Building Blocks of an Effective Sales Page

A sales page walks your prospect through several phases. It brings them from curiosity or awareness to making a purchase. There are a few common ingredients for any successful sales page. Learn what these elements or building blocks are and you’ll be able to create your own effective sales pages.

Building Blocks of an Effective Sales Page

#1 Headline

Your headline is often considered the most important element of your sales page. After all, if your headline doesn’t work then your prospect isn’t going to read the rest of the page. There are a few proven strategies to craft an effective headline. Most importantly, spend time considering the problem your prospect is dealing with and how your product or service solves the problem.

#2 Emotions

People buy for emotional reasons. They buy because they want to look better, feel better, be perceived as smarter, sexier and because they want to have their problems solved. Every buying decision is based on emotions. Logic does play a role, and that role is to justify the purchasing decision.

#3 Proof

Proof is what you want to provide to help your prospect justify their desire to buy your product or service. Proof comes in many forms. You can use data and statistics to help you support your claims. You can also use practices like price justification to help solidify a sale. A good example is the often overused but still largely effective, “for less than a cup of coffee a day,” price justification.

One of the most effective types of proof comes in the form of testimonials and endorsements. A testimonial is a short rave review from a customer. An endorsement is a short rave review from a celebrity or industry expert. For example, if Martha Stewart said she recommends your organization tips and tools then that’s an endorsement. If Julie next door says she loves your organizational tips and tools then that’s a testimonial. Both help a prospect click on that “buy now” button.

#4 Call to Action

No sales page is complete without a call to action. It’s the “Buy Now” or “Click Here” command that tells the reader what you want them to do next. Consider including a “Buy Now” link early on, above the fold. That way, for those who are ready to buy and don’t want or need to read the rest of your amazing copy, they can simply click and buy.

#5 Images, Graphics, and Formatting

A sales page that is just copy is likely going to be a bit dull. Headlines and subheadings need to grab attention and guide your readers through the page. Consider including a video message in your sales letter, too. Many business owners find that their prospects respond to video quite well. Also include images of your product or images that represent your services. Tie them into the message you’re communicating.

When your sales copy contains these five building blocks you’re on the path to the conversions you’ve been looking for. As you’re writing your sales page, make note of these five elements and include them in your outline or sales page plan. You’ll be glad you did.