Want the right people to contact you? You need a sales page that speaks directly to your ideal customer, and gets them to click or call.
If you are an established business, most people contact you because a trusted peer said to. Nothing beats the power of a word-of-mouth referral.
If they found you on Google, they’re going to compare you with your competition.
When they call, they’ll know everything they need to know, so make sure you give it to them, or somebody else will. How?
Make one page that tells them everything they want to know. This page establishes your expertise, differentiates you from the competition, and removes roadblocks that keep people from contacting you.
Write Your Content First
This is the most important phase in web page development.
Rookies design the page first, then put in the content. Pros write their copy first, then design.
Key assumption: You know who your customer is and exactly why they buy.
Answer these questions to create a successful sales page:
1) Service or Product Info – Why should customers care?
- What do people pay you money for? State this in plain English. Remove any jargon mere mortals won’t understand immediately, including acronyms like CMS or CRM.
- Differentiation – What do you do better than your competitors? Make this concrete. It’s why you are better than anybody else and why the customer should choose you over everybody else.
- The Bottom Line – How much money can you help customers make or save?
2) Establish Credibility – Build customer confidence with this information:
- Case Studies – Prove you are a pro with the A.R. formula. Do this for each item.
- Challenge – What was the customer’s problem?
- Action – What you did to fix the problems
- Results – What benefit did you give the customer. Make sure to include a number in your results.
- Social Proof – What have your customers said about you? Hint: Be honest. If you are too perfect, you won’t be credible.
- Demonstrate Expertise – Teach the customer something they want to know. Be generous. Tell them something they can do themselves. If they need help from a pro, they will call you, their new expert.
3) The Offer – Make an offer they can’t refuse.
- Offer something that makes you feel uncomfortable – The difference between a good offer and a great offer is how uncomfortable it makes you feel. Be reasonable, but step out of your comfort zone, especially if you are selling a digital product.
- Urgency – It’s Sales 101. If people don’t feel pressure to buy now, they probably won’t.
- Sweeten the deal – Give something extra that your customer values. The more expensive your offering, the more you should give.
4) Objections or Concerns – Remove any obstacles that keep the customer from doing what you want.
- Minimize risk – Trial offers(Try before you buy) and money back guarantees are the best way to minimize risks.
- FAQs – List common questions customers ask. Then answer them.
- The Elephant in the Room – Your customer has doubts that keep them from buying. Don’t let them leave your page to “do more research” or they probably won’t come back. Address any important concerns immediately to clear the air so you can sell. Joe Sugarman was selling a Magic Thermostat. He didn’t like it’s design when he sold it. He knew his customers wouldn’t either. Joe used the ugly feature as a hook, then sold the heck out of it.
- Compare and Contrast – The Buyer’s Mind needs a clear contrast to make a quick decision. The confused mind doesn’t buy, so show a chart that compares you with the competition so customers can clearly see the benefit of choosing you.
5) The Call To Action – The Buyer is ready to take the final step so tell them exactly what they should do to make their pain go away.
- What do you want them to do?
- Generating leads? You want them to call, chat or fill out a form.
- Building a list? You want them to give you their email.
- Tell them EXACTLY what to do to make their problem go away – Here are some examples:
o “Click to Call and Get Your Leak Fixed”
o “Sign Up to Have Weekly Copywriting Tips Delivered To Your Inbox”
o “Need Help? Click Here to Get Your Questions Answered By an Expert.”
6) Imagery – Choose ONE image, if that, that shows exactly what you can do for the customer and the results you get. Don’t put in fluff. It’s distracting.
Do 3-5 editing passes now so you don’t have to make time consuming edits it in your web page.
Your copy should “read like butter.” Your eye shouldn’t get tripped at any point. If you stop to wonder or get sidetracked, smooth out those bumps in the room by doing the following:
1) Eliminate disrupting distractions.
- Remove all jargon.
- Cauterize tangents.
- Kill the filler. Remove any words that don’t have a purpose.
2) Remove any superlatives, such as Best, Top, unless you can back the claim up.
3) Speak only to your customer’s needs – Only mention yourself, if it tells your reader what you can do for them.
Now that you have assembled the most important content, it’s time to build your sales page.
That’s a whole process, but you’re 80% there. Now you just need it laid out and designed.
Once your sales page is built, do your final proofs. Beware: It’s hard to see your mistakes, so have a trusted peer review it.
Pro Tip: I use Grammarly. It’s the best spelling/grammar checker I’ve found because it’s accurate, easy to use and describes my writing tone.
Take It Live
Promote Your Page
It’s time to get the word out and drive traffic to the page.
This is the most important part of page development. Focus 80% of your time and energy here. If you don’t have eyes on your page, it doesn’t really exist.
Pro Tip: Start small and iterate. Don’t invest in ads until you know you are getting good results. Then scale promotion according to the return you are getting on your investment.
How Do You Know If It Works?
Top experts might say you have a winner, but the only way you’ll know for sure is by collecting scientific evidence about your conversion rate.
Then you can start doing conversion optimization. This is a whole process, that boils down to “you don’t get the response you were hoping, then figure out why.”
All things being equal, the most important thing you can optimize is your offer. Can you make it more compelling?
Optimize your page based on feedback from real people. Listen to repeat questions customers ask and address those on the page. By the time they call, they shouldn’t have any more questions and should be ready to buy.
Good luck and happy hunting!
P.S. Ready to get better results? I create, promote, and optimize your conversion rates. Call (510) 684-6997 or email me at firstname.lastname@example.org.
P.P.S. Want to 2x your sales? Click here to receive pro tips that get you more money.