It’s not exactly cryptic, even for newbies. A sales page is where sales are made – boom.
Of course, you know what I’m going to say next: It’s not that simple.
I mean, the concept really is that simple (people come, they buy, they leave) for the most part, but the execution requires a calculated combination of research, finesse, consumer psychology know-how and much more.
The goal of a sales page is to achieve that beautiful marketing buzzword: conversion. It’s one of the first words you learn as a digital marketer. Before I get into the finer points, I want you to really meditate on this word for a second.
Your mission as an affiliate marketer is to help people cross a threshold; to help them enter a new category mentally. When they first see your content, whether it’s the sales page or another part of your site/funnel, they are in a state of skepticism.
I don’t know who this person is. I’m not sure if this product will help my problem. Maybe I can get it somewhere else.
I’m emphasizing this not to discourage you, but to put you in the frame of mind necessary to create a sales page that converts. Your job isn’t just to make a sale – it’s wayyy more nuanced and specific than that, so don’t think of it in those terms.
Your job is to ferry people across that threshold (i.e., from uncertain about the product to confident) by presenting your value and your product’s value in a way that speaks directly to each customer’s experience. The person is already on your site – you just have to change their state of mind. Convert.
Alright smarty-pants, you’re thinking, so how do I do that? How do I write a sales page that grabs each person that reads it?
Welcome to sales page heaven 😊 Let’s get started
How to Create a High-Converting Sales Page
First and foremost, I fully acknowledge that each brand is unique. Maybe video content doesn’t work so well for what you’re promoting. Maybe it’s better to have a more formal tone versus a relaxed and humorous approach.
I won’t presume to know the exact approach that’s perfect for your offer because it’s an impossible thing to know without seeing what you’re selling specifically, make sense?
That being said, there are a set of universal points that you definitely need to hit with your sales page if you want whatever product you’re promoting to move.
Don’t be intimidated, because I’m breaking each of these down for you, but here’s our list:
- Do your research
- Engage the customer
- Create urgency
- Build trust
- Use accessible and shareable content.
Especially for the bright-eyed beginner, it can be really tempting to just jump into content creation without doing any research. I hope I’m intercepting you before that happens, because there’s no more efficient way to flush money and time down the toilet!
Do Your Research
If your target audience gets wind of the fact that you don’t know jack about your product, and they will, your bounce rate will soar like early 2000s Apple stock.
If you don’t know enough about your people and/or your product, all of your fancy content, tools and analytics will be aimed at the wrong target. It doesn’t matter how good you are if you don’t do any research.
What kind of research am I talking? To be general, you can lump 90% of it into three categories: market research, product research and SEO/keyword research.
I’ll cover all of the above with the following list of questions. If you don’t address these before you start the fun stuff, you’ll be back to the drawing board for sure!
How does your product help specifically?
- What realistic, easy-to-visualize problem(s) does your product fix?
- What makes it better than the competition?
- How can you clearly quantify the quality of life improvements your product makes?
Who do you intend to sell it to?
- Where do these people hang out online?
- How old are they?
- Are they predominantly male, female, or down the middle?
- How much money do they have?
- What else do they like?
Who else is selling this product online?
- Which keywords are they using?
- Are they big-name competitors (i.e., department stores and large online retailers) or “little guys” like you?
- What do their sales pages look like?
- What is the average cost-per-click for the keywords they’re targeting?
How competitive is this market?
- What does your keyword planner say in terms of competition level?
- Are you “niched down” enough to stand out from huge retailers?
These are just the beginning, if I’m being honest, but they’re a solid beginning when it comes to pre-launch research.
Engage Your Audience
Who is more invested in the outcome of a game, the people on the court/field/whatever or the spectators?
You may think yourself a huge *insert team name* fan, and I believe you, but any athlete will tell you that nobody feels better after a win or worse after a loss than the players themselves.
The point is that engagement drives investment and vice versa. When you actually participate in something, you care more about it. It’s no different when you’re learning how to write a sales page.
Instead of handing someone a ball and shoving them onto the court, though, you’re going to need to engage them in more subtle ways.
Don’t just talk about your product. Or yourself. Don’t just read them a story. Pull them into the story by including them. How?
Ask a question. Give an entire questionnaire if you want. Encourage them to contact you. Put something up for a vote. Hold a sweepstakes. Heck, I’ve seen sales pages with games on them.
Get the picture? You don’t have to use some never-before-seen gimmick to make this happen. In fact, the first engagement method I mentioned, simply asking a question, is the most prevalent.
When you ask someone a question about their situation, it shifts their focus from “let’s see what this random person is peddling” to “man, they’re right, it really is annoying when xyz happens.”
For example, if you’re promoting an offer for a wealth accumulation program, you can ask, “Should you really have to choose between a well-deserved vacation and your everyday expenses?”
If you can get them to acknowledge a pain point with a question, you’re making it about them, not about you. This subtle shift in mentality is the foundation for the buying decision. It can’t start with you and your product. It starts with the customer and their problem first.
