Create An Amazing Sales Page by Mel Feller

If you want to sell online products effectively, you need a sales page. Otherwise, potential customers will not know how to buy your product.

Since prospects might see your sales page before they know anything about you, the sales page must accomplish several things without overloading the visitor with extraneous information.

Mel Feller 

In other words, it is a bit of a juggling act to successfully tweak a sales page. However, it is certainly not impossible.

What Is a Sales Page You Ask?

A sales page is any website page that is designed to sell a product or service. It can feature multiple items for sale or just one, depending on the entrepreneur's goal, and it is designed to convert prospects into customers.

One entrepreneur can easily have dozens of sales pages on one website. You can create a page that highlights every digital product you sell. Provide a brief explanation for each and a link to an in-depth sales page that provides more information.

Additionally, you can choose between short- and long-form sales pages. Both can offer excellent results, so you might want to test long- and short-form sales pages to figure out which one results in more conversions for your online products.

What Is a Short-Form Sales Page?

A short-form sales page typically has fewer than 500 words and explains in brief sentences or bullet points why a customer should buy the product. There is usually an image of the product or a graphic that relates to the product in some way. Additionally, the page includes any features and benefits that the entrepreneur wants the customer to take into consideration.

If you are designing a short-form sales page for your online products, for example, you might include an image of yourself or a screenshot of the materials you use in the product.

To convince customers to buy the products, you can include details like the following:

Assets: What quality is the products?

Outcomes: What can the customer expect to accomplish by the end of the product?

Differentiating features: What does this product offer that others do not?

Short-form sales pages work best when your average customer is already familiar with your business. You are targeting people in the button of the sales funnel, so you want to get out of their way and let them buy the product.

You might also benefit from short-term sales pages if you are depending heavily on pain points and scarcity to drive sales. For example, maybe you have selected products that help people lose weight. You could use brief, highly targeted statements that help convert prospects:

Do not suffer from weight-related health issues a moment longer.

Tired of feeling sluggish and tired? This product will help.

Get ready for bikini season in just 20 minutes a day.

Sick of the number on the scale? Take action now to drop the pounds and live a healthier life.

If your online product is fairly easy to understand, you can get away with a short-form sales page.

For instance, most people understand weight loss. They know that they will learn information and strategies, as well as getting a great product that will help them achieve a specific goal. You do not have to define weight loss or explain its benefits because everyone is already aware of those facts.

What Is a Long-Form Sales Page?

A long-form sales page is a sales page that provides in-depth information for the consumer in an effort to convince them to make a purchase. Long-form sales pages often rely heavily on data-driven insights, case studies, background information, and brand stories to help prospects make a purchase decision.

You might need a long-form sales page if your online product is difficult to explain. For instance, a weight-loss product does not require many extra details, but a product on a more complex topic, such as using a complex health care solution; you might need to delve into the topic at greater length.

While long-form sales pages can help increase conversions, they can also work against you.

Keep your sentences and paragraphs short and concise. Do not offer information that will not directly benefit the user, and avoid telling long-winded stories that might bore the prospect or divert his or her attention from the sale.

How Can You Use Sales Pages?

Use sales pages to drive sales of your online products. Create a funnel that directs traffic to the sales page from other sources, such as your blog, social media accounts, and emails.

You can use a single page to list all of your products, and then create a separate page for each product. That way, as you add new products, you can build out your site infrastructure and keep funneling prospects to those pages.

What Is the Difference Between Sales Pages, Landing Pages, and Homepages?

Sales pages, landing pages, and homepages can all serve similar purposes, but they are technically different types of pages.

ü  Landing pages are created when you want to send traffic to a specific page from a link, such as on social media or in an email. You use the landing page to direct traffic toward your sales pages. Many entrepreneurs use landing pages to gather data about conversion rates and traffic.

ü  Sales pages are devoted to a single purpose: Convince the customer to buy. They remain static for the most part.

ü  Homepages introduce prospects to your brand. You might include links to your sales pages from the homepage. A homepage is found when someone types in your website’s

ü  URL or finds it through organic search.

When Should You Use a Long-Form Sales Page?

Long-form sales pages can help you overcome several hurdles.

ü  Explain exactly what your product offers and why your prospects need it.

ü  Answer common questions that prospects often ask before they buy your products.

ü  Address any common issues that might keep prospects from buying.

ü  Provide details about the precise value proposition that comes with your products.

Use them when you know that your target customer needs more information before he or she can commit to your online product. They are particularly useful if you charge more than your competitors do because you offer more value.

