Ah, sales pages.
You don’t have to love ‘em, but you do have you respect ‘em, right?
Through my client work, and my own projects, I’ve worked on a bunch of sales pages (from extremely simple to extremely fancy). And so, at this point, I’ve got a clear idea about how to create sales page content, how to give the page smart strategic structure, and which are the most vital bits of information you must include to get your dream clients excited to work with you.
That’s the cool thing about sales pages. Whether they have all the ultra bells and whistles, take months of copywriting, design and development, OR are just a simple page thrown together in a day — the underlying principles tend to remain the same.
Yep, it’s true. Even an ultra long sales letter (I printed one of my friend’s sales pages out once and it was a whopping 64 pages. Holy crap!) isn’t just a heap of great ideas tossed on a page. There is a method to the madness.
If you’re in the first year or two of your business, I know that just the idea of creating a sales page can be really overwhelming (well, it definitely was for me!).
That’s why I wanted to take a moment this week to dish my favourite tips for creating a sales page that inspires your perfect clients to invest in you.
I’m sharing 10 specific tips in this post. If you want more of my tips and to go a little deeper on this important topic, I’ve got your back! A stellar sales page can make or break your sales. That’s why I’ve created a brand new free resource 10 More Sales Page Secrets For Serious Players. Click the button below to grab your copy for free now!
Ready to dive into the first 10 tips I’m sharing? Let’s not waste another second.
Tip 1: Clarity beats clever every.single.time.
I’ve learnt this the hard way: Whether it’s 64 pages or just a quick 1 or 2, it’s the easiest to read and the simplest to put together sales pages that have always performed (and still do perform!) the best for me. My super fancy sales pages never convert as well as my simpler ones.
“Simple is best” is my answer for just about everything, including the eternal sales page question: “How long does it need to be if it’s a long form sales page?”
What do I mean by that?
Tip 2: Let your sales page be as long as it needs to be – no longer, no shorter.
Sorry, I know, that’s probably a painful answer.
However: Just because someone else in your industry has presented info on their sales page in a particular way or has been really wordy with their copy doesn’t mean that you have to at all. In the same way, just because someone has been extremely succinct, doesn’t mean that you should be just as succinct.
Some concepts are more complex/easy to understand than others, and sometimes your ideal clients are going to need more/less context before they are ready to make an investment. Lean into that! Put yourself in your client’s shoes, and let the context guide the length of your sales page, not some arbitrary “shoulda”.
Tip 3: Share testimonials.
Including testimonials that represents at least some characteristics of the kinds of clients that you’re trying to attract on your sales page, will see you ahead of the game. Great testimonials build your credibility and demonstrate the very real value of what you’re offering. Buying things online from someone you haven’t met in real life can feel scary for your clients. Testimonials can help reduce the sense of risk that your ideal clients may be feeling and help them decide to go for it.
Also, an important tip: The more information you’re able to provide about the happy clients giving you testimonials, the better.
For example, rather than just saying:
“[Your Name] is a great [Your occupation)
— John from America
With no picture, no website, no surname, nothing, is going to feel really dodgy.
John might be a great guy, but if people can’t see his face, or know a bit about him — it’s unlikely they are going to trust his opinion. (I mean, would you?)
So make sure you provide as much information as you can with every testimonial, including a colour photo, a website, and any additional information that will help your dream customers see that testimonial as a real person with an honest opinion.
Tip 4: Clearly communicate the features of your offer.
By features, I mean the tangible elements your customers, clients, or students are going to get when they buy this particular offer.
For example, the features of your offer might include a certain number of coaching sessions, a ticket to an event, a hamper full of goodies, a resources library, access to a private Facebook group, exclusive templates, a video series, live tutorial sessions etc.
Features are the tangibles, exactly what I’ll get when we work together. Leave people guessing about these and even your perfect clients are unlikely to invest.
Tip 5: Talk about all the likely benefits and results that your ideal client will experience.
If your features are the WHAT of your offer, the benefits are WHY those features matter to your ideal clients.
So consider: If your ideal customer does everything you say, and takes action on your recommendations…. what is most likely going to get to happen for them as a result of that? What does that mean for them in their life moving forward? Be very clear to communicate these things in your sales page copy in a way that really lands for your ideal client.
One example of this in action:
If you’re a health coach, and part of the process of your program includes your client keeping a food diary:
The feature: A beautifully-designed, editable food diary.
