The Anatomy of a Killer Sales Page: Boost Traffic & Conversions!

Want to increase your sales and rankings at the same time? If so, you should consider giving the sales pages of your website a tune-up.

Maybe you don’t have a sales page on your website. Or maybe your sales page needs some work. An incomplete or non-existent sales page is going to hurt your sales. Period.

Websites that neglect to write strong sales pages for their products or services leave customers confused, wanting more, or unsure of what to do next.

I’m going to give you the full breakdown of how to create a killer sales page that’s designed to convert customers, drive sales, and improve the user-experience of your website. It’s a win-win-WIN.

Let’s get to it!

What Is a Sales Page (And Why Should You Have One)?

A sales page is an individual page on your website for each product or service your business offers.

The point of this page is to connect with a potential customer, address everything they would want to know about the product or service you offer, remove any doubts they may have, and guide them to a sale.

A sales page has the potential to dramatically increase your conversions and rankings, but if it’s not done effectively it could hurt your business. Here are the most common mistakes I see with sales pages:

1. There is no designated page on the website that discusses the service or product
2. All of the services or products have been lumped together onto one page
3. They’ve tried to optimize the sales page for all of the keywords related to the products/services which causes the page to cannibalize itself

If done right, here’s how a killer sales page will help you.

Improved SEO

If you create an individual sales page for each product or service you offer, it will increase your ranking ability.

When you have an individual page for each service, Google will be able to index and rank each page when a customer searches for that service.

Google rankings have a direct impact on your page visits. So the higher you rank, the more visitors you’ll get to your website.

Customer Satisfaction

An individual page for your service or product will also improve the user’s experience on your website.

A page for each service makes it easier to navigate your website. Users like information right at their fingertips, so if anything is difficult to find or confusing to operate they’ll jump right off the page.

If you make it simple and easy, they’ll stay on the page longer–giving you a better chance of achieving a sale.

Now that you know why it’s useful, let’s get into how to create one.

Sales Page Template

A killer sales page highlights the following sections:

1. A Headline
2. An Overview
3. Benefits/Features
4. How it Works
5. Testimonials
6. Pricing
7. A Guarantee
8. CTA (Call to Action)

That said, each product or service can vary significantly, so some sections may not be applicable to you. It is up to you to determine which of these sections you’ll need for your sales page.

Let’s break these sections down step-by-step.

1. Grab Attention & Make An Impression With A Bold Headline

It’s not enough to get a customer to land on your website. The biggest challenge you’ll face is getting them to stay there (and better yet, buy your product or service).

The problem is that the average person spends around 10 seconds on a web page. Those first 10 seconds are meant to assess the page’s validity and usefulness to them. Users are hardwired to bounce from web page to web page because they know most web pages are useless.

If you don’t grab the attention of your customer within the first 10 seconds, they will be long gone before you can say the words “20% OFF!”

That’s where a powerful headline comes in.

Hook Them in With a Catchy Headline

Your headline should be a brief statement of the service or product you offer, and should be catchy enough to grab the interest of the customer.

If a website says “Dog Boarding in St. Pete, FL” and another says “The Most Trusted Dog Boarding Facility in St. Pete FL” which one is the customer more likely to click on? Probably the second one.

If you are creating a local service page, be sure to include the city or region in your headline as well.

Finally, make sure your headline contains your targeted keyword and is formatted with the <h1> tag.

Include a Subhead

Now you’ll need to expand on your headline and answer the question “What benefit will my customer receive?”

Customers are looking for solutions to their problems. If your customer doesn’t know how you’re going to help them right from the beginning, you’ll lose their business.

Keep your subhead short, sweet, and to the point. No more than two sentences. And then format it with the <p> tag.

2. Provide Them With a Quick Overview

When people land on a web page, they are looking to access information quickly and easily. Make sure your page is set up to help someone skim for information.

Your page will need an overview after the headline. This gives the customer a general idea of what they can expect from the page and whether or not it will be useful to them.

Create a Section Headline for the Overview

This should be a compelling headline that encompasses the main problem or solution.

If my page headline is “The Most Trusted Dog Boarding Facility in St. Pete FL” then my Overview Headline might be “Leave Your Dog With People You Can Trust”.

What’s my problem? I don’t want to leave my dog with some sketchy stranger (a valid concern).

What’s the solution? I need to choose a dog-boarding facility with trusted professionals.

Your section headline should use an <h2> tag.

Briefly Describe the Problem and the Solution

Now you need to identify the problem and offer a solution to introduce your product or service.

If my headline is “Leave Your Dog With People You Can Trust” my description might sound something like this:

Address the problem. Acknowledge the solution. Offer the service to help.

Finish Strong With a CTA

Don’t know what a CTA is? Pay attention, because you’re going to need this.

A CTA is a Call to Action. It gets the customer to do something. Do you want your customer to call you? To fill out an online form? To book an appointment?

Give them the tool to do it!

If a customer has to spend more than a couple of seconds combing through your website to find the right link, you’ll risk losing them to a competitor.