Things That an Incredible Sales Page Should Include

Many sales pages fall flat because they do not incorporate essential elements that convince people to convert. Do not follow in their footsteps instead; create a checklist so you know exactly what to put on your sales pages.

The following are must-have elements that you need to include on all of your sales pages.

Headlines That Make Promises and Demand Attention

If you want people to stick around on your sales page, especially if you go the long-form route, you need a catchy headline that forces people to stop and pay attention. The best headlines are not too salesy or gimmicky. Instead, they inspire trust.

The headline should consist of just a few words, but it should communicate three things:

The type of product you are offering.

The value customers can get from the product.

The differentiating factor that makes the product stand out from its competition.

If you are not sure how to write a headline, start with the topic, add an adjective that describes your product, and make sure that you create a promise that will encourage conversions.

For instance, if we go with the weight-loss example from above, your headline might look like this: “30-Day Weight-Loss Product That Lets You Eat the Foods You Love.”

It is simple and direct, but it communicates a clear benefit and lets customers know exactly what they will get from the product.

Think of your headline as your tagline. If you do not succeed, prospects might not read another word on the page. You need to make every syllable count.

Opening Paragraphs That Promise and Persuade

If your headline is your tagline, your opening paragraph is your elevator pitch. You are expanding on the promise you made in the headline to convince prospects that they do not just want your online product they need it.

This is your chance to give your sales pitch and reveal the hidden depths of your product. Consider using bullet points to point out clear benefits, not features that the reader will derive from your product.

Do not forget to inject some personality. Many people who take online products do so because they appreciate the writer’s teaching style. Let people know what they can expect from you, whether it is humor, extensive knowledge, or a touch of irreverence.

Stories That Reveal the Reasons Behind the Offer

Storytelling can make or break a sales page. You do not want to tell your life story from your first memory, but you do want to connect emotionally with the reader. Tell stories that explain why your produc offers enough benefits to justify the price.

For example, if you have found products to help people lose weight, you might tell prospects about your own struggles with weight loss. Let them know that you understand their struggles and that your products provides valuable, actionable advice instead of judgment.

Of product, you do not have to rely on your stories alone. If other people have already bought your products, ask them to share stories of their own so you can reprint them on your sales page. This form of social proof can turn a skeptical prospect into a customer.

Details That Foster Rapport And Credibility

If there is one thing that a sales page must do, it establishes rapport and credibility. You want the reader to view you as an authority in your industry and as a friendly entrepreneur who can help them reach their goals.

Your voice and tone can influence rapport considerably. If you are selling products on a serious topic, coming off as too flippant might turn prospective customers away. Similarly, if you are selling lighthearted products, getting too serious might seem discordant.

Whenever possible, incorporate data into your sales pages. Raw numbers can convince people to buy a product as long as you can back up those numbers. For instance, if 100 percent of your customers have reported satisfaction with your product, you need prospective customers to know that.

Subheads That Stop Bypass Searchers And Make Reading Easy

A sales page is not much different from a regular article in that big walls of text can scare off readers. Most people do not want to spend hours reading lengthy paragraphs. They want the gist of the information so they can make a quick, informed decision.

Subheads break up the content visually and let readers know what they can expect in each section. For example, in a long-form sales page, you might include subheads that break down features and benefits, address potential objections, and provide testimonials from previous customers.

You can also use bulleted and numbered lists to break up your content. On a long-form sales page, graphics and photos can help ease readability and draw in your prospects.

Anxiety-Reducing Testimonials

People do not like to spend money. They might like to enjoy the benefits of products, such as online products, but they are protective of their cash. You have to reduce their anxiety by helping them understand that the benefits outweigh whatever price tag you have put on your product.

The best way to do that is through social proof. As we mentioned earlier, social proof lets people know that others have taken advantage of the product and found it satisfying.

Testimonials are most powerful when they include details, such as the author’s name and photograph. You can add even more power to testimonials by asking past customers to record video or audio testimonials.

Anyone can write a fake testimonial and print it anonymously on a sales page. Do not do that. Instead, make sure you add credibility by attaching each testimonial to a name full first name and last middle initial, at a minimum.

Proof That Your Product or Service Actually Works

We all love success stories. To convince prospects to buy your product, consider offering proof that the benefits you tout will actually come true for prospects.

Let us go back to our weight-loss product example. You could include before-and-after shots of customers on your sales page. This demonstrates irrefutably that your product works, and prospects can see the proof in actual photographs.

This type of social proof can become even more powerful than a simple testimonial. People want to know that they will not flush their money down the drain by buying your online product. Put their fears to rest by sharing stories and evidence that back up your claims.

