How to write a sales page
The sales page is the virtual shop front for your e-Course and learning how to write a sales page is a vital step for the success of your program.
There are key elements that you should include whenever you create a sales page and it’s important to consider how people consume sales pages when writing the copy.
e-Course creators often worry about the length of their sales page but sales pages are long because they have been tested to convert best at a longer length.
We need to understand how people read sales pages.
Firstly you need to capture people’s interest through a headline that speaks to their needs and pain points otherwise they will click away almost immediately assuming it is not for them.
If the quality of the design of the page is lacking this will often be enough to lose people’s interest as they make snap judgements about the program based on this.
Generally, people start reading a sales page by skimming the headings of the page and looking for the price and what’s included.
Initially, they may click away (and then come back later), particularly if the price feels too high for them.
If they are still interested they will then look deeper at what’s included to make sure it meets their needs.
Then if they are really interested they’ll read more of the story to connect with the course creator.
Then people start looking for testimonials and social proof plus protection like money back guarantees to help them feel more confident in their decision.
Given the above, you can see that people read sales pages in stages. Skimming first and then coming back to specific section often over multiple sessions over the course of your launch.
Therefore the sales page needs to be long enough to cover all of the important areas that people need to know to make their purchase decision.
If someone is put off it’s probably not due to the length of the sales page but something about the branding, design or copy that is not connecting with them.
Before you write your sales page:
To get started writing your sales page you will need to have determined:
- your ideal participant
- your course outline
- your delivery methods
- your logistical and pricing information
- your refund policy
Understand your ideal client’s needs
People are generally driven by one or more of the following factors:
- more time
- more money/abundance
- better health
- looking better
- improved relationships/finding love
- achieving work-life balance
- less stress
- achieving higher status (personally or professionally)
- impressing others
- becoming the ideal version of themselves
- finding their life purpose or passions
Your e-Course sales page needs to show how you will help them alleviate their pain point(s) above and communicate the benefits and value your e-Course will provide.
The most important elements of a sales page:
When writing your sales page you should include the following sections:
- Attention-grabbing headline
- Information about you, your experience, expertise and key experiences relating to the course topic
- Who is this course for (and not for)?
- A detailed outline of the e-Course
- Course contributors (if applicable)
- What’s included (delivery techniques) ?
- What will participants achieve – what are the expected or anticipated results or learnings?
- Social proof such as testimonials, case studies, showcase or endorsements
- Bonuses or urgency factors
- Call to action
- Guarantees and disclaimers
- Refund terms
Don’t forget a satisfaction guarantee & refund policy
Satisfaction guarantees are really important. They help combat the fear people have spending money particularly for an online/digital product.
With a guarantee, you are telling them how (under what conditions) they can get their money back.
It is important to stand behind your product and show your customers that you are confident that YOUR e-Course will solve THEIR problem.
The point here is to inspire trust and boost your sales.
Guarantees do push you to step up and ensure that you are selling a fantastic e-Course that delivers everything that you said it would.
Statistically, refunds will usually be around 2-5% of sales. This means, provided you are selling a quality program, that refunds are unlikely until you start doing launches of 20-50+ sales.
Having a clear Guarantee and Refund Policy will increase your overall sales.
Always include a comprehensive FAQ section…
A good sales page should always include a good Frequently Asked Question section towards the bottom.
Well, many people skim read and often miss important details – the FAQ part is where you can include all of the key details.
Things to Include in the FAQ Section:
- Who is this e-Course for?
- How is the e-Course delivered?
- How much does it cost?
- When do registrations close?
- When does it start?
- What if I’m not satisfied?
- Are there any restrictions on who can enroll in this e-Course?
Once you determine your:
- ideal client
- course outline
- key dates
- guarantee & refund policy
- list of FAQs
it’s time to get started on writing your e-Course sales page!
Only you can decide which elements are important for your participant to know about your e-Course and you know your ideal participant and your program better than anyone else.
Don’t forget to be creative and create a sales page that stands out from the rest!
For more help writing your e-Course Sales Page download my e-Course Sales Page checklist here.
If you want to get my complete process for creating profitable e-Course check out the e-Course Launch Formula.