7 Tips for Writing Your Sales Page
Writing your own website is hard, and few pages strike more fear into the hearts of small business owners than their Sales page. You’re here to run a business, but writing a website happens to be part of that.
Writing about your services and qualifications in an enticing and emotionally resonating way is what sets sales pages that convert from those that don’t.
The key with sales pages is that potential customers want to know you understand their issue, that you’re qualified to fix it, and they can trust you to fix it. It’s a fine line to walk to keep the focus on the customer while also connecting with them and giving them the information they need to make a decision.
But remember - your sales page isn’t about you, it’s about your customers. With all of this in mind, here are 7 tips for writing your sales page.
Know Your Audience
The sales page is not the time or place to guess at who your audience is or what they like. You need to already have a clear understanding of who your audience is, so you can speak to them in a way they understand and appreciate.
Your audience will impact your brand voice, the words you use, your style, and even if swearing is appropriate! (Some audiences eat that sh!t up 😉)
USP/ Value Prop
Your unique selling point (USP) is also called your value proposition. Basically, this is a fancy phase to mean a concise and compelling way of wording your benefit.
This is important because you need to be able to summarize yourself and your services in a compelling way. Nailing your USP will be useful in many situations, from your website to your elevator pitch.
Get to the emotional benefit
This is twofold – getting to the benefit of your service (not a feature) and then diving deeper to how that benefit will emotionally change your customer’s life. How does what you do make their life easier? What is the ripple effect of changes they’ll see from this?
Example ad:
Get your website copy written for you!
Save time, stress and brain power; let me write your website copy
See the difference?
Include a Short About Section
Many times, a visitor will visit the Sales page before the visit the About page. Having a condensed version of your story on the Sales page helps any potential customer get to know you as a person alongside the services you offer.
At the end of the day, people don’t buy from people they don’t trust. This page presents the opportunity to explain your services and your qualifications, all in one place.
Don’t Worry About Length
Your sales page will have multiple CTAs or buttons placed throughout the page. You want to put one of these each time you end one topic and begin another. Because they’ll be interspersed throughout the page, you don’t have to worry about making your sales page too long.
The sales page is the single most important page on your website. This tells people how and why they give you money.
The sales page is the place where you explain to them exactly what you offer, and exactly how it’s going to solve their problems. For services and solopreneurs, this page will tend to be longer than e-commerce websites.
That being said, it should be organized in such a way that it’s easily scannable, regardless of the length.
Get the headline and subheadings right
This is important for two reason: SEO and readability. For SEO purposes, your headings and subheadings are the most important content on the page. This is what tells Google (and Yahoo and Bing and other search engines) what your page is about, so they know how to categorize it. Getting your headings right is key for showing up in relevant searches.
Seconds, many people will skim a page before deciding to read it. Having headings and subheadings breaks up the page visually, and makes your content seem more approachable and easier to digest. No one wants to read one giant paragraph when they could read a list.
Build Trust
Since your Sales page exists for the purposes of convincing someone to work with you, it is essential that your copy builds the foundation of trust.
People don’t want to give money to people they don’t trust. So how can you overcome objections and lay the foundation of trust that’s essential for them to give you money?
Address objections before they arise
Include testimonials
You can address objections any number of ways through your copy, but many entrepreneurs find it easiest to have a FAQ or Q&A section on their site. Here you can write out questions from your audience’s perspective and answer them from yours.
Including testimonials on the sales page is great because it cuts down on the amount of copy you write, and it gives you outside credibility. If other people have paid for this service and were pleased with the results, potential customers have an easier time believing they’ll be satisfied too. If you have a separate testimonials page on your site, include one or two on the sales page and then link to the testimonials.
