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:

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Woman searching for a domain name for her online business.

How to Search for a Domain Name That Grows Your New Online Business

Your search for a domain name for an online business may feel monumental — and kind of scary.

I’m here to make it easy, my friend.

My step-by-step process will help you go from …

“What should I name my online business?” to …

“Is the domain name available?” to …

“Check out my new domain name!”

… in no time flat.

First, let’s get a few questions out of the way.

What should I name my online business?

You’re in luck — I’ve written about this topic a lot.

In the early planning stages you’ll be deciding what to call your online business.

Your domain name and your business name need to be similar (if not identical). This article will help you find the best domain name for your business once you’ve decided what business name to use.

Get help choosing your business name in these articles:

Should I name my business first — or pick a domain name first?

When you’re starting an online business — in a perfect world — you would do these simultaneously.

Here’s the thing …

If you want people to transact with your business in this online environment, you need to own your business name on the web.

So if you’re starting completely from scratch, think about your business name and your domain name at the same time.

You’ll be happy you did.

It takes some extra effort but it will be well worth it.

Do I need to own the .com version of my domain name?

In short, yes.

When people search online, the default naming convention is .com. Owning the .com version of a domain brands you as the “original” domain owner.

If someone else owns the .com version of the domain name you want to use, don’t use an alternative like .net, .life, or .info. Instead, search for a domain name where you can own the .com version.

Why?

Because people will type in .com to find your business.

And if the .com version of the domain leads to someone else’s business, you’re sending business someone else’s way.

Finding a .com domain name that’s available — and that you like — is challenging, but not impossible.

Does my domain name need to include keywords?

A great question!

Domain names that included keywords had an advantage in the early days of the internet, but according to Search Engine Journal, this has not been the case for years.

They quote John Mueller of Google saying, “…just because keywords are in a domain name doesn’t mean that it’ll automatically rank for those keywords.”

It’s more important that your domain name tell people what your website is about — not search engines. Remember, search engines take their signals from what people do online.

What’s the best online domain name checker?

I have used a handful of domain registrars, and of all of them, I prefer Namecheap (affiliate link).

I like to search for a domain name using Namecheap because:

  • Their domain search process is comprehensive and fast
  • Their domain registration process is simple
  • They offer free WhoisGuard registration, which protects your personal information
  • They don’t tack on a lot of added fees
  • They send handy reminders before a domain name expires

For all the reasons above, I use Namecheap to demonstrate how to search for a domain name later in this article.

I think you’ll see it’s pretty easy. And finding the exact right domain name?

Well, that’s a moment that sends chills down your spine.

How to search for a domain name in 3 easy steps

First off, take a deep breath.

Finding the perfect domain name may feel like a daunting process.

Today, though, we’re going to make it fun. Grab a cup of your favorite beverage and settle in.

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

I wasn’t kidding about taking a deep breath! Stop and …

Ready? Let’s search for a domain name you’re going to feel proud of.

Step 1: How to start the online business name search

First off, type the service or product you plan to offer into a search engine and take a good look at what’s already available online.

Don’t be discouraged. It may feel like “all the good domain names are already taken.”

Never fear — I’ve got a workaround in the next step.

For now, just see what’s out there. Get a feel for the environment your domain name will exist in. See if there are obvious holes that can be filled — variations of words that haven’t been used yet.

Make a note of what you see.

Let’s keep going.

Step 2: How to come up with domain name variations

Visit Namecheap.com (affiliate link).

Under the search field, click on the “Get started with a .com domain” link.

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

Let’s say you want to build an online business where you coach high school theater students using video.

Great idea!

Type the first domain name option you think of into the search bar and add .com onto the end for good measure.

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

On the next screen, Namecheap will let you know if that domain is available. It is!

But it’s expensive.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 10

Yikes.

Time to keep looking.

Here’s how to find other domain names to try.

  • Use words your ideal customer uses. Be sure to avoid jargon or industry-specific words in your domain name. Instead, think about how your ideal customer talks about your topic and use their own words to come up with domain name variations.
  • Consult a thesaurus. Look for alternatives for your descriptive words by typing them into a thesaurus and stringing them together in different combinations.
  • Get specific. Going back to our example, since you want to coach high school theater students, why not specify that in the domain name? Try adding modifiers that talk about who you serve and how you serve them.

