4 quick and simple steps to make your sales page a hell yeah for your ideal customers
It’s Thanksgiving here in the States, and you’re going to be grateful that this week’s post is quick (so you can read it while you’re ordering a turkey from Honey Baked Ham...ain’t no one got time for all that baking and basting) and simple (so you can actually do the things even if you’re pretty much in a turkey-induced coma...tryptophan and overeating’s no joke y’all).
So whether you’re launching a Black Friday sale this week or just looking to pick up some down and dirty tips (much like your kitchen once all the family members and distant relatives who swear they’re your fourth cousin thrice removed) to make your sales page more of a hell yeah for your customers, slip into some ultra-comfy pants with a forgiving waistband and not a button in sight and let’s get to fixin’.
Hail ‘em with your headline
Okay, there’s technically nothing wrong with the headline on your sales page being the name of your program. I’ve heard some marketing gurus give this the thumbs up. But I’m not a marketing guru; I’m a writer who oh so lovingly wants to remind you you’re better than that.
Does “30 Days to a Happier, Healthier You” catch your attention? Does it make you want to keep reading? Does it make you think, Huh, you know what, I was just thinking that exact same thing yesterday”? Does it even hint at why the program is exactly what you need, exactly what you’re looking for?
If you’ve been launching your ass off and every Sally, Sue, Sarah, and let’s not forget about Steve on the entire planet knows who you are and what your program is all about, sure, maybe you can skate on by here.
But...if you’re another health and wellness pro looking to stand out and attract your ideal client, I’m gonna challenge you to go one step further.
Keep ‘em on task with one call to action
Do me a solid, my friend. Pop on over to your sales page right now and tally up the number of different calls to action you’ve got. Go on...I’ll wait. And feel free to pop off your socks if you need to (for counting purposes). No judgment here.
How many did you find? Two? Three? More?!
Calls to action can be sneaky, just sidling on up in your copy where they have no place being. Make no mistake — your sales page needs a call to action but notice what I just said there: “a” call to action... meaning one. A singular call to action. That’s it.
Oh, but you want to engage with them, right? You want them to check out the blog post that’s going to sell them on why they need this program. You want them to schedule a consult call with you so you can sell them on what makes this program so frickin’ balls out amazing. You want them to feel free to email you with any questions so you can sell them on how awesome and customer-focused you are.
Repeat after me: The only goal of your sales page is to get your client to buy.
Sure, sure, you can invite them to buy in different places, using different phrases. But that is the only call to action you need.
Once you give them something else to do, whether it’s to follow you on social media, join your Facebook group, send you a Vox, bake you a pumpkin pie because you just remembered you’re responsible for dessert at this year’s Thanksgiving dinner, they’re distracted. You’re essentially waving something shiny at them (oooh, pretty), diverting their attention, and taking their focus away from the sale.
Make ‘em read it with eye-friendly formatting
Do you like reading long blocks of text? Uninterrupted paragraphs that seemingly go on forever? That are so long they take up your entire screen?
I sure as hell don’t.
When I’m reading a book, if a paragraph spans more than a page, I’m zoning out. That’s a lot of text. And while, yes, I understand I’m reading a book and there are literally thousands (hundreds of thousands) of words in it, I don’t want my book to be hard to read. I want it to be easy on the ol’ eyes, if you will. (I guess unless I’m revisiting the Bard or diving into some quantum physics or some crazy shit like that...)
The same is absolutely true for your sales page.
Your client doesn’t want to wade through chunk after chunk after chunk of long, unwieldy text.
And you shouldn’t want them to either. That’s how important details get lost.
Your sales page should have sections. It should be scannable. There should be some white space. And I’m not even saying you need to go in there and redesign it (although...bonus points!). Just go in and hit the return button a few times, mmkay?
Your paragraphs shouldn’t be longer than three (maaaybe four) lines. And, yes, some sentences can be their own paragraph. Especially when you’re making a really strong point.
Make ‘em buy with straightforward next steps
No one likes a confusing sales page. Besides multiple, conflicting calls to action (well...there’s actually several things but I guess we’ll save that for another day...), nothing makes your client scratch their head more than not understanding how to actually buy.
Do they have to email you? Do they need to actually talk to you on the phone (every introvert’s and anyone who’s ever had a bad sales experience’s worst nightmare)? Do they have to fill out an application? Do they need to complete a questionnaire? Do they have to go to a completely different page to actually add your thing to their cart and checkout?
I’ve been left scratching my head sometimes when I’m trying to buy something.
Don’t make your client jump through hoops. Don’t make buying harder than it has to be. Because it’s not always easy to whip out your wallet and clickity clack your credit card number into that waiting box.
It’s totally fine if you want them to fill out an application or jump on the phone to make sure they’re a good fit. But it’s not totally fine to make the next step confusing.
Be super clear about what you want them to do and what happens after they do what you want them to do. This isn’t a nail-biting, OMG, who’s gonna win best in show (National Dog Show, anyone???), suspenseful thing. It’s a confident, I’ve got you, everything’s gonna be just fine thing.
If you take the time (like three minutes) to do just one of these things, your sales page is going to be that much closer to a hell yeah instead of an uhhh no. It always pays to be clear...in this case, literally.
Now, let’s say you’ve made these tweaks, and you’re still not happy with your sales page. It’s not converting, it’s not feeling good, it’s not making all your dreams come true. Remember earlier I referenced several things that could be confusing your customers? Yep, there could totally be something else going on (like that smell emanating from the couch where Grandpa is conked out but everyone’s too polite to mention), which is exactly why I created Sales Page Second Look...to see the things you can’t see when you’ve been staring blankly at your sales page for 73 days and 73 nights. Book my eyes (they’re robot eyes, seriously) right this way.