Focusing on pain points isn’t the only path to engagement, by the way. Take the amazing Squatty Potty for example. These guys and girls turned a footstool into a thriving business opportunity by making crude jokes about poop!
Create Urgency In The Sales Page
Alright, so this is where a lot of people tend to make a wrong turn. On the one hand, creating urgency is an extremely powerful tactic for making a sales page that converts. When done correctly, this method can leverage our biology in a very subtle and effective way.
Here’s what I mean: since the era of knuckle-dragging cavemen and even before, scarcity has always driven demand. It’s not just iPhones that people clamored for, but before there was first-world privilege, there was, you know, the fight to survive each day.
In order to carve and make things, Neanderthals used ivory tusks. They also used wood and other, more common materials. Which do you think they would lunge for if they had just one chance, the ivory or the wood? Scarcity drives demand, friends. Ivory every time.
The point is that humans are hard-wired to prioritize the rarest commodities first, and it makes sense. If you can make it seem like your product is “rare” or at least not around for much longer, then you can tap into this instinct.
I mentioned earlier that people often make mistakes here. It’s not that the premise itself is flawed, but many people go a little over the top. Here are the wrong ways to create urgency on your sales page:
-Huge, annoying countdown timers that literally tick the seconds until the offer is over.
-Warning visitors in all caps and/or with weird fonts and colors about the expiring offer.
-Bombarding your email list members with daily emails that count down the days until the offer is expired.
Like so many other digital marketing tactics, the above methods are quickly losing their effectiveness as more and more consumers just tune them out and click away.
The subtle approach, however, is always the last to go. So, make a mention that the offer will expire, sure. If you’re dead set on the timer, don’t take up half the page with it. Email your people once or twice a week, not every day. Just be a little more discrete.
Do this correctly, and you’ll be working with persuasive powers you didn’t know you had.
What do you do when you don’t fully trust someone, but you may be interested in something they’re offering? Do you a) ask them to keep going on about themselves, or b) find what everyone else says about them?
It stands to reason that an affiliate or any other salesperson would of course be their own best critic when asked by customers, while third parties have no incentive to lie or embellish. Logically, then, asking a third party will give you a clearer look under the hood.
No need to panic, affiliates, because you can get in front of this. If you have access to positive customer reviews, slap them up there! Give your people social proof – it’s a direct line to trust, and trust is invaluable in this racket.
There are many, many ways to do this on your sales page, but I have to give a shoutout to Raycon’s sales page. These guys sell wireless headphones, and while their sales page’s URL is an absolute train wreck, they did a great job on the trust-building end.
Not only does Raycon’s page have pics and posts from real users enjoying their products, they have actual celebrity endorsements to boot. Now, I realize most of us can’t make the latter part happen, but how hard is it to throw up some reviews?
Trust is proof. It’s your affiliate mantra. Learn it, repeat it, tattoo it on your eyelids. Trust is proof, and proof translates to a sales page that converts.
Oh Yeah – Content For A Sales Page
I mean, it’s obvious, right?
You need strong content. Whether you’re rockin that long-form sales page, short-form letter, video + bullets, or any of the 342 other formats out there, it needs to be direct, sincere and approachable.
What does this look like? If you’ve been paying attention, you already know that you need to focus on the customer. If you can relate to their problems and needs with a story of your own, then that’s great, but keep their experience at the forefront when designing a sales page.
Outline their problem and describe how it affected you. Then, show them how the product transformed you into a happier, healthier, or whatever-er person. Make it concrete and easy to visualize.
Put the customer in front of a magical mirror that shows them using the product.
Your ability to take the reader through this journey is partially dependent on the tools you have at hand. Thankfully, platforms like ClickFunnels are made with affiliates like us in mind. I use it because it allows me to throw everything I want onto my pages without looking for outside code or settling for a crummy aesthetic.
Beyond the platform you use, every word you say and letter you type should be aligned with a singular focus: the CTA, or call to action. I’ve emphasized this several times before, and I’ll emphasize it a hundred more: the size of the disconnect between your content and your CTA is a super strong indicator of success.
Establish your CTA first, whether it’s a sale, an opt-in, a free trial or whatever else, and make sure everything lines up with it. If the goal of your sales page is to sell that wealth accumulation program, then make sure your content keeps the customer in that frame of mind.
Need a reminder of how that works? Tell a bit of your story to introduce your shared problem. Help the customer visualize a world where they don’t have that problem. Place the product in between their current self and their magical dreamland I’m-so-happy-I-don’t-have-this-problem-anymore selves.
Right at that moment, riiight when the smile creeps onto their face as they’re imagining this improved version of themselves, you show them that big, beautiful button.
That’s how you write a sales page that converts like crazy. Now go sell someone else’s products!
This article contains a Clickfunnels affiliate link. If you select the link and make a purchase, at no additional cost to you, I will earn a commission.