There are additional design guidelines and advice within the visual guide.
It’s important to note there is no ‘one right way’ to do a sales page. Everyone’s audience is different and each industry has its own quirks – every product might need different supporting materials – but generally we recommend following this guide FIRST then adding/tweaking as you see fit once you’ve got the basics in place. This will make it easier to get it done and get it out there.
It is also important to note that the advice we’re offering you here is based on several layers of sales psychology – so if you don’t have data that your way is better for your people – then try this way!
Real World Example:
We have included several real examples throughout the copy template, but if you want to see a whole sales page in action that follows these guidelines, our Working with Dog ‘waitlist’ page is a good one.
RESOURCES YOU MAY WANT BEFORE YOU BEGIN:
The Art of Applying Pressure to the Sales Funnel: Psychology-drive Sales Strategy (and getting past the resistance to selling)
• Getting customers from contemplation to conversion
Black Friday (if you want to apply this to a Black Friday promotion)
• Black Friday Promotions
You need to brand your page – but your logo doesn’t need to be as big or overpowering as you think it does. Keep it small and tidy at the top (ideally left or center).
2. BUY NOW
Be sure to include a link to ‘buy now’ right at the top, in the middle, under the pricing and at the very bottom. Link to the pricing table where the buyer can choose an option.
3. HEADLINE & 04. SUB-HEADLINE
TOP TIP: It is very effective to include a countdown just below the subline, right at the top.
This headline + sub-headline should speak to one of 4 Key motivations (based on your archetype / the one associated with this offer)
- Controlling Chaos to create stability (Caregiver, Ruler, Creator)
- Freedom to live your best life (Innocent, Ruler, Explorer)
- Taking on Challenges to Achieve Mastery (Outlaw, Magician, Hero)
- Belonging (Every Guy, Jester, Lover)
It should speak to either:
Not Losing Something < This one is 2.5x stronger
It should be about (the more specific the better)
Getting more, Saving or Spending Less of your 3 Essential Resources
- Energy / Spirit /Self
AND / OR
Improving Your / Getting more / Not losing Your: See the associated Archetype for deeper
- Likability / Beauty / Sex appeal (Lover)
- Health / Wellbeing (Any – the reason WHY you want this will determine archetype)
- Relationships (Lover, Caregiver)
- Safety (Caregiver, Ruler, Innocent, Hero)
- Knowledge (Sage)
- Calm / Stress-free (Innocent, Caregiver, Sage, Explorer, Jester)
- Indulgence / Intimacy (Lover)
- Status/Power (Ruler)
- Creativity/Curiosity (Creator)
- Freedom (Explorer: to roam, Innocent: to simple pleasures, Sage: to learn)
- Individuality (Explorer, Outlaw, Creator)
- Realness, Belonging/Fitting-in as-is (Every guy)
- Achievement / Winning (Hero)
- Rule breaking (Outlaw, Magician, Explorer)
- Transformation / Understanding of the Universe (Magician)
- Comfort (Caregiver, Innocent)
- Expert Status (Sage, Ruler)
- Positivity, Humor, Optimism, Hope, Not taking yourself so seriously (Jester)
See the Sales Page Copy Template for more help.
[Your best / most convincing one goes at the top – ideally with photo + name ]
Best case is to be able to illustrate a successful story of the transformation you describe in the headline / sub-headline – but keep it SHORT and succinct.
The best social proof is where someone talks about how they felt before, during and after working with you – speaking to where their head was at before they purchased, why they purchased, and what sort of result they got and how they feel about it.
BEST CASE is to get ‘before and after’ photos or videos if appropriate for your product/service.
• Name(s) and title/co. if appropriate (- Jan & Buster or ‘J.Smith, marketing director)
Here’s an article on how to use google forms to create a simple survey to collect feedback/ testimonials from your people. This is an easy way to automate this process, by simply including the form in an after-sales process (even a simple email to say thank you for your purchase!)
** Ask questions that encourage people to speak to where their head was at before they purchased, why they purchased, and what sort of result they got and how they feel about it.
6. CALL TO ACTION BUTTON [Join Now / Yes Please / I’m In ]
Sunshine / Seaside: Rounded Buttons
Fireside / Starshine: Rectangular Buttons
7. PAIN OR PLEASURE POINTS
It is more effective here to push on the fear of what they will lose by NOT investing – but if you prefer you can also paint a positive picture of what they will GAIN if they do invest – what life COULD be like (what completing the transformation will feel like)
Ideally this is a short, sweet bulleted section – not long paragraph text.
8. INTRODUCE THE SOLUTION / PRODUCT
What is it:
Clarify what the product is in one short sentence. Be crystal clear here, so there’s no confusion about what you’re selling.
Included here is the way this thing will improve life for your customer – the key emotionally-driven reasons they HAVE to HAVE IT. Remember, simple, brief and skimmable – but you want to make it clear WHO THIS PRODUCT is for here (and/or add this as another section later on.)
What does it include:
Then what its key benefits or features are in the ‘Product Includes’ section where you will use one or two short sentences and then bullet points.
Super Skimmable Value:
You’ll break this with slightly more detail in the ‘Super Skimmable Value’ section, where you will also use a strong visual like a mockup-up of an ipad with the course on it, or icons giving a visual cue as to what that point covers (ie if it’s about live calls, it could be a phone icon).
To add an even higher perception of value – you can add bonuses on. Be sure to provide a value amount for each bonus, and a total bonus value at the top or bottom.
9. PRICING SECTION
This is where you present your offer, with pricing and ‘buy now’ buttons, in a very clean, skimmable, visually appealing way.
It is essential that it is clear and uncluttered so that people can make a buying decision.
You do not need to have three options, but it does help with the psychology of choosing (it’s easier for us to choose the one in the middle) … if you have one product but offer two or three different ways to pay – that can do the trick.
Example: Monthly / Annually – or – Pay-in-Full / Payment plan
TOP TIP: Like it or not, prices ending in 9 convert at a higher rate – so we highly recommend you price your products ending in 9, whether they are low cost or super premium.
This outlines my ‘easy yes’ guide to pricing – especially how to present it visually!
10. GUARANTEE SECTION
If it’s possible to offer some sort of ‘money-back’ guarantee, this will increase your conversions. People are more nervous about spending money online then they are in-person so it’s reassuring. This can be a slightly tweaked version of your refund policy. No matter how generous it is, most businesses hardly EVER get people taking advantage of this guarantee!
Format this in a question, then answer format (great for SEO!)
This is a great place to introduce who you are, tell a compelling story, and draw a straight line between what you know or have achieved and how/why this is good for people who buy from you. Don’t get too hung up on certifications and education (although they are definitely worth mentioning if you got ‘em) – focus on making a (short) compelling case for why people are better off buying from YOU.
If you’re a service provider – this needs to be you – but you can also mention your brand if you want… If you’re selling something physical / digital products – this can be about your brand if you prefer.
ALWAYS include a photo here (and ideally a signature too) to personalize it.
Who is it For
If you’ve not yet been clear about who this is for in an earlier section it can be good to do a bulleted ‘who is this for’ and ‘who it isn’t for’ section. This is a good way for people to self-select and feel like it’s a good fit for them.