How to Create a Sales Page that Finally Converts
Table of Contents Show
Sales pages can be a huge converting asset for your business, but only if they are structured and designed in the right way.
In this blog post, I’ll discuss the different elements that make up a high-converting sales page. We’ll start with the headline and subheadline, then the introduction, offer, guarantee, close, and social proof testimonials.
By understanding how to structure your sales page correctly, you can increase your chances of converting website visitors into paying clients!
What is a Sales Page?
A converting sales page is a web page designed to sell your product or service. It typically has no other navigation links or distractions and focuses solely on helping the visitor decide to buy from you.
It usually contains persuasive copy that leads your visitors down the path of understanding what you’re selling, if it’s right for them, and (if so) ultimately buying what you are selling!
If you think of a traditional sales funnel, the sales page is key in moving potential customers from the consideration/intent stage to the action stage in the sales funnel.
It provides detailed information, builds trust, and encourages action through strong CTAs and optimized design.
How to Structure Your Sales Page
01. The Sales Page Headline
The sales page headline is the first thing your visitors will see when they land on your converting sales page.
This is what makes them stop scrolling through their feed and pay attention to what you have to say! It should be short, sweet, and it should grab their interest quickly, or else they'll leave before even reading any further down into the offer details.
Consider creating the headline to directly address the needs or desires of your audience. Use powerful, emotive language that speaks to their aspirations or challenges. A well-crafted headline grabs attention and aligns with the reader’s interests, making them feel like the page was written specifically for them.
TIP: Conduct audience research before writing your sales page, especially for a higher-ticket item.
02. The Sales Page SubHeading
Your subheading should elaborate on your headline and give more information about what you are selling. It should also be persuasive so that visitors want to learn more about how they can get this fantastic product or service!
03. Relatable Section and Pain Points
Once you've got their attention with converting headlines and subheadings, they need to know how your product or service can help them. You should use language that is relatable to your audience and explain what problem it solves for them!
Use real-life scenarios or anecdotes that reflect common experiences of your target audience. This will help in forging an emotional connection, making the pain points more tangible. It’s not just about stating the problem, but making your audience feel understood and validated in their struggle.
04. Introduce the Offer as the Solution
Now that you've explained the pain points and how this product or service can solve their problem, it's time to introduce your offer as a solution!
Be clear about how your product or service helps and why it's a good choice for them. This is your chance to connect the problem with your solution directly. You want your potential customers to see that your offer is exactly what they need to solve their issue.
05. Give all of the Offer Details
After introducing the offer, it's time to dish on ALL THE DETAILS.
This is where you explain what is included in the purchase, how much it costs, and any other pertinent information they need to know before deciding!
Include important things here like the refund policy, as well.
In detailing the offer, clarity and transparency are key. Lay out the features, benefits, pricing, and any other relevant details in an easy-to-understand format.
Avoid technical jargon or complex language. Instead, focus on how each feature translates into a real-life benefit. This section should also address any potential hesitations or questions an interested prospect might have, preemptively easing concerns.
06. Social Proof and Testimonials
Now you've gone through all the converting offer details, but they still might not be convinced to buy yet.
So it's time for some social proof! Social proof is when other people share their experiences with your product or service so that visitors can see how great it is.
Real stories or endorsements should reflect a transformation or positive outcome thanks to your offering. This isn't just about showing that others have bought your product, but about demonstrating the value it has added to their lives or businesses.
TIP: If this is a new offering and you don’t have any testimonials yet, don’t worry! There are still a couple options for you:
Pull in testimonials from other services or products you’ve created, demonstrating your knowledge, skill, or trustworthiness. (Be honest about that though!)
Offer the product or service for free or a discounted price, if applicable, in exchange for a testimonial before launching.
07. Introduce Yourself as an Expert
If you haven't done so already, it's time to introduce yourself as an expert in this field! This is your opportunity to share your story and connect with the reader on a personal level.
In this section, your personal journey and expertise should be linked to the value proposition of the offer. Share your credentials, experiences, or unique insights that led to the creation of the product or service. This is about establishing credibility, as well as building a personal connection and trust with your audience.
08. The Frequently Asked Questions
People always have questions about a product or service before buying it, so it's essential to include a FAQ section on your converting sales page! This will answer any potential questions that visitors may have and help them decide if this is the right purchase for them.
Another bonus of FAQ sections? Use your SEO keywords to inspire you to answer questions that a lot of people may have. This will help increase your visibility.
09. The Close and Call to Action
The close is your final chance to get the reader to buy from you. You should use persuasive language and make it as easy as possible for them to take the next step!
TIP: Be sure to include several Call To Action buttons throughout the site to make it easy as pie to take the next step.
A few other important details you might want to add to your sales page
A countdown timer for urgency
Details of any bonuses or special pricing offers
Detailed graphics or images showing what you offer
A chat box to communicate with interested parties
Video testimonials
And most importantly, show the value and the transformation that your offer will provide to the people who need it.
That is the true power of a converting sales page!
