A sales Page is a page solely dedicated to selling a product or a service.
Sales Page Overview
Sales Pages include the features, benefits, social proof, a brief or in-depth description of the product you’re trying to sell – depending on how big your product is!
It may also include exclusive offers, specialized packages, and an instant ‘BUY NOW’ button, so visitors don’t have to leave the page to place their order.
Regardless of product or service, every brand needs a Sales Page if they want to sell to their customers.
|Did you know: There’s a difference between the features and benefits of a product! Here’s what makes them different.|
How does a Sales Page work?
When you have a product to sell, you need to give your customers enough information to help them decide to buy from you.
And that’s where landing pages play their role. A landing page is simply a page that your customers reach when they try to get to know you or even buy from you.
In the internet world, a Sales Page is a type of Landing Page but – the one that can make people get out their credit cards ONLY if executed right. If you lose them here, they are probably never coming back.
There are many questions a first-time visitor has when they want to buy from a new brand. If your sales page manages to answer ALL of them and in time, you have a high chance of converting a visitor into a retaining customer.
When a potential customer stumbles upon your Ad or product link and clicks it, understand that they have chosen to know you better. It is all up to you to convert them with the right words and all the information needed.
That’s what a Sales Page needs to do! It is your chance to build trust and show your credibility. Only then it is possible to convert it into a sale and serve its real purpose.
Requirements of a Sales Page
Although there is no ‘correct’ format of writing a sales page, these are a few essential things you must not forget to mention:
- HOT Headline
- Persuasive Copy
- Interesting Graphics
- Lead capture form
- Multiple CTA buttons (multiple buttons, not CTAs)
- Trust indicators (testimonials, customer badges, company logos, endorsements, disclaimers)
A Headline is the single most converting element in a Sales Page copy if you manage to nail it. If you tend to engage your customer and express what you mean to say ahead within the headline, you have absolutely nailed it!
As a Copywriter, I believe learning how to write a headline takes lots of time and practice. While being the most converting element, it is also the HARDEST thing to write.
|Read Next: How to Write an Engaging Headline?|
More than 81% of the people do not read past the headline – whether it’s a blog article or a sales page.
You should be able to pique curiosity and make the headline relevant to your customer. They should feel the need to read ahead on your landing page rather than visibly knowing they are being persuaded.
I suggest every aspiring copywriter research and observe. Collect every other headline that makes them click or grab their attention and create a swipe file.
Collect headlines for future reference. But never to copy, you copywriter!
Always be original and be true to yourself.
If your copy isn’t written professionally, your sales page will do the exact opposite of what it is supposed to do. That’s right – make the visitor LEAVE.
There is a lot that goes into writing a good copy. Maintaining brand identity while persuading your customer to buy from you is a difficult task.
A sales copy needs to have the right words, at the right time, and in the right place.
Every sentence written in a sales copy must have buttery soft transitions to the next point. You specifically should be able to make your reader’s eyes stick to your words. The moment you let them turn their head, indeed you’ve lost their attention.
This is precisely what makes a copywriter’s job as hard as it can get. You should be able to write as little as you can while providing all the information they need to buy from you.
To keep your reader hooked while reading your sales copy, you must add attention-grabbing illustrations. You can add them for the purpose of decoration or even to explain yourself better.
Get as creative as you can. Use graphs, stats, flowcharts, images of your product, etc.
The more creative you get, the better you can engage your audience.
Keep in mind that you need to use relevant and authentic images for your sales page. Your product must be clear and if you decide to add stock images – please use the ones you have the right to use.
Don’t use images that are copyrighted. The last thing you want is to get a copyright slash on your landing page and lose your search engine rank.
Lead Capture Form
Always collect lead information if they manage to land on your page. Whether they came from Facebook or Google ads, attach a lead capture form on your sales page. This information helps in further retargeting via email, SMS, or any other medium.
People often leave your page simply because they don’t want to buy from you YET or they have decided to remember you for next time (which they obviously won’t).
Thus, a simple lead capture form does the job. When you make it relevant to the customer, you avoid making it look like a data-sucking vacuum and making you trust them with your data.
What even is a Sales Page without a Call-to-Action?
If you forget to have a singular purpose button on that page, it isn’t a sales page anymore!
Imagine spending precious minutes of your life reading about an unknown product – all ready to buy – and finding ZERO action buttons there.
You would leave the page and probably never come back, right?
Don’t forget to add multiple CTAs across your sales page. You do not want to let a buying customer leave without buying from you because they got confused.
There are various ways to build trust, but one of my personal favorites is Customer Testimonials.
I always ask for previous reviews and testimonials from my client to add to the Sales Page I’m offered to write.
Reviews help in understanding the client and their product better while adding plus points.
Not only does your sales page look credible, but it also creates a sense of familiarity and trust in the brand.
Ultimately leading your visitor to buy from you and have a good impression of who your brand is.
I have covered a sales page’s basics in this blog without going too deep into the elements, but I plan to write on it also in my upcoming posts.
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