How to Write a Killer Sales Page

How to Write a Killer Sales Page

So, you’re looking to create a sales page? A sales page is a single webpage that’s on your website (or is hosted independently) and used to promote a specific action. For example, you might ask visitors to submit their email address in exchange for a download or prompt people to purchase access to some form of content.

Moreover, a sales page can serve as a hub for all of your promotional activities, like SEO, email, advertisements, and social media sharing. As all of your online activities will drive relevant traffic back to your sales page, it’s important that you get it right.

Check out a few successful examples

Here’s an example of a good landing page for a credit card knife. Notice the sense of urgency in the countdown timer and the clear headline. As you scroll down the page, you’ll see concise benefits, social proof, and a very-noticeable call to action:

Screenshot of Survival Life Landing Page

Here’s another good example. This landing page is known specifically as a squeeze page—a page where the call-to-action is submitting your email address. This particular page contains a headline with an offer, a call-to-action, and an email opt-in box. That’s it. A quick read where people gather the necessary information and make a snap judgment as to whether they want to opt-in or not:

Forex Impact Landing Page Screenshot

Admittedly, the landing pages I’ll show you how to build will be longer than this in order to achieve multiple goals:

  • Establish trust and credibility. We want to prove in the copy that taking the action at the bottom of the page will provide the promised benefit. We also want to establish ourselves as a trustworthy source.
  • Explain the benefits. We want to list the advantages visitors will get by taking the action.
  • Overcome all objections. We want to eliminate risk and address all concerns of visitors who have stumbled upon our sales page.
  • Present an offer. Our page will likely include a discount or some form of bonus. This is how we’ll convert visitors. Therefore, we’ll need to explain what their getting and why it’s useful.
  • And, communicate urgency. If visitors believe they have time to think, we’ve as good as lost them. Our page will need to make it seem like have to act fast.

As a rule of thumb, the higher the commitment you are asking for on the landing page, the longer the copy will be. (And, yes, by commitment…I mean price.)

Let’s get started drafting that killer sales page.

Begin by drafting a headline

The headline should graphically be the largest text on the page and likely be the first thing that will be read by your prospective action takers. It is arguably the most critical bit of text on a sales page. Here are a few good examples that you’re welcome to adapt for your purposes:

  • How to _____ Like A Pro.
  • How to Fast-Track _____.
  • How to Turn _____ Into _____.

Do not sacrifice clarity for creativity. A straightforward headline is a good headline! Here’s the headline for my Everything You Need to Know About SEO course:

How to Write a Killer Sales Page Headline

Next, write the secondary headline

This secondary headline will be in slightly smaller type than and placed underneath the headline. The purpose of this facet is to further explain or elaborate on the headline. Here are a few examples:

  • Discover How Quickly You Can _____.
  • You Too Can Have _____ in _____ Hours.
  • A Simple Way to _____ Even If You _____.

Here’s the secondary headline on the landing page I use for my SEO course:

How to Write a Killer Sales Page Secondary Headline

Now, draft the lead

The lead is the opening of the landing page and should accomplish three things:

  1. It should explain the problem.
  2. It should then agitate the problem.
  3. And, lastly, it should introduce the solution.

Start by explaining the problem

This is self-explanatory. You must access your inner salesperson and open the page by relating to your audience with the problem your content solves. It will work best if you form this part as a question. Our goal is to compel readers to think “yes” as they read. If they don’t, you’ve done something wrong or they aren’t your target audience.

Check out the following sample questions that introduce a problem:

  • Have you been told that the best way to _____ is _____? Think again!
  • Are you embarrassed by your inability to _____?
  • Have you ever wondered how _____ are so successful with _____?

Here’s the problem question on my page:

How to Write a Killer Sales Page Problem Statement

Now, stir the pot.

Spend a bit of real estate on your page agitating the problem. Again, our goal is to continue to relate to our readers. We never want them to stop nodding!

The worst thing to do here is to get too technical or detailed. You’ll have plenty of time lower on the page to talk about your offering. For now, we’re still convincing them to join our side.

Here’s an example:

How to Write a Killer Sales Page Lead

Finish by introducing the solution

Now’s the moment you’ve been waiting for. The good news is that you can finally start talking about our offer. The bad news is that you still shouldn’t talk too much about it yet. You should only mention it at this point. The details will come still later.

For example:

How to Write a Killer Sales Page Benefits

Now, list the benefits

Ah hah! Finally, you can talk about your offer as much as you want. The trick here is that you want to explain the outcome, not the literal product. If we’re to sell chocolate chip cookies, we would do better to say “a chocolate chip cookie that satisfies those late night cravings” than “a chocolate chip cookie that is chewy and sweet.” Consider also that:

  • People don’t want a gym membership; they want to be fit.
  • People don’t buy glass cleaner; they buy clean windows and mirrors.
  • People would rather buy flawless Netflix streaming than an Internet package.

Get it?

How to Write a Killer Sales Page Offer

Next, establish credibility and social proof

You’ve established the problem and explained the solution. It’s time to prove that you’re the man or woman to solve it and that your offer is the best offer of its kind.

You should include a series of sections that work to establish you or your brand as credible. You could include testimonials or your credentials, for example.

Tip: If you don’t have any formal credentials yourself, you might consider finding an expert in your field to endorse your course.

Make an offer

Your offer should be clear and compelling. Will you offer any downloadable content? That’s what goes in this section. For example:

How to Write a Killer Sales Page Bonus

Finish with a call-to-action

The last step in the landing page game is to throw in a call-to-action. Keep in mind that at this point, you’re done convincing. You either have them or you don’t. Be brazen here. Command your readers to “add to cart,” “sign up now,” or “click here to buy.” Tell them exactly what you want them to do.

Use LeadPages to host your landing page.

LeadPages is the self-proclaimed “easiest landing page generator,” and I can’t say I’d argue against it. For $25-50 per month, you can create unlimited landing pages using professionally-created templates that you can embed on your website or host independently. It’s really a great tool and especially so for those of you without a website or web development experience.

That’s it!

Creating a landing pages doesn’t need to be a rigid as I have explained it. You should feel free to mix-and-match the different sections, nix sections that don’t make sense for your course, or even add additional sections you think will work well.

I hope this post was helpful. If you have suggestions for improvements or a newly-created landing page you’d like to showcase, don’t hesitate to use the Comments section below to share.

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