Writing a good sales page is all about your personal connection to the reader. Everybody has problems that need solutions. First, you need to establish a common ground. Then, you need to tell your reader how your product can solve the problem or just make life generally more convenient.
A solid sales page reads like a friend giving advice. By earning the reader’s trust, your product becomes something that can be relied upon, which will bring people back in the future.
Introducing Readers to your Sales Page
When designing your sales page, you need to make sure that it’s something readers will enjoy looking at. That means doing two things. First, you need to make the page as attractive as possible. Second, you need to make it clear to your visitors where they can find what they are looking for. Let the overall design reflect what you’re selling. If you’re looking to simplify people’s lives, use a simple but elegant layout.
Above all, make your sales page easy to navigate. If a visitor has to click on more than three links to find what they’re looking for, they will likely give up in frustration. If your page drives away a customer, the odds of that customer returning are slim. Always keep in mind that your page is your pitch.
Use your Sales Page to Educate the Buyer
The basic sales process is a matter of problem solving. Even for luxury items, there is something in the buyer’s life that needs to be fixed or made more convenient. While your potential customers might know what they want when visiting your sales page, there is still some work you can do in providing them with more information.
Take the time to explain what the product does and how you fit into the industry. Nobody likes to feel like they don’t know what’s going on. If you help inform your customers while pitching your product, they’ll feel more like you’re including them in the process. By informing your page’s visitors, you’re forming a connection with them and ensuring they make an educated purchase.
Show Customers Who You Are
Linked from your sales page should be at least an “About Us” page and preferably something that really shows off who you are as a company. Making that first sale forms a connection to your customer. Once somebody has purchased from you, they will be more likely to come back in the future if they can put a metaphorical face to your company’s name.
Providing a mission statement, history of your business, or a way that visitors can carry out a company search will help personalize you in your customers’ minds. Don’t shove these details down the customers’ throats, but do make it easily accessible. Showing who you are will breed customer loyalty, and customer loyalty tends to lead to repeat sales.
Create a Sense of Urgency
Whatever you are selling, build a sense of urgency into your sales page. Provide reasons why a visitor should act now rather than wait.
- Are you offering something for a limited time?
- Will the price change in the near future?
- Are supplies limited?
Whatever the case may be, make sure to make it clear to potential customers that they are better off buying the product right away. A customer who hesitates is one who is looking for an excuse not to buy your product. If you take that hesitation out of the picture, you have a clear path to a sale. On your end, you need to fulfill the order quickly and efficiently. When the buyer acts fast, you should reward your new customer by handling things quickly on your end, too.
The most important things to keep in mind when creating a sales page are clarity of presentation, forming a connection with your customers, educating them when possible, and taking away any reason a potential buyer might hesitate before making a purchase. All of these important steps will not only help generate sales, but will create repeat customers with a sense of loyalty to you. If your sales page can provide these elements, you are well on your way to achieving success.