A brilliant sales page is not brilliant because it’s written with breathtaking style and panache… it’s brilliant because it works! It sells stuff ‘like hot cakes’! Its success is dependent on how it communicates with your audience and how it understands what they need and will respond to best.

The style, tone and persuasive powers of your sales page must be completely in tune with the audience whose attention it seeks to grab.

Successful sales pages can look and feel very different. But here are some common components:

  1. Headlines that make you sit-up: The headline is the most important bit of any sales page. It’s the ‘on’ or the ‘off’ switch to the audience’s attention, depending on whether you get it right. Great headlines for sales pages make a compelling, specific promise and they communicate the value of reading on.
  2. Persuasive opening paragraphs: Develop the promise you made in the headline and give an irresistible taste of what’s to come. These vital opening paras need to hook the audience and entice them to continue reading. Reinforce your expertise & offer in a concise way and encourage them to learn more.
  3. Narrative & storytelling: Examine your offer with fresh eyes: what’s the story? How have you transformed yourself, or helped your customers? What positive results has your product or service delivered? If you can share an emotive story behind your offer, you will forge a deeper connection with your audience.
  4. Answer “So what?” questions: So you have a great product… so what? Why should anyone commit to buying it from you personally? What makes you unique, authoritative and special? What are you offering that’s better than anyone else? What makes you trustworthy & likeable? Answer away & make doubts vanish!
  5. Subheadings to segment information: Using subheads to break up text into bite-size chunks helps your audience to identify where information of interest can be found. It enables them to scan the text and confirm that they want to read on. Every subhead must be intriguing to encourage them to read the page in full.
  6. Reassuring testimonials: Use testimonials to play devil’s advocate to concerns your audience might have. They might think “This offer’s not relevant for me!”, but a testimonial from a like-minded individual will calm their fears. Consider reasons customers might not take up your offer and disarm their worries.
  7. The must-have offer: You are not selling a product or service, you’re selling benefits. Make sure the benefits of your offer to your desired audience are presented in a watertight way. Think about the wide-reaching impact: what do they stand to gain physically, emotionally, personally, professionally, financially etc…
  8. Concrete value: Make sure that you powerfully communicate the value of your offer — is there some way, some how, that you can suggest that it “pays for itself”? OK, that might be a tough call, but you should certainly aim to demonstrate that it is really WORTH every penny of the cost involved.
  9. Nothing to lose: Can you give your audience a money-back guarantee if your product doesn’t meet expectations? Unless there is a real cost to you, this confidence boosting gesture will go a long way to soothing customers’ nerves about parting with their cash.
  10. The “Ker-pow!” close: Conclude your sales page by reminding your audience of the key benefits of your offer, ending with a mighty call to action. Don’t skirt around the issue, ask them to BUY YOUR PRODUCT. Then add a further compelling ‘PS’ reinforcing how your offer is the answer to their prayers!

Parting word

Don’t be afraid to give your sales page personality. Expressing yourself in an eye-popping way, rather than sticking to a ‘sales page formula’, can wake-up your audience. Stick to the must-haves above, but think about ways you can build something creative and distinctive around that framework to really grab attention!

Happy selling!