If you’re selling anything online, you’re going to need solid sales page copy to make a sale. In this blog post, I’m going to show you how to write a sales page, and I’ll include a sales page template that will help you turn visitors into buyers.
Sales pages FAQ
What is a sales page?
A sales page is a landing page created with the purpose of selling a product or service. There are a few different types of sales pages, but what they all have in common is a “Buy Now” button.
Sales pages can be short and to the point (short-form) or a lengthy page (long-form). Either way, the aim remains the same: to convert visitors into customers.
Do you need a sales page?
With some physical products, like a bottle of water, you don’t need much to convince someone of the value of the product. But online, most, if not all digital products need a sales page.
Your sales page is your chance to convince people why they need this product. Your potential customers need to understand the value to make a decision if it’s worth the price.
Want to create a bad-ass sales page? I have a sales page template at the bottom of this post.
Sales page examples
Ramit Sethi’s sales page for his finance course, Wealth Triggers, is a perfect example of a long-form sales page. Clocking in at 7,000+ words, this sales page does a wonderful job of identifying the problem and offering a solution.
Fresh ‘n Lean sales page
In the previous example, the sales page was very text-heavy. But in this sales page example, Fresh ‘n Lean chose to be very visual in their sales page to sell their keto meals. Depending on your niche, you can decide how visual or colorful you need to be.
For my sales page to my Ultimate Bloggers Toolkit product, I chose to be direct to the point. The reason is that if someone lands on this page, odds are they are a blogger who already knows me and my work. Because of this, I don’t have to do much “pre-selling.”
Ultimate Bloggers Toolkit is a collection of templates geared toward bloggers who want to monetize their blogs. It includes a media kit template, Pinterest pin templates, product mockups, and more. On my sales page, I show potential customers a preview of the product and explain what these templates will help them achieve.
How to write a sales page
The sales page headline needs to communicate what the offer does for your customer and what goal it will help them reach.
What is the ultimate destination? The headline must communicate how it helps them, what’s in it for them, and what they will receive or gain from taking action.
For example, the headline for my blogging course reads, “The blueprint for starting a six-figure blog.”
Highlight the problem
Show visitors that you understand the problem they’re faced with and know what they’re frustrated with. Help them understand that you get it, and you get them.
After describing the problem, agitate the problem just a little bit more to confirm how important solving the problem is.
Reveal the solution
Once it’s clear that you understand first-hand the importance and magnitude of the problem your customers are facing, it’s solution time! Now, it’s time to share the good news that a solution exists and is finally within their reach.
The solution, of course, is your digital product! Tell them what the solution is, share the details, the benefits, how it works, who it’s for, and why it’s better than any other solution available.
Tell your story! Communicate who you are, how you came to be an expert in this area. It’s important to share why your readers should listen to you, take you seriously, and believe what you’re telling them.
Showing them a “before and after” helps show people that you’ve been there, know how it feels, and are now doing better after solving this problem.
Explain what’s included
Spell out in detail exactly what visitors will receive if they say yes and take action. Review why each item they will get is important, the benefits, and the value.
Most sales pages spend way too much space in this section. While you should spell out what’s included, it’s not going to be what makes someone decide to buy your product. Buying is an emotional decision, so focus more of your sales page on the emotional side of things.
Provide valuable bonuses
Everyone likes getting something for free! Sweeten the deal by including special bonuses for those who take action and buy.
Just make sure the bonuses you offer complement what you’re selling or align with the big results and final destination visitors want to reach.
Your bonuses need to offer quick wins to your customers – not more work. After all, people don’t want more of things, they want shortcuts.
Share next steps
Most visitors aren’t paying as much attention as you think they are. They’re far more forgetful than you think. That’s why they need crystal clear instructions on how to take action and what to do next.
Where do they click, how much does it cost, how do they buy it, when do they receive it, and how do they use it? Spell it out so that your readers don’t have to guess what to do next.
Tell them exactly what they need to do next, step-by-step, communicate any limitations, special offers, fast-action bonuses, or other special opportunities, and invite them to take action.
While prospective buyers are reading your sales copy, they may have doubts, concerns, or questions. They may be skeptical or even jaded from a negative experience. Address the biggest and most common objections upfront and provide the answers to the most commonly asked questions.
A great way to do this is to say something like, “If we were sitting here having coffee, you’d probably have questions. But we’re not, so let me share some of the most commonly asked questions and answers with you.”
Add a frequently asked questions section addressing the major objections readers have with your product. For example, “Is my credit card safe?” and “Who is this product for?” are common questions people have about digital products.
Give a guarantee
Make an offer buyers simply can’t refuse. Give them a guarantee to set their mind at ease, remove risk, and encourage action.
People are wary of buying digital products online, so why not offer a money-back guarantee? You’ll be surprised how few refunds you’ll end up giving.
Showcase honest testimonials
One of the best ways to get a potential buyer off the fence and persuade them that your service, product, course, or program is a total no-brainer. Add several testimonials to put them at ease and show them that this product is definitely worth their investment.
To make your testimonials more impactful, turn them into “success stories” and dive deeper into how your product helped solve their problems.
Wrap up your sales page copy with a personal note that shares your excitement and passion about your offer and the benefits you know visitors will experience if they say yes.
Reassure them that they’re making a smart decision and congratulate them on taking massive action today. It is critical that they walk away feeling good about their decision/purchase.
End with a call to action
Every sales page needs at least one powerful call to action. A call to action (CTA) is a phrase or statement that asks and motivates visitors to do something. A good call to action encourages and compels them to take the next step and buy your product.
Sales page template
Use this sales page template to help you build the structure of your sales page.
Until next time,