Not entirely sure what a sales page or landing page is – and whether I need one?
You’ve probably heard of landing pages and sales pages before and the two terms are often used interchangeably. But what are they and what’s the difference between the two?
A landing page: As the name suggests, a landing page is a page someone “lands” on when clicking on a link in an email, on an ad or something you shared on social media. It’s usually a standalone web page created with a single purpose in mind. Unlike regular pages on a website, which may have a menu and lots of different links or buttons to different things. Landing pages have a single goal, ie. convert visitors into subscribers with a free incentive.
A sales page: Is a web page that sells something (duh) and its sole purpose is to convert visitors into customers. So as with a landing page, it has one goal and everything on that page is designed to convince visitors to buy.
Short-form or long-form?
Now that we understand what a sales page is, let’s talk about the two types of sales pages. Short-form and long-form.
Short-form sales pages: Are great for providing exact information your visitor is looking for – concise, “need-to-know” information that will allow them to buy.
Long-form sales pages: Are for more complex products/offers where you may need to overcome objections and pain points your audience may face.
When do we use a short-form or long-form sales page?
Short-form sales pages work well for simple, purchases or for selling to a warm audience. Think about selling a piece of jewellery, all you’d need is a couple of beautiful pictures and a short description and a buy now button. Now consider a sales page for a course, a couple of pictures and short description aren’t going to work. Especially if it has a premium price tag or you’re selling to a cold audience. The content in a long-form sales page needs to address the audiences pain points and shift their beliefs. Provide them with the vision of how your course can help them make the transformation they are looking for.
Right – so how do we do this?
The most persuasive part of a sales page is its copy. And it’s vital that you understand exactly who you’re writing for before you start writing anything. You need to know:
- Exactly who your customer is
- What their hopes, fears, pains and dreams are
- The biggest problem they have
- How your product solves that problem
- What they’ve already tried to solve this problem
- What makes this product different or better
Once you’ve got this information then you can start writing your sales page copy. And remember, when it comes to effective sales pages, it’s not the amount of copy that matters. It’s how that copy is organised on the sales page that truly matters.
There are 5 Important elements for a successful short-form sales page.
- Start with your Unique Selling Proposition (USP) – which should be immediately visible in your attention-grabbing headline and explained a bit more in your subheading.
- A hero image/video showing your product/offer in context.
- The benefits of your offering, with a bullet point list summary of benefits.
- Proof, including, social proof and trust indicators.
- A single Call-To-Action (CTA)
Now let’s look at the 10 elements for a successful long-form sales page.
- Headline and subheading to grab attention
- Introduction – highlight the problem or paint the dream
- Offer – tell them about your offer
- Call to action – for the quick action-takers
- Neutralize objections – alleviate their concerns and counter every objection
- Social proof/testimonials
- Full features/offer details – including any bonuses
- Price – by the time they get to the price the value of what you have to offer should be clear
- Call to action
- Guarantee – if they get this far without signing up they’re obviously a very cautious buyer so a guarantee is aimed at setting their mind at ease.
There is some room for you to be creative with your sales page. But keep in mind that a truly successful sales page is designed strategically. Its power doesn’t come from adding lots and lots of content but because each piece of content on the page serves a very specific and strategic purpose. If it doesn’t serve a purpose, it shouldn’t be on there.