Your website is your home on the Internet and your sales page is your business premises.
The sales page is the gateway to your customers.
Do you want to have clients?
I guess yes, that’s why you are here.
I’m going to explain what a sales page is and how to create one that converts visits into customers.
What is a sales page?
A sales page is the content of your website with which you have to convince your visitors, your potential customers, that your product or service is what is going to solve their specific problem.
The sales page is a page of the site that is aimed at conversion, sales. It is directly focused on getting the user to click the buy button at some point.
This page has extensive content and is structured in sections, so that it perfectly explains the characteristics, advantages and benefits that your product or service offers, in addition to the commercial messages.
As you can see, it has to convince the visitor that your proposal is the best.
Think that you compete with other professionals and companies in the search for clients. And that users receive numerous impacts on an ongoing basis.
So you have no choice but to work the content of this page well so that it is irresistible, eliminate all doubts and reluctance to the sale on the part of your potential clients and convince them.
Effectiveness is the mantra that you have to set yourself.
Landing page vs sales page
Confusion often arises around the different types of pages that can form a website: home page, landing page, squeeze page, sales page …
We are going to clarify these concepts so that you are clear. I’m going to explain what a landing page is and how it differs from a sales page.
A landing page can be of several types:
Squeeze page: created to convert visits into leads, into contacts. Therefore, your role is prospecting.
Sales page: created to sell a service or product.
Where do the visits to your blog come from?
Some visitors will search for you directly in Google; others from content on social networks; if you advertise online, hopefully, many will come to you from those ads …
As you can see, your visitors can access your website from different places.
And when they arrive, there has to be a place on your website where they do one thing only: subscribe.
Those pages are squeeze page type landing pages.
They attract the user with valuable content, a lead magnet (in the format of an ebook, manual, template, report …), and request that user’s email in return.
For what? To have a subscriber base to which to send sales messages, information, etc.
Now that you know what a landing page is, let’s move on to the next level and I will explain what a sales page is.
In the case of the sales page, as I have already told you above, the objective is that visitors convert, buy.
For this reason, this type of page is more extensive and has a more complex structure. It is directly focused on the sale.
To achieve this, it has to fulfill a series of premises on the same page, preventing the visitor from having to navigate to other pages of the site or, worse still, from leaving the site.
Creating a sales page that will make the prospect fall in love and convert is possible. It must have a series of components that I will explain to you immediately.
We will go step by step to create your irresistible sales page.
How to create a sales page
Your sales page has to be attractive and with copywriting based on powerful persuasive messages that encourage the visitor to buy.
In it, you must present your irresistible offer.
I explain step by step what components can not be missing on your sales page.
1. WHAT DO YOU OFFER
When a visitor lands on your sales page, the first thing they will find will be a header with a title.
This title includes the main benefit that your client will obtain if he buys from you, the result.
You have to put yourself in his place and not think about yourself, but about him. For you the benefits of your product are many and you would like to tell a lot about them.
But at this point, the objective is for you to define in one sentence the transformation that your product or service will provide to your client.
How your business, your life will change …
Stop complications in this statement. Play with creativity and effectiveness so that a single sentence results: direct and determined.
2. DEFINE WELL WHO YOU ARE ADDRESSING
It is essential that before starting to write messages you focus and define very well who exactly your ideal audience is.
Being clear about who you want to address will help you later that the messages you launch for that target are appropriate.
Your product or service is not for everyone. Your offer fulfills a specific purpose and therefore addresses a specific audience as well.
That is why it is very important that you are clear to whom your product or service is directed and that you do an exercise in defining your buyer persona.
A birthing training for pregnant women is not the same as a coaching service for salespeople, right?
Good. Well, start drawing who your ideal client is.
3. MESSAGES: THINK ABOUT WHAT YOUR CLIENT NEEDS
Regarding the content and messages that your sales page will collect, you should always put yourself in the shoes of your potential client.
If that prospect has come to you and is browsing with a greater or lesser degree of intention to purchase your product or service, it is because you offer something that meets their need. So you must tell him what it is.
What does this mean? That you have to get wet and position yourself. It is not about being aggressive in your messages, but about attacking the pain points of that audience.
What happens to your potential clients?
What specific need do you want to fulfill?
What exactly do they need?
That is where you have to influence. And with a balance between empathy and raw sincerity, making him see his fears, what frustrates him, what he doesn’t get right now.
This way he will perceive that your solution is what he really needs; that with your help he will be able to fulfill that desire.
Therefore, in the copy of the page, you will have to present messages and specific cases that your potential client suffers right now and formulate them with questions that put them in a situation, such as:
Are you frustrated because you can’t get …?
Are you sick of …?
You have always wanted … but you haven’t got it because …
Has it ever happened to you that …?
Those fears, those frustrations should appear in the ellipsis. So before you even start writing, complete a list of what that pain points your potential clients feel are.
One last piece of advice in this regard: that you talk about pain points does not mean that you have to present a picture black as coal and with negative messages. Rather the opposite: you must present yourself as their solution, hope, always in a positive way.
Because, I remind you, you offer that transformation from a situation of need and frustration to the 360º turn in which their problems will be solved.
4. INTRODUCE YOURSELF, TELL YOUR OWN STORY
There is nothing that unites us to people other than the stories with which we feel identified.
