Tips to create a sales page
1. Sales funnel
If we’re going to make a sales page, we want to have at least a basic understanding of something called the sales funnel. You can’t spell funnel without fun! A sales funnel is the path most customers take in the buying process, and usually consists of 4 parts. Awareness, interest, decision, and action. I’m going to go over these four stages as they relate to your course and list some of the elements that address each stage. Later in the article we’ll go a little deeper on each of the elements.
2. Awareness
This stage happens outside of your sales page through advertising or marketing. This is how people become aware of your course and get to your sales page. Because awareness happens before people are on your sales page, there aren’t any specific page elements that will directly influence the buyer, but you do want to make sure the content on your page is SEO friendly. Let me know in the comments if you’d like a more in-depth video on making an SEO friendly sales page.
3. Interest
In this stage people are aware of your course as a possible solution and might be checking out your page. In this stage we’ll look for ways to instill trust and build a relationship. Elements that address interest include main titles & subtitles, images and videos, selling sections, instructor bio, email lists, free trials and previews, and testimonials. Decision Once a potential customer has investigated and feels they can trust you, they’ll get serious about weighing their options. This is where you answer some of the more specific questions they may have and provide more details. Elements that address this stage include a breakdown of the course content, testimonials and in-depth case studies, and a frequently asked questions section.
4. Action
Once a potential customer has made up their mind, taking action should be as easy as possible. You want to make it obvious where and how the customer should opt in, and make the process of doing so hassle free. Elements that address this stage include purchase and enrollment buttons, and a call to action section Now that we understand how the various stages of the sales funnel relate to your slaes page, let’s talk about the elements on the page and how you can make the most of each one.
5. Main section
Near the top of the page, you’re going to want to have a main section that includes the course title, a sub-title, a compelling image or video, and a purchase button. Your course title should speak to the end result you’re creating and for whom. The more specific you can be about the result and who it’s for, the more compelling it will be for the person who fits those criteria. For example: “90 Days To Traveling The World For Free As A Travel Blogger” is a lot more specific and compelling than “Travel Blogging 101” The subtitle should get more detailed about your solution. How many people has it helped? What results has it produced?These are all great things to include because they tell potential students what sets your course apart from the others. If you use an image, you want to make sure it’s related to the course content, features something inside your course, or depicts a successful story. You can also use a picture of yourself, though you may want to save this for the instructor bio.
The purchase button in this section should be easy to spot and should make it clear what you want your customer to do: buy your course. You want to give people a chance to buy right away. If they’re ready, don’t make them scroll through the rest of the page. Now I’m going to take you through some other elements. These don’t have to happen in any specific order, but I’m going to take you through them in the order in which most successful sales pages use them.
The purchase button in this section should be easy to spot and should make it clear what you want your customer to do: buy your course. You want to give people a chance to buy right away. If they’re ready, don’t make them scroll through the rest of the page. Now I’m going to take you through some other elements. These don’t have to happen in any specific order, but I’m going to take you through them in the order in which most successful sales pages use them.
6. Selling sections
Selling sections usually include a title, some body text, an image or video, and an enrollment or purchase button. The title should touch on a specific pain point. The best way to do this is to spend enough time listening to your customers so you can express their pain in their words. In order to listen, you have to foster communication through tools like an email list or social media comments. If you don’t have many customers you can go to places where your potential customers might hang out, like forums or online communities, or the comments sections of other influencers who address similar problems, and observe how they talk about their struggles.
Once you’ve articulated the customer’s pain , you’ll use the body text to talk about the specific ways your course can solve their problem. The images or video will be used in a similar way to how they are used at the top of the page, but should speak to the specific content in that section. In each of these selling sections, you want to include an opportunity to enroll. You might feel like you’re overdoing it, but enrolling in your course is the reason they’re on your page, and if they’re ready you want to make it easy for them to get started.
Once you’ve articulated the customer’s pain , you’ll use the body text to talk about the specific ways your course can solve their problem. The images or video will be used in a similar way to how they are used at the top of the page, but should speak to the specific content in that section. In each of these selling sections, you want to include an opportunity to enroll. You might feel like you’re overdoing it, but enrolling in your course is the reason they’re on your page, and if they’re ready you want to make it easy for them to get started.
7. Instructor Bio
Your instructor bio is a great opportunity to build your know, like, trust factor. When I talk about the know, like, trust factor what I mean is, people are generally more likely to buy from someone they know, like, and trust. Another word we could use is affinity. In your instructor bio there are a few ways you can build affinity: Talk about who you are and why you’re qualified to help solve their problem. Share a personal story that tells why you decided to make the course. Include some personal information that might help your potential customer feel more connected to you. Breakdown of course content In this section you want to show your potential student what they get if they take your course. Lay out the course structure, titles, mediums, and lesson lengths. The more informed your student feels about what’s in the course, the easier their decision will be to make a purchase. Also, in this section you’ll want to include yet another opportunity to enroll. Again, if they’re ready you want to make it easy for them to begin.
8. Testimonials and case studies
Testimonials are great to sprinkle throughout your sales page. They provide social proof and allow potential students to hear about the results your course produces through another person’s experience. A case study is like a testimonial, but goes deeper into the story of a student who has experienced results. This can be especially powerful because your potential student will see themselves in another person's story and can imagine that result for themselves. Email list, preview content, or free trials People who come to your page but ultimately don’t buy can have dozens of reasons for not doing so. You want to give people an opportunity to stay connected with you and a reason to continue considering your course. An email list, preview content, or free trials are great tools for keeping someone who is on the fence from disappearing once they leave your sales page, and also gives you an opportunity to continue developing a relationships with them.
9. Frequently asked questions
A frequently asked questions section is great for those potential customers who need that final nudge over the edge. This is a great opportunity to overcome any final sales objections and address some specific questions your prospect may need answered before they commit. You might answer questions like is there a refund policy, how long the course will take to complete, or will completing this course fulfill my wildest dreams?
10. Final call to action
And just below this section at the very bottom of the page we have the final call to action If your prospect has gotten this far, it’s time to make a strong final appeal. This section will usually stand out on the page with a colorful background, bold title, and big button. If you’re running a promotion or a limited offer, you can make a big deal about it in this section. Go big or go home. Don’t use that in your title though. Using these elements, combined with a sincere effort to understand and articulate your customers’ struggles, will give you an awesome sales page that will bring students who are eager to get started on your course.
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Course Tips