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.
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:
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:
Admittedly, the landing pages I’ll show you how to build will be longer than this in order to achieve multiple goals:
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.)
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:
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:
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:
Here’s the secondary headline on the landing page I use for my SEO course:
The lead is the opening of the landing page and should accomplish three things:
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:
Here’s the problem question on my page:
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:
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.
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:
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.
Your offer should be clear and compelling. Will you offer any downloadable content? That’s what goes in this section. For example:
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.
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.
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.