How to avoid 3 common reasons your sales page *might* not be converting (oh no!)
Sales pages are pretty much the bane of everyone’s existence, right?
You’ve gotta have one to make some sales, but maaaybe the one you’ve got isn’t really making the sales.
It’s beyond frustrating, especially when you’ve unnecessarily torn handfuls of your gorgeous hair out spending days (possibly even months…I see you, perfectionist friend) coming up with copy that you feel good enough putting out into the universe.
Or worse…paying someone else to write copy that doesn’t do much better in silencing those annoying ass crickets. (The crickets are annoying ass. You don’t have ass crickets. I don’t even know what ass crickets are. But I digress.)
I’m gonna be honest with you: There are lots of reasons your sales page might not be converting: wrong offer, wrong audience, wrong timing, wrong pricing, wrong language, lack of urgency, lack of clarity, lack of marketing…
And, yes, unless you’re one of those super-analytical, investigate-the-gnat’s-ass-details, question-every-number-kind-of-people, it can be hard to know what’s actually wrong.
Luckily, there are things you can start tweaking that should make a difference without you rewriting every last word.
Say it with me – woohoo!
Be super clear about what they’re getting
You might think what you’re selling is super clear, but that could just be because it came from your mind and EVERYTHING makes sense in there. Even those weird dreams where you’re wearing a clown suit to your nephew’s wedding.
The closer you are to something, oftentimes and kinda unfortunately, the less clearly you see it.
So while that program and all the goodies your peeps are gonna get when they enroll sounds mighty fine (like the donuts…maybe those were just a thing in my hometown? Mighty Fine Donuts?!) in your brain, well, they kinda sorta don’t translate on the sales page.
And that’s a problem because no one wants something that they don’t even know what it is.
I mean, have you ever read an ad or a product description (sans picture, of course, if only to illustrate my point) that was all mysterious – like, “Check out this amazing product that’s totally going to change your life.”
If that’s not some copy straight out of a late-night informercial, I don’t know what is. Would you really pay $300 for something that’s described so vaguely? You’d want some details, right?
Your customers are no different.
They want to know EXACTLY what they’re going to get when they click that buy button. This isn’t the time to be cute or mysterious (totally a place for both on your sales page) – it’s the time to be a bajillion percent clear.
Tell them how many sessions they get, how long the sessions are, whether they get workbooks and whether they’re digital or physical, if they get email support, if they get text support, if they get a private Slack or Facebook community, if they get to see your smiling face on a video chat, if you’re going to give them any extra resources.
Tell them whether it’s a group program with office hours or a community that you’ll be active in, tell them how often they can expect to get personalized feedback from you, tell them every single thing you can think of that they get as part of this package.
Buuut don’t tell them the HOW. That’s where some of the mystery comes in. They don’t need to know the how just yet…they just need to know the WHAT. That’s what’s going to make them buy.
Don’t just tell people how they’re feeling
There’s a lot of advice out there about how to write copy that will resonate with your client.
I’m not saying it’s bad advice…
But one thing that I see people falling victim to over and over and over and over again (that last one was just for good measure) is telling people how they’re feeling.
You’ve seen copy like this, yes?
“You feel so confused.”
“You feel frustrated.”
“You feel overwhelmed.”
Okay, great. Let’s get all those feelings out there and turn your sales page into a big ol’ Feel Fest.
People will definitely identify with the feelings. They’ll probably nod and go, “Oh yeah, that’s true, I *do* feel confused and frustrated and overwhelmed. Huh.”
But you know what’ll have them doing more than nodding along politely?
Showing them how they feel. There’s much more power in showing than telling.
(Let’s be honest: Everyone liked the show part of show and tell more anyway, right?)
Don’t tell them that they feel confused. Show them what confused looks like. Maybe for them that means they’re reading all kinds of blogs and books and social media posts about adaptogens and keep coming across more and more information but none of the information is the same and there’s so much conflicting advice and they don’t know how to actually pick an adaptogen that works for them.
Maybe frustrated looks like throwing every last bottle of adaptogens they’ve bought in the trash – even the practically full bottles that they spent oodles of money on. Maybe it means flushing ‘em down the toilet (are there rules for that???). Maybe it means burning them in a very ceremonial adaptogen release ritual in a burn barrel in the street in front of their house (there’s probably rules about that…).
And maybe overwhelm looks pretty close to confusion. Maybe every time they open their inbox they’ve got hundreds of new emails about adaptogens and coupons to try this adaptogen or a free trial for that adaptogen. Maybe it’s way too much to look at and it makes their heads implode just a teeny tiny bit so they have to shut down their email…or even start unsubscribing from emails because…holy way too much input!
One of the best ways to work this whole show don’t tell *thing* in to your sales page copy?
Show them what a day in their life looks like – how does confusion, frustration, and overwhelm show up? How is it impacting their day? What are they doing differently because of those emotions?
That experience you’re creating? That’s what’s going to resonate with people and have them doing a lot more than nodding along, going, “Hmm, yes, interesting point.”
Don’t hide your call to action
Your call to action is arguably the most important piece of copy on your sales page.
But your call to action? That’s what you’re asking people to do once you’ve given them all this wonderful, potentially life-changing information.
So why are so many people chicken shit about their CTAs?!
Friend, let me ask you a series of rapid-fire questions about the calls to action on your sales page:
Is the text on your button too tiny?
Do you even have a button?!
Are you sticking some in-text links in there and calling it good? (They have their place, ahem, see my last paragraph…not on your sales page though.)
Is the call to action on your button cut off?
Is the text hard to read? Maybe your font looks funny when it’s too tiny.
Is the call to action compelling?
Do you ask them to do something besides “Buy Now?”
Do you ask them to do anything?
Does the call to action highlight a benefit?
Does it make them excited?
Is it kinda sorta weak sauce? (Looking at you, “Enroll.”)
Is it all about you? (Sign up for MY program.)
Do you ask them to do more than one thing?
Okay, 13 is kinda my lucky number (no triskaidekaphobia around these parts…I totally gave a speech about that in college. Knocked it outta the park.) so I’m gonna go ahead and pump the brakes here.
Ask yourself honestly if your call to action is doing its job. If you’re hiding your call to action. If your call to action is boring. If you’ve maybe forgotten to include a call to action (whoopsie).
These things happen. And they happen when you’ve gotten ridiculously close to your copy (closer than your best friend for life, Mittens the Kitten, who oh so adorably sports tiny knitted hats and cuddles up next to you on the couch when you binge watch My Cat from Hell on Saturday nights).
The solution? Ask for some help. A little outside perspective. I have two suggestions for you: Check out this blog post about asking your biz bestie (note: Mittens the Kitten cannot help you with this) for actually helpful feedback OR check out this offer about making your sales page stronger in 48 hours or less (note: this is something I CAN help you with).