Sales pages are all about explaining what your product or service has to offer in terms that resonate with your target audience. It’s the difference between a page that gives a flat description of what you do and a page that actually sells what you can do. Odds are if someone has landed on one of your sales pages, they’ve got a pretty good idea of what you’re selling. What they want to know is why it’s so great and how it’s going to improve their lives.
Your home page gives your visitor and a big picture view of how you can help them. Your sales page gives them all the details they need to know to make an informed purchase. It breaks down all your key selling points in a compelling way that drives people to buy. How they’re structured and what they look like depends on your audience.
Sales Pages vs. Landing Pages
Some people use these terms “sales page” and “landing page” interchangeably, but there’s a difference.
A landing page can have many different goals that are not related to making a sale. For example, you may use a landing page to promote a content offer. The purpose of that page would be to gather information like email addresses from potential buyers so you can further nurture those leads into making a purchase.
Sales pages have ONE goal: to sell something. They target people who are ready and willing to buy but need to know why they should buy from you.
A sales page can be a landing page, but a landing page isn’t always a sales page.
Critical Elements of a Sales Page
There are a lot of ways you can approach a sales page, but they all have these three elements:
This is easily the most important piece of copy on the page. The headline’s job is to distill the strongest benefit to the consumer into a single phrase that captures their attention. It’s the first thing people read. If it’s no good, your odds of making a sale go down sharply.
The Body Copy
The body copy is all the supporting text that goes beneath the headline. It elaborates on the benefit stated in the header and paints a clear picture in the customer’s mind of how this product or service will change their life for the better.
The CTA Button
CTA stands for “call to action.” It’s the phrase you use to tell the potential customer their next step. You want your CTA button copy to be clear and very direct.
Some examples: BOOK NOW, CALL NOW, SIGN UP.
Short and Sweet, or Long and Strong?
Whether or not you have a long or short sales page depends entirely on who you’re selling to and what you’re selling.
Short, punchy sales pages are great for eCommerce and inexpensive products. If the decision to buy is relatively straightforward and not life-altering, then short is absolutely the way to go. You don’t need a mile-long sales page to sell someone a pair of shoes or a $7 subscription service.
But if you’re selling something that requires a significant investment of time or money, then you’re going to encounter a lot more fear and push back from your prospects. A coaching program that costs $1,000+ will kick up a lot of resistance compared to a $20 online course.
A longer sales page helps you explain to the customer how much their life will change for the better, tap into what they really want, and show them what could happen if they don’t make this crucial choice to solve their problem.
General rule: The more expensive the product or service, the longer your sales page will be.
Design is REALLY Important
Design has a profound effect on the way people think and feel. I regularly leave websites without buying anything simply because the design was tacky or non-functional, and I’m sure you do it too!
The benefits of working with a professional web designer cannot be overstated. You may like the way your sales page looks but ultimately, it’s not for you. It’s for your customers. If it’s not driving sales, then the design could very well be part of the problem.
Elegant design and sharp copy work together like a pair of wheels that propel your sales forward.
Sure, you can get by with one wheel.
But it’s a lot harder to ride a unicycle than a bike, and it’s a lot harder to inspire sales with a site that doesn’t look as good as it reads — and vise versa!
Get a Sales Pages That SELLS
If you want to set yourself apart from your competitors, you need a sales page the conveys what you have to offer in a way that makes people want to buy it. Many small business owners and service providers think they can rely on keywords and generic descriptions to convince people to purchase— and are probably losing thousands of dollars in revenue every month because of it!
Need a sales page that pops? Get a free quote.