6 Things You Need Before Creating Your Sales Page
Before you start pushing pixels, check out these 6 things you HAVE to have before creating your sales page. If you want to make sales, you have to know your audience, your offer, and prep your content.
Launching is hard enough, don’t add on extra stress! Here are the six things I have my clients prep before we start designing their sales page. This is REALLY important as it sets the stage for the whole production. We want a launch to be fun [and make money], not stressful and a flop.
Let’s get to it.
1. an offer
This may sound a bit silly to include, but you would be surprised by how many times I’ve had a potential client NOT know what their offer was.
Yes, they knew what they were selling. But they didn’t have a clear offer. They didn’t know exactly what they were providing, and they weren’t able to communicate it in a clear and concise way.
You need to get to the heart of your offer. Be able to share it with anyone in a quick, clear, and irresistible way. The clearer you are on your offer, the easier it is to write your copy, build a funnel, or design a sales page.
2. Target Audience Profile
This is a bit of a chicken-before-the-egg moment. You need to know your audience to make your offer, and you need to know what you offer to build your audience. If you’re launching something, at this point you should know your audience. More importantly, know which facet of your target audience that is engaging with your content*. THEY are your audience. They’re the ones who are with you for the long haul and will share your offer with the rest of your target audience and help you become the expert in your niche.
To me there’s an important distinction between the two:
- Your target market is the group of people you serve.
- Your niche is the service you specialize in offering to your target market.
You need to create a target audience profile, not a persona, but a profile of what content your audience consumes, which pages on your site have the most views, what devices are used the most frequently, age and location demographics, and a few other tidbits to help you understand WHO is using your site and HOW. This will make the design process more intentional, as your design will be speaking to those you already connect with. Those who are likely to purchase from you!
* What content are they engaging with the most? What has gone viral? These are good signs that someone is interested in this type of content… so make an offer! A course, service, or product.
There are a couple of meanings to this term. First, understanding your target audience and how they consume (which you can find in your analytics!) can help you determine how to deliver your content. Do they prefer video? Audio? PDFs? Communities? Text? Do they REALLY love when you do live recordings or webinars? You can find this information in your analytics, but also by… ASKING them!
The second bit about delivery is to figure out how you’re going to actually deliver this offer. If it is a course, what does the sales process look like? Is there a funnel in place? How do they access the content after they buy it? Are you using a special platform? If it is a product, how do they purchase the product? Are there multiple options or ways to personalize something (sizing maybe?)? How do you ship it? If it is a service, how do they let you know they’re interested? What is your service funnel like? How do they build a relationship with you?
Regardless of offer… the most important question is:
Because as much as we all want world peace, we also want to get paid.
Next up, AFTER you have an offer and know who you’re selling it to… we get to move on to branding! This is one of my favorite bits and it helps bring the offer to life. Making it REAL and something you’re proud to share. Great branding and visuals can help us reach new audiences, convey a message, build trust, and reel in sales.
Start collecting branded photos (maybe it’s time to schedule that photoshoot?), or stock imagery in one place.
Sure picking color palettes, imagery, building visuals, and making graphics is fun. But you know what is even more fun? Sitting back and watching people snag up your offer because it is just that good.
5. Testimonials + Case Studies
Pull together ALL of those testimonials. Reach out to past clients, industry peers, or friends who know what you do, how you do it, and who have seen results.
There are so many ways you can show potential customers how great your offer is, some of my favorites are:
- Traditional Blurb Testimonials
- Video Testimonials
- Side-by-Side Comparison
- Case Study or White Papers
- Tweets or Shares
- Reviews on Social
Be sure to include a first name, image of the person, and their testimonial. I prefer to NOT include a clickable link to their business as this can 1) encourage users to click away from your sales page, which will 2) decrease your conversion rate.
Testimonials can be varying lengths.
I’ve seen success with:
short blurb testimonials on sales pages,
video and longer testimonials used within emails to market the offer.
6. SALES PAGE COPY
Last but not least, sales copy! Everything up to this point will factor into your sales copy. You’ll craft your copy to sell your offer. As much as I love design, a design is only as good as copy that works.
I tend to provide clients with a basic template for the copy (which is flexible) just so you can start putting words to paper. Once you’ve got a good idea for the flow of your content and are sure it supports the offer, I’ll start designing wireframes.
This stage is very collaborative, as sometimes the copy needs to be split up to ensure higher conversion rates (more sales!) or if I think a visual would work better. It’s a conversation, and it’s a partnership. We’re working together to create a sales page that is a conversion machine.
Get it? Got it? Good?
Alright, let’s wrap this up. You’ve got the 6 things you need prepared before you’re ready to create a sales page. Whether you’re planning to DIY or hire a designer, you’re good to go!
Get out there and make a difference; in the world AND your bank account.
If you’re like me and want to make sure everything is perfect before you get started, grab this kit.
INSIDE YOU'LL FIND:
- A way to organize your content so you (or your designer) can easily begin designing your sales page;
- A template for sketching out your sales copy;
- Two tutorials on how to find information on:
- Your target audience demographics;
- Their favorite content type and format!
- An invite to the private community – Numbers Are People Too – a community for learning how to connect and convert with data-driven strategies.
See you soon!
✗ Prep your offer.
Make sure it is something you know and love, but also something your audience wants and NEEDS. Learn this by asking your audience and reviewing your website analytics.
✗ Craft the experience.
How will it be delivered? What will it look like? How will you get paid?
✗ Write the sales copy.
Great design is only a third of the decision. Copy that connects and converts is just as (if not more) important than the visuals that support your words.
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