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9 must-have components for a sales page that converts

Writing a sales page that converts is one of the most important money-making skills that you can learn if you run an online business.


Today, I'm breaking down the 9 most important elements on every sales page. These will help you make more sales on autopilot and even eliminate sales calls. 


Most people leave out number nine and I think it's one of the most powerful ways to end a sales page, so make sure you stay tuned…



Prefer to watch on YouTube? Here’s the vid version





A clear value statement

The first thing you need is a value proposition or value statement. Think of this as your sales page's elevator pitch. You've got to grab your audience's attention right off the bat and make it crystal clear why they need what you're offering, who exactly it's for and what outcome they'll get out of it. 


Keep it snappy, keep it clear. Focus on what sets you apart from the competition and why your audience can't afford to miss out. Bold fonts, eye-catching colors and strategic placement can all help draw attention to your value proposition and make it stick in your audience's minds. 


It doesn't always need to be at the top of your sales page. This will depend on how aware your audience are of your offer before they land on the page. But often it will be one of the first things people read. So it needs to be rock solid and very outcome-driven. 


It needs to captivate them, excite them and get them to want to read on.


A summary of your offer

The next thing you need is a summary of everything that's included in your offer. Paint a picture of everything that's inside from the juicy features to the irresistible benefits and all of the bonuses. 


Make it easy for your audience to see the value that they're getting inside. You can just list everything out. But if you want to have some more fun with this, you can make it more visually appealing by adding bullet points, infographics or even a video walkthrough which brings the page to life. 


This can also help build some more know like and trust with you as they get to understand what it's like to hear from you or to work with you. It all helps convey the value of your offer in a clear and concise manner, which is what we're going for here. 


Be sure to highlight the most compelling features and benefits, any urgency, how long they have access to your offer. And don't forget to include any bonuses or extras to sweeten the deal. 


Remember the goal here is to make it as easy as possible for your audience to see exactly what they're getting, and why it's worth their investment. 


Use your customers’ language


The third thing you need on your sales page is your customers’ language. A sales page should feel like a conversation between you and the person reading it. To do that effectively, you need to understand your audience on a deeper level and speak your customers’ language. 


If you want to compel them to take action, start by doing research. Get on calls with your audience or clients send out surveys and sleuth online forums and communities to gain a deeper understanding of your target audience demographics, interests and pain points. 


Get a clearer understanding of who they are, what they care about, and what they really desire in their life and their business – whatever it is that you're offering. Incorporate that exact language and terminology throughout your sales page. 


Use the words and phrases they use to describe their problems, their desires, and things related to your offer. This will show them that you truly understand where they're coming from. 


I literally copy and paste phrases I see online into a spreadsheet and comb through for the juiciest ones and the most common ones. If you start seeing repeated themes and repeated phrases, it's a safe bet that more people in your audience care about it enough to use it in your sales page copy. 


This is the stuff that's going to get people to keep reading because they feel like you get them. 


A compelling offer story

The next thing you need is an offer story. The story behind your offer is a powerful conversion tool. It can help you connect so deeply with your audience and show that you've either been in their shoes, or you've helped others who have been. 


Every offer has a story behind it and yours is no different. Whether it's that aha moment that sparks your idea, or the journey of overcoming obstacles that your audience may share right now, sharing your offer story adds depth and authenticity that resonates with your audience. 


Share the inspiration behind your offer, the challenges you face along the way, and the breakthrough moments that led to its creation. Be authentic, be vulnerable, and above all, be relatable. 


Your offer story humanizes your brand and creates an emotional connection with your audience, making them more likely to trust you and your product. 


Objection busters

The fifth thing you need is objection busters. When your audiences are considering making a buying decision, it's normal to look for reasons not to buy, especially if your offer has a perceived high price tag. 


It's your job to preempt those doubts and address them head on in your sales copy. 


Put yourself in your audience's shoes and anticipate their concerns. Common objections might include price, skepticism about the effectiveness of the product or offer, or fear of missing out on a better deal elsewhere. Address each objection honestly and transparently, providing clear and compelling answers that alleviate any doubts. 


