Structure
purpose
Sales/landing pages are your opportunity to create a connection with a potential customer and show them that you understand their problem and have the solution to fix it (with your product/service).
You should have a separate dedicated page for each of your offers in your sales funnel and each page should have the CTA attached to that offer as outlined in your sales funnel, as well as the option to buy now if relevant (some people may require an application be compelted before a sale can occur ). For example, your low offer sales page should include the low offer freebie. The mid offer sales page should include mid offer freebie and so forth.
These pages should not present as a “BUY THIS NOW” page, but more of a Situation-Action-Outcome structure that says to the customer
- This is the Situation you are facing
- Tthis is how I can help you/the Action you need to take to fix it, and
- This is the positive Outcome/result you will see, when you do what I say/use product.
Sales/landing pages can be applied to all kinds of products, services, and offerings, and typically fall into one or two different categories:
- Long-form – ideal for products or services that require a little more information (and education) and when potential customers may need to overcome blocks in order to feel ready to buy.
- Short-from – best for more impulsive low-cost items that are easy sells.
For the purposes of the website I am designing for you, I encourage long-form sales/landing pages because any products or services you have that are quick sells do not really need a dedicated sales page and can be sold under your services/shop.
In order to get the best chance of converting sales, there is a particular structure that a sales/landing page should follow and certain content that should be included which is outlined below for you to use as a template.
OBJECTIVE / PROCESS
CREATING YOUR CONTENT (COPY)
- Target Audience – Identify who you’re trying to reach and your purpose in talking to them. Who has the problem your product will fix?
- List Your Features – Speak about the features and how they will benefit the audience. Why your features will solve their problem.
- Sell The Benefits – What makes your offer stand out from competition. Why they will have success with you.
- Find the Objections and Answer Them – Predict the reasons why people won’t want to do it and provide a solution to their hesitation. Can do with content or a FAQ section.
- Provide Evidence of Results – Testimonials/success stories showing that others have achieved success with what you’re offering.
- Remove the Risk Factor – Eliminate the fear of the audience buying something that won’t work and them being stuck with it. Offer a free call or free worksheet that gives a taste of the product. Automate with further selling via email.
HOW TO STRUCUTRE YOUR CONTENT
- Attention Grabbing Headling – Identify audience’s greatest pain and how you have the solution (what you’re selling)
- Explanatory Subheading – Emotional headline explaining how your offer delivers on the promise in the main headline (speaking to their problem). Encourage reader to stay on page.
- Clear/Short Paragraphs That Create a Journey – Structure your argument in short, clear, and easily digestible paragraphs. One topic per paragraph. Don’t overwhelm or confuse the reader. Each paragraph should have order to it and take the reader on a journey where they are wanting to find out more. By the end of the page they should be left without questions.
- Make It Logical But Entertaining – Use lists to aid reader to digest and analyse info easily. Add images/graphics that are visually stimulating but also relatable and help the reader to visualise what it would be like if they purchased the product and solved their problem.
- Proof of Authority and Trust Building – Provide assurance that you are qualified to be selling the product and have credentials to warrant the cost of the product. In addition, you have had success with real people. Show public praise.
- Call to Action (throughout the page) – Direct people to what you want them to do at a few points but without it coming across as forceful. There should be no guessing by the audience on what they need to do to buy from you however the wording you choose is important and providing an option for them to act now or act later is a must so you capture both types of buyers. For example, “buy now” buttons several times on a page is forceful, but one button saying “start your journey”, another button saying “learn more” and one saying “buy now” is more subtle and feels more nurturing.
OTHER CONSIDERATIONS
- Hero Image – Make sure you include a large strong image or video that amplifies the identification of your audience with your solution.
- Create the Mood – The elements on the page (colours, fonts, elements etc) should convey the feeling you want the audience to experience. If you are promoting a retreat it should feel relaxed. If you are selling a concert it should have energy. Maintain a good amount of negative space. Leave empty space around paragraphs, bullet points, call-to-action buttons, and other elements of your page to allow your reader to breathe and rest their eyes.
- Direct the Audience – Structure the page in the order of the journey you want the audience to go on.
- Video / Images – Treat images and videos like visual paragraphs that capture people scroll through text without reading it. Should convey a similar message to the text.
- Clickable Buttons – Make sure CTA buttons are (and look) clickable and draw the attention of your audience.