3 Elements of a Sales Page You Need
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Writing sales pages can be super intimidating. What are you supposed to include? Does it really need to be that long? Sales pages can be intimidating, especially if you're not a copywriter or someone who's used to launching. There's a lot that should go on a sales page, but I want to focus on three special elements of a sales page that can stand between you and someone saying “yes!” to your offer.
Elements of a Sales Page
Before we dive in, I want to make one quick note. In order to get the most out of your sales page, you need to do market research. Market research is about getting actual words and data from your audience to determine their struggles, desires, challenges, and dreams. The more you know about the potential buyer of your service, product, or offer - the better your sales are going to be!
Okay, let’s jump into the elements of a sales page.
#1 The Qualifier
You've probably seen the qualified before on sales pages. It’s pretty obvious, and it’s usually located near the bottom of the page. In the qualifier, there is a list of items that says, “This offer is for you if…” and “This offer is not for you if…”
The point of the qualifier is to help your potential customer determine if they’re the right fit for your offer. I know - you want to make as many sales as possible, but the elements of a sales page are about determining the right-fit clients. So, the qualifier should also disqualify some people from your offer.
For example, there may be someone who isn't ready for your offer yet. Let's say you have a membership that's perfect for people at the very beginning of their digital selling journey. Someone comes across your sales page, and they've been selling digital products for a few years (which means they’re likely too advanced for your course). You want your qualifier to mention that it’s best for beginners, not those in the advanced stages of their business.
Let’s look at an example of a sale page. This is a qualifier from Amy Porterfield’s List Builders Society. At the bottom of her sales page, she has a qualifying checklist to attract right-fit customers and turn off those that wouldn’t be a fit for the offer.
#2 Social Proof
Let's move on to the next element of a sales page, which is social proof. Social proof is another way to say reviews or testimonials, and it has a big impact on your sales page. First, people want to know that the offer that you're selling is effective, and social proof shows that people have been through the offer and had positive results.
Second, social proof feeds into the “herd mentality” - which sounds kind of bad, but it’s true. We often don’t want to be the first people to do something (that’s scary!), and it’s more fun when we know others are participating, too.
Lastly, social proof combats uncertainty. Someone might read through your sales page and have some hesitations. Social proof can combat some of those concerns, for example, the concern that the cost will be worth it or that they’ll walk away better than they entered. It can also be a qualifier! If they are uncertain that the offer is for them, hearing from someone with the same background, niche, or experience as them can help them make a decision.
Let’s take a look at an example of a sales page with social proof. We’re going to look at Jenna Kutcher's Pinterest lab. At the bottom of the page, she has some rotating reviews. A few things she did well were pull a key phrase from the social proof to place at the top, bold key words in the social proof, and use the person's image and name.
#3 The Struggle and The Solution
This is an element of a sales page that I actually see missing a lot! A lot of people skip right over the struggle and jump into the solution. But there’s a reason that they are a pair. These elements of a sales page function best together.
When you start your sales page, you want to tap into the struggle. These are the words, feelings, and experiences that your customers have. The struggle isn’t just about saying, “Look! You have a problem!” It’s also saying, “Look! I understand your problem. I know why you’re here.” This captures the customer's attention and makes them feel heard. It also acts as that qualifier saying, “Oh, I do struggle with this. Maybe this is for me.”
Then, you present the solution. You let them know how you’ll be solving their struggles with your offer and explain the key details they need to make a buying decision. You can also show the transformation here. They are going to go from feeling XYZ to feeling ABC with your offer.
Take a look at this example of a sales page from Funnel Gorgeous’ Subscription Mode Workshop. When I came across this sales page, I was hooked. Right from the beginning, when they talked about the struggle, I felt seen and heard. My brain was saying, “Ugh yes! That’s me!” So, when I heard the solution, I was ready to buy.
Sales pages are long, but all the elements of a sales page serve a purpose! The qualifier helps your audience know if the offer is right for them. Social proof confirms that the offer is tried, tested, and effective. The struggle and solution make your customers feel seen and shows them the offer was crafted for them and their challenges.
If you want support with your launch copy, let’s work together! I can write a sales page and launch emails for you. With these packages, I also include market research, so we are hearing from your audience and using their words, struggles, and desires directly in your copy. Learn more about my launch copy packages.