{"id":8980,"date":"2021-07-28T15:00:39","date_gmt":"2021-07-28T15:00:39","guid":{"rendered":"https:\/\/helpcrunch.com\/blog\/?p=8980"},"modified":"2023-03-21T16:22:34","modified_gmt":"2023-03-21T16:22:34","slug":"sales-page","status":"publish","type":"post","link":"https:\/\/helpcrunch.com\/blog\/sales-page\/","title":{"rendered":"The Complete Guide on How to Write a Sales Page and How to Use It"},"content":{"rendered":"\n

You know your website is built<\/a> to help you sell your product or service to customers, but how can you do that in the most effective way?<\/p>\n\n\n\n

The first thing that comes to mind is a catchy CTA or an attractive website design. All are great, but you know what\u2019s even better? Writing a sales page, the sole purpose of which is to convert a visitor into a happy customer.<\/p>\n\n\n\n

All in all, a dedicated sales page can boost conversions<\/a>, sales, and revenue. In short, do wonders for your website profits. And this article will tell you exactly what a sales page is and how to build one so that it reaps all the benefits for your website.<\/p>\n\n\n\n\n\n

Sales page vs. landing page<\/h2>\n\n\n\n

Many people aren\u2019t aware of the difference between a sales page and a landing page. There is a good reason for the confusion \u2014 they both focus on converting visitors. And yet, those are separate notions.  <\/p>\n\n\n\n

You use a sales page to sell a product. Landing pages, though, can be geared toward other types of conversions, like getting visitors to subscribe to an email list<\/a> or download an ebook or another resource. Landing pages don\u2019t have to focus on sales exclusively. <\/p>\n\n\n\n

Both a sales page and a landing page are standalone parts of your website designed to target a specific use case or audience, highlight an important feature, or support an ongoing sale or marketing campaign.<\/p>\n\n\n\n

Take a look at this sales page example from Casper<\/a>. <\/p>\n\n\n\n

\"Casper-sales-page\"<\/figure><\/div>\n\n\n\n

This page is both a landing page and a sales page. It\u2019s the first place customers \u201cland\u201d when they choose the Mattresses<\/em> section on the website. But since Casper\u2019s page provides detailed product information and clear calls-to-action that entice visitors to buy, it\u2019s also a sales page. <\/p>\n\n\n\n

Sales pages provide way more product or service details than you can typically find on a landing page. Often called long-form sales pages, they include a lot of written content meant to persuade users to purchase. <\/p>\n\n\n\n

Long-form sales pages are best for products or services that are more expensive or complicated. For instance, most e-commerce websites won\u2019t need long-form sales pages, but a web design<\/a> or real estate agency might find them more effective. <\/p>\n\n\n\n

A well-written and optimized sales page helps consumers in the research phase of the sales cycle access the information they need to feel comfortable making a major purchase. You can address key pain points for different segments of your audience by designing personalized landing pages too. <\/p>\n\n\n\n

How to create a sales page in 7 simple steps<\/h2>\n\n\n\n

Now that you understand how a sales page should be used, let\u2019s break down the step-by-step process to effectively create sales pages. <\/p>\n\n\n\n

Each of these steps will describe different elements and how to write a sales page that converts.<\/p>\n\n\n\n

1. Define your target audience<\/h3>\n\n\n\n

The first step in building a sales page that converts is understanding who you\u2019re selling to. <\/p>\n\n\n\n

If you\u2019ve been running marketing campaigns and sales initiatives for a while, you probably have a good idea of who your main audience is. For more targeted campaigns, though, you\u2019ll need to narrow that down to a certain segment of your customers<\/a>. <\/p>\n\n\n\n

For instance, if you run a shoe or clothing company, you\u2019ll build separate sales pages for men, women, and kids. Or, you could create a series of sales pages based on different price ranges. <\/p>\n\n\n\n

When you know exactly what customer pain points you\u2019re addressing, you can use the right language and layout to make your sales page as effective as possible. <\/p>\n\n\n\n

2. Create a value proposition for your product or service<\/h3>\n\n\n\n

Next, you\u2019ll need to clearly state how your product or service is better than those of competitors? This is often called your unique value proposition or unique selling proposition. <\/p>\n\n\n\n

Are your products cheaper? Easier to use? Available in more options? <\/p>\n\n\n\n

