Get the recipe: Here's how to write a sales page

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages

Don’t you wish you knew how to write a sales page that converts — every time? 

A sales page that truly represents all the value you’ve worked so hard to include in your online offer?

Your sales page has a big job to do. 

It shares your offer 24/7, standing in for a sales force or a personal sales conversation.

The best sales pages?

They contain all the conversion ingredients that a live sales conversation contains.

Your sales page is there at the pivotal moment of decision

Your sales page copy and images need to inform and excite your prospects. Your sales page needs to meet your prospects’ objections. It needs to answer their questions so they feel 100% comfortable buying from your business.

If you’re used to creating content marketing and writing emails, writing a sales page can feel awkward.

For one thing, when you write a sales page you’re focused on persuasion. This can take you straight out of your comfort zone.

Also, we’re not creating sales pages frequently like we are for content marketing or social media posts.

If you wrote sales pages every day, writing a sales page would feel downright natural.

How to write a sales page? Put this sales page conversion recipe in front of you

This sales page recipe will guarantee that you include all the essential conversion ingredients. Even if you’re not used to writing sales pages, your page will:

Table of Contents:

  1. Gather your sales page ingredients
  2. Prepare your sales page work area
  3. How to write a sales page — copy and images
  4. Add sales page ingredients as needed
  5. Serve up your sales page and test the response
Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 1

Step 1: Gather your sales page ingredients

If you’ve done any kind of cooking or baking, you know that the process moves more quickly and smoothly when you assemble what you need in one place before you start cooking.

Here’s what you need to write a high-converting sales page:

  • A detailed description of why people search for your solution. What are the current challenges/issues they want to solve … as they would describe them in their own words?
  • A detailed description of what they experience when they use your product or service. Use their own words if possible.
  • Common objections people would have about purchasing your offer. What stops them? Think of internal objections (this will never work for me, my situation is too difficult to fix, etc.) and external objections (this will take too much time, I can’t afford it, etc.).
  • What makes your offer different? Describe your unique approach. How do you stand out from your competition? This can be something as simple as “you get my personalized attention” or as complex as “you get access to our proprietary formulas.”
  • 5-7 of your best testimonials. Plus, any awards you’ve won, organizations you belong to, certifications you hold. These build trust and authority.
  • A concise description of your offer. How does it work? What exactly can they expect? Include timeframes, lists of content like “X modules, X lessons, X hours of coaching time, X workbooks” etc.
  • A call to action with pricing/packages descriptions. Ask your visitor to make a decision and present them package options. Explain what they get at each level.
  • Your guarantee terms. Offer a guarantee if possible. Make it memorable by giving it a name and pairing it with an image.
Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 2

Step 2: Prepare your sales page work area

Writing a sales page feels different than writing a blog post or an informational email. That’s because sales pages focus on conversion.

Sales pages are designed to move people from feeling interested to taking decisive action.

Let’s start by answering some questions about sales page structure.

How long should my sales page be?

Your offer price point will determine your sales page length. Think about it: you don’t have to think too hard about spending $20. You might have to think a little harder about spending $200. And you may need lots of information before you plunk down $2,000 or $20,000.

The more your offer costs, the more information you need to share.

How should I design my sales page?

Use a landing page format. This means there should be no external navigation — no menu bar, no footer, and no sidebar. All attention should go to the copy and images on your sales page — nothing else.

Center your headlines. Use centered headlines (called “crossheads”) to break up the content on the page and add white space.

Use visual hierarchy. Make your page easy to navigate by placing a large, bold headline at the top, then using smaller-sized headlines and subheads to break up the copy on the rest of the page.

Include bulleted lists. Keep bulleted lists “symmetrical” which means you start them with the same part of speech: verbs work great.

How can I add images to my sales page?

Include offer images to make your product or service feel tangible. If you’re selling a product, create a single “hero image” that depicts everything that’s included in a single image. If you’re selling a service, look for images that show people who look like happy customers.

Use additional images to add visual interest to the page. Aim to include at least one image in each screen scroll.

Add a guarantee image: If you’re able to, include a generous guarantee to help make it easier for people to say yes. This is especially important for higher-priced offers. A visual representation — like a badge or symbol — can help make your guarantee memorable.

This handy graphic will show you how to design your sales page.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 3

Use this graphic as your sales page design example so you can lay out your sales page ingredients in the right order.

Remember — a sales page should have no navigation menu and no footer links. We want all eyes to be on your offer!

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 4

Step 3: How to write a sales page — copy and images

Here’s what your sales page needs to feature:

Headline: A “you-focused” main headline that features the strongest benefit your offer delivers.

