Welