Welcome to Season 1 Episode 5 of the Creative Business Success Podcast! I know that sales/landing pages are not a favorite task for most of us entrepreneurs. In today’s episode, I talked to Christa, who provides ministry coaching and project services to her clients. She’s been struggling with conversion on the sales pages for her courses, so we’re working on some ways that she can update her sales pages to improve her conversions. If your sales or landing pages are making you want to rip your hair out, this one’s for you!
Here is a cheat sheet of some of the episode highlights:
Christa’s intro, 0:48
Christa’s landing page problem, 1:38
Optimize your page above the fold, 3:01
Spell things out, 3:24
Reduce text – show; don’t tell, 3:52
What’s in it for the customer? 4:52
What are the three big course takeaways? 6:59
Rearrange or remove sections as needed, 8:18
Reiterate three big takeaways with pricing, 8:55
Make sure your imagery is inviting! 9:30
Use descriptive copy, 12:14
3 biggest takeaways + icons for clarity, 12:56
Using video to draw in different learning styles, 13:46
Tell them what they get! 14:46
Use social proof (e.g. testimonials, partnerships), 15:12
Be CLEAR with your pricing, 16:32
Use concise FAQ sections, 17:21
Offer referral program to drive customers, 17:53
Make sure to have social sharing available! 18:28
-Click here for the Share Link Generator we mentioned-
Where to connect with Christa, 20:16
Let’s dive a little deeper into a few solutions to help you improve your sales or landing pages, though!
1 | Optimize your landing page above the fold
Attention spans these days are less than stellar; we all know that. You need to take this into consideration when designing your sales or landing page, though. After all, if the first glance doesn’t turn up anything interesting, many people won’t bother scrolling further and you’ll lose the sale!
Industry lingo for this tactic is keeping content ‘above the fold,’ with that fold being the point at which someone must scroll to get to the rest of the page. Take a look at your existing sales or landing pages and see how well your pages conform to this. If you realize you’re wasting space, re-evaluate your page design ASAP to potentially rescue lost sales.
Make sure that the most important information on your sales page or landing page is above the fold. If you can capture attention right away, you’re more likely to make the sale.
2 | Find your three biggest takeaways
“What am I going to get out of this course/service/product?” That’s what’s going through the mind, either consciously or subconsciously, of every visitor to your landing page. If they can’t identify what they get from what you’re offering, they’ll lose interest and look elsewhere. It’s up to you to keep that from happening!
Give your offering a good hard look and see what the main selling points are. Highlight those aspects and make them a focus on your page. If you make it easy for your customers to see what they’ll get, it’s easier for them to feel connected and make a purchase.
If you find your course/service/product’s biggest takeaways, you’ll be able to highlight them on your sales or landing page and drive higher conversions.
3 | Be clear and concise in your sales copy
Have you ever gone to a website and thought, “What in the WORLD is going on here? This page is so confusing!” That might be what your customers are thinking when they visit your sales or landing page. First, try cutting out 30% of your text. Does it still make sense? Find ways to show, rather than tell. Next, try reading your text out loud. Chances are, you’ll find areas that just don’t flow or make sense. Cut ’em! Well, you could rewrite them too. Either way, clarify those points and ensure they make sense to your customers.
Don’t let your sales copy hold back your sales or landing page. Clarify and update your sales copy to speak to your ideal customer.
Want to connect with Christa?
Find her at DoANewThing.com and on Facebook at Do A New Thing. Don’t forget to subscribe to the Creative Business Success Podcast for more episodes and share your biggest takeaways from this episode in the comments.