Sales are the lifeblood of any business. So, figuring out how to sell your products and services is critical to creating a successful and profitable business.
And yet, our own research has shown some pretty shocking statistics when it comes to small businesses and sales. 56% of business owners struggle to sell on demand. Plus, 88% of small business owners say they don’t get leads and sales from their websites. 😲
Something has got to change!
Sales pages are the perfect way to go in-depth on your product or service and convince people that you’re the right fit for them.
But what should you put on a sales page to increase the chances of conversion?
We’re sharing 17 of the most crucial elements to have on your sales page to help conversions, so you can start bringing in sales from your website.
Before we get into the template we want to give you our top tip…treat your sales page like a conversation.
One where you’ve got your audience nodding along agreeing with you, as you magically answer all their questions, overcome their objections and quash any worries – all without uttering a single word.
If you had to convince a stranger to buy your product or service…
We’ve seen LOADS of sales pages – and most of them try to wing it on a couple of paragraphs and hope it’s enough. But anything that comes up regularly in a sales conversation should feature on your sales page. If you fail to do this, you’ll struggle to convert from it, as your potential customers will have questions unanswered or objections untackled!
So, let’s go. What should you put on a sales page to increase sales?
These 17 elements don’t necessarily have to be in any particular order – but we’d recommend putting this one near the beginning (it’s important).
You want to show your prospects that you aren’t just after their hard-earned cash. Don’t just launch straight into the features and benefits of your product or service and expect them to bite.
Let them know that you understand the problems they are struggling with and how it’s affecting their life and business.
Empathize with them!
Around 95% of all purchase decision-making takes place due to an emotional connection.
This is your chance to showcase the problem you are solving – and if it resonates with the struggles your customers are facing, you’re in.
Some people are heading to your sales pages to buy and don’t need any more information. This could be the second, third, or 100th time they’re visiting your page and they’ve finally made the decision to commit.
So, don’t make it difficult for them to find!
We like to have a call to action button near the top that we call the “bypass button.” It’s pretty self-explanatory and allows those who want to buy now a way to bypass scrolling down the sales page and take the first purchase step easily. Obviously you will have more of these call to action buttons throughout the page too.
The internet is a busy place and most people don’t have time to scroll through screens of text to figure out if they are where they need to be.
So tell them…
For example, on our ATOMIC Growth Club sales page, we say:
“If you’re a small business owner wanting to learn how to increase your income whilst working less, then we’re your new best friends.”
If someone lands on the sales page that works for HR or a multinational corporation, then they’ll know pretty quickly they aren’t the right fit.
But, if (as planned) a small business owner looking to grow their business ends up there, they’ll feel confident they aren’t wasting their time and keep reading.
Yes, it sounds a bit woo-woo. But we’ve all got numerous problems and numerous businesses vying for the budget to fix it
So why would someone fix this one thing first?
Emphasize how important it is for your audience to fix this specific problem as soon as possible before anything else. Get them to imagine what their life might be like if they didn’t have to deal with this problem anymore.
Sometimes, we all need that little reminder. You don’t have to go overboard here and promise the world to your audience, but do tell them for example, how much time it will save or how much more relaxed they’ll feel!
This is where you talk about your features AND benefits and let your audience know exactly what it is that you do.
You’ve probably heard over and over that you need to talk about the benefits of your product or service, such as it saves time or reduces stress. But don’t forget to also explain the features, because if you don’t, your audience might struggle to understand exactly what it is you offer.
For example, if a logo designer said they helped you ‘feel proud of your business’, ‘stand out from the competition’ and ‘look more professional’ you still wouldn’t quite grasp what it is they did. It’s only when they say, ‘we design striking logos’ that you understand what it is they do.
So keep it simple. Be crystal clear about what it is you’re selling and how it helps your audience.
So what makes you different from everyone else?
Include a section on your sales page that talks about why you’re different to everyone else in your industry.
This might be something specific about your features and benefits, history, experience, skillset, ethos or brand – or something entirely unique to you.
But here is your chance to let your potential customers know why you are the right fit for them. It’s what will get them buying from you over someone else.
Do you give any bonuses away to help sweeten the deal?
If you do, then now is the time to let your potential know. If you don’t currently do this, then think about what you could offer to up the value of your product or service.
If you’re a service-based company, it could be as simple as a follow-up call or phone support. Remember and let them know what this usually costs, so the offer is a no-brainer.
For example, the Drumeo Edge membership teaches you how to play the drums, and when you join, you get a free set of drumsticks!
The aim is to give away something that doesn’t cost you much but adds loads of value to the buyer.
People want to feel like they are getting good value, and one of the ways to demonstrate this is by price anchoring.
Price anchoring is the practice of establishing a price point which customers can refer to when making decisions.
