Sales pages are the lifeblood of your website if you run an online business. You may have your SEO in place and traffic coming in, you might even have a trustworthy website that puts people at ease — but if your sales pages suck, you still ain’t gonna SELL, baby.
So I’ve brought in Halley Gray, a veritable expert on sales pages who’s helped me with my own, to share with you what’s what so you can get booked out.
Guest post by Halley Gray, marketing strategist & founder of Evolve and Succeed
Doubt crashes over you, sentences drill into your cerebrum, and your guts twist up inside.
That’s your fourth consult call today and they’re not turning into clients.
You give your heart away in those consult calls but you keep hearing:
“I don’t understand what you do, how can you help me?”
“Okay, I’ll have to think about it.”
“Can you send me more information?”
Then white noise. They dither around in your inbox for a while asking more questions and taking up your free time, but NOT paying you.
This isn’t unusual. When people don’t value your smarts, they don’t value your time, and so your money-making machine is broken.
You make people respect you and your time by putting words in place as your salesperson which is where sales pages come in.
Your process for bringing in new clients should look like this:
STRANGER > Social media > website > sales page > consult call > CLIENT
If you skip a step or your sales page isn’t pulling its weight than what you end up having is this:
STRANGER > consult call > time lost
The biggest step in this process is the sales page because this process can also work like this:
STRANGER > sales page > consult call > CLIENT
That’s why learning how to write compelling sales pages is the biggest change of fortune you can give yourself as an online business owner. You can book out your client spots, fill up your group program, and sell your course.
Let’s start fixing up your sales pages now because they need to be powerful and pull their weight.
How to Use Your Website to Get More Coaching Clients (Hint: Killer Sales Pages)
Here are three easy ways to make your sales pages get more clients in the door:
1. Talk to them like they want it
Sometimes you find it hard to picture a stranger wanting to buy your services. You get all full of queasy self-doubt that stops you from moving forward and you begin to doubt your perfectly wonderful service. TOTES NORMAL. What I want you to do is write your sales page like the person on the other side has already told you ‘TAKE MY MONEY’, your sales page will come across as confident, close, and compelling. Trust me, it works.
2. Drop ‘imagine’
My creative writing teacher once drilled into me “show, don’t tell” to evoke emotion in your reader and when it comes to sales pages you want your potential client to FEEL something – hope, enthusiasm, excitement, confidence – so that they’ll take the action you want – clicking the buy now button. You can’t do that though if you keep using weak language like ‘Imagine your life as a cheese model’. Ummm no, that’s not their job to figure out what that looks like, that’s yours. Take out all ‘imagine’ phrases and take the time to ‘see’ what the end goal looks like for your potential client. Hint: it’ll look like the successes you’ve had with past clients.
3. Stop hiding your buy now buttons
This fucks me off more than anything else because you’re shooing away money when you make it super fucking hard to find your ‘buy now’ button. You’re hiding it by choosing a color for it that camouflages into the background or making it super fucking tiny or only having one at the very end of a never-ending sales page. Buy now buttons are invitations for your client to get started and you should never make getting started hard. Add multiple buy now buttons throughout your sales page to make it easy for clients to give you their money and get the results you’re promising.
Bonus tip: You do not want to distract your potential client when they’re on your sales page. Absolute focus must be on them clicking that button.
There are three common fuck-ups when it comes to this:
- Videos on your sales page – you’re distracting your potential client from buying your package when you give them a 5 minute video to watch first. First off, NOBODY is watching that video all the way through and second, they already want what you’re selling so what do you have to talk about?
- Side-bars – my Be Booked Out students have often heard me rant about side-bars but particularly on sales pages there should not be anything competing for the reader’s attention so scrap the side-bar on your sales pages (actually all together but that’s a different post).
- Pop-ups – we all have shorter attention spans these days and so we need to rush to get vital information into our readers’ view. A pop-up will ruin that delicate cone of concentration that you rely on to get them to hit the buy now button. No pop-ups on sales pages, they’re a shiny cockblock for sales.
Halley Gray, founder of Evolve and Succeed, wants you to know 3 things:
- That she can teach you to have months of clients booked in advance.
- That you should drink gin when reading this freebie about the first 6 steps on getting booked out.
- When she’s not online, she’s usually hosting Braless on Couch and Drunk Webinars.