A high-converting sales page is a business basic. Whatever your business is, your sales page will become one of your key interfaces with potential customers. This is especially true if you’re offering high-end products and services. It’s essential to spend time and energy on creating the perfect sales page.

That’s what you’ll be doing in this course, and what you learn here will be applicable for years to come. In this first module, we’ll look at what you can learn from other people’s high-performing sales pages and how this can inspire you to write your own.

Why Your Sales Page Is Important

Your sales page isn’t just important to your business because it’s where money changes hands. There are other reasons to focus on the skills and know-how required to create a high-converting page.

You want your page to be found on the Internet by people searching for the solution you’re offering. The content of your sales page means they can find you easily. For a large proportion of visitors, this page will be the first connection you make with them. It’s certainly how people will learn all the details of your offer.

You’ll also be driving prospective customers to that page through your social media profiles, any advertising you do, and your email list if you have one. Many people will see this page, so it must look professional, appealing, and showcase your work. You want prospective customers to see right away the match between what they’re seeking and what you’re offering.

Even if you don’t make a sale to every one of your page visitors this time, the connections you’ve made and knowledge you’ve displayed will encourage people to follow you. At a later stage, after some relationship-building with you, they might become customers too.

Key Elements of a Sales Page

There’s no one-size-fits-all solution when it comes to sales pages, but there are formats that can be tailored to your specific proposition. You need to find what works best for your business and your product or service.

There are two major elements that affect conversions:

Content

• Headline
• Subheadings
• Introduction
• Your Offer
• Pricing and Payment
• Refund Policy and Guarantees
• Call to Action Buttons
• Testimonials
• FAQS
• Privacy Policy and Terms & Conditions
• You can introduce various methods to increase conversion, e.g. video, urgency, payment plans

Design

• Font
• Layout
• Colors
• Branding
• Images

There are checklists in the Action Guide to help you remember everything mentioned here, and in a later module we’ll focus on the most effective flow to use.

Review Others’ Sales Pages for Inspiration

You may not have written your own sales page yet, but you’ve probably seen one (and bought from one). You may have even purchased this course through a sales page.

Although we said there’s no one-size-fits all sales page, the more you can get familiar with other people’s pages, the more you can learn. You can then adapt these ideas for your own use. Find sales pages online and look at the key elements we’ve mentioned for content and design. When you find something you like, make sure you store the copy in a swipe file so you can refer to it later.

When you research other people’s sales pages online, you can find answers to questions that will help you create your own. A word of warning though: the pages may look fantastic, but you won’t know if these pages convert or not. However, if you look at the leading competitors in your field and their sales pages, then there’s a good chance those pages are converting. 

When you review these pages, ask yourself:  

• What is enticing me to buy?
• What types of headlines catch my attention?
• What visually attracts me so I want to stay on the page?
• What motivates me to keep reading down the page?

Your own experience of buying from sales pages is valuable too, if your target market is similar to you:

• What have you bought from a sales page?
• What convinced you to buy?
• How did the page handle any concerns you had?