Testimonials, case studies and money-back guarantees can all help build trust and credibility, making it easier for your audience to say yes to your offer. 


Another common objection could be that your reader has tried other solutions that haven't worked. 


You can address this by showing a comparison of your offer against popular competitor products to showcase the differences and why they may get results from your offer when they haven't in the past. This doesn't have to be a direct competitor. It doesn't have to be someone else offering a course or program and the same thing that you're doing. It can literally be anything else they've used to try and solve that problem. 


Transparent pricing


The next thing you need to have on your page is pricing. And this may be controversial because some people prefer to leave it off and have you find out pricing on a sales call. But for me, I honestly am a big believer in transparency and having prices on your sales page. 


If your audience have to book a sales call to find out the price, that's a huge barrier for so many people. Many won't bother booking a call because they don't want to be pressured into buying something that may not be right for them. 


Treat your audience with respect and let them make an informed decision about whether they can see value in your offer, without having to spend time filling in a lengthy application form or booking sales calls. 


Before they get that information, clearly outline your pricing options. Whether it's a one-time fee, a monthly subscription, or a tiered pricing structure, highlight the value your offer provides compared to the cost and consider offering payment plans or discounts to sweeten the deal. 


If you prefer, you can just include a “from” price or something that hints at the investment level like “this is a high 4-figure investment” – but have something your reader can go off so they can be financially prepared before booking a call with you.


Remember, the goal here is to show your audience that your offer is worth every cent, without using overblown pricing comparisons and without holding anything back. 



Copy that speaks to different types of decision-maker


The next thing your sales page needs to have is copy that speaks to different types of decision maker whether that’s analytical, emotional or somewhere in between.


Tailor your messaging to resonate with every type of decision maker in the room and you'll convert more people into buyers. 


Analytical thinkers might appreciate data driven insights and detailed product specification. While emotional decision makers might be swayed by storytelling and testimonials. 


They also may prefer to see faces on a page that they can relate to you more so that means more headshots of you and your customers to make any claims you make more believable. 


By speaking to each decision maker’s unique preferences and motivations, you increase your chances of converting them into a customer. 


Empathy-driven copy 

The next thing you need is empathy driven copy. Empathy is the secret sauce of effective marketing. 


Put yourself in your customers shoes, feel their pain, and show them that you understand them. When your copy comes from a place of genuine empathy, it creates a bond. That doesn't mean you have to talk about pain points and then twist the knife, which is just gross and manipulative and I don't stand by that tactic. 


This means showing your customer that you understand their struggles by calling them out and focusing on leading readers to their biggest dreams and desires, instead of honing in on the negatives. 


Yes, talk of pain points is persuasive and it will result in more sales. That doesn't mean you should do it. 


Think about how you want your reader to feel when they read your copy. And keep that in mind with every word you write. 


Use empathetic language and a tone throughout your sales page showing your audience that you not only understand their struggles, but also care about helping them to find a solution, whether it's through personal anecdotes, relatable examples, or simply acknowledging their challenges. 


A closing section

The final thing, and I honestly think this is such an underutilized tactic, is a closing section. Think of this as a sales call where you’d typically try to close the sale and try to emulate that on your sales page. This is like the closing arguments of a pitch.


The people who have got to this point on the page are likely more interested in your offer and you just need to do something to get them over the line to make a decision. 


The closing section should encourage them to make a choice, whether that's a yes or no. 


We want them to walk away from the page with an understanding of whether they do or don't want your offer. 


Use phrases that create a sense of urgency and excitement that compels your audience to take action. Persuasive language and visuals can drive home the benefits of your offer and reassure your audience that they're making the right choice for them. 


And don't forget to thank them for their time and support. Gratitude goes a long way in building lasting relationships with your customers. This is not just a one night stand. 


A sales page is just one of the five key things you need to start making sales in your sleep as an online business owner. If you want access to the other four things, check out this post. 


And if you want more details on writing a killer sales page that converts, you can get access to my course Slay Your Sales Page. 


Inside you'll get templates, examples and prompts to write killer sales page copy that converts your browsers into buyers. There are video walkthroughs on every single section you need to write and you can literally have a money-making sales page written within the next couple of hours.

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