If you’ve got a course, service, membership or digital product, you know you need an irresistible sales page. But how do you write it? What do you include? Where do you even start?!
It can feel totally overwhelming and intimidating – and that’s completely normal! But writing your sales page doesn’t have to be scary, time consuming or stressful.
This blog post will walk you through planning and writing all the essential sections of your sales page so you can get up and running quickly. And it’s all designed with strategy and conversions in mind, so you can actually sell your offer.
Ready to get going? Let’s start out with a plan for your sales page.
Sales pages are really about transformation. How is your service, product or course going to take your client from where they are now to where they actually want to be? How does life feel now and what could it feel like in the future?
But as important as feelings are, you need to strike a balance between emotion and logic. So write about how your reader feels now and how they could feel after working with you. Then back it up with facts and social proof: think testimonials and statistics.
There’s a lot to consider. So before you start writing, take some time to brainstorm, outline and plan your sales page:
Once you’ve spent some time preparing, it’s time to write and then design your sales page.
We’ll walk through each section of your sales page together, but first a few suggestions…
Although you’ll need to add links to your payment platform (how your buyers will check out!), I advise you not to give links to other pages on your website on your sales page because it distracts people from the goal! This means using a very limited header and footer on this page.
I also recommend a liberal sprinkling of testimonials throughout your page. Think of using them like your favourite spice – a dollop is better than a dash!
And finally, don’t introduce your offer too early. We want to build up excitement, intrigue and desire for your offer, but that doesn’t happen if you put it on the table too soon. This blog post will help you do just that.
So let’s get started…
This is the first thing people see on your sales page and it’s absolutely critical to get it right (no pressure 😬). You need to grab their attention, create desire and get them reading – fast. So you’ll need:
Given how important this section is, you probably don’t want to start writing here. And you’ll need to revise and test your headline using tools like CoSchedule’s Headline Analyzer.
Not sure where to start? Here are a few sure-fire headline formulas for you to play with:
If there’s a time limit on your offer you could also include a countdown timer here.
The next section is all about building up your reader’s desire. What will life look like after going through your course or using your service? How will your reader feel? Using sensory words here (related to touch, sight, smell, sound) will make your copy pop.
There’s a reason that your reader hasn’t achieved that desired state, result or transformation yet… why? What’s the problem or obstacle stopping them? How does that make them feel? Show here that you get it. And using language from your past clients or customers here about their life before can be really powerful here.
This is a great point to include your first testimonial. And I recommend that you sprinkle testimonials throughout your sales page. That’s because 88% of people trust user reviews as much as they do personal recommendations (HubSpot)!
If you can also include a photo or video of your past client or customer (with their permission of course!) it makes the testimonial even more powerful.
Ok, so you’ve shown empathy for your reader’s big problem and pain points – now let’s show them the possibilities with some tangible results they can expect after working with you. What will they achieve and what will that mean for them?
State the really big win here with some specific examples of what that looks and feels like.
For example, if you’re selling an online business coaching program, the big result they can expect is to be more successful in their business. And that might mean earning more, having more time to spend with their kids or helping more of their own clients.
If you’re a social media manager selling your services, maybe the big result your client will experience is more sales from Instagram. This could mean having more time to focus on their business or increasing their bottom line.
This is a good point to introduce yourself, especially if you have a personal brand. But keep it short and extremely relevant to your offer. And think about what your reader would like and need to know about you in order to make a purchase.
Why or how are you qualified? Have you served a huge number of clients get amazing results? Do you have special training, knowledge or experience? Were you once in their shoes and underwent the transformation they’re after?
You want to make yourself relatable here, but it’s not the time to go on about your dogs, love of knitting or that trip to Barcelona in 2004. Keep it short and sweet. And don’t forget to include a professional photo of yourself.
This is also a good point to explain why you’ve created this offer (especially if it’s new). And it makes it easy to segue to the next section (your actual offer).
Here’s the big reveal! Time to introduce your offer’s name and tagline (if you have one). Keep this section very simple in terms of text but it helps to include an image, especially a mockup if it’s a digital course, service or product.
