Since we’re constantly focused on structuring sales pages to convert, we like to look at several key aspects to make sure sales pages perform well & help our clients sell more of their products and/or services. When we are revising and editing existing sales pages, we use these strategies to make sure they are most effectively framing or presenting offers, and evaluate how persuasively they pull everything together.
STRATEGY #1 – Use A Powerful Introduction…
This is the first area your viewers see and it needs to pack a solid punch. It should appeal to the audience on several levels and it should have:
- A visually pleasant above-the-fold design
- An overview of the product/service offer
- A clear call-to-action
First impressions matter: ask yourself, “If I were a random viewer and landed on this page, what would my first impression of this offer be?”
- Does it look low quality or seem like it might be a scam?
- Does it present your company as a trusted entity?
- Does it have design elements that subconsciously prompt the viewer to scroll down and read more?
STRATEGY #2 – Quickly Scan The Headlines…
Many people will not read your page word for word. They will likely just skim through the more attention grabbing points. They may bounce around to previously read sections if they see something pertaining to any areas they may have skipped over too quickly, but for the most part, they should get a clear idea of the offer even if they don’t read any of your paragraphs.
If a reader only reads the headlines, they should still understand:
- What the offer is (and what are it’s key points)
- Why it is specifically for them
- How they can get it (since you’ve convinced them they want/need it)
STRATEGY #3 – Check Your Question/Answer Ratio…
Your copy should answer any questions your buyer has. It needs to address all of the possible who/what/where/when/why/how questions that relate to your offer.
- Who is the offer for? (Your readers should feel like the offer is exactly made for them.)
- What is included? (What does the buyer get? What does it do for them?)
- Where can they get it or use it? (This can either be a call-to-action or a section of copy that helps the buyer visualize them enjoying the benefits of the offer – this depends entirely on the offer.)
- When should they buy? (Does the copy convey a sense of urgency?)
- Why should they buy from you? (How do you outshine your competitors?)
- How do they buy it? (Literally tell them where to click. Seriously, tell them what to do!)
STRATEGY #4 – Break Up The Copy Into Clear Sections…
Many sales pages hide some of the most powerful copy in paragraphs, which doesn’t give it the room it needs to deliver any substantial impact. If you have any really important details to convey, they need their own area, so they can really shine.
- Break your sales page into sections. Check out our 10-Section-Outline.
- Break up any paragraphs that have more than 2 or 3 sentences.
- Strategically use bold text, bullet points, sub-headlines, graphics and images to make important points stand out.
- Bounce the reader’s attention from left to right to help balance out bland sections.
STRATEGY #5 – Put Yourself Into Your Buyer’s Mindset…
Your offer needs explain the results the buyer can expect. The trick here is to ignore your personal connection to your offer and try to see it through the eyes of your ideal buyer.
- Does it highlight the features or the benefits of the offer?
- Does it show them how it will fill their needs?
- Does it prompt them to buy?
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Want Us To Implement All These Strategies For You?
We’ve got a sales-savvy team of professional writers that can revise your sales page copy for you. We implement all of these strategies and more in-depth techniques that will level up your conversions. It’s one of our most popular copywriting services.
Learn more about our Sales Page Revitalization.