Examples:

  • Get the Flexibility and Strength You Had in Your Thirties in Just 15 Minutes a Day
  • Create a Simple Website That Brings a Steady Stream of Customers to Your Craft Business

Notice that these headlines:

  • Start with a strong verb
  • Focus on a primary benefit
  • Are “you-focused” and written directly to the reader

Paint the current pain: Use the top section to show you understand the pain, challenges, and frustrations your prospect is experiencing right now.

Describe a better future: Copywriters sometimes call this “futurecasting.” Paint a picture of what life could be like for your reader once their pain is taken away and their challenges are resolved.

Present your solution: In this section, you’ll name your offer. Use your “hero shot” (product image) or images of happy customers here.

Explain your solution: As you explain what your offer delivers, be sure to talk about both benefits and features.

  • Features describe the specifications of your offer. How many hours, pages, lessons, etc. does your offer deliver?
  • Benefits describe the results your offer delivers.

You can share benefits and features in separate bulleted lists, or combine them together using this structure:

[FEATURE] so you can [BENEFIT].

Example: “A 5-page checklist so you can ensure your sales page with convert prospects to customers.”

Share testimonials: Use customer testimonials which include a headshot, name, and two to three key sentences that describe the benefits your customers experience after using your product or service.

Ask them to take action and show pricing options: Consider offering a single payment and a multiple-payment option, especially if your offer price is high enough that your ideal customer won’t have the single payment price on hand.

Provide a guarantee: You don’t need to guarantee books or other low priced products. But for higher-priced products, offering a guarantee helps prospects to feel more confident about handing over their credit card.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 5

Step 4: Add sales page ingredients as needed

Wondering how to write a sales page for a high-end product?

It’s easy. Use the same ingredients I spelled out above, just repeat them to make the page longer.

Here are the ingredients for a sales page that’s suitable for a lower-priced product or service:

  1. Headline
  2. Paint the current pain
  3. Describe a better future
  4. Present your solution
  5. Explain your solution with features and benefits
  6. Share testimonials
  7. Show pricing options
  8. Provide a guarantee

Here are the ingredients for a sales page that’s suitable for a higher-priced product or service:

  1. Headline
  2. Paint the current pain
  3. Describe a better future
  4. Present your solution
  5. Explain your solution with features and benefits
  6. Share testimonials
  7. Ask them to take action and show pricing options
  8. Provide a guarantee
  9. Add more features and benefits
  10. Share more testimonials
  11. Ask for a decision and show pricing options again
  12. Provide guarantee again
  13. Add more features and benefits
  14. Share more testimonials
  15. Ask for a purchase and show pricing options again
  16. Provide guarantee again

Here’s a dilemma …

How to write a sales page for a low-priced vs. how to write a sales page for a high-end offer.

The main difference between sales pages for inexpensive and expensive products is length.

When you’re writing a sales page for an expensive product or service, repeat the last four sections above more than once with new information each time.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 6

Step 5: Serve up your sales page and test the response

Wondering how to write a sales page once and for all?

The sales page you create this year probably won’t work five years from now.

Sales page styles change. Your offer may change. You’ll have newer, better testimonials. You might raise your price.

That’s why it’s smart to think of your sales page as “today’s version,” and not the “forever version.” As time goes on, your needs will change and so will your sales page.

The good news?

Once you have this basic sales page conversion recipe in place, updating your page will be easy.

Instead of wondering how to write a sales page from scratch, you’ll simply be updating small sections — and that’s a lot easier than starting from scratch!

What online business stage are you in?

Online business success roadmap

Strong sales pages are crucial to your online business growth.

Building an online business is easier with a roadmap! Click below to grab my free Online Business Success Roadmap today:

GET THE ONLINE BUSINESS SUCCESS ROADMAP
Create a simple product strategy to avoid burnout in your online business

Stop Burnout Before It Starts with This Simple Product Strategy that Grows Your Business

A business product strategy is crucial to staying in business for the long haul.

Why?

Because if you don’t map out a product strategy that works for you — one that grows your revenue (and not your stress levels), you won’t stay in business.

Let’s create a product strategy that keeps you from burning out.

Let’s build your success on your terms!

Decision #1 when it comes to your product strategy is, “Should I create a single offer and put all my efforts behind promoting it?” or “Should I create multiple offers and put my efforts behind growing them?”

There are pros and cons to each approach.

Fortunately, you can have the best of both worlds.

Let’s dive in and see how you can develop a product strategy that lets you have it all (minus stress).