Getting specific will help your domain name meet the rule mentioned above:

Choose a domain name that tells people what the site is about.

Next, you try this domain name:

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 11

And voila! You have a winner:

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 12

Your new domain name:

  • Tells people what the website is about
  • Tells site visitors who the site is for
  • Is easy to spell and pronounce
  • Is memorable
  • Is available in .com form at a reasonable price

Time to register your new domain name!

Step 3: How to register an online business name you love

Before you register the domain name you found, make sure it ticks all these boxes:

  • It’s easy to say — the words don’t run into each other when you speak them
  • It’s easy to spell — it doesn’t use any tricky words
  • It’s relatively short — remember, some people will be typing your domain name into their phones with their thumbs

You may have found a domain name that checks all the boxes, but before you claim it for yourself, check in with your gut.

Are you feeling excited about the domain name you chose?

If you can’t wait to share your new domain name — and your gut is saying, “Grab it while you can!” — then it’s time to proceed with your online business domain name registration.

Click the Add to cart button:

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 13

On the next screen, if you want Namecheap to automatically renew your domain name before it expires, click Domain Registration > Auto-renew. Make sure WhoisGuard is enabled, and click Auto-renew here, too.

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 14

WhoisGuard adds a layer of privacy to your domain registration and Namecheap offers this extra protection for free, so take advantage of it.

Warning: Try not to search for a domain name too often

Now that you know how to do it, you might find yourself wanting to claim a domain name for every idea that crosses your mind.

It’s tempting!

But for the sake of your bank account, try to maintain a small list of domain names.

Owning domain names you don’t use can become expensive. Getting constant renewal reminders by email just adds to the clutter in your inbox.

Happy searching!

If you want to know more about building your online business, be sure to check out my free workshop, How to Build Your Online Business with “Relaxed Focus.”

To see all the tools I use to run this website and online business, visit my Tools of the Trade page.

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

Start Making More Sales: Remember This 5-Step Recipe for High-Converting Sales Pages 15

A Step-by-Step Guide to Creating Product Names Your Customers Will Love

Creating product names your customers end up falling in love with … seem impossible?

Here’s the thing …

When something has a name, it has value and an identity.

A baby becomes ‘Jonathan,’ a cat becomes ‘Fluffy’… Friday night with the kids at grandma’s becomes ‘date night.’

With a name, the generic becomes specific. Filled with meaning.

Marketing companies know the power of creating the right product names, which is why millions of dollars are poured into branding.

Get the name and image right and your product is on the tip of everyone’s tongue and they slip into your everyday life. Your wife doesn’t ask you to get tissues from the store, she asks for Kleenex, your son doesn’t ask for acetaminophen, he wants Tylenol.

And sometimes a name skyrockets the price.

In the UK, common painkillers such as acetaminophen cost around 16 pence from the supermarket.

Choose a ‘famous’ product with the same ingredients (and effects) and you can be paying 1000% more.

Read article …A Step-by-Step Guide to Creating Product Names Your Customers Will Love

How to write website content, even if you're a beginner

The Complete Beginner’s Guide to Starting Your Website Content

You have a brand-new website. Congratulations!

You may be wondering exactly how to write website content, though.

It’s a big job. Where do you start?

First, it’s important to understand the difference between static, unchanging website pages like your: 

  • Home page
  • About page
  • Contact page
  • Commerce-style pages like Store, Products, Services, or Work with Me

And website pages that update frequently like your:

  • Blog or podcast content

As we tackle this topic of how to write your website content, we’re going to focus on getting your static pages created first. We’ll get them done, published, and working for you, and then we’ll work on how to write a blog post and other frequently published content.

Read article …The Complete Beginner’s Guide to Starting Your Website Content

Starting a business in midlife

The Most Inspiring “Problem” with Starting a Business in Midlife


Young entrepreneurs might get all the press, but midlife entrepreneurs — sometimes known as “encore entrepreneurs” — are a category that’s showing explosive growth.

Starting a business in midlife is in vogue. And there are lots of great reasons for it which we’ll explore here.

According to a study by Paychex, there has been a massive surge in people seeking midlife career change since 2007. Here’s what they found:

“In 2007, there were two 50-plus year old entrepreneurs in every 10. Today, the rate stands at three in every 10.”

That’s a 50% increase in entrepreneurship for this age group!

Read article …The Most Inspiring “Problem” with Starting a Business in Midlife