How to Write A Killer Sales Page.
The 12 key elements of a sales page that really sells.
What Is A Sales Page?
A sales page is exactly what it sounds like. It is a webpage designed to sell an offer. Whether you are selling a course, a product, or a free offer to get someone on your email list. A sales page is similar to a “squeeze page” or an “opt-in page”. These latter two terms refer more so to getting people to subscribe to your email list. However, regardless of what you are selling, the strategy remains consistent. This guide will show you the key elements of a successful sales page.
What Makes for A High-Converting Sales Page?
Effective sales pages include the following sections:
The Intro.
Your Customer’s Dream Results.
Story.
Exactly What You Get + Tangible Results.
Self-Qualification.
Customer Reviews.
Why You?
Increase The Value.
Payment Plan.
FAQ.
About You.
Last Ditch Pitch.
These 10 sections don’t necessarily need to appear in this order. This is a guide, not a cookie-cutter template. If you think your audience needs to see a customer review in the header, then try it out. A/B testing will be your best friend here. You may even exclude some of these elements depending on your product or offer. For example, if your offer is a $35 physical product, you probably won’t have a payment plan.
Alright, without further adieu let’s dive into each section in depth:
SECTION 1 - The Intro
A great intro section will include 3 things:
A headline that succinctly describes your offer.
A sub-headline that describes the end-result your audience wants and how this offer will help them achieve it.
A CTA (call-to-action) button
FREE GUIDE
WRITE A HEADLINE THAT
converts.
Learn to write a headline that get people to Stop, Stay, & Scroll.
SECTION 2 - The Dream Results
Detail exactly what outcomes your audience will experience.
What will your audience learn, achieve, or accomplish?
SECTION 3 - Story
People connect with stories. Share a story about why you are you uniquely qualified to offer your product or service. Or tell a customer success story.
SECTION 4 -Exactly What You Get + Tangible Results
You’ve already briefly touched on the results your customer wants to see. Now, thoroughly explain the benefits and results your customer will see after purchasing your offer.
For example, what exactly will a customer learn in your online course (List out each module) and what are the ensuing results they will see in their business/life.
SECTION 5 - Self-Qualification
Help potential customers qualify themselves for your product by including a statement like: “This is for you if you can relate to one or more of the following:”. Followed by a bullet point list of what situations, characteristics, or desires make someone a good fit for your product.
SECTION 6 - Customer Reviews
Customer reviews can be sprinkled throughout the entire sales page as well as having their own dedicated section.
Include video testimonials in addition to written ones.
SECTION 7 - Why You?
You aren’t the only one selling what you’re selling. So why should someone buy from you? Describe your unique selling proposition.
SECTION 8 - Increase The Value
Russell Brunson talks about this in “Dotcom Secrets”. His goal is to increase the value of the product tenfold so his customers feel like they are getting a steal- and they are!
Russel figures out what else to add to his offer by asking one question: “What else could we give [our customers] that would help to guarantee their success?”.
This often takes shape in the form of exclusive bonuses available only with the purchase of your offer.
For example, Paige Brunton sells a digital course on how to become a web designer. She knows that her customer’s goal is to have lifestyle and financial freedom. So one of her bonuses is a mini course on how to sell website templates for passive income. This is an extremely valuable offer and immediately increases the value of the course immensely.
You can do the same by brainstorming digital guides/cheatsheets, mini-courses, or even physical products that will help your ideal customer achieve the result that your core offer promises.
Section 9 - Payment Plan
If your offer is expensive (what this means varies depending on your audience), you will likely want a payment plan.
If you prefer people to pay in full, simply make it cheaper to pay in full. For example, if your online course is $2,500, make it $2,500 to pay in full and $350/month for 8 months (2,800 total) when paying monthly.
Section 10 - FAQ
A confused mind never buys. Get ahead of doubts or hesitations with questions and answers to common concerns.
Section 11 - About You
I never recommend having this at the top of your sales page because people care more about what you can do for them than who you are.
But, once they know that you have the solution, you want to introduce yourself. This should be brief and relevant to your offer. Share your story of how you got to where you are now as it relates to your product/offer.
Having a face to your business is really important in today’s marketplace. People want to connect with and buy from people. So while it shouldn’t be the first thing on your sales page, you should not neglect this section.
Section 12 - Last Ditch Pitch
If someone gets all the way to the bottom of your sales page, they have yet to be convinced that this offer is for them.
This will look different for everyone. It could be a “where you are now vs. where you want to be” statement with a big opt-in button or a video of you explaining the benefits.
My name is Sarah and I help photographers, coaches, & therapists grow their businesses with strategic Squarespace websites