In a world where everything seems to be online an effective sales page is a must have – or multiple sales pages, if you’ve got a few significantly different products/services – that let you showcase (and get sales) to your new and potential customers.
Think of your website as your shop window, does it look good? Does it draw people in? Make them go ‘oooh I want that, I need that’ and *adds to basket*?
Here’s my top 5 tips for writing a highly converting and effective sales page, that helps to promote your products/services for all the right reasons.
1.) Establish who you are talking to. Who is your target demographic for this product or service? Creating one or more personas for your business can help you to really get in the mind of your ideal customer: How old are they? Where do they live? What is their household composition? What do they do for a job? What are their likes/dislikes? All of these can help you to establish a rapport with your customers, and ensure that you are pitching your content appropriately, with the appropriate balance of professionalism and informality.
2.) What do they need? What problems can you help fix? Once you’ve established your persona(s), think carefully about why they need your product/service. Do they have a problem that only you can help fix to improve their life? Clearly identify these issues so that you can highlight them in your content – this will make it appear that you are talking to the customer directly, addressing issues that they are facing on a day-to-day basis, and should help to convince them more effectively that yours is the product/service for them. Make it about what you can do for them.
3.) Be clear! Just because you talk about your product/service using the technical lingo or jargon of your industry, it doesn’t mean that your customers do, or will understand what you are saying. Try to keep the language clear, coherent and jargon free without becoming too simplistic – you don’t want people to feel patronised or confused about what you are saying, so you need to find a happy medium.
4.) Include a clear call to action – once your potential customer has read through your content, make sure they know exactly what you want them to do next. Do you want them to buy now? Do you want them to contact you? Do you want them to sign up for more information? Whatever they need to do, make it clear and simple for them to do this.
5.) Think about SEO. Even if the majority of your traffic is coming from paid ads on Google or Facebook, or via an email marketing funnel, make the most of your time and effort by also trying to get it appearing in the organic search listings too – you never know, you may get some relevant traffic! Choose a keyword phrase that is relevant to your product/service ( have a look at https://answerthepublic.com/ which could help discover the perfect phrase for optimisation), and then incorporate that keyword phrase into your written content, as an alt-tag for one image on the page, as the SEO title on the page, and in your meta-description. If you’ve got a WordPress website, a plugin like Yoast can make optimisation super simple, but many other platforms also give you the ability to input SEO data, though you may have less control over the optimisation process.
Writing a sales page can be time consuming, but it’s worth investing the time and effort so that it is as highly converting as possible getting you those all-important sales!
Once it’s live, don’t rest on your laurels – if you’re sending lots of traffic through and not getting the number of sales you expected, keep trying to enhance it (ideally, changing one thing at a time so that you can see what’s having a positive/negative impact on conversions!) so that your sales page is as successful as possible.
Want to find out about how to craft the perfect sales page? Get in touch today!