As part of several in-person and online business communities, I hear questions every day about building sales pages that actually convert.
Interestingly, this is an area where I have never struggled. Maybe it’s because I was a natural campaigner as a kid—I ran a school-wide fund raiser in fifth grade, ran for student council all 3 years of middle school, etcetera—but of all the things I do in my business, creating high-converting sales pages is hands-down the easiest.
While I can’t teach everything I know about sales pages in a single blog post, I can share 4 vital components of high-converting sales pages, and break them down so that they’re simple to implement on your own. And as an added bonus, I’ll share a few layout tips in a video, too!
Are you ready?
Compontent #1 - Someone to Make Eye Contact With
No one writes out an email, a letter, a postcard, or even diary entry without thinking about a specific person reading it. Thinking about that person guides the language that you use, and really tailors what you throw into and leave out of the conversation.
This should also be true of sales copy. When you’re writing out your descriptions of your product or service, and all the benefits of buying it, you should be thinking about one particular real-life person you want to convert into a customer, believing, “If I only sell to this one person, I will have succeeded.” Write as if no one else matters.
Think of choosing a specific person to speak to as “making eye contact” in the virtual space. If in the real world you were just talking out into the air as random people walked by, most people would ignore you. But if you can have a compelling conversation with one person, other people might want to eavesdrop.
When you choose your person, make sure it’s someone who is is representative of the overall market you’re trying to reach. If you succeed in talking to your target customer on his or her level, really showing how much you understand and want to help him or her, then other people in the broader market will also feel as though you were speaking directly to them, and this is important.
Component #2 - A Good Before/After Scenario
Your future customers have two selves to consider when they come to your sales page: The self that they are before they experience your product, and the self they will be after they experience your product.
If you have a good product, one that creates results and that you can really stand behind, then you should have a clear concept of what your perfect customer’s life will be like after they’ve experienced what you have to offer, and this is a picture you want to clearly paint for that person to imagine. To use my Learn to Live Stream class as an example:
Before students go through the Learn to Live Stream program, they are nervous about the technology side of going live, and they worry that no one will tune in or that they’ll stammer over their words and make a fool of themselves on live camera.
But after they go through the program, they know where all the buttons are so they can start and stop their streams with ease; they know exactly what to do if no one shows up (but also how to get people to show up), and they know how to plan for their streams so that they don’t stammer over their words or lose their place in their message.
I paint that exact picture on the sales page I created for this class so that when the right people visit that page, they start thinking about the “self” they will be after they’ve experienced my class as a better self than the one they are now. Once they discover they want to be that person, they are very likely to enroll in the class.
Component #3 - A Decision-Tree-Style Format
A decision tree is a map that leads each person who uses it to a specific end result. [This is a great example of a decision tree.]
Although a decision tree is something we usually think of as being visual, and self-contained to a single graphic, a sales page is actually very much like a decision tree. And at the end of it there are only two outcomes: Yes, you should buy this product, or no, you shouldn’t.
For the right people, you want your sales page to lead to an overwhelming conclusion that yes, you should buy this product. And for the wrong people, you want the overwhelming conclusion to be no, this product is wrong for me. (This will help you garner rave reviews and cut refund requests.)
To do this, you have to “maintain eye contact” with the one specific person for whom you’re creating this page, and anticipate every curiosity, argument, fear, and desire, so that you can address it in your copy (text), visuals, testimonials, and other materials on that page.
For instance, your specific person might wonder the following:
Will this product be easy for me to use?
Who else has used it? What did they think of it?
How fast can I expect results?
Will I be able to compete in my marketplace with this skill/product?
Are results guaranteed?
Do I get anything special if I order now?
Before your potential customers use these questions as excuses to turn you away, address them! If you’ve anticipated their questions well, and your product is something that will truly benefit them, then your answers will lead your website visitors closer and closer to the conclusion that yes, they should buy your product.
Component #4 - Excellent Visuals
There’s nothing like landing on a sales page that displays reams and reams of text. And studies show time and time again that if there’s no clear and immediate place for a web user’s eyes to settle on a page, they are exponentially more likely to bounce—that is, leave the website entirely.
The solution to this is to break up your text with appealing visuals—whether that means graphics, photos, or videos.
The rule of thumb I use is to make sure that no matter how long the sales page is (and they can get quite long), there’s no chance that if a visitor stops scrolling randomly the page will contain only text. Basically, no matter where they are on the sales page, there’s always something interesting to look at.
This is a great way to retain mobile users, as well. If there’s always something interesting on the desktop version, then that usually means the blocks of text are also bite-sized enough to also look good on phones and tablets.
One of my favorite sales pages for my own business is my Learn to Live Stream sales page. It implements all the components listed here, and is a great example to learn from if you’re just starting to build sales pages for yourself. You can check it out here.
A Few Parting Notes
A sales page is only one of the key elements of a complete sales funnel. The best sales page in the world won’t convert visitors into customers if you haven’t already laid a foundation of Know, Like, and Trust; provided free value in the best interest of your target customer; and gotten your content in front of enough eyes to catch just a few of them at the right time with your paid offer.
This is one of the reasons building a large email list and fostering a relationship with that list is so vital to online business. The larger your paid offer is, the larger your email list needs to be; the better relationship with it has to be; and the longer you need to make your overall funnel.
Was this helpful? If so, leave a comment below with the tip that was most helpful, and if you’ve already used it on your own sales page, leave me a link so I can go see! If you’re looking for feedback, be sure to join (Girl)Bosses Who Brunch over on Facebook, where there’s a supportive group of women building businesses just like you.
Hello! My name is Alexis.
Coffee lover, day dreamer, foodie, and creative. Currently working and living in New Hampshire, I’m an eclectic mix of forward-looking and completely old-fashioned.