the lead.” What this is means is that you should put the most important information at the very top of your content. It’s good advice for writing a sales page, too.
When you’re writing the first paragraphs of your sales page, consider what your potential customer might want to know most. For example, you’ve created a course on designing with PhotoShop. So your lead should be focused on how quick and easy learning this software can be.
So, you have a compelling headline and a fascinating lead; now get ready to add benefit-driven subheadings to your page. Subheadings are important because once a potential customer sees your offer, she’ll scan the rest of your page.
She’s looking to learn more but she may not take the time to read all of your text. She wants the highlights of your product and the best way to provide them is to have descriptive subheadlines. For example, if you’re releasing a course on web design, your subheadings might include:
- 21+ Design Templates Are Included for Your Use
- Find High-Paying Web Design Clients with the Client-Getting Guide
- Network with Industry Professionals in my Exclusive Web Design Group
All of these subheadings promise benefits beyond the product. They appeal to what your potential customers want—simple, easy web design projects and the chance to network with other designers.
When it comes to your sales page, don’t be afraid to take your time. Think about the results your visitor truly wants and show them how your product can get them those results. If you do this well, you’ll be more likely to convert your visitor into a life-long customer.
Clear and Concise Call to Action (CTA)
Every sales page should have a clear and concise call to action to buy the product, enroll in the coaching program or course, or to somehow invest in the product being sold on the page. What you are offering, as well as what you want the person to do, should be obvious.
A well-written sales letter will show off the product’s features as well as the benefits of those features (the two work best in tandem). Bullets allow you to summarize these points, and serve as subheadings. They also allow you to squeeze in lots of information into tiny spaces.
A sales page will often benefit from some kind of graphics – whether they are screenshots, images or even memes. The saying “A picture is worth a thousand words” is often repeated because it works. Graphics help to break up text and to drive home points that can be hard to be expressed, or that would take much longer, in text form. You should also try to have a graphical representation of your product on your sales page, which helps buyers to visualize the product, bringing them closer to the purchase. Be sure to use graphics judiciously, where they make sense.
No Outside Leaks
Some people put their sales pages on a regular blog page, which can distract the prospective buyer. Your sales page should be on a blank page that is not set up like the regular pages on your blog website, and there should be no option on the page except to buy the product or to leave.
If you have links on your sales page to other pages on your website, it can distract the visitor and cause the person to start clicking on the various links, which will tend to lose the sale for you.
CTA: Learn how to design your sales page images when you download your free workbook!