8 Tips for a sales page that converts

A well-built sales page can turn a simple visitor into a convinced customer. But you still need to know how to structure it! In this article, we explain the basics of an effective sales page: when to use it, what format to choose, and most importantly, what to say to spark the urge to take action.

WHEN TO USE A SALES PAGES?

As the name suggests, the purpose of the sales page... to sell! But not just anything or anyone. It is for people who already know a little about your business and are ready to discover what you have to offer. It is with them that you will make your final pitch, the one that will convert your passive audience into customers.

A sales page is not reserved for a particular industry. If you have a specific product or service to sell, this is for you! Whether you offer personalized training plans, tax advice, a personal development coaching program, or a professional photography service, a well-built sales page will really influence your bottom line.

Ideally, each offer should be presented on a separate sales page. That's what makes this type of content so strong: it's designed to meet a specific need of your potential customers. A well-thought-out page gives someone the impression that you are directly talking to them, that you understand their situation. And this is even more true if you integrate eye-catching visuals, such as images or graphs, that concretely illustrate the benefits of your service or product.

THE STRUCTURE OF A SALES PAGE THAT CONVERTS

1. Choose the right format to maximize your conversions

Before you even think about what your sales page will contain, you need to determine its length. Would you be better off choosing a short page that is quick and easy to read, or a longer page, which allows you to go in-depth? Here's how to choose between the two.

A short sale's page is great for impulse purchases or inexpensive offers. It highlights the main benefits of your offer. Because the text is short, visitors will often read it in full and naturally arrive at the call to action button.

Be careful though this format may leave some people wanting more. The short page gets straight to the point but does not go into the details of the product or service.

Here are two examples for which a short sale's page is effective:

• A one-hour webinar
• A turnkey monthly budget template in Excel

The long sales page is essential when your offer is complex or requires a significant financial investment. It allows you to educate your visitor and gently lead them to a purchase. Even if you have space to detail your offer, keep it concise. Get to the point. Too much text may discourage some readers, who will not make it to the call to action button.

This format is also ideal for responding to your potential customer's frequent objections, appealing to their emotional side and improving your SEO. A well-constructed long sales page can help your product or service rank higher in search engine results.

Three examples of products for which a long sales page is effective:

• Training over several sessions
• A personalized training program according to the buyer's objectives
• Tailor-made event planning services

Not sure which format is best for what your offer? Perform an A/B test! This will let you know which one converts the highest percentage of users.

2. Go with a catchy title

Now that you've chosen the ideal format to present your offer, it's time to grab your visitors' attention. And it all starts with the title.

It must capture interest in a few seconds. To do this, talk directly to your target customer. Make them feel like your offer is for them by clearly identifying the problem they're facing... and above all, the benefit they will get from it.

Take the time to define who you are talking to. The more specific your message is, the more likely you are to attract the right people.

3. Address the customer's problem

Don't beat around the bush. Speak directly to your customer by showing them that you understand what they are going through. Explain that you have been there before too, or that you have supported people who have faced the same situation. Without getting dramatic, also tell them what could happen if they do not correct this problem. The goal of this technique is to create an authentic connection with your potential customer. By showing empathy, you show them that you understand their needs and that you are the right person to help them.

4. Present the ideal solution to your customer

What would solve the visitor's problem? Describe what the perfect solution should look like to make their life easier. Don't talk about your product or service as such yet: focus on what they really want.

To help you, start with the details of your offer, and turn each of them into concrete benefits.

For example:

Access to a 24/7 online platform means you learn at your own pace, whenever you want, whenever it suits your schedule.

Tip: use bulleted lists in this area of your sales page. It's readable, faster to browse and it helps the reader to visualize all the advantages that they can get from your product.

5. Describe what the customer will get out of your products

Describe it by highlighting what your customer will actually experience and get, not just what you sell.

Talk about the experience they will have, the concrete results they will achieve, and the transformation it will bring them. Also explain in a simple way how your products works: what will happen after the purchase? How does it work?

Consider including a powerful testimony at this point. There's nothing like social proof to boost the credibility of your proposal.

6. Prove that your product works

Before taking action, most people want to make sure they are making the right choice. That's why it's essential to incorporate testimonials or reviews from satisfied customers into your sales page.

It is also relevant to demonstrate your expertise. For example, you can showcase customer results, share a case study, or mention your qualifications or certifications. These elements help to build trust.

The more expensive your product, the more important this step becomes to reassure your future customer.

7. Indicate the price of your product

Once at this stage, your visitor will wonder how much the products costs. There is no point in postponing this information. If they have taken the time to read this far, it's probably because they are seriously considering getting your products.

Some companies choose to offer multiple options for the product. This allows you to adapt to different needs and budgets. For example, a social media manager could present three distinct packages:

• Package One: Create a Content Calendar and Scheduling Posts
• Package Two: Package one + taking photos and videos for posts
• Package Three: Package 2 + community management

This type of offering allows the client to choose the product that suits them best.

8. Encourage taking action with a clear button

After working so hard, don't miss out on the call-to-action button! It should clearly indicate the action that the customer can take. Avoid the classic "Buy" and instead go for phrases like "Register for the training", "Plan my first meeting" or "Become a member". This makes the action clear and increases the chances that your visitor will take that last step.

A well-built sales page can turn a simple visitor into a convinced customer. By following these steps, you maximize your chances of closing the sale. And if you're looking for a simple solution to create your website and sales pages, try WebSelf today. It's easy, fast and efficient!