To sell any coaching program or course online, you must have a killer online sales page. A sales page that speaks to the heart and mind of your ideal client. A sales page that converts and assists in creating sales for your offer. Here’s the deal. When you are in a sales conversation with a prospect, they have direct access to you. It’s a back and forth dialogue that enables you to feel out the person and speak directly to their needs and objections. But when you are selling online, your sales page has to do this work for you.
Recently, at Amazing OBM, we had the opportunity to create a sales page for one of our client’s online courses. The process was an exercise in fully understanding every aspect of her ideal clients’ challenges, fears, desires, and solutions they are seeking. It required us to dig into her course to live and breathe what a potential client will experience. This project enabled us to showcase what we’ve learned as certified master marketers on what elements create a killer online sales page.
Using our client’s sales page example, let’s break down the most essential pieces to a high converting sales page.
Client Example: Claim Your Calm Online Course
#1 – A Killer Sales Page Grabs Attention
What is the first thing you see when you land on an online sales page? Normally, if done right, it’s the headline. In less than five seconds, a prospect will determine if your offer is right for them and if they should bother reading more. Immediately they should know if they relate to the “problem” and whether or not the “solution” is something they want.
Throughout the sales page, there will be elements that jump out to grab attention. It might be graphics. It could be short phrases or the program/course name that are designed to tap into your prospect’s emotions. There might even be stories that pull your reader into their heart.
At first glance, you must get their attention and you need to do it quickly or you will lose them.
#2 – The Problem and Solution are Clearly Spelled Out
Remember, the only reason prospects land on your particular offer sales page is because they have a problem and they want a solution. Your ideal clients are in one of four places:
- Unaware of their problem
- Aware of their problem but don’t know the solution
- Aware of their problem and they know what solution they are seeking
- They are aware of their problem, have heard of your solution but haven’t taken the plunge yet
In this section of your sales page, you are speaking specifically to where your client is at and convincing them why your solution is what they are looking for. The language is different for all four scenarios.
#3 – Your Sales Page Must Provide Meaning
What’s in it for them? Why do they even need what you’re offering? Why does your solution even matter to them?
Sometimes your prospect may not fully understand the ramifications of not acting or seeking a solution to their problem. It’s helpful to spell that out for them. It connects them closer to their desired outcome.
In our client example, this is why her course is so important for her ideal clients.
#4 – Provide the Features and Benefits of Your Offer
Oftentimes, coaches will think the features are the most important element of their sales page. They will showcase each module and what’s included in the course. Of course, you can’t leave this piece out, but more important are the benefits they will receive.
Your ideal client does care about what they will be learning but they care even more about what they will receive from that learning. When I was exploring my recent marketing certification program, I wasn’t as much interested in all the details of what’s inside the program. I wanted to know what benefits I would receive from completing the certification program. Why should I even invest $3000 of my hard-earned money? What’s in it for me or my clients?
These are the benefits women will receive if they invest in the Claim Your Calm online course. The features are different and are listed below the benefits.
#5 – Your Sales Page Should Build Rapport and Provide Social Proof
Most often, your prospects want to know if they can trust you or the investment they are making. Who are you? Have you sold this program to anyone before? These questions are answered by building rapport and providing social proof.
Rapport comes when you can showcase your expertise. A well-crafted bio will work but a caring and warm video from you is even better. Have you been featured in any important publications? Show your audience that you are an expert in what you do.
Another important way to provide social proof is through client testimonials. The best ones have photos and/or videos of actual clients speaking to the benefits they received from your work.
#6 – Answer their Frequently Asked Questions
You know your prospects have questions, so be proactive and answer them upfront. Think about every objection they may have and address them. Use the frequently asked questions section to reassure them and answer every possible question they may have that will impede their buying decision. The FAQs will avoid you addressing questions via email or risk your prospect walking away because of unresolved doubt.
#7 – Build Urgency and Scarcity
Now is the time to buy. Not later, or after you’ve thought about it for a while. You want your prospects to finish reading the sales page and be ready to invest. Let them know why it’s urgent for them to act now. What might happen if they don’t? Will the opportunity go away? Will they miss out on a discount? Is there an emotional ramification for not acting now? Build this into your sales copy.
#8 – Design Freakin Matters!
In a matter of seconds, you can lose your prospect if the design of your page is not appealing. I cannot tell you how many websites and/or sales pages I have immediately left because they were not professionally designed, and designed well. Don’t let this happen to you.
Hire a professional designer that is well versed in creating killer online sales pages. There are so many little pieces and attention to detail that go into a beautiful sales page. Color, spacing, graphics, highlights, contrasting sections, cadence, balance, and so much more. It all matters.
Put as much attention into writing your sales copy as you do your design. This will ensure you have a killer sales page.
Take an inventory of your current sales pages. Do they have all these elements or would it be helpful to re-write and redesign? Whether you have a current sales page or a new one that needs a makeover, Amazing OBM is your go-to team to help you create killer sales pages. Contact us for a free consultation to discuss your project.
Anatomy of a Killer Online Sales Page
May 11, 2021