What is it? A sales page (or landing page).
What’s the objective? To SELL something—right there on that page!
Creating a successful sales page is a little bit art, a little bit science. I frequently get asked to develop sales pages for clients, and today I want to dive into the details. Here are my tips on creating a sales page that gets the job done.
What is a sales page?
A sales page is designed with a singular focus: to convert visitors into customers. While your homepage might have a few calls to action, your sales page only has one—encouraging visitors to take a singular action.
What is your objective?
Your sales page has a purpose—to get somebody to do one specific thing: buy a product, schedule a meeting, apply for something, get a limited-time offer—take a certain action. I have a sales page myself, and its objective is to sell my client onboarding toolkit. (I can tell you first hand, it works!) The key is to get crystal clear on what you want your visitors to do; this clarity will guide every element of your page.
How are people getting there?
To get eyes on your page (and sales in your shopping cart), you need to actively drive traffic to it. Use your social media channels, newsletters, and Google Ads to direct potential customers to this focused page. When visitors arrive, it’s your time to shine! So how can we best do that? Employ the characteristics of a good sales page…
A good sales page will be:
To get eyes on your page (and sales in your shopping cart), you need to actively drive traffic to it. Use your social media channels, newsletters, and Google Ads to direct potential customers to this focused page. When visitors arrive, it’s your time to shine! So how can we best do that? Employ the characteristics of a good sales page…
- Distraction-free: You want eyes on the prize—no distractions! Because of this, you might include your logo (or not) and leave out your navigation, allowing visitors to focus solely on the content and call to action. You may include a footer, but a pared-down version might be best.
- Designed for your audience: It could look like your website, or it could look completely different. This would depend on what you’re selling, who the audience is, and what their needs are. (So yes, this page may have its own brand entirely.) While it’s still attached to your WordPress website so you can edit it, it might have very little in common with the rest of the site.
- Ordered in a smart, intentional and convincing way: While the order isn’t totally black and white, sales pages seem to do best when they have a similar flow to the content. You are taking the reader on a journey to where they are motivated enough to buy. This means you have to inform, nurture and compel, but not overwhelm.
How should you structure your sales page?
Overall the content should be skimmable, with bullet points and bold text, so folks can skip over the sections they don’t need.
- Start by presenting the problem, so they can relate. Set the stage. Address the common issues your audience will relate to. We want them to think, “Yes, that’s me!”
- Introduce the product, with all of its benefits and features. Since those benefits and features solve the problem you’ve defined above, a connection is being made.
- Share testimonials about the product. Let prospects see how much your offering helped others like them. These can be in a specific section, or scattered throughout the page.
- A detailed pricing section towards the bottom of the page, which explains any different tiers you’re offering.
- Multiple calls to action throughout the page, allowing visitors to click “Buy” whenever they feel ready. These calls to action generally start around the middle of the page, and take people down to the detailed pricing section. These are important because some folks might not need to read the whole page in order to be convinced, and the moment they feel ready, we want them to act.
- FAQs, in case they have any hesitations. Answer common questions while strengthening the value of your offering.
- Some kind of guarantee. Provide a money-back guarantee, or refund within 30 days, so they can feel confident purchasing.
Examples of sales pages
Here are a few sales pages I’ve created for my clients (and myself!):