An Offer They Can’t Refuse

We have talked about headlines, first paragraphs, and social proof, but never forget that people are rational. They make decisions based on logical reasoning, and they want to feel as though they are getting the best deal possible.

Since your sales page is designed to do one thing, sell your product, do not forget to make a tasty offer that prospects cannot refuse.

If you watch late-night infomercials, you might have noticed that the pitchmen and women constantly talk about the offer. They mention not only what you will pay for the product, but also what you would pay if you did not take advantage of the special promotion.

If possible, use your sales page to make similar offers.

For instance, you might offer a 20 percent discount if your customers buy a bundle of several products. You show that they can save money even though they will ultimately spend more.

Alternatively, run sales and other promotions every once in a while. Let your prospects know by sending out an email and announcing the promotion on social media. Give people a reason to click the “buy” button before this opportunity goes away.

A Risk-Free Environment

As much as people want, a good deal, and as much as they are governed by logic and reasoning, they are easily swayed by risk. Nobody enjoys taking risks with money. Most people would rather hold onto their money than lose it.

If, however, you can take away that risk, more people will buy products on your sales pages.

Offering a risk-free purchase helps ease purchase anxiety. You could let your prospective customers know that they can get a refund within a certain period if they are dissatisfied with your product.

However, you do not want to give customers too much time. If your product only takes thirty days to complete and you offer a thirty-five-day, risk-free promotion, customers could easily consume the entire product and get their money back.

Make sure that your risk-free offer is designed to let people get a feel for your product. After they have sampled some of your products, they should make a permanent decision. After the risk-free period ends, you do not give refunds.

CTA Button: A Solid Close That Gets Your “Buy” Button Clicked

You can use a generic phrase on your CTA button, such as “buy now” or “purchase product.” However, you might get more conversions if you allow yourself to be a little creative.

For our weight-loss product example, your CTA button might say, “Yes, I Want to Lose Weight Now.” It’s an affirmative statement that can get people to click because they believe what they button says. They do want to lose weight, so they buy your product.

Use your CTA button as an extension of your headline. It should reflect the promise you made there so that it resonates with the prospect.

Make it as positive and affirming as possible.

However, make sure it is short and sweet. You do not want a CTA button that has four lines of text.

About Us

As I noted earlier, your sales page might be the first point-of-contact between your brand and the prospective customer. Consequently, prospects will want to know who you are.

This is particularly important when it comes to sales pages for online products. Your prospects want to know why you are qualified to sell the products and how you will offer value through the products.

You do not have to write an overly long biography. Hit the high points that explain what makes you an authority in your industry. You could mention several details:

Educational background

Licenses and certifications

Personal research or data collection

Professional experience

Do not forget about adding personality. Do not just list a bunch of dry credentials. Bring life to them by writing in a conversational voice.

Alternatively, you could create a short video that introduces you and your brand to the consumer. While you want to give details about yourself, you also want to focus on the customer. How can your background and credentials benefit him or her?

Video

I have mentioned video several times here, and for good reason. A video can deliver more information in a shorter period, depending on how quickly your prospects read. It is also more engaging than text.

You do not have to limit yourself to one video. Create one that introduces you to your prospects, another that introduces your product, and a third that features satisfied customers. You do not need fancy videography equipment, either. Many entrepreneurs shoot video on their smartphones.

However, if you have access to a studio, use it. Making your videos look more professional can lead to more conversions.

No Navigation Links

A sales page has one purpose: Convince the prospect to become a customer. That is it. If you add anything to your sales page that distracts from your mission, you might lose the sale.

This is why you should not include navigation links on your sales page. Keep the prospect focused on the product you are discussing, and not on other pages on your website. The only link on a product page should lead to the sales form where the customer buys your product.

Finally

Sales pages allow you to convert visitors into customers. They have a very specific purpose, so they are easy to create. You do not need any extraneous modules, such as sidebars or navigational links, so you can focus on the sale.

Imagine that you are sitting across from your ideal customer. What would you want him or her to know? Brainstorm a list of features and benefits that your online product offers so you can include them on your sales page.

All that remains is putting together the parts to make an attractive page. Use lots of strong verbs and hard data to convince your prospects that you offer the solution they have been looking for.

After you create your sales page, do not forget to promote it. Add it to your rotation of social media posts, for instance. You do not want to promote your sales page constantly, but bring it up every week or so to make sure that new followers see it.

Most importantly, let your personality shine through on the page. Demonstrate to potential customers why your online products are better than anyone else’s is.