You can do this by comparing your product/service to another comparable one ie. In our earlier example, Drumeo Edge shows that drum lessons might cost $1200 but an annual Drumeo Edge account is only $197. Sounds like a bargain!
You can also create pricing tiers within your own product or service to try and direct customers to the one you want to buy. If you run a membership and want people to join at a discounted yearly rate rather than monthly, you could show them side by side to demonstrate the savings and make it a no-brainer.
This goes beyond generic testimonials that say: “XYZ company is so professional and friendly.”
You want to show the transformation and outcomes delivered.
If you can, get video testimonials – as there is no doubting their authenticity, and are therefore the most trustworthy.
If a video isn’t possible then a picture and name of the person giving the testimonial is the next best option – not just a quote with no context.
You don’t want anyone thinking: ‘have they just got a testimonial from their Mom?’ 🤔
This section is different from testimonials and helps to build trust and credibility.
It includes awards you’ve won, big name clients, features in the press, your reviews and any conferences or workshops you’ve spoken at.
This doesn’t have to be text-based; you can use logos and imagery to showcase this. But it goes a long way to building trust and removing any doubt that you’re not legitimate.
This is incredibly important if you’re running ads to a cold audience who are visiting your sales page without a clue who you are – you need to make sure they feel comfortable enough to hit that buy now button.
This is the time for a long-winded bio about where you went to school, and how amazing you are…
Just kidding…we got you, though, didn’t we!
Don’t ramble on about yourself in a way that boosts your ego but doesn’t offer anything to your potential customer.
Talk about yourself but in relation to your product or service – make it about why you do what you do and how your experience plays into the service you offer.
Even with all the information on this page, your audience will still have questions you need to answer.
Use a drop-down box in this section, especially if you have a lot of questions so that it’s not too text-heavy. This allows users to select which questions they want to see and read more.
If you notice you’re getting the same question over and over again on sales calls or in emails, add that to your FAQ. It should always be ‘topped up’ with relevant questions!
Let’s talk about the elephant in the room🐘…objections.
Everyone is going to have some objections i.e. things that are preventing them from hitting that buy now button.
Will this really work for me?
Why does it take so long?
It’s more expensive than I thought.
This is your chance to handle them positively and proactively. Imagine your potential customers asking you this question on a sales call and think about how you would respond.
And put that on your sales page…
What if it doesn’t work?
What if I don’t like it?
These are the kind of questions floating around your prospect’s head, and you want to remove as much friction as possible and ensure they feel confident in their purchase decision.
In our membership, we offer a growth guarantee because we’re so confident that the training will grow your business. If you don’t make back the money you invest then we’ll give you a refund. Win-win!
Maybe you could offer them a 30-day money-back guarantee or something similar, so they feel confident in their decision – whatever works for your business.
We don’t LOVE pop-ups. Who does? They are annoying, and most of the time, we can’t wait to hit the exit on them.
But, if someone is leaving your sales page, there is a big chance that they aren’t planning on coming back.
So, a pop-up as they are leaving to entice them back in is your last-ditch attempt to engage with them.
What this pop-up offers will depend on what your product or service is, but it could be free shipping or a webinar invite. It’s another mini offer to get them back on your page or to sign up to your email.
On our conference sale page, we have an exit intent pop-up which asks ‘what’s holding you back from coming?’ This allows us to follow up and have a conversation about whether it’s right for them or not.
There should be multiple call to action buttons on your sales page, but you also need to have a strong call to action.
It might be as simple as having a big, prominent buy now button if you offer something that can be bought outright, like a product or course.
However, if you offer a service that requires a call or a proposal before purchase, then you’ll need a call to action that prompts them to “get in touch” (only that wording is about as boring as it gets).
Why not spice it up a little with something like:
👉 Get your hands on a no-obligation proposal
👉 Speak to us for a free consultation
Or you could even be fancy and direct them to a quiz before the call so that you can find out a little more about them.
Make it enticing – a strong call to action makes it more likely that people will click the button.
People love to procrastinate – so it’s a good idea to create a sense of urgency in your call to action – especially if you have limited availability. This is a great way to get sales faster and create a little FOMO.
Remember, ONLY do this if it’s a genuinely authentic urgency i.e. limited spaces available.
If you don’t have limited spaces or something tangible you can say something like: “Don’t live with this problem any longer”. It creates urgency without having to create a ton of deadlines.
Sales pages are tricky, and very few convert well. But we’ve implemented this exact same template on multiple sales pages to astounding results.
We’re happy to answer any questions in the comments, and we hope this checklist helps get you more sales!
If you have ticked off all of these 17 points and still aren’t getting sales, then you don’t have a sales page problem… you have a different problem!
What are your thoughts?