“Gosh, I’m soooo excited to write my next sales page!” said no one ever.
As a sales page-obsessed copywriter, I very much get that sales pages are not everybody’s cup of (herbal) tea.
Something happens in even the savviest freelancer’s brain when they have to sit down and write content meant to sell their stuff – even if they’re generally a good writer.
(And if you’re a new-er freelancer all like, “WTF is this woman even talking about?” a sales page is exactly what it sounds like – a stand-alone page meant to sell a product or service. I believe it should show the reader:
- You understand their problems
- You understand their desires
- Your offer is the solution to their problems, which will give them what they desire 🙂
Your sales page, then, is simply the vehicle you use to tell the story of the transformation your offer provides. So #theresthat.)
The good news, though: Most sales pages – no matter what topic or industry you’re writing about – include the same elements in (relatively) the same order.
Most of us who’ve written our own sales pages know the basics: you write a headline, talk about the client’s problem, paint their fantasy, intro the offer and what’s included and add a call to action, at minimum.
But today, I want to talk about the outliers – the not-often-talked-about sales page sections most people forget (or neglect) to include – that can totally change how many readers turn into buyers.
So, what else should show up on your sales page – and why? – if you really wanna turn clicks into clients?
1. A “What Happens After You Buy?” Section
Have you ever pressed the “Get Mine!” button, punched in your CC deets and confirmed your purchase…only to get redirected to the business’ home page without warning? Or maybe whisked away to some generic “Thank you!” page with no instructions about how to actually access your product or when you can expect it? And do you also remember the minor panic attack you almost had as a result? Yeah, that’s exactly what we don’t want to happen.
Before you publish your next sales page, make sure you’ve spelled out exactly what your reader can expect once they click “BUY” or “APPLY.” Truthfully, you should do this whether or not your sales process is automated with software, because although your systems will probably work flawlessly – it’s always possible they won’t. Better safe than an inbox bursting with confused buyers, ya dig?
Why you can’t forget it: Because you want your buyers to feel confident that something actually IS going to happen after they press buy. As a potential customer, it’s hella reassuring to know exactly what to expect after someone gets your money. Oh, and also because you don’t want your inbox (or your VA’s inbox) filled with crazy customer service requests while you’re trying to binge-watch Orange is the New Black. Just saying.
2. A Final P.S. Section
Here’s the deal: The P.S. is the most read part of any sales letter after the headline. Why? Because most people scan, not read. (Honestly, how many times have you looked at an extra-long sales page and thought, “Um, no thanks. I’m just gonna scroll my happy butt all the way down to see the price”? Exactly. 😉 )
Why you can’t forget it: Your P.S. is basically like a headline at the bottom of your sales page – and a well-written one can pull your reader back into your copy (where they might read or reread something that convinces them to take action). You can use your P.S. in a few ways to reassure your reader.
For example, you might:
1) re-state a benefit (preferably the same big benefit you got your readers all excited about in your main headline),
2) remove an objection (“I get that you’ve tried a lot of things to solve x problem. That’s why product y was developed to work differently and do z, a and b.”) or,
3) to create urgency (“Because I truly want to keep this experience informative and intimate, there are only 20 spots available – and once they’re snapped up, that’s it.”)
The P.S. also gives you the chance to share a message straight from your heart. Why do you (sincerely) believe they need this? Or is there maybe a certain person who you DON’T think would benefit? Open up (for realsies) and let ‘em know. People appreciate genuine communication, especially on a sales page.
3. A F.A.Qs Section
I don’t know about you, but I almost always read (or at least skim) the FAQs section on any product/service I’m about to spend my sweet cash on.
Why you can’t forget it: The FAQ section is where cautious buyers come to hang out. This section isn’t just there to fill up space, it’s there to actually answer questions – in particular, questions causing pre-purchase jitters. The people reading this section actually want to find the answers there. They actually want to find reasons to justify their purchase!
And think about it: By the time most peeps reach this section (which I recommend positioning at or close to the end of your page), they’re most likely intrigued, or they’d be long gone.
So, what should you actually put here to help people get off the fence? Start with the most common questions you receive. T
hen, do some asking yourself + grab a pal who’s unfamiliar with the offer to read your page and make note of Q’s that bubble up. Also, don’t be afraid to reiterate the obvious. Like we’ve talked about, most people won’t read every word on your page. Here, you can sum it all up for them…and save yourself some headaches.
In general, these oft-forgotten sales page sections all have a common thread: they make life easier for you while at the same time, make your reader feel that much more confident about purchasing your product. Boom.
Sounds like a win-win to me.