Take website visitors from interested browsers to committed customers.
When was the last time you made a sale directly from your services page?
If the answer is never, you’re not alone.
And until recently, I was the same.
When I started as a copywriter, I didn’t realise I could sell my services direct from my website.
I thought sales pages were really only for entrepreneurial types like coaches, course creators or for selling big-ticket items like memberships. And to be honest, the word sales made me a little queasy. It made me think of sleazy, sneaky hard sells.
Obviously, I was wrong. Turns our sales pages are for services.
Late last year, I joined Kate Toon’s coached sales page copywriting course to level up my skills. I needed to apply my news skills, so I set to work revamping my website copywriting page.
When I started copywriting, it was a single page listing all my services.
As my business grew, I developed individual pages for each service. That way I could explain them more in-depth and target specific keywords using search engine optimisation techniques.
Until I did the sales page copywriting course, I thought this was enough.
But turning my website copywriting page into a sales page has allowed me to take the next step, taking website visitors from interested browsers to committed customers.
In this blog, I’ll:
- describe the elements of a sales page
- outline the differences between a regular services page, a landing page and sales page
- explore the benefits of using a sales page instead of a regular service page
- explain the value of investing in a sales page
- address some common questions and misconceptions about sales pages.
If this sounds like something that could help your business, read on.
What is a sales page?
A sales page is generally a long-form page with the goal of making a sale, whether that’s a customer buying a product, service or signing up to a membership. It’s an essential tool for any service business that wants to attract more customers, increase conversion rates and grow.
Sales pages tend to be longer than regular website pages and include a range of elements that drive the reader towards saying YES.
Sales pages have a single-goal. There is one clear call to action (CTA) which is repeated throughout the page. That is the only button you want readers to click on. Unlike other pages, you’re not including links to other services or giving them options.
Sales pages generally have urgency, whether that’s a limited time or a limited number of spaces. And while this is important, never create fake urgency.
A good sales page will cover:
- key details about the service
- who it’s for (and not for)?
- proof – results, testimonials and case studies
- pricing + bonuses
- frequently asked questions
- a guarantee and details about the fine print
Isn’t a sales page just another name for a landing page?
No. A landing page is usually focused on generating leads while a sales page is focused on selling a product or service.
Landing pages are usually short pages you drive traffic to directly. They don’t appear in the website menu. Like a sales page, the goal is conversion, but it’s not usually monetary. You’ll often see landing pages used for low risk and low (or no) cost items.
For example, you might use a landing page for your:
- freebie opt-in page
- product download page
- webinar sign-up page
- thank you page
- upsell page.
How is a sales page different from a regular services page?
A regular service page has the goal of giving the reader information about the service. It educates them about the service and encourages them to take the next step. This is usually getting in touch to book a discovery call to learn more about the service, the price and to find out if the service provider can help them.
A sales page is a conversation with the reader. The goal of the sales page is to tell them everything they need to know so they can buy the service right then and there.
Key differences between a standard website page and sales page
|Services Page||Sales Page|
|Purpose||Provides general information about your services, with possibly some detail about the process and who you work with.||Persuades website visitors to take specific action, like buying your service or product.|
|Design||Basic format. Usually an intro para, some information about the service, a photo and maybe a testimonial.||More visually engaging and attention-grabbing with bold headlines, large images and bright colours to highlight important information. Multiple CTA buttons. As they are longer, they might include a menu|
|Content||Factual information about your company and offerings.||Focused on the benefits of your service rather than its features. Uses persuasive language and emotional appeals to persuade website visitors to take action.|
|Call to action (CTA)||Multiple CTAs focused on taking visitors to different sections of the website. CTAs are less prominent.||Clear CTA button or link encouraging a specific action. It’s repeated multiple times through the page and will always be the same eg: BUY NOW.|
|Metrics||Optimised to improve overall website. More focused on providing information.||May be optimised through A/B testing and other strategies to improve conversion rates.|
Benefits of a sales page over a standard website page
There are multiple benefits to investing in a well-written sales page for your service business.
- Increase conversion rates with a higher percentage of visitors to your page taking concrete action.
- Improve customer engagement by highlighting the key features and benefits of your service. Interesting visuals and persuasive language explain how your service solves their problems and meets their needs.
- Enhance your brand image and build trust with potential customers by communicating the value of your service and sharing detailed information, well-written content and testimonials.
- Increase marketing efficiency to save time and money. Investing in a professionally written sales page that works for you 24/7 can be more effective than cold calls or traditional advertising.
- Saves time and effort by answering common questions potential customers have about your service. By clearly outlining your service and who it’s for (or not for) and showing prices, you don’t waste time on discovery calls with people that aren’t the right fit.
- Target specific audiences based on their interests, needs and demographics by customising each sales page. This increases the chances of converting page visitors into customers.
- Provides analytics. A sales page can be tracked and measured using analytics tools to monitor visitor behaviour, identify areas for improvement and optimise your sales funnel.
But aren’t sales pages more expensive?
A professionally written, well-structured sales page is more expensive than a standard website page.
To start with, a sales page is more expensive because it’s longer than a standard page. That’s because there is a higher risk or investment involved. We need to spend longer persuading and removing objectives by including various elements to convey information and remove objections.
A good sales page is also more than just copy. Effective design and engaging graphics ensure your sales page sells.
Do I really need sales pages for every service?
It depends on your service. If it’s a bespoke service that looks different for every customer and is priced differently, a sales page might not work.
If it’s a fairly basic, low-cost service, a long detailed sales page might not be worth the time or investment. It might also give your potential client the impression they’re getting more than the service actually offers.
For your first sales page, choose a signature service that generates enough revenue to justify the investment in having your sales page professionally written and designed. Ideally, it should also be a service that you can package and include a clear price for.
What if I don’t want people buying from my website?
Are you sure? Isn’t that the goal of your website?
The final step on your sales page doesn’t always have to be the client handing over their credit card. Instead, you might choose to have a book now button which allows you to confirm the client is the right fit.
You might also want them to sign a proposal before starting the work.
Some final thoughts
So what do you think about sales pages for your services? Could a sales page be the missing piece of your marketing puzzle?
You can also check out my new sales page audit offer or email me about my soon to be released sales page copywriting packages.
I’d love to hear from you.