How to Write a Sales Page that Sells

A sales page is one of the key web pages your business needs to convert readers into customers. It’s also the page that many business owners find hardest to write.

Other pages on your website are useful for gaining credibility with readers and informing them about your business, however the sales page is what will convince them to click “Buy Now” instead of “Close”. Here are several tips that will help you produce an informative and effective sales page that will encourage readers to take the next step, and become paying customers.

Sales page tips

  • Research

    Before you write anything for your sales page, do your research. Find other pages, especially those that you know to be successful, and study them.

    Compare several different high-performing pages to pinpoint the similarities and differences between them, what you think works, and what you think doesn’t. Take note of how you can incorporate your favorite elements from these pages into your work.

  • Create a compelling headline

    Compelling headline

    You need an effective headline to lure readers onto your sales page, and provoke enough interest to keep reading. Successful Internet marketers always recommend creating a headline that promises specific results, rather than vague guarantees.

    This means the difference between writing “Get rich quick“, and “Earn $100,000 in just two weeks“. The latter headline provides audiences with a much clearer idea of what to expect, and therefore is more appealing!

  • Focus on the reader

    Although your sales page is about selling your product or service, the bulk of the content should be focused on your ideal reader-turned-customer. To write an effective sales page, you need to know some basic information about your readers.

    You can’t write a sales page that will resonate with everyone who visits your website, so focus on your core customer base. Who are they, and what are their demographics?

    Next, you need to detail what a buyer will get as a result of purchasing your product or service. You need to be able to identify how what you’re offering is going to help them, and why they should listen to you rather than your competitors. You can include some information about your business, especially if it helps boost your credibility, however you should write your sales page as though you were writing it specifically for your ideal buyer.

  • Follow the problem and solution formula

    People purchase products and services because they want solutions to problems. Sometimes, they’re aware that they have this problem, and sometimes they’re not aware of it until they read about it.

    Dedicate a paragraph to talk about the problem your product or service solves for readers. For those readers that are aware they have the problem, you’ll show them you understand. For those that aren’t yet aware, you will help them realize they can relate to the problem you’re describing.

    Next, you need to demonstrate to your readers how your product or service solves this specific problem. When doing so, focus on the benefits your product will bring, rather than its features, and make sure you explain these benefits as thoroughly as possible, so your readers are clear about your product or service’s wonderful effects!

    When following the problem and solution formula, you also need to alert readers to why your product is a better deal than other similar products on the market. Perhaps it’s cheaper, perhaps your customer service is second to none, or perhaps you have skills and expertise that very few competitors can match. Finally, talk about what your readers’ lives will be like once problem is solved!

  • Include testimonials

    Including testimonials from other users is one of the most important steps you can take to increase your conversion rate. If you’re creating a sales page for a new product review, send out review copies or offer a limited number of clients reduced-rate or free sessions. Afterwards, you can ask them to write a few paragraphs about how the experience helped them, and, with their permission, post this as a testimonial.

    Testimonials can help reduce potential customers’ anxiety about purchasing the product or service. If they see that someone in a similar position to them found your product or service helpful, they’re more likely to buy.

    You can see some web hosting testimonials on my website.

  • Include a call to action

    Call to action

    Calls to action are an order or invitation, such as “Buy now” or “Click here“. They encourage the reader to take a certain action; in the case of a sales page, this might be purchasing a product, signing up to a waiting list, or sharing information about the product via social networking sites.

    Calls to action are surprisingly effective at increasing your conversion rate. Even if a reader finds your sales page convincing and wants to purchase your product or service, they are far more likely to do so if you have a call to action above the “Buy” button than if you don’t.

    Calls to action tell customers exactly what to do and when to do it, reducing the amount that customers have to think, and lowering the barrier to entry.

  • Find readers’ objections and turn them into selling points

    Many sales pages have an FAQ section. Instead of containing responses to frequently asked questions, however, this should contain responses to pre-empted issues people might have that could prevent them from buying your product or service. If you can flip these issues around, then not only do you show readers that you understand their objections, but you also persuade them otherwise.

    Some of the more common issues that readers raise include not having enough time to make the most of the product or service, and not being able to afford it. I strongly suggest you to find a way to counteract all these issues and turn it around to the reader’s advantage. For instance, you could point out that your program takes less than 30 minutes per day, or that it costs less than the price of a cup of coffee per day.

  • Structure the page

    The structure of the page will have as much of an impact on whether potential buyers keep reading as the content will.

    Use short paragraphs, punctuated with bullet points and numerical lists where appropriate. Large, dense blocks of text will deter people from reading the page and could lose you valuable buyers.

    The page should be scan-able, so start with the most important information first, then go into more detail further down the page. Divide the page into several sections with relevant sub-headings. This kind of structure caters to both people who are in a hurry, and those that have more time to read about your product. You can also choose to mix up the page’s text with videos, images, and infographics to engage readers on a more visual level.

Even when your sales page is finished, it isn’t set in stone. Take note of questions your customers ask, and insert the most common into the “FAQ” section. Review your page on a regular basis and keep revising the copy. This is especially important if you are new to writing sales pages and still honing your skills. The more you revise your page based on feedback from customers, the more convincing and higher converting the page’s content will be.

Writing an effective sales page that sells might seem like a daunting task, but it doesn’t have to be that way. By including the elements above, you can give readers added confidence, give your business added credibility, and have a better chance of turning long-term readers into long-term customers!