Got your sights set on launching, or re-launching, a course, programme or membership next year? Don’t slap some templated copy onto your sales page and call it a day (I wish it was that easy). Read through some of my essential tips for crafting a sales page that more easily sells your offer AND without harming your brand values. It’s a win-win.
Okay, when do you need a sales page?
If you’re selling a course, a programme, a membership OR a productised service (package) and you want to ask people to buy there and then, without getting on a call with you, then you need a sales page.
For productised services, you don’t have to have a sales page, but it can help you get on fewer calls with time-wasters. To me, that sounds very appealing…
Talk about their challenges and pain points
With empathy! No digging the knife here, instead, we want to use language that describes what they’re going through without making them feel bad. Think of it as if you’re talking to a friend. You’d say “Hey I can see you’re going through this right now, I’m sorry. This might help you…”
Instead of being like “It’s your fault you’re Experiencing this and if you don’t get help then you’re destined to fail!”
You want to have the calm and helpful energy behind your sales page.
Don’t hide the price
If you hide the price of your offer behind a big reveal, or in small print right at the bottom of the page, suddenly you’re making your pricing such a big deal. The price simply is the price – by avoiding talking about it, you’ll be putting up a barrier between you and your readers.
Write with a customer-centric approach
Even if you’re a personal brand or a founder, your sales page needs to be written from the point of view of your ideal customer. Consider:
- the language they would use to describe their problems
- Their everyday experiences
- if your copy answers their question of “what’s in it for me?”
Because it’s easy to write copy based on what we assume people need to hear and based on what we like. But your sales page has one job only: to sell, and by flipping your copy from “me me me” to “here’s what’s in it for YOU” you’ll be right on your way to sales in no time!
Add lots of CTAs
Include more than one ‘buy’ button/CTA throughout your page, to reduce friction and people needing to scroll up or down. My recommendation is at least 3 for a short-medium-length sales page. Plus, don’t put links or CTAs leading to anywhere but the checkout page or contact page.
Otherwise, you risk people getting distracted and forgetting to return back to the page! We all know how easy it is to get distracted in 2024, right?
Make your copy specific and deep
Don’t worry about doing this on the first draft, come back to it when you’ve got the basics dumped on the page 😃
Check:
- the pain points
- the outcomes of your offer
- the benefits
and ask yourself, “But why? What does this mean for them? Why should they care?”
Particularly for the pain points, ask yourself “What does this look like in their life?”
That’s how you can start to get more depth in your copy and messaging so that more of the clients and customers you love to support are reaching out to you and buying.
List all the modules or deliverables of your offer and then explain why each of them matter
By explaining why each module or deliverable matters to your ideal client, you’re painting more of a vivid picture in their minds of how great your offer is, instead of blending into the noise of everyone else who offers similar things to you.
Just saying ‘you get weekly group calls with your peers’ isn’t enough to stand out. Instead, say something like ‘You get weekly calls with everyone in the group so that you’re not left with questions unanswered or wondering what to focus on next.’
Have a bit of fun
Use humour and sarcasm if it feels on-brand for you! Just because it’s a sales page doesn’t mean it needs to lack personality.
Infuse your unique brand within the copy so people forget they’re even reading a sales page. I’m not funny in real life at all but even I included a silly jokey comment at the top of one of my sales pages 😄
I’m Jess, owner of Grounded Copy Co.
Sales-focused copywriter and launch strategist for when you want conversion copy grounded in integrity.
I believe that salesy isn’t a bad thing when it’s done from a place of genuinely wanting to help people. I also believe that we’re allowed to want to earn a healthy profit – and I’m here to help founders and brands who might not necessarily prioritise selling, get comfy, and feel good about, their sales copy so they can reap the rewards for years to come.
I’m also a big, big advocate for living a more nature-first lifestyle and protecting the planet as much as we can, sweet (vegan) baked treats are my weakness, and I’m always getting distracted by the birds in the garden, so much so that I am starting to build a personal brand entirely around birds. Whoops!
If you need more help in crafting a converting sales page, sign up for my newsletter here – or just so you can hear more about my bird watching, that’s fine too.
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