There’s a lot that goes into building a successful sales funnel and elements that need to come together — an irresistible offer, traffic, emails sequences, and in many cases, a killer sales page.
If you’ve ever tried to write or design a sales page, you know how overwhelming it can be. Luckily, there are formulas and best practices for creating a high-converting sales page. Let’s dive in!
The first thing you need for a high-converting sales page is an irresistible offer to sell! And you need to tell and show your prospective customers exactly what they get and convey the value of your offer. You can do this through your feature descriptions, offers stack, and bonuses.
Features (What’s Included?)
If you’re selling a course, these will be your course modules. For a digital product it could be the assets that make up the whole such as workbooks, templates, swipe files, etc. Include a number, title, description and a tangible result for each feature in your list.
What extra value can you offer that doesn’t quite fit into a module but supports your main offer? These are often digital assets like worksheets, checklists, or even mini courses.
Break down the value of what they’re getting. Your offer stack should show AND list every single item they will get when they purchase, as well as the value and price 👇
Writing the copy first makes the design much easier. While it works hand-in-hand with the design, one could argue the copy is the most important part of a sales page. The copy does the heavy lifting of selling, while the design keeps them engaged and reading. Here are some critical copy elements needed on a high-converting sales page.
The headline’s job is to create curiosity and hook them in so they continue reading the page.
Call out their problem and dive into the frustrations and emotions they may be feeling. You want to dive deep into their biggest problem.
Paint the picture of what their life could be like if they solved their problem and the tangible result they could have.
Reveal your unique solution and how you came to it. This is your offer’s unique selling proposition, or what makes it different, not the actual offer.
The FAQ is a great place to address common objections. Think of worries or objections they may have, and write and answer questions based on those.
Urgency and Scarcity
These are common persuasive marketing tactics that can feel icky to some. Don’t create false urgency/scarcity, but give your customer a reason to take action now. Maybe the cart closes in 48 hours, you’re taking a limited number of coaching clients, or fast-action bonuses are expiring.
The design of your sales page needs to support the copy and create a flow that keeps the reader moving down the sales page. The design is also the first thing they notice, and can affect how quickly they bounce off the page.
The first step is to break the copy up into sections. Nobody wants to read huge blocks of text! Use short paragraphs and break it up with design elements to keep them engaged.
You can also use bullets to make text more skimmable and use formatting like italics, bold, and underlines to emphasize certain words and phrases.
Branding a sales page is a great way to create consistency in your funnel design and to make your offer stand out. This usually consists of a logo, 2-3 typefaces and a simple color scheme.
When you’re selling digital products online, you want to make sure the product feels tangible to the prospective buyer. Product mockups on laptops or other physical mediums can help you accomplish this.
You should have one call-to-action on your page and repeat it multiple times. This is typically a ‘Buy Now’ button. Use a bright or contrasting color to help it stand out.
Before they can buy from you, potential customers need to believe that you are trustworthy and credible. This is why it’s easier to sell to a warm audience than a cold audience — they’re gotten to know you already through your content or perhap your associations with other online entrepreneurs. But if they haven’t heard of you, these are a few ways to build that trust on your sales page.
Make sure to include a section introducing yourself and include a photo. Before they make a purchase, people want to know who you are, your backstory, and if they can trust you.
If you’ve been featured on a podcast or publication, including logos in an as-seen-on banner can lend credibility to your brand.
Testimonials + Case Studies
There’s no better way to establish trust than with social proof. They want to see that people like themselves have seen success with your course or product. These could be in the form of text, FB or message threads, or video.
What is your refund policy? Clearly spell it out to reassure them that there is little to no risk when they purchase your product.
I hope this post gave you a good idea of what to include to create a high-converting sales page. If you need help putting your sales page together, my Conversion Design VIP Day may be right for you! In 1-2 days, we’ll turn your sales page into a conversion-optimized sales machine.