The benefit: Keep track of how you’re nourishing your body day in and day out, so you can pinpoint how to best fuel your body, explore what you’re really eating, and even flag food sensitivities.
Tip 6: Introduce yourself!
A lot of ladies seem to feel shy talking about themselves on sales pages and only do so in the most cursory way (I definitely used to be one of them!). While I appreciate the modesty and know from personal experience how awkward it can be putting yourself out there, it’s time to kick that to the kerb right now, woman. You’ve got a business to run!
Always allocate space on your sales page to talk about who you are, and what you do — even if you’re convinced the only people who’ll see your sales page are people that are already in your email subscriber list or in your community in some other way. I strongly recommend dedicating some sales page real estate to introducing yourself, sharing why the theme of your offer is personally important to you, and how you came to be able to support clients in this way. (If you’ve been through a personal transformation of some kind related to the topic, I promise your potential clients can’t wait to learn about it!
Answer the following questions: Why is it so important? What kind of personal journey have you had with it? How have you come to this point where you can support other people on this particular topic?
Tip 7: Make it clear that you understand the problems your clients are facing.
This is about clearly communicating that you “get it”. Even if you haven’t been exactly where your ideal clients are right now, let them know that you understand how it feels to have this problem that your offer is helping resolve.
For example – I personally know what it’s like to sit down to write a sales page and think “Ohhh God… why is this so hard? FML. Is it normal to take this long to write this bloody thing? What should I say where and why? Do I need to include this or that? What do the experts include? Should it be 1 page or 64? Ack! Can someone else just do this for me? Help!”
… and that’s exactly the reason I wrote this blog post.
Perhaps you can relate? If you can, me putting a speaker to my inner monologue above, might have helped you start to think ‘Kate feels me’.
Start there. Illustrate that you know what your ideal client’s frustrations or pain points are. Describe how it’s impacting their lives in a real way. Make it crystal clear that you understand the problem.
Pro tip: A great way to prove that you understand the problem? Express it in language that you know your ideal client would use.
Tip 8: Include your Unique Selling Proposition.
Your Unique Selling Proposition = Why your offer is the best, most fabulous, fantastical, results-generating solution to your ideal client’s pain point or problem AND what makes you different from everyone else.
Pinpoint those two pieces of the puzzle clearly on your sales page up front. Your ideal clients will love you for it.
Tip 9: Outline exactly who your offer is (and isn’t) for.
No matter what your offer, program, package, service is, it’s not going to be for everyone. So put that out there and make it clear exactly who you designed that bad boy for, and who should probably pass it up.
I know it might feel like you’re alienating people – but seriously, it’s great way to be of service to your community straight away by helping them get clear on whether or not what you’re selling is a match for them.
Tip 10: Have a clear call to action.
A call to action (CTA) is a really clear, directive statement where you say something like: “Click here to buy now” or “Click here to apply now”. You clearly state the next step that you would like the reader to take.
It might seem obvious, but trust me on this: I see a lot of people assume their customers will understand what to do next, or feeling embarrassed about doing it, so they never actually ask outright for the purchase on the sales page… and it can really impact their conversions!
Something as simple as “Click here to join me” or “Buy now, and get your instant bonus download” is perfect. There’s no need to get too poetic with it.
Another tip: Make sure your buy button is BIG. Blow that shit wayy up. Make it really bright and make it clash as well.
(I’m sure that the designers reading this will be horrified but you really want that baby to stick out.)
BONUS TIP 11: Include a PS where you sum up exactly what the offer is, including a call to action, in one sentence at the end of the page.
This is super important, because (especially if your long form sales page goes on for miles) some people checking out your sales page are probably going to just scroll all the way down to the end of the page straight away. (Don’t tell me you’ve never done it!) Recognise this and make it easy for those people to get the gist of your offer by including a single sentence at the end where you sum it all up.
Are you ready to start putting pen to paper on your own sales page? (Or fingers to keyboard?)
If so – I’ve got a surprise for ya before you get started so you can feel totally armed and raring to pen your next sales page: Check out my brand new FREE 10 More Sales Page Secrets For Serious Players as a good luck gift from me to you.
I hope you found this post really useful!
Sales pages can be bloody overwhelming for so many entrepreneurs, and I’d love to help as many women as possible experience more FUN and abundance in their businesses, so if you liked it, please take a second to share this post with your friends/community. I really appreciate it! <3