3 easy ways to make your sales page stronger
Most of us love what we offer our clients.
(I mean, I hope you do. Otherwise, better check yo’self before you wreck yo’self, my friend.)
But…selling our services? Not so much.
People in the health and wellness and personal development industries are practically allergic to any kind of selling, promoting, or throwing a parade complete with confetti, a marching band, and Clydesdale horses requiring their own clean-up crew.
And, after you’ve torn the last bit of your heart out trying to create a sales page that speaks to your customer without feeling sales-y or icky, it can be totally crushing and completely disheartening to not see any actual sales.
You are totally spent, and your heart is totally broken at this point. No amount of CPR is going to revive you.
The truth is sometimes we make it hard for people to buy—whether it’s because we’ve got some sort of upper limit problem or a serious case of imposter syndrome, or we’re completely and utterly terrified that we’re not ready for real, living, breathing clients with problems that we may or may not even be able to solve.
I’ve got good news (and, no, it’s not that I’m now offering free and unlimited cognitive behavioral therapy): The solution isn’t to scrap your sales page and start from scratch.
And it’s not to chuck that entire service or package or offer out the window, along with your computer for tricking you into even thinking you should put that service or package or offer up on the interwebs, and put up a COMPLETELY new offer.
You’ve been there. You think you’ve got a KILLER sales page.
You spent weeks tweaking the copy and picking the perfect stock photos.
It looks good. It sounds good. You know the offering is good.
So you unleash your masterpiece on the world. Except no one seems to notice.
You didn’t really expect a buying frenzy, but you kinda expected SOME sales.
After you sweep up the shattered pieces of your heart, you start to wonder what went wrong.
Did you use too many 80s pop lyrics in your copy? Did your stock photos look too stocky? Was the color scheme wrong? Was the timing wrong? What the actual hell, right?
You’re tempted to redo the copy YET AGAIN. From a totally blank page.
You’re considering coming up with a totally new offer since this one didn’t seem to work.
But you’re hesitant to put yourself through all that work and drama and heartache again, only to get the same disquieting quiet result.
Friend, Ben Franklin is incorrectly quoted as saying, “The definition of insanity is doing the same thing over and over again and expecting different results.”
To paraphrase: “You’re crazy if you keep slapping new offers up without really examining WHY they’re not selling.”
And that’s what I’m here to help with you today. Ta-da!
Here are three reasons your sales page isn’t selling (and each one is totally fixable without starting all over again…which reminds me of another quote: “As long as you’re not finished, you can start all over again.” Okay, enough quotes. For now.)
It’s not CLEAR what the buyer is getting.
Your offer should be super clear about what your clients will get. This doesn’t just mean, oh, they get coaching or they get yoga sessions or they get a customized meal plan.
What are the benefits of that coaching, yoga session, or customized meal plan? What do each of those offer components get them?
Your clients want to know how this service is really going to help them, and it’s your job to make that ridiculously clear.
Ask yourself what’s amazing about the coaching you’re offering. How will your client feel after working with you? What goals will she achieve? What results can he expect? And why does she want to reach those goals or get those results?
And why does that matter?
Beyond the emotional connection and those epic benefits, what are you actually going to give your clients? Yeah, coaching, yoga sessions, or a customized meal plan.
But what are the deliverables? (Oh, I know, dirty, dirty corporate word…)
How many yoga sessions do they get? Do they get bonus videos that they can do solo when you’re not teaching them one-on-one? Do they get handouts with different poses or flows? Do they get awesome music or meditations to accompany their daily time on the mat?
You’ve gotta spell it out. Don’t be cagey or dodgy or cute. That’s not gonna make the sale.
It’s not CLEAR how the buyer can get what you’re selling.
Wanting to buy something but not knowing how is THE WORST. Like, have you ever been at a giant department store, desired item in hand, but there are no cash registers let alone salespeople in sight? And you find yourself wandering aimlessly until you somehow end up in the children’s section in the back corner of the third floor buying a new sports bra amidst a sea of teddy bears and bibs and bonnets?
Don’t be the department store of the internet.
Make it super clear how your customer can get what you’re selling. Tell them the exact steps they need to take to get their hands on your fantastic services.
What’s the first thing they need to do to kick off the whole process? What happens when they click that “BUY!” button? How do they pay? When do they book their appointment? When can they expect to hear from you?
(Psst, check out my super clear instructions for one of my offerings. Feel free to borrow – I won’t be mad. 😉)
Don’t make it hard for your customer to buy. Don’t bury your buy button as a link. Don’t make them click to another sales page to learn more information.
Always tell them the next steps so their decision isn’t based on a no-shit inability to buy.
It’s not CLEAR what you want the buyer to do. (AKA you’re making it hard on them.)
No one likes a confusing sales page.
And people get confused when you give them too many options. (You’ve seen people standing in front of the ice cream section at the grocery store, right? There are literally hundreds of options – dairy-free, frozen yogurt, full-fat, no-fat, sugar-free, sugar-full, plain, crazy-ass flavors – and if you’re not a decisive person, a simple AF task as buying a pint becomes overwhelming.)
I mean, options are good and all (yay, progress?), but you don’t want to give your client too many options on your sales page.
One call-to-action is plenty. I think “BUY” is a pretty good one, however you choose to word it.
But maybe your sales page is asking them to buy but also to book a consult call. To read your blog. To see your latest post on Instagram. To check out this other offering you have. To send you an email. To download your opt-in.
Strip down your sales page, my friend. No opt-in forms, no strategically placed Instagram feed, nothing but you, standing in front of your customer, asking her to buy.
And don’t send them to another sales page. I recently saw a product I was kinda sorta interested in, and I visited the sales page a few times. But every time I did, I got annoyed because, instead of giving me all the information on that page, I had to click to another page to learn more.
Umm, isn’t this your SALES PAGE? Shouldn’t you be selling to me here and asking for the sale HERE?
By making your customers jump through those hula hoops (which may or may not be set on fire), you’re making it so so so hard on them.
Make it easy. Give them all the information they need to make a decision and make making that decision super easy by giving them a simple, clear call-to-action.
Here’s where we bring it all together. Pick just one of these ways to make your sales page clearer and see how your current sales page stacks up. What tweaks can you make today, in, say, 15 minutes, to make your page clearer and maybe, just maybe, make you some money?
And, hey, I know we all get a little too close to our work sometimes. That’s exactly why I created Sales Page Second Look – to get a fresh pair of eyes on your sales page that you’ve exhausted your eyes poring over. Check it out right this way if analyzing your sales page sounds like the last thing you wanna do today. (Don’t worry, I got you.)