Now you can go into more detail about what’s included in your offer. This is where you can also give the value of that part of your offer (if it makes sense for your business model).
For example, if you’re selling a course, you can outline each module. What does it cover and how? How does this benefit your reader?
If you’re selling a service, can you break this down into different components? For example if you’re a social media manager, maybe your service includes content creation, posting and analytics monitoring. How does each of these benefit your client?
It’s helpful to include an image with each of these sections if you can – give your reader a sneak peek into your offer.
If you’re including any bonuses with purchase this is where to let your reader know. Similar to the sections above, explain what it is, why it’s so important to your reader’s transformation and how it will benefit them. You can also give the monetary value of the bonus here to make it more irresistible.
If your bonus isn’t related to your offer, consider leaving it out.
Now it’s time to lay out those really big, deep benefits your reader will experience if they work with you. Will they make more money? Feel more confident? Have more time? What are the tangible results of working with you and how will that make them feel?
Remember how we outlined your reader’s big problem at the start of the sales page? That they might have tried other things but can’t seem to overcome whatever obstacle is in their way.
Now you need to explain why your offer is different. What about your course, service, membership or product sets you apart and will actually help your reader get the results they want?
If you offer a membership for stock photography for example, maybe you add new photos weekly, create images according to members’ requests or have free templates.
Or maybe there’s something different about you. If you’re a coach, maybe you’ve worked with Fortune 500 companies for the past 20 years and have tangible results to show.
Every business is different and this is where you can make your difference shine.
This is where things get real: time to talk money. What’s the cost of your offer? Do you have different payment plans? Is this the forever price or a limited-time offer?
If you’ve given the value of the different components of your offer and bonuses above, you can also juxtapose the value with the price you’re offering.
You can help overcome objections and reassure your reader by explaining any guarantee or refund policies you have. If someone wanted a refund, what would they have to do or show to get their money back?
If you’ve got a more complex policy, you can give an overview here and link to your terms and conditions or policy page. That way your reader can get into the details if they want.
If you don’t offer refunds and sales are final make that crystal clear. And it can help to explain why in simple terms.
You can further reassure your reader by explaining exactly what will happen after they purchase. Will they get an email with a login link? Receive a PDF?
Explain it here (keeping things fairly high level) so they feel confident about hitting that buy button.
You’re going to keep reassuring your reader here with answers to frequently asked questions.
What objections might your reader have that you can address here? What information do they need to feel confident about purchasing?
You might need to repeat some of the earlier topics here – especially around any guarantees you make or refund policies you have – and that’s ok! People won’t read everything on your sales page, and this is a great place to recap on really important information.
You can also reassure your reader by letting them know how to get in touch with other questions they have. Give your email address here or let them know how to contact you and the timeframe for getting back to them.
If you have a Showit website you can snag my FREE FAQ Template right here.
You’ve already spent a lot of time thinking about (and hopefully talking to) your ideal client or target market. What characteristics, situation, desire or demographics do they have that make this the perfect offer for them?
And similarly, who is this offer not for? Maybe they need to be able to commit a certain number of hours per week, be a certain age or fitness level to really benefit from your offer.
This is where you can call out your ideal client and make it clear who your offer is not suitable for.
You’ve done it! You’ve made it to the bottom! The last section on your sales page should be the investment or pricing section repeated here. That’s because sometimes people just want to skip the bulk of the page and go straight to the bottom to see the price and buy.
So you can simply repeat the section above that gives the price and any payment plans you offer. That’s it!
Now prepare to watch those sales roll in!
Sales pages can be long – that’s why it’s so important to plan ahead. It will make it a lot easier and faster to write your copy. It also makes it easier to cut out what you don’t need. Think about your reader – do they need or want the information you’re giving in order to make a decision?
If not, cut it out!
And don’t forget to make sure your sales page is SEO friendly. If you want some quick tips on doing just that check out this blog post.
If you have any questions about crafting and irresistible sales page, drop them in the comments. I’ll get back to you as quick as I can.
Then you need a strategy for your website. And you can create one with this FREE guide and workbook.