A sales page can mean the difference between a successful launch and a complete flop.
But for business owners writing a sales page can be challenging. You’re so close to your product it’s difficult to describe it in ways your ideal customers can relate to.
Plus you’re not a copywriter, how do you put together a sales page that packs some punch?
Luckily sales page writing has a science behind it. By following a few simple guidelines, you can ensure your sales page wins your ideal customers.
1. Create an eye-catching headline
Your headline is the first thing a prospective customer sees. If it doesn’t grab attention, online visitors won’t even read your sales page. To make it interesting to your ideal customers focus on a problem they have or alternatively a benefit that they are seeking from your product.
Are Exam Nerves Causing You Sleepless Nights? (Problem)
Learn How to Get Rock Hard Abs in Just Five Minutes a Day (Benefit)
Use a template or headline generator like Tweak Your Biz Generator to brainstorm 25 headlines until you find one that you most identify with. You’ll know when you find it. That’s the one that will capture your ideal customer’s attention and encourage her to read your page.
2. Focus on the problem first
Many business owners make the mistake of starting their sales page by describing their product. Instead, you need to sell customers on the idea that they need your product first. Build empathy by letting them know you understand her problem.
Position yourself as an expert by talking about the source of the problem. Build a picture of their frustration by detailing what they have tried and let them know what’s unique about your offering.
For example: Getting through exams is hard. No matter how much you prepare, you heart pounds whenever you get into the exam room and somehow you forget everything you’ve studied. You’ve tried alternative therapies and listening to relaxing music but that all goes out the window once you get into the exam hall. The problem is your trying to conquer your nerves by alone using solutions that work outside of the exam hall. My course Conquer Your Exam Nerves With Hypnosis uses techniques such as tapping you can use inside the exam hall.
3. Ease customer objections
Sales objections are worries you potential client has about buying your service. They could be about time, price or whether the service is easy to use. If you don’t answer customer worries effectively, they won’t buy from you.
It’s a good idea to answer your customer’s objections in a question and answer section, sort of like frequently asked questions for objections. For example,
Q: “How do I know this system will work?”
A: “ I’ve run this course five times before. Over 90% of participants said it made a huge difference to their confidence levels and 83% passed their exams after taking the course. ”
4. Use benefits driven language
When you are writing about the features of your product, don’t forget to mention the benefits. What do these features actually mean? How will the features of your product make your ideal customer’s life better? What do they enable people to do that they couldn’t before?
For example, “Conquer Your Exam Nerves includes guided visualizations, so you feel confident when you enter the exam hall and give your best performance.”
5. End with an enticing call-to-action
Your call-to-action (CTA) is simply a clear instruction on what you want your ideal clients to do after they’ve finished reading your sales page. Remind them of the benefits they’ll get from your product or service and that the pain they are currently feeling will be eliminated. Let them know step-by-step what they have to do to get these benefits. Then simply ask them to buy your service.
For example, “If you’re tired of being anxious every time you go into an exam room and you’re ready to ace your next exam, then simply click the enroll now button. Conquer your exam nerves and sign-up today.”
This article has been edited and condensed.
Carol Brennan is a copywriter for coaches at Writer Carol, where she helps coaches craft persuasive copy which connects their unique talents with the needs of their target market, so they can easily attract a steady stream of ideal clients. Grab her 12 Point Checklist to Transform Your Tired Sales Page into a Client Magnet. Connect with @TheWriterCarol on Twitter.