Your sales page is the part of your website that is going to convince a potential customer whether or not to give you their business.
That is why there is a specific formula that ensures the customer is drawn in and stays on the page.
Being that the average attention span of a website visitor is 350 words, you must have a sales copy that hits the psychological sweet spot, which is the part of a person's mind that reacts to marketing.
Here are the key elements to a sales copy that will make it intriguing to those who visit your website:
1. The sales page headline
Your sales page headline has three elements. You have the pre-headline that sets up the main headline. It is meant to capture the reader's attention. Your second element is your main headline. The main headline will be in the largest font on the page. It tells the main benefit of the product. The third element is the post-headline, which adds clarification to the main headline.
You have to grab the visitor's interest with the first few sentences of your introduction. You have to hit them where it hurts so that you can touch them emotionally. Identify a need that they have. Bring up something that makes them uncomfortable and tell them you have a solution.
3. Who you are
You need to let potential customers know who you are as early in the sales content as possible. You need to show testimonials, use actual numbers and not approximations, state what credentials you have and why you are an expert, show product test results if such a thing applies to what you are selling, quote newspaper and magazine reviews, and give your contact information so that people know you're an actual person who can be contacted. This will set your sales content up for success.
4. Product benefits
Use bullet points to explain the product benefits. Make sure you don't list the product features because that is something different and will come after you list the product benefits. You want your potential customer to be able to scan through the points. Your next section, product features, will contain explanations as to why the product will "relieve the pain."
Offer the visitor something of value for free, even if it is a free eBook or a free trial. Make sure you assign a monetary value to each bonus so that the visitor feels they are truly getting something for free.
6. Product ordering
You have to have a section dedicated to product ordering or you can't secure the sale. Make sure you offer different online payment options such as PayPal and credit cards.
Your conclusion will summarize your important points so that you can remind the visitor why they need to buy your product now.
All-in-all, when you create a sales page it is all about the psychological impact it has. Consumers make decisions based on emotion, so when you create a sales page ensure you are affecting them emotionally.