The sales page. One of the things I am asked to write more often than any other. Having a page that works in converting people from readers to buyers isn’t easy. There are millions of sales pages all over the internet, and I assume that the vast majority do not work at all.
Writing the perfect sales page is a matter of understanding your market, getting the key words right and engaging people. We can all see through a sales page. We know where they are trying to push our buttons and what to do – switch off. But a quality sales page can help people to come to a decision, without all of this. Let’s take a look at what writing the perfect sales page means.
There are a set of elements that comprise a perfect sales page –
Let’s take a look at these in order as we begin our plan on writing the perfect sales page –
These work together to highlight a problem and hint at the solution. That’s what you are trying to do with a sales page. If you go straight into the sell, then you won’t take people along for the ride with you. They need to understand what you are selling – and what it means to them. This is where the next two sections add weight and power to your sales page.
These work had in hand to establish why a reader will go any further on your sales page. It is all about establishing a pinch point. What problem does your product or service resolve? That’s what these two sections are all about. Ask questions that you know will lead to connection and engagement, such as –
This cements the fears or concerns that your target market will feel. I have used examples from the top sales pages on the internet, but adjust this to your own product or service.
The you introduce your company, brand, product or service. This is where you tell people all the pain they feel (highlighted by the problem above) is a thing of the past. The future is bright. The future is going to be happy for therm. Your product or service will solve the issues above. This is where so much advertising works.
Your benefits section should highlight all the ways in which you can alleviate the issue. It will show different elements and angles that appeal to the slightly different buyers you are targeting. Not everyone will feel exactly the same way, so think about the multiple problems that might exist for your solution. This is the perfect middle part when writing the perfect sales page for you.
All of this is well and good, but up to this point it feels like all we have discussed is theory. You tell people that you can solve their issues, but they may want a little more evidence. Testimonials will really help here. Having real-life testimonials from your existing customers will put some meat on the bone.
Knowing that you have provided a workable solution for others is the great way when writing the perfect sales page to lead people to the last part.
Writing the perfect sales page wouldn’t have the same effect without the call to action at the end. As this is a sales page, then your call to action will probably be to ask them to buy. The call to action is the most powerful part of a sales page, but you can’t just fill your content with calls to action. Your readers have to be guided to this part. If you get all of the elements above right, then your audience will be prompted to click that ‘buy’ button. So think about this journey and make sure you lead people to this place.