People want quick access to what they need. So make their life as easy as possible to keep them on the page.

End your Overview with a CTA like this:

[Call Us Today: 888-988-8909]

-or-

[Schedule a Free Consultation Now]

And then link your CTA accordingly.

3. Let Them Know Why Your Product or Service Is The Best

Odds are you’ve got a lot of competitors out there, and your customer will undoubtedly be weighing their options.

Why should they choose your service/product over the X amount of options out there?

You need to highlight the reasons your service is THE BEST hands down. How do you do that? By spotlighting the benefits or features of your service.

Add a Compelling Benefit or Feature Headline

Don’t get lazy here. This is your selling point. If the customer sees a section that just says “Benefits” they’ll likely keep scrolling.

Be specific and make it POP!

Try something like:

• “Fast and Reliable Service”
• “Data-Driven Strategy”

The customer should read the headline and instantly want to know more.

Don’t forget to format your headline with an <h2> tag.

Highlight the Feature or Benefit With a Quick Description

One of the biggest mistakes you can make here is drone on and on and on about why your product or service is soooo great.

Nobody is going to read a huge wall of text. It’s an eye-sore. And as previously mentioned, no one wants their time wasted.

Your description should get straight to the point about why you’re their best option.

Keep your sentences short and straightforward and add bullet points when you can. This should be as easy to read as possible.

Here’s an example:

See what I mean? Quick. Easy to read. Attention to the highlights. Done.

4. Walk Them Through Your Process

Now that the customer knows what they’re buying, you’ll want to show them the process.

If they don’t know where to start or what to expect, they might jump to a different site. So break down the process and make it fool-proof.

Create a Headline for Your Process

This Headline doesn’t need to be complicated. You can use “Our Process” or “How it Works” to start it off.

You want the customer to know exactly what this section is about.

This will use the <h2> tag.

Breakdown Your Process Steps

The worst thing you can do here is confuse or overwhelm your customer. You want them to feel like this process is going to be a walk in the park!

If your process shows a ton of complicated steps, they’re going to run in the other direction to find someone who makes it easy.

Use the <h3> tag to format your process steps, and then break down the step in a sentence or two.

It’s easier than it seems. Here’s a visual:

Sounds easy, right? Now the customer feels good getting started.

5. Give The Buyer Confidence With Social Proof

The customer will be looking for proof that they can trust YOU, so now’s your chance to convince them with some testimonials.

If you have any positive feedback from previous customers, show it off. If you don’t, you can include a snippet about your business that will help establish trust.

You want them to think, “If other people like it, I probably will too!”

Start With a Trust-Building Headline

Yeah, you could say “Customer Testimonials” but where’s the fun in that? Your headline has just as much potential to build trust as the actual proof does.

Kick it up a notch with “We Are Your Best Choice for Your Pet.”

And then add that <h2> tag.

Show off a Little

Now you can share your testimonials. If you have a lot–kudos to you–try to narrow it down to your top two or three.

A good rule of thumb is to choose testimonials that highlight the benefits or features you talked about earlier on in the page.

Remember to get the point across quickly and efficiently. Too much text and the customer will stop reading.

6. Clearly Address Pricing

If the customer has made it this far into your sales page, they’re going to be wondering about the cost.

If you don’t address the pricing upfront, or if you tiptoe around it because you’re worried about spooking the customer, you might lose the customer.

Instead, build trust with them by staying honest and direct with the pricing section.

Add a Pricing Headline

Now is not the time to get fancy. Call the pricing section what it is. “Pricing” “Packages and Pricing” or another headline that clearly introduces the pricing.

You can even pose the exact question the customer will ask, like “How Much Does It Cost To XYZ?”

Format it with the <h2> tag and you’re set.

Give a Price Breakdown

Clearly show the pricing for the service or product, or address how the pricing is calculated and where to find it.

If the pricing requires a quote or contact to the business–explain it while being as straightforward as possible.

Here’s an example:

Simple, yet informative.

7. Risk-Reversal With A Guarantee

If your company has a Guarantee, this is a great way to start wrapping up your page.

If the customer has doubts, a guarantee will help put their mind at ease. The fewer the doubts the customer has, the easier it will be to secure their business.

A Guarantee should look like this:

If you do not have a guarantee, go ahead and skip this part (or consider creating one!).

8. Finish Off Strong With A Final CTA

Wrap your page up with a killer CTA. This is the final move to lock in your customer.

Create Your Final Headline

This is the last thing the customer sees. Finish it off with a powerful headline that compels the customer to do something.

Be sure to format it with the <h2> tag.

Sum It Up

In one to two sentences, sum up your page and give them the next step to take action.

Your final CTA can look like this:

And you’re done!

Conclusion

Our sales page guide is one of many you’ll find online–but we can assure you that this template will boost sales and convince customers to buy your service or product.

If you want help creating a killer sales page for your website, you’re going to love our HOTH Web Copy product.

Let us know your thoughts in the comments below. We love hearing from you!