Read article …Stop Burnout Before It Starts with This Simple Product Strategy that Grows Your Business

How to build an email list with the "Drip-Drip" and "Flood" methods

How to Build an Email List: The Fast and Slow Methods

You want to build an email list as quickly as possible, right?

That’s smart — email marketing is one of the most cost-effective ways to grow an online business.

But does speed really matter?

On the one hand, yes — it’s important to gather an audience that you can help and serve. The faster you build this audience, the sooner your online business will see real traction.

But fast is not the only speed you need to use. Slow counts, too.

A solid email marketing strategy uses both speeds, fast and slow.

The fast tactics you’re about to read about will give your email list an immediate boost.

But the slow tactics? They’ll provide slow burn growth that builds a solid foundation under your online business.

Ready to build an email list at two different speeds? Let’s do this …

Introducing the Drip-Drip and Flood Methods to build an email list

The best email marketing strategy is one that combines a slow growth plan with occasional events that add bursts of new members to your list.

I call these two approaches Drip-Drip and Flood. Let’s go over each one.

The Drip-Drip Method

The Drip-Drip Method consistently adds new people to your email list over time. This constant growth creates an audience for your email marketing strategy and is the first approach to put into place.

We’ll talk more about how to set up your own Drip-Drip Method later in this article.

The Flood Method

The Flood Method gives your email list a burst of new growth when you:

  • Create an “event” like a webinar or a series of live videos which require people to opt-in to participate
  • Run a limited-time giveaway or contest when people sign up to your list
  • Get your information in front of someone else’s existing audience

We’ll go into detail about the Flood method below — but let’s get those subscribers steadily dripping into your email list first.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 7

How to set up Drip-Drip email list building on your website

The “Drip-Drip” Method won’t bring a dramatic influx of people all at once, but it will steadily build your audience over time.

This method relies heavily on you using your own website real estate to encourage sign ups to your email list.

When asking for an email address, it’s important to offer something valuable in exchange. No one scours the internet looking for a way to fill their inboxes!

What can you give people in exchange for an email address?

Get ideas for opt-in incentives you can create to encourage email sign ups: Stop Begging and Start Giving: Why Perks Work to Build Your Email List

Add useful content to your blog posts, podcast episodes, or videos, and ask for an email in exchange for the information. Read more: How to Profit from Your Email List with Content Upgrades

Feature your email list invites on your website

Unlike social media sites, your website is 100% owned and operated by you.

Take full advantage of the control you have by placing invitations to sign up for your email list in prominent places on your website.

You don’t need to place an invite in all of these spots — choose three or four.

Locations for email opt-ins on your website (choose 3-4)

  1. Top bar with form or button that points to a landing page with your opt-in form
  2. Top of website header area
  3. Top of sidebar (if you use one)
  4. Links within content that point to a landing page with your opt-in form
  5. Forms within your content
  6. Forms after your content
  7. Forms or buttons within your website footer
How to build an email list using your website

You don’t need to buy fancy software to do this — your email marketing provider will give you a way to create a form and place it on your site, usually by copy/pasting a line of code.

Alternatively, your website theme may give you a way to add email list invites to your website design.

If you decide to use software to help place email list invitations on your website, take a look at these options:

  • Icegram: Feature-rich free plan. Paid plan adds themes and analytics.
  • AddThis: Free plan with limited features. Pro plan adds customization.
  • Thrive Leads: Feature-rich paid plans.
  • OptinMonster: Feature-rich paid plans.

Place email list invites in your social media profiles

Use social media platforms to promote what’s available on your own website.

Let’s think about social platforms like highways filled with cars zooming by:

How to build an email list using social media, image 1

Your presence on the social platform is like a billboard:

How to build an email list using social media, image 2

Build an email list with social media when you do this:

On your billboard, invite people on the social platform to stay connected by signing up for something valuable on your website.

How to build an email list using social media, image 3

Look at all the social media platforms you currently use and be sure you’re inviting people to sign up for your email list on all of them.

  • On your Facebook page, add a sign up button to the cover art
  • On Instagram, use a tool like Linktree (free and paid plans) to add clickable buttons to your Instagram bio
  • On Twitter, pin a tweet about your primary opt-in incentive to the top of your account and add a link to it in your Twitter bio
  • On Pinterest, mention your primary opt-in incentive in your bio
  • On LinkedIn, mention your primary opt-in incentive and add a link in your bio

Using both the Drip-Drip and Flood methods is smart. Once you set up both your website and your social media accounts so they provide a constant drip of new sign ups, it’s time to create events that flood your list with new subscribers all at once.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 8

How to build an email list with the Flood method

To grow your email list fast, open the floodgates. How?

