Clients hire our virtual assistants to design and develop sales pages – we take care of everything from the copy to the opt-in – and all that’s in between. After we deliver the project to the client, there’s nothing like the feeling that the first sale has been made and the project is a success. The validation comes in the form of the client who finds that their idea has merit and for us, when we know that we’ve delivered something that – on a technical and practical level – works.
For this post, we’re letting you in on our 7 step proprietary process for setting up a sales page that sells.
- Ask questions first: First, you must get inside the audience’s head, and ask yourself: What problem are we trying to solve for the audience? What would they need to know before spending a dime on this program, product or purchase? What would turn them off from buying? What would make it super easy for them to say “yes”?
- Check out the competitors: We ask our clients to provide a few URLs of pages they admire or want to draw inspiration from. Then, we scrutinize those sales pages to see what the common denominator is in elements that are covered. Do they all include a video, for example? Do they all have a friendly, conversational tone to the copy?
- Create credibility and transparency: Your sales page must position yourself or your product so that you are the expert – and we do this by listing evidence of expertise, like programs completed, awards, credentials, etc. People want to know that they are buying from someone who is smarter than they are and who knows how to do it better. When you’re informed about industry trends and developments, people will trust your judgment. Lastly, self-disclosure, when you reveal information about yourself to others, is an important part of transparency, so be sure to include a few personal anecdotes.
- Clarify the benefits: One of the most repeated rules of writing compelling copy is to stress benefits, not features. Take this headline, for example: “Balance Blood Sugar Levels Naturally!” That sounds relatively beneficial, but in reality, there’s not a real benefit in that headline – it’s a fake benefit. There’s a silly, but practical test, that you can apply to see if your copy truly contains a real benefit. In reality, there’s not a single real benefit in the headline. Ask yourself: have you ever woken up in the middle of the night slapped yourself in the forehead and said “I know what it is… I need to balance my blood sugar levels naturally!” Doubt it! So, it’s not a real benefit. Here’s a better headline “Nobody really wants to balance their blood sugar levels. But anyone in his right mind DOES want to avoid the misery of blindness … cold, numb, painful limbs … amputation … and premature death that go along with diabetes.”
- Provide testimonials: Include full names and pictures of past happy clients, which will lend further credibility to you and your business. For potential customers who are not familiar with you by reputation, this will go a long way to build trust. People trust what they can see. When you’re open and honest about how others have used your product or program, your audience no longer has to wonder.
- Create an incentive for people to buy — and follow up with a guarantee: To create an incentive, it has to meet 3 criteria (one that your fans can’t refuse, in keeping with the “ask” that you want to achieve” and related to your business). This can be a bonus, an early bird savings or a gift with purchase. In terms of a guarantee, you can decide what works best for you, but find a way to overcome buyer’s hesitation by making it an easy decision for the buyer.
- Good imagery: We are drawn in by good imagery. The visual web is really important. Improve the visual look of your content and it will pay dividends. You know the difference between a “homemade” website and one that is professionally designed by a graphic artist, so make sure that your brand has it’s best foot forward.
- Technical testing: Make sure that your opt-ins work on all browsers (Chrome, Internet Explorer, Safari) and especially on mobile browsers. Test with a few different email providers to ensure that your audience is receiving the correct autoresponders or drip campaign. These last-but-not-least details are critical in making sure that your customer has a smooth experience – and wants to come back.