Don’t say I never told you: People aren't reading your sales page
In an ideal, shiny happy world, we all think everyone’s reading our sales pages. We have the hit-publish-and-they-will-buy (not unlike build-it-and-they-will-come) syndrome where we think people are just waiting for someone to write a sales page and the minute we go live they breathe a huge sigh of relief and go, “FINALLY!”
And, of course, bust out their trusty Amex and become your newest customer.
Except…we all know – from our website analytics, our conversion rates, our lack of “You made a sale!” notifications – we don’t live in that world.
They just aren’t spending the time reading every last word like it’s the latest bingeable YA trilogy. (Anyone know what that is? I need to know…Even though I’ve been warned “asking for a friend” is over, I’m asking for a friend.)
It sucks, I know. But there’s stuff we can do about it. (There’s always something we can do! Ooh, that was a little too peppy for me…)
So let’s get down to the facts, figure out why people aren’t reading your sales page, and see how we can turn it around, turn it around, turn it around. Turn that page around…
They aren’t interested in what you have to say.
This is a big one, so let’s just get it out of the way first, mmkay?
People aren’t reading your sales page because they simply don’t give a rat’s ass (I just thought of Templeton, that doughy barnyard rat from Charlotte’s Webb…you?) what you have to say.
They don’t know who you are. They don’t trust you. Maybe they don’t even like you.
So if you’re not on a first-name basis with them, of course they aren’t excitedly reading every last word on your sales page.
Because people buy from people, first of all, and from people they know, like, and trust. Sure, sure, you’ll get a few randos that you never knew existed suddenly booking your much-needed services.
(Where did they COME from? They aren’t on your list. They’ve never signed up for a webinar. They certainly didn’t have a consult call with you. You’ve never seen their name before. What the actual hell.)
But unless you’re a big name with the slickest branding and the biggest marketing budget…this probably isn’t how people come to you.
They come to you after reading all your blog posts, all your social media posts, all your guest posts. After they’ve listened to every podcast interview you’ve ever done. After they’ve been on your newsletter list for YEARS. Maybe even after a friend of a friend of a next-door neighbor’s daughter’s kindergarten teacher mentions you for the twelfth time and it finally sinks in: They remember your name. They know what you do. They know who you are. And, yeah, you’re someone they’d buy from.
Time to keep on keeping on, putting your shit out there, getting it in front of your people’s eyes, marketing your ass off, and becoming the go-to person for your dreamiest clients. It’s an investment, sure, but that’s how we build sustainable, kick-ass businesses, right?
They don’t want what you’re selling.
Way harsh, Tai.
But also totally true. No one’s going to buy if they simply don’t want what you’re selling. I mean, when was the last time you had absolutely no interest in, oh, I don’t know, anti-snoring pills that also make your breath smell like a meadow of wildflowers and decided you were going to buy it anyway?
Probably never. Or only if there was an insane sale and you thought, “Maybe I could use this someday. Maybe someone I know could use this someday. Maybe someone I haven’t yet met and don’t know if I’ll ever meet could use this someday.”
Here’s the thing: This doesn’t actually mean they don’t want it.
There’s two different ways to look at this. (Okay, three if they really truly don’t want what you’re selling.)
Both are relatively easy fixes.
A. You talk to some peeps you’d love to work with. You ask them what they’re struggling with. You figure out a solution that you could help them with.
B. You go through your sales page copy with a fine-tooth comb and ruthlessly tease out any and all words that don’t resonate with your client and replace them with words your client is actually using.
If you do both of those things and still no one’s reading or buying…there’s probably a bigger issue. I could probably guess, but I’m not a business coach, yo, so I’ll just drop a shrugging emoji here.
They see way too many words.
No one wants to read the War and Peace of sales pages. (Have you ever read that book? Thankfully, it was never required reading for me because it’s like 587,287 words long. Also, a quick Google let me know that’s NOWHERE near the longest book out there. Whoa.)
Is your sales page long AF? Does it take people minutes of scrolling to get to the bottom? Do people get impatient and hightail it out of there faster than a vegan in a butcher shop?
There is certainly a time and a place for a ridiculously long, super-detailed sales page. If you’re selling a five-figure package. If you’re asking them to invest in your new fresh-pressed juice business that delivers exclusively in Alaska.
But if you’re selling a three- or six-month package? Or a custom, tailored solution? Don’t make your sales page longer than it needs to be.
Give ‘em as much information as they need to make a smart, informed decision. And then…let them make that decision.
Stop beating around the bush, trying to hit a certain word count because this person says all good sales pages need to be a minimum of 15,000 words (totally made that up although I’m sure someone somewhere is saying that), giving away the farm and all the baby chicks, goats, and cows that live there.
They can’t see any white space.
While we’re on the subject of words (which this whole post is technically about…and most of the posts I write here are about so…), I’d be remiss if we didn’t cover my disdain for giant blocks of text.
A rendition of “Hit Me Baby (One More Time)” is brewing in my head. Also, “Oops I Did It Again.”
Listen, is your sales page one big giant block of text?
Us simple-minded humans, we like things easy. And huge chunks of text that we can’t see the end of or, when we’re in the thick of things, the beginning OR end of, ain’t easy. It’s hard to read.
Make your sales page scannable. Use some subheadings. Use some bold text. Use some italics. Hell, use some bold, italics text.
Please, for the love of collagen and Sunday morning protein pancakes, use your “return” key. That would be the one that puts space in between your paragraphs. Also known as an “enter” key.
I just used it.
I just used it again.
Oops, I…used it again….
This lovely little key is going to make your sales page so much more pleasant to read. It’s going to give it a little breathing room, a little white space, a little je ne sais quoi. Oui oui.
Two of the things we just covered here (recap: people not knowing who you are, people not wanting what you’re selling, too many words, and not enough white space) are pretty simple fixes. The other two…they take some time. But it’s time well spent. Promise. Cross my heart and hope to die, as the kids used to say. (No idea what they’re saying now.)
Put your peepers on your sales page for a few minutes. Decide which of these four problems you could fix. And – yep, you guessed it – start working on it. Make a plan to fix it. Figure out what you need to do to get people to read your sales page.
And, hey, if it’s the words that are bogging you down – like maybe you’re not sure if people are really saying “raise my vibration” or “nutrient-dense breakfast” – don’t forget I’m a click away. Literally. All you’ve gotta do is click on THIS. (Okay, there’s a few more clicks involved, but you get the idea.) I am at your service, my liege, to whip your sales page into shape. Call me, and we’ll have you hopping around like one of the extras in Shiny Happy people in no time.