It’s simple (but not easy):

Get your information in front of a large existing audience.

We see this approach all the time in the entertainment world:

Actors’ agents book them on popular nighttime shows to have a chat with the host about their latest project. They deliver information and entertainment. In exchange, they gain exposure to the audience that watches the show. They drum up excitement about their work and career while they gather a new group of fans.

Musicians team up to record duets. They collaborate on a catchy song that delivers entertainment. They gain new fans from the others’ audience.

Artists, authors, and business owners are interviewed in the media. They deliver interesting, entertaining information to the journalist. In exchange, they gain exposure to the readers, listeners, or viewers of that media platform.

The internet equivalent: The Flood Method

Getting yourself, your business, or your project in front of a larger audience is a time-tested approach. If you have an online business, how can you use it?

Contact people who already speak to the audience you want to reach. Get to know the site owner. Offer your expertise. Become a known expert to their audience.

Simple, right? But not easy.

That’s why it’s important to first build your Drip-Drip foundation on your own website and on the social media platforms you use.

Floods are one-time (or very occasional) events, so you wouldn’t want them to be the only thing you relied on to grow your audience.

Bring a flood of new subscribers and build an email list when you:

  • Write guest posts on websites with large audiences (I did this for years on Copyblogger)
  • Book podcast interviews on shows that speak to your audience
  • Co-host a webinar presentation for someone else’s audience and send people to a registration form on your webinar platform
  • Be an expert presenter on someone else’s workshop and create a free giveaway worksheet about your topic that people can sign up for
  • Create a giveaway or contest and encourage your colleagues to share it with their networks

Remember, use both of these approaches to build an email list over time.

Over to you: Use Drip-Drip and Flood to build an email list that builds your online business

The Drip-Drip method won’t bring a dramatic influx of people all at once, but it will steadily build your audience over time. Get this foundation in place first.

Then, create occasional flood when you deliver entertaining information to someone else’s audience using the Flood approach ideas above.

How to create your ideal customer profile (with examples and free worksheet)

Wake Up! Create an Eye-opening Ideal Customer Profile Today [Free Worksheet]

Stop everything and read on — I want to help you create your ideal customer profile today.

This simple task — thinking deeply about your perfect customer — can transform your business: I promise.

First though, I’ve got to tell you an uncomfortable truth. You might want to sit down for this one.

If you don’t answer the question, “Who is my ideal customer?” early on, you risk spending months or years chasing after a target market that won’t grow your business.

Don’t ask me how I know this. 🙄

When you have only a fuzzy idea of who your ideal customer is, your marketing will be … fuzzy. Fuzzy marketing is forgettable. It’s boring. It doesn’t make a dent.

Spend some time getting to know your ideal customer with the five-step process you’ll find here.

Read article …Wake Up! Create an Eye-opening Ideal Customer Profile Today [Free Worksheet]

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 9

The Content Marketing Lifecycle: What to Expect as Your Website Grows


My third book — Master Content Strategy: How to Maximize Your Reach and Boost Your Bottom Line Every Time You Hit Publish is now available and the content marketing lifecycle is an overarching theme.

It’s a companion to my first book, Master Content Marketing

Master Content Marketing is about how to get your content created. Master Content Strategy is about how to map out a sustainable content strategy that moves you closer to your business goals.

In today’s post, I’m sharing a chapter from the book which explains one of its core concepts — the Lifecycle Approach to Content Strategy.

It’s not easy to link to resources in a book — but in this article, I was able to link to lots of additional resources for you to explore. Enjoy!

Learn more about Master Content Strategy.

Learn more about the content marketing lifecycle here: https://www.bigbrandsystem.com/mcs/


Back in the last millennium, I found myself expecting my first child.

It was an exciting and confusing time. In the process of growing a baby, your body does all these strange things! Foods you once loved suddenly disgust you. Smells you enjoyed begin to make you queasy. And you crave weird things you’ve never craved before.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 10I was living far away from my mother and any female relatives, so I had no one to confide in. In the midst of the week-by-week upheaval, I found consolation in a book called What to Expect When You’re Expecting.

It was chock-full of (almost) too much detail about every month of pregnancy. It gave context to the changes I was experiencing as my child grew and developed — it helped me realize they were all normal. Knowing that these strange changes were something every mother lived through helped me take the changes of pregnancy in stride. It was all part of my new reality and completely normal.

In this book, we’re going to take a What to Expect… approach to content strategy. The more I thought about how to teach this topic, the more I realized that there’s no single approach to content strategy that will work for every type of business.