For instance, Mizzen+Main<\/a> is a menswear brand that sells fashionable business clothing. What\u2019s unique about it? They claim to be more comfortable than other dress shirts on the market. <\/p>\n\n\n\n

\"Mizzen-Main-homepage\"<\/figure><\/div>\n\n\n\n

Of course, if you offer a product or feature that no one else in your industry does, that\u2019s highly valuable and should be the focal point of your page. <\/p>\n\n\n\n

Slack has a great example of a truly unique claim: they\u2019re the messaging tool used by NASA. By stating this<\/a>, Slack demonstrates that some of the smartest and most accomplished people in the world trust their product. That\u2019s a pretty unique endorsement. <\/p>\n\n\n\n

What do you do with your value proposition once you\u2019ve defined it? You\u2019ll want to communicate your brand\u2019s unique value on a sales page through the headline and other on-page content.<\/p>\n\n\n\n

3. Establish a clear and concise offer<\/h3>\n\n\n\n

To create a highly effective sales page, you need to tell your customers exactly what they\u2019ll get from you when they make a purchase. There should be no confusion about what your customers will receive in exchange for their money. <\/p>\n\n\n\n

You can convey your offer in a few different ways. One option is to highlight the details in your sales page headline. This is a really effective strategy because it grabs the reader\u2019s attention right away. <\/p>\n\n\n\n

You can also highlight the features and benefits of your offer throughout the copy on your sales page. It\u2019s important to make these benefits easy to read through bullet points, images, and subheadings. <\/p>\n\n\n\n

For instance, this page about the HelpCrunch live chat<\/a> tool uses clear screenshots and headings to highlight the benefits of the offer. <\/p>\n\n\n\n

\"HelpCrunch-live-chat-landing-page\"<\/figure><\/div>\n\n\n\n

Keep in mind that there are many ways to organize the information on your sales page to yield lots of conversions. That\u2019s why knowing what will resonate with your target audience is a critical first step. <\/p>\n\n\n\n

4. Set up your pricing<\/h3>\n\n\n\n

Your pricing needs to be obvious on your sales page in the same way that your offer and value proposition should be. <\/p>\n\n\n\n

If you\u2019re running a deal or promotion, your pricing will likely be taken care of as you craft your offer. <\/p>\n\n\n\n

If you sell products or services with lots of add-ons or a complex pricing structure, it\u2019s especially important that your pricing is easy to understand. Try creating a table or interactive tool to help your customers compare prices.<\/p>\n\n\n\n

5. Build and optimize your conversion funnel<\/h3>\n\n\n\n

To make your sales page as effective as possible, you need to understand exactly where it will appear in your conversion funnel. <\/p>\n\n\n\n

For instance, will you direct visitors to your sales page from your homepage? Will you use it in an email marketing or social media campaign? Outlining each touchpoint along the customer journey is critical for any sales effort, from designing a high-converting sales page to building an SDR process<\/a>. By understanding what your customers are experiencing, along with their needs and pain points, you\u2019ll be able to gain their trust.<\/p>\n\n\n\n

6. Keep your sales page simple but engaging<\/h3>\n\n\n\n

When visitors land on your sales page, you want them to do one thing: make a purchase. <\/p>\n\n\n\n

To help as many customers as possible take that action, your entire sales page needs to build toward that goal. Don\u2019t include any unnecessary information or design elements like contact forms or newsletter subscriptions. <\/p>\n\n\n\n

At the same time, your sales page needs to keep visitors interested and engaged long enough to make the sale. You can use visual hierarchy in your design, build interactive elements, or include videos to keep things interesting.<\/p>\n\n\n\n

7. Write a compelling CTA<\/h3>\n\n\n\n

Everything on your sales page should make a case for why customers need to purchase your product or service. Then, you need to close the deal with an excellent call-to-action aka CTA. <\/p>\n\n\n\n

CTAs should be action-oriented and related to what you\u2019re asking visitors to do. Online presentation software Prezi<\/a> offers users a free trial prior to asking for the sale, so its CTA encourages visitors to \u201cTry Prezi for free.\u201d<\/p>\n\n\n\n

\"prezi<\/figure>\n\n\n\n

You should never leave your CTA button with a default \u201cClick Here\u201d written on it, but you don\u2019t have to overcomplicate it either. Here are a few simple CTAs you can adapt for your sales page: <\/p>\n\n\n\n