How To Write a Sales Page
How do you write a sales page? Don’t fret – we’re going to break this down step by step!
Sales Page Copywriting
If you’ve ever launched a new product or service you know how annoying it can be to write a sales page. There’s no exact formula for writing sales pages, but some are way more successful than others. Why is that? When it comes to sales pages, it’s all about persuasive writing that convinces a customer to buy a product or service by showcasing quality and necessity clearly and concisely.
But how do you do that?
It comes down to including the right information in the right order for an increased likelihood of buying as a customer continues reading a sales page. In this blog, I break down everything that goes into a great sales page - and in the best order too! So you can write your next sales page with ease by following these twelve steps.
1. Sales Page Opener
Product Name & Tagline
At the top of your sales page, you should showcase the product name and tagline so it’s immediately clear to your audience what they’re here for.
Example:
Product Name
Tagline: The __ for all __ that does __.
Quick & Catchy Product Description (1-2 sentences)
Below the name and tagline, you should include the product description so that your audience knows what the product or service entails. The description should be longer and more specific than the tagline. What does this product/service do?
Example:
How you achieve __ by getting rid of __ with this product.
2. Pain Points, Empathize, Solution
In the next section, you want to talk directly to your ideal customer and call out their pain points. Why are they on this page? What is bugging them so much that they’ve come to your sales page for the solution?
Call out those pain points, empathize with them, and then provide exactly how your product/service is the answer and solution to their problem.
3. Solution Steps
Now that you’ve positioned your service/product as the solution to your customer’s problem, you have to back that up with proof.
How does your product actually solve the pain points/problems your customer is experiencing?
A great way to do this is to write 1-5 sequential concise steps from purchase to problem solved through your product/service. This way your customer can see the light at the end of the tunnel if they buy your product/service.
You want to showcase the journey that this product/service would take them on toward their end goal of the solution to their pain/problem.
Example:
Purchase __.
Receive __.
Start your journey towards __ with __ help.
Relieve stress and overwhelm because of __.
Finally, feel free in __ because of __.
4. Product Benefits
Now you start delving deeper into your product/service. What are the benefits that your customer would gain by purchasing? Can you list these out? These could be any type of benefits and they are especially empowering if they include emotional benefits. For example:
With __ you’ll be able to:
Benefit 1
Benefit 2
Benefit 3
Benefit 4
Benefit 5
5. Product Breakdown
You have to break down what’s included in the product/service for purchase. Exactly what is your customer buying?
Here you can detail everything included in the purchase. Are you selling a course online? Include the modules of the course here. Are you selling a service? Include the details of the different parts of the service and the timing here. Are you selling a product? Include the exact details of what goes into the product that they’re purchasing here.
6. Testimonials
You should include testimonials from other happy customers if you want to build trust. You can include quotes or screenshots of messages, but I suggest always including the name and any other relevant information about the person giving the testimonial.
7. About
You need to have an About section on your sales page to showcase the person behind the service/product or the history behind the service/product. It’s important to give customers background information that builds trust if they’re going to make a big purchase.
8. Price
Now finally - the big ask! After all of these crucial enticing tidbits of information, you finally get to the price of your service/product. You have to include the price on your sales page so your customer knows what they’re paying for. You can utilize seasonal discounts or one-time lower price vs long-term payment plans to continue to entice customers to buy depending on what works for them.
Value Stacking
You can also value stack your product or service. That means you list out everything included in the purchase and the value of each item. Then you slash a few of the items for a discount or for free to showcase how the larger price of the package in total is cheaper than each of the stacked items.
9. The Last Ditch Effort (optional)
If you want a last-ditch effort to try to reach any customers that get to the bottom of your sales page without buying, you can always include a short section at the bottom of your sales page. This is usually a highly persuasive section that heavily calls back to those pain points from the beginning and tells customers to solve their problem now by purchasing your product/service.
10. Guarantee (if you have one)
If you have a legal guarantee it’s important to include that at the bottom of any sales page.
11. FAQs
It’s important to include FAQs at the bottom of sales pages for general customer questions. These FAQs can also showcase empathy for customers, address purchase wariness, and continue to drive home the point about the product/service being the solution to their problem.
12. Sales Page Buttons
Since sales pages can become lengthy, it’s important to include buttons throughout the copy that take customers to the pricing/selling section where they click through to buy.
The purpose of each of these sections in a sales page is to build trust and increase the likelihood of buying by the time the customer gets to the pricing section. But some customers are ready to buy earlier on while scrolling a sales page. So it’s important to include buttons throughout the page that take them to where they can purchase.
You can have your buttons say things like:
“Ready to buy? Let’s do it” or “Are you ready to solve (problem)? Get the __ now and say goodbye to __.”
You can include buttons after every section if they’re lengthy, but I like to include buttons at least after these specific areas:
Pain Points, Empathize, Solution
Product Benefits
Testimonials
