So you’ve got a killer product/service/resource/course that you want to sell online, awesome! That means you’re gonna need a sales page and this time, let’s make it a sales page that doesn’t suck!
When it comes to creating that sales page – writing the content, laying out the format and flow – there are lots of ways to go about it. However, the best way is to cut out the fluff, keep the transformation you’re offering crystal clear and make it SO easy for your audience to click “Buy Now!”
Let’s break down what will take your next sales page from ‘ho-hum’ to ‘hell yes!’.
But first let’s answer a few sales page commonly asked questions:
- Is a sales page the same as a landing page?
Yes and no. A sales page is its own property with a unique URL like a landing page but the difference is the intention.
A landing page can have many different goals – capture emails or prompt further interaction – but a sales page has one goal: to make a sale. - Where do I create a sales page?
You’re going to build your sales page in whichever CRM or database system you use.
Most email marketing platforms – MailChimp, Flodesk, Mailerlite – have the capability of creating a sales page. Or if you’re using something more robust – HubSpot, Automation On A Mission, Salesforce – building a sales page will usually be an easy drag and drop process. - How long should my sales page be?
This answer is going to be annoying – as long as it takes to effectively communicate the benefits and transformation you’re providing to prospective buyers.
I know you probably have more so let’s get into it…
7 Steps To A Fluff Free Sales Page
Step 1: Know Who You’re Selling To
As a marketing strategist I’ve always told my clients, you can’t speak to them if you don’t know who they are.
The same goes for successfully selling your products and services!
Before you even begin to create your sales page (or the thing you’re selling for that matter) you are going to want to feel 100% confident that you know your target audience like your high school best friend. Spend some time on your market research!
- Who are they?
This is more than just demographics, think about the psychographics of your target audience! What do they desire? What are their fears? What challenges do they face? How do they feel now and how do they want to feel? - How do they buy?
Understanding buyer behavior and what your audience needs to make a purchase will be so helpful in creating your sales page. - What is the transformation you’re selling them?
They’re buying the benefits and transformation, not the features. What are they going to get from this purchase? How will it make their lives, situation, business, etc. better?
Knowing all of this, understanding who you are selling to is the first step in creating the content and copy for your sales page. Before you go any further, make sure you can confidently and completely answer the questions above.
Step 2: Write An Eye Catching Headline
The moment someone lands on your sales page, it should take no more than 5 seconds for them to know exactly what you’re selling and how it can benefit them.
So you’re going to have to make it count!
Here’s a few tried and true industry tips for writing a headline that makes people want to scroll down for more.
- Use Numbers & Data
Headlines with numbers – “7 Ways To Change Your Mindset In A Week” – or any precise data on what you’re selling, gives immediate clarity and promises a tangible benefit or outcome. - Ask a Question
If you’ve done your market research well, you know the question(s) your prospective buyer has asked themselves in pursuit of a solution or transformation – start with that question.
It’s engaging but also immediately lets your audience know that you get it, you understand and you’ve got something to help. They feel seen and heard.
- Use Actionable Verbs
Head back to high school English (I know, I don’t want to either) and start your headline with strong, actionable verbs.
Words like “Discover,” “Learn,” “Build”, can be very effective and engaging in a sales page headline. - Be Specific & Clear
Vague headlines will lose you buyers, period. Be as specific and clear as possible about the benefits of what you’re selling and how it solves your buyer’s problem. - Apply Emotional Triggers
Sales psychology works for a reason – we humans do almost everything based more on emotion than we do on logic.
Use powerful words that evoke emotion or reaction. Words like “unbelievable,” “secrets,” “exclusive,” or “limited-time offer” can trigger a psychological response and immediately boost interest.
Step 3: Write Using Persuasive Content Techniques
The meat of your sales page, the stuff that’s going to really seal the deal, is the content that comes after that killer headline.
This is where simple, clear copy and some basic sales psychology make all the difference!
