As a course creator, coach, or consultant who sells and markets online, being able to write a sales page that converts is crucial.
A sales page is a form of landing page that informs the reader about your product or service, captures their desire, and entices them to buy.
In other words, a sales page is like a salesperson, working for you 24/7.
Yet, writing and creating a winning sales page can be overwhelming when you’ve never done so before.
So, we put together this article to help you write a sales page that converts!
The Elements of a Sales Page
To write a winning sales page, let’s first understand the anatomy of a good sales page, such as:
- Headline
- Lead-in
- Body copy
- Bullets
- Testimonials
- Call to action
- P.S. section
Headline
The headline is the first element your reader sees and is therefore crucial when you want to write a sales page that converts. The main purpose of the headline is to create intrigue. You want to create curiosity in your readers so they keep reading.
Lead-in
The lead-in, or also called the lead, is the first part of your sales letter. In this section, you want to tease what you’ll talk about on your sales page. What problems will you solve? What are the benefits of reading this page? It’s still mostly for creating curiosity and context.
Body copy
The body copy is the “main part” of your sales letter. You explain how what you are selling is working, what results people can expect, and so on. When you write body copy, every sentence should have a purpose. So, when you write, ask yourself why you are writing this. What kind of emotions are you triggering in the reader? Make sure that every sentence leads to the next.
Bullets
Bullets are also called fascinations and they are small lists of features and benefits. Usually, each bullet contains a feature, benefits, and a bit of intrigue. They are also great to create visual emphasis in your copy.
Testimonials
You won’t always have testimonials on your sales page – especially if you are launching a new product. But if you have any positive testimonials from past clients use them to create trust with your reader.
Call-to-action
The call to action is used to bring your reader to act on the offer and actually buy. Most sales pages have several call to actions towards the end of the page. It’s a good idea to remind the reader of the main benefits and then ask them to buy now.
P.S. section
Not every sales page has a P.S. but we recommend it. In the P.S., you can sum up the main points of your sales page briefly. You want to do this because there is always a small fraction of readers who skip right to the P.S. So this is your chance to give them the information you need.
Follow A Proven Sales Page Structure
Now that you know the elements of a converting sales page, the next step is your structure. There are a few proven structures that work again and again. The most common one is probably a structure called PAS – which stands for Problem, Agitate, and Solution.
In your lead, you lay out the problem. In your body copy, you first agitate the problem (by describing how the problem plays out in the reader’s life), and finally, you can use bullets and the call to action to tease the solution. (Ideally, the solution is to buy your product or service).
Avoid Common Mistakes When Writing A Sales Page
To give yourself a competitive advantage, there are a few common sales page mistakes to avoid.
Don’t write too complicated. Keep your sentences short and make it sound like a conversation with a good friend.
Don’t invent your own structure. When you are just starting out, it’s safer and easier to follow an existing structure that is already proven to work.
Don’t give away the solution too early. You want the reader to read the whole sales page because that allows you to stir their desire. If you give your solution away too soon it can be boring, and they will stop reading.
Selling in the headline. Some writers try to sell the product or service in the headline. But that’s not the purpose of the headline. The only job is to get people to read. The selling is done later on the page.
How Would You Like To Follow A Proven Structure And Write Your Sales Page In Minutes?
There is a lot to consider when writing a sales page. But the Instant Scripts™ team wants to make your life easier! Inside Instant Scripts™ we have hundreds of proven sales pages and landing page templates.
With the help of Instant Scripts™, you don’t have to research your own structure and you eliminate the danger of making a mistake or getting confused.
All you need to do is fill in some blanks and let Instant Scripts™ generate your sales page for you. Click here to learn more.