This is how the content marketing lifecycle approach was born.

Instead, it’s most useful to think about content strategy as something that evolves over time, during the lifecycle of your website as it grows and develops. I’m going to approach this topic from what you — as a content creator — can expect as you manage your website through its stages of growth.

What Is the Lifecycle Approach to Content Strategy?

The need to adapt a content strategy based on the age of the website you’re creating content for was driven home for me when I moved from creating content for my growing website, BIG Brand System, to managing the massive and mature content marketing resource that is Copyblogger.

Back in 2015, I was put in charge of the editorial department of the Copyblogger blog. And I quickly realized that the content strategy needed for a mature site with nearly ten years’ worth of material was completely different from the content strategy needed on a younger site like mine, which was just five years old.

You’re about to learn how to adapt a content strategy to the age of your site. As a website and a business matures, its needs change — and its content strategy should adapt to the stages of the content marketing lifecycle.

The Three Lifecycle Stages: A Brief Overview

Your approach to raising your profile using content marketing is going to morph through the years. Master Content Strategy will help you anticipate and plan the work you’ll do in each stage of your website’s growth. You’ll have a clear idea of what to aim for so you can build toward the right goals with every piece of content you create.

Let’s go over the three content marketing lifecycle stages here. In the upcoming chapters, we’ll cover them in detail.

Your New Website: Birth through Year 1

On a brand-new website, you’ll focus on populating your pages with helpful content that establishes your expertise.

Aim for:

  • A new piece every week, so by the end of the first year, you’ll have become an experienced content creator and filled your website’s pages with content you’ll link to and from for years to come.
  • Clear, consistent categories, so people arriving on your website understand who it’s for and what it offers.
  • Polished content that makes a great impression. Aim to hone your voice and to get better with every piece you publish.

Your Growing Website: Years 2 through 5

Your website is still new at this stage, and now you will have some flesh-and-blood audience members. You can do things like ask them to leave a response in your comments section or on social media. You can create content to help with their real-life challenges.

Aim for:

  • A new piece at least every other week, so you can continue to serve up useful, engaging information your audience can count on.
  • Deep-dive content that delivers in-depth information on specific topics that help your audience and your business.
  • Multimedia content that expands your message to other platforms. If you haven’t explored repurposing your content, this will be the time to start.

Your Mature Site: Year 6 and Beyond

At this stage, you may have 300+ pieces of content on your site. It’s time to put on a new hat and start to approach your content like a resource librarian!

You may continue to publish every other week — but there’s more you must do. Going forward, focus on directing visitors around your site so they can easily find what they need.

Aim to:

  • Develop an updating habit. Some of your content is quite old. If it’s still being found, is it still reflecting positively on your business? Is it still relevant?
  • Get a clear view of what content is most popular so you can link back to it from newer content and link forward from it to newer content. (This simple tip will allow older content to help newer content.)
  • Master multimedia content and an expanded presence on outside platforms. Make it a habit to repurpose every piece of new content you create, so it’s findable in other places and helps people discover your website.

It sounds like a lot of work, but remember that in the content marketing lifecycle, you’re in only one growth stage at a time. Keep this book at hand to help you navigate smoothly through the stage you’re in and anticipate what lies ahead.

Let’s dive into what defines Very Important Content (VIC). This is what I want you to aim for as your site evolves! After that, we’ll talk about what to expect as your website comes to life, begins to grow, and matures.

Grab your copy of Master Content Strategy.

How to create content upgrades that grow your email list

How to Profit from Your Email List with Content Upgrades

Wondering how to create an email list that actually builds profits … not just names in a database?

Content upgrades are the answer.

Content upgrades are the perfect example of the 80/20 Rule in action.

The 80/20 rule, or Pareto Principle, states:

“Roughly 80% of the effects come from 20% of the causes.”

When it comes to how content upgrades can help you profit from your email list, I think it’s closer to 90/10.

Content upgrades are effective because they’re:

  • Easy to create
  • Irresistible to your audience
  • Build highly targeted prospect lists
  • Allow you to make offers that you know people want

Let’s get down to defining a content upgrade before we proceed.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 11
What is a content upgrade?

A content upgrade is a small-but-valuable bit of information that you offer inside a larger piece of content.

The best content upgrades:

  • Are easy to consume (and create)
  • Offer tips, resources, or information that can be put to use immediately
  • Complement and expand on the content where they’re featured

If that’s still not clear, later in this article you’ll find lots of content upgrade examples you can try for yourself.

Read article …How to Profit from Your Email List with Content Upgrades