- 25 Tips for Creating an Epic Sales Page
1. Start with a bold headline
Your headline has one job: Get people to keep reading the rest of the sales page. While this is the first thing on the page, it might be the last thing you write. As you flesh out your sales page copy, the headline will likely find you in the process. It should be bold but clear about what the offer is about.
2. Use a supporting subheadline
Underneath your big and bold headline, you should have a smaller subheadline that elaborates on the core promise of your offer. The subheadline should be smaller (font wise) but will likely be longer to further describe the program and transformation it provides.
3. Show some empathy in the beginning
Chances are people who found your sales page are in some sort of pain, whether it’s physical or mental. They’re struggling with something in particular and searching for an answer. It’s up to you to acknowledge that pain, let them know you’ve been there yourself and that there is a way out of the hell they’re currently in. Meet them where they are and let them know that you are here to help before offering a solution.
4. Introduce your solution immediately after
After addressing the problem they’re facing and the negative ripple effect it can have in the long run, you should introduce the solution (your offer). This is where you lay out exactly what your program is and how it can change their life (both internally and externally). You want to talk about how your program is the fastest way for them to get results without spending any more time struggling.
5. Have a module overview
After you introduce your unique offer, include an image with an overview of all your modules. This is something you can easily create in Canva and gives a nice overview of what’s to come. My mentor James Wedmore said that each module title should be very intentional and be able to stand on its own. Try to name each module as if it was the chapter in a book. Don’t just name module one Intro but instead, something like Freelancing Foundations for Success.
6. Include a module breakdown
Once you unveil your solution and module overview image, make sure you break down what’s inside each module. The best way to do this is to have the module name, bullet points about the core topic, and a unique image. Speak to how each lesson will help them get the intended results.
7. Use tons of social proof
The more testimonials and case studies you have, the more likely you are to get people to invest and enroll. People want to see the success of others so it’s up to you to create raving fans and ask them for testimonials. I’m convinced you can’t have enough social proof either. One of my coaches (who just did a seven-figure launch), had over 20 video testimonials on their sales page. Obviously, if you’re just getting started, you won’t have that many yet but keep providing value and getting as many as possible.
8. Format properly
While some people will read every single word of your sales page (even if it is 10,000 words), some of them will just scroll and jump around. This is why you need tons of larger headlines to break up the text and make it very skimmable.
9. Keep your sales page simple
When creating a high-converting sales page, less is more. The last thing you want to do is overwhelm people with popups, different fonts, or long-form text. Remember, overwhelmed individuals don’t buy, so make sure to keep your sales page formatting simple and easy to read.
10. Use a price anchor
Your sales page should convey the unbeatable value of your product. One way to do that is to include another offer that is three to six times as much, known as a price anchor. For example, if you’re selling a $497 digital course, you should have an offer for 1:1 coaching with your digital course for $2,497. This will show the great value of your course and you might get some people to enroll in the higher tiered option as well. This is a win-win solution for you and your clients as some people will want additional coaching.
11. Have multiple pricing options
Another trick is to have multiple pricing options, not just to pay in full. For example, I have a program that is $497 for a one-time investment and I have a three-installment plan of $197 x 3 investments. Two things here — first off, make sure the one-time investment is always a better deal. Second, never use the term payment plan in your copy. No one likes payments (think about your car, insurance, mortgage, etc.). Instead, use the word investment because that’s exactly what this is, an investment in themselves!
12. Reassure with a guarantee
You need a guarantee on your sales page. What type of guarantee is up to you (30 days, 60 days, conditional vs. money back, etc.) but having some sort of reassurance is vital.
13. Talk about your bonuses
Your program should be enough to sell itself. But as you know, people love bonuses (myself included) and they should make it a no-brainer choice for them to enroll. I suggest having three to five bonuses — too many more and you dilute your bonuses and make them not as valuable. Fewer than three might not be enough to get people to invest.
14. Show the value of your bonuses
After you talk about your bonuses, make sure that you show the price or value of them as well. If some of them are paid offers that you sell separately, this is even more powerful to get people to convert.
15. Give them a choice
Once you’ve introduced your offer and bonuses, it’s time to give them a choice. You can say something like: Look, we’ve had a lot of fun but now it’s your choice. You can either continue to stay stuck, doing the same thing over and over again OR you can take the quick and simple route by enrolling in this program. Even if they say no, at least you got them off the fence.
16. Add authority bling
In the section where you talk about the instructor (yourself), make sure to humblebrag. Show off where you’ve been featured online, different podcasts you’ve appeared on, the results you’ve had, and anything else that builds the authority status.
17. Write short sentences
When writing your sales page, always think about how it’s going to look on mobile. If you write long sentences on a desktop, it’s going to take over the entire screen on mobile. Instead, use short sentences, one to two sentences per paragraph, and easy to read font.
18. Always have a deadline
One of the worst things you can do is not have a deadline on your sales page. I used to keep my programs open year-round thinking I could help more people but the opposite was true. Think about items on your Amazon wishlist, so much sits there and never gets added to your cart. Add a deadline to create urgency.
19. Include a FAQ section
Once you’ve introduced the offer, bonuses, and tons of students’ success stories, make sure to include a FAQ section toward the end of the page. This should include common questions about the program, guarantees, pricing, etc. I found that 7–10 is the sweet spot in answering most questions you’ll get. I also add a support email and encourage them to reach out if they have other questions.
20. Have a simple call to action (CTA)
Throughout your sales page, make sure you have buttons to invest and enroll. But don’t just say buy now in your sales button. Instead, have something like enroll now or let’s get started! to get people excited about enrolling. Also, I suggest making the button a different color than the rest of your sales page to stand out. I’ve read that green buttons convert higher than other colors thanks to the stoplight effect (green means go) so just a thought.
21. Keep the header and footer simple
The goal of the sales page is simple — show the value of your offer and get people to enroll. Unfortunately, a lot of people have way too much information on the headers and footers (like websites, social media, etc.). This is distracting and doesn’t help the goal of getting more people to sign up.
22. Include an earnings disclaimer
While you don’t want much on the footer of your page, you always want to include an earnings disclaimer. This will help legally protect you and your business.
23. Use presupposition
This is an NLP (neuro-linguistic programming) trick to help change the psychology of people reading. Instead of saying if you enroll say things like when you enroll. This presupposes that they will buy your offer and get them thinking about what it’ll be like when they join and find success.
24. Use the same colors throughout the sales page
Remember, keep your page simple and easy to read. The last thing you want is a different color font that is hard to read or inconsistent colors as they scroll down. You don’t have to hire anyone to do branding either, simply choose a color palette and stick with those colors throughout your page.
25. Always write to one person
Remember, copywriting 101 — write to one person, not a group of people. You want to consistently use the words like you instead of we. Remember, groups of people aren’t reading this, one person is reading the page at a time. Establish a personal connection with the reader so they know that you understand what they are going through and have a solution to help them out.
- Date of publication:
- Thu, 01/14/2021 - 08:02
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