You have to tell who you are and how you have also gone through that transformation that you offer or what the process has been until you create your proposal.
Show your empathy to be able to connect emotionally with the people you are talking to.
5. YOUR SOLUTION: DESCRIBE THE BENEFITS IT PRODUCES
We have said that you clearly know the people you can help with your product or service and you know how to reach them.
Good; Well, the time has come to tell each of them what you have to offer.
But remember, once again, put yourself in that person’s shoes and think about how you are going to help them: list and describe the benefits and advantages that your product offers them.
Tell them exactly how their life will change.
For this, it is perfect to tell them in points about these benefits: why will they be thankful for your product and your help?
- Be free
- Earn more money
- Have more free time
- Have more health
- Improve your physical appearance
- Live more comfortable
- Be happier
6. DETAIL WHAT YOUR OFFER IS
This is the point where you detail what they will get when they buy your product.
You have to describe what your product or service includes, and also what it does not: a detailed list in which the extras or bonuses that you offer also appear.
This is the point at which to describe the characteristics of your product.
All with enough creativity and persuasive techniques that the visitor feels attracted and feels that they cannot miss that proposal.
And the most important thing at this point: you have to stay with the feeling that the value they get with your service or product is higher than the price they are going to pay for it.
7. TELL WHAT IS THE VALUE OF THE TRANSFORMATION YOU OFFER THEM
I told you at the beginning that the sales page must attract and be irresistible. What better way to convey it than to make them see the result of having bought your product or service.
What is the before and after purchasing your product? Tell them!
That they feel identified and visualizes that they too can reach it.
It is about understanding the practical utility that they are going to achieve with your product.
8. THE PRICE
Until now we had not talked about the price.
On the sales page, the potential customer has to clearly see the final price of your product, visible and striking.
At this point, you can also make use of copywriting to show it in an attractive way. You can for example present in a sentence the transformation you offer.
9. MONEY BACK GUARANTEE
Although this is not a mandatory rule, I recommend that you mention on your sales pages the conditions regarding the guarantee and the refund policy that you will follow.
These aspects denote confidence and offer the buyer peace of mind. You will clear up a great doubt by making the conditions clear and you will make them feel that there is no risk when purchasing your product.
Here the most difficult question usually arises in the case of services: think carefully before committing yourself if your proposal has a possibility of return.
If the answer is no, you can also mention it in this section.
10. THE CALL TO ACTION
The buttons that will enable your potential customer to buy what you offer have to be clear and direct: you want them to buy from you. Ask for it!
Thus, opt for literals such as Buy now, Access, Click here to buy …
Regarding the point where you must place these buttons, do not play it and do not place single access to the sale at the bottom of the page. You will lose sales because some users will not get there, or they will simply get lost on the way …
Therefore, spread the call to action buttons across the page: at the beginning, at the end, and, if it is long, in the middle of the page.
11. ANNEXES AND POSTSCRIPT
You often ask me about the usefulness of these sections and I will explain why they are used.
Many people browse the pages, skim them, but do not read them carefully because they are focused on knowing the price.
And this is where postscripts come in handy: you have a space to regain their attention with clear and direct messages.
What to mention in postscripts?
Summary of your offer
Play emergency marketing: there are n days left, n places …
12. WORK ON OBJECTIONS: FREQUENTLY ASKED QUESTIONS
Often the objections raised by your prospects coincide. Sometimes because they are general doubts that usually always arise; other times because they are specific issues.
And there can also be cases of doubts that, more than that, are the typical obstacles and objections to the purchase that customers usually put up. Those “excuses” are also often of the same type.
So one strategy you can opt for is to anticipate those objections and propose the answers yourself, publicly, beforehand .
How? Through a small section on your sales page , with the contents in question and answer mode.
Thus, you are going to achieve several things at the same time:
That the information is clear to users.
Offer content with which you will awaken the feeling of transparency and generate trust.
Anticipate doubts and objections and resolve them in advance.
Save time managing doubts and questions from visitors.
People trust others like us more.
This means that your potential customers will believe more in the benefits of your product or service if other people speak well of it.
If the same statement is given by another person with whom they feel identified, because they may have the same problem, the level of trust will skyrocket.
Therefore, the better testimonials you have on your sales page, the more trust you will generate.
And how to do it?
Giving a first-person voice to those clients who have already had a previous experience with you and directly offering their testimony.
So take advantage of the experience of other clients and request their testimonials to feed this resource.
Tools to design the sales page
If you have a programming professional who can help you with this, perfect.
If not, you will have to do it yourself and set up a sales page.
But the good news is that there are numerous resources and templates that help you in this regard, without having to know how to program.
Let’s see some of the tools with which you can layout a sales page that meets all the needs that I have described.
A quick way to layout a website page is through page builders.
These resources offer the different parts with which you can create pages, putting those different parts together.
You are choosing elements and placing them on your page.
Often all you have to do is adapt the content to your needs.
Among the featured page builders:
CONFIGURE THE SHOPPING CART
The tool that I myself use in my online business and that I recommend to set up your shopping cart on the sales page is Clickfunnel.
It is an online payment platform that automates milestones in the sales process and helps you sell more and better.
Clickfunnel optimizes the shopping cart to the maximum, to get you to be more effective in the sales process.