Is your sales page consistently converting website visitors into clients?
Maybe your website is getting a lot of traffic but it’s not translating into sales. That can be frustrating!
When your sales page isn’t compelling visitors to take action, then it doesn’t matter how pretty the design is, at the end of the day, that sales page is ultimately costing your business as potential clients leave your site and go to a competitor’s.
The good thing is, you can easily turn around your sales page into a conversion machine. In this post, I’ll show you how to do it. But first…
Why do I need a sales page?
Your sales page is the bread and butter of your website. It’s essentially having a conversation with someone who is already searching for the services you offer. Talk about an ideal audience, right?
When your sales page consistently converts website visitors into paying clients, then it’s ultimately growing your income. Sign me up!
Below are the fundamentals of sales pages that consistently convert. Use these principles to transform your sales page into a money-making machine.
Be clear and concise
Customers put their money where their confidence is. If they are confused about the value you offer they aren’t going to stick around and try to figure it out.
Show your website visitors that you understand their struggles. After all, you’re here to solve them! Speak to their pain points, come from a place of empathy, and show that you understand the issues they’re facing.
Talk About Transformation
Re-write your sales page copy to focus on the benefits your customers get instead of the features of your service. Example: Your lawn will be the envy of the block VERSUS We have the latest and greatest lawnmowers.
Talk about how their life is going to be different / easier / better / more profitable after they work with you. Talk about the transformation, not the tech.
A great way to convert a website visitor who isn’t convinced is to directly address their concerns. One way to go about this is to create a frequently asked questions section where you can get to the heart of their objections and turn them around.
What happens when you ask questions in your website copy? It creates engagement. When a question is posed, people naturally answer it in their heads. When your website copy is engaging it increases the chances that your reader will keep scrolling and keep reading which increases your chances of converting them into a paying client.
People don’t buy from companies – they buy from other PEOPLE. If you’re asking potential clients to put their faith in you and follow that up with their hard-earned money, then you have to show them the face behind your brand. Introduce yourself. Talk about who you are and what you’re passionate about. Create a connection by showing up first.
Word of mouth marketing is one of the most effective ways to promote your business. People are more likely to work with you if they’ve seen others do it before and be happy with their results.
Ask For The Sale
Here is where you ask for your website visitors to take action. Summarize how you can help them, how their lives will change by working with you, and how to move forward in working with you. You’re never going to get the results you want from your website without a direct ask. People have to be compelled into action, give them a reason to act!
Call to Actions
Your sales page has one purpose, and therefore one call to action, used throughout the page. First, decide what result you want from this sales page (ex: enroll in your online course, submit an inquiry, book a call). That will tell you what your call to action should be. Then, use that CTA throughout the page.
- Keep your CTA button consistent throughout your sales page. Consistency in design and text helps make it more recognizable and stand out.
- Use direct language in your CTAs. Don’t use passive language like Learn More. Instead, use direct language like Enroll Now, Get Started, Book Your Free Call.
Keep it Simple
Even long-form sales pages should be kept as simple as possible. The information should be easy and enjoyable to read, not overwhelming. Keep the design simple and straight-forward. Use white space to separate the design elements (images and text).
High-converting sales pages have less to do with design and more to do with CONTENT. While yes, you want your website design to be eye-catching and easy to navigate, it’s the words that convince people to buy.
Take Action: Take your current sales page and re-write it using these conversion principles.
Pro Tip: Whenever you come across a sales page that you like, take a screen capture of it! I use Full Page Screen Capture to screenshot website pages I like.