Here are five tried and true techniques to put the power into your sales page:
- Talk More About The Benefits Than The Features
Focus on how your product or service benefits the user rather than just listing features. For example, instead of saying, “This software has a calendar feature,” say, “This software helps you stay organized and never miss a deadline.” - Use Honest Storytelling:
Humans understand and comprehend information better when it’s in story form. Stories hold attention and create emotional connections. Share a customer’s success story or a personal story of your own that shows the value and transformational potential of the product you’re selling. - Create a Sense of Urgency (But Be Honest):
Use time-sensitive language like “limited time offer” or “only a few left” to encourage immediate action. Urgency can drive faster decision-making and reduce procrastination.
HOWEVER, only use this type of messaging if it’s true. Do not lie to create urgency. - Use Social Proof:
On your sales page, usually towards the bottom, display testimonials, reviews, or case studies from past clients to build credibility and trust. - Always Use Clear, Direct Language:
Don’t use a lot of industry specific jargon or language and keep your sentences simple and clear. This kind of straightforward language is more accessible to your audience and makes it much easier to hold their attention.
Step 4: Think About Design In Terms Of Conversion
Yes, of course we want our sales page to look good! We want it to be on brand and set a visual tone but there’s a way to use those visuals to your sales advantage.
The design and layout of your page plays a major role in how effectively it converts visitors into paying customers.
Here are some key design elements to consider:
- Visual Hierarchy:
Important elements like headlines, calls to action, key benefits and any other important info should visually stand out. These give cues to the brain to pay attention to certain information. Use size, color, and placement to draw attention strategically. - Consistent Branding:
Your sales page should feel like another extension of your brand. Stay consistent with messaging, visuals and tone. This type of branding helps build recognition and trust, making your page feel professional and cohesive. - Optimized Images and Videos:
Always use high-quality images and videos that complement and enhance the text on the page. Visuals should illustrate your points, be relatable or aspirational to your target audience and help to break up text and make the page more engaging. - Responsive Design:
Your sales page must look good and function well on all devices, especially smartphones. If your page doesn’t load well or respond quickly on a phone, it’s very likely that person won’t want to wait and will close out – losing you a potential sale. - Readability:
All the text on your page should be easy to read – legible fonts, easy-on-the eyes colors and lots of white space. Long paragraphs should be broken up with bullet points or subheadings to make it super easy for your readers to skim and get all the necessary info.
Step 5 – Create Your Clear Call-to-Action
The whole goal of your sales page is for your audience to take a specific action.
Your call-to-action (CTA) is what will guide the reader to that action; in this case making a purchase.
Here’s how to create effective CTAs:
- Visibility:
Position your CTAs where they are easily noticeable. The first one should be above the fold (the upper part of the page that someone sees right away and before they scroll) and after a bit of compelling content that preps your audience to take the action you want. - Clarity:
Use clear, direct language that leaves no doubt about what you want your visitor to do. Phrases like “Buy Now,” “Register Today,” or “Get Yours Here” are clear and to the point. - Contrast and Color:
Design your CTA buttons with contrasting colors from the rest of the page to make them stand out but make sure those colors still align with your overall brand palette. - Size and Shape:
The button should be large enough to be easily clickable, especially on mobile devices, with a shape that’s visually noticeable and matches your overall design.
Step 6 – Test & Optimize Your Sales Page
Your sales page is ready to go! You did it! The last thing you’re going to do to make sure your page is working at its most optimal is to regularly test and refine.
Here’s how to do that:
- A/B Testing:
Regularly test two versions of your sales page (A and B) to see which performs better. Experiment with different headlines, CTAs, images, messaging and layouts. - Analytics:
Use the analytics on whatever platform you built your page to track user behavior. Pay attention to metrics like bounce rates, time on page and overall conversion rates to help you know where you can edit and improve. - Feedback:
Gather user feedback with post-purchase surveys or feedback forms. Understanding the user experiences, and any obstacles they came up against, can provide valuable insights into necessary changes.
- Stay Updated:
There is so much great tech out there that can help you improve the quality of the sales pages you produce! Stay informed of new trends and technologies in web design and online marketing – it will be worth it!
Creating a bomb sales page, that gets the job done and makes it oh-so-easy for your audience to make that purchase, is about planning well and executing wisely.
Know your audience. Use good copywriting and good sales psychology. Test, assess and improve.
You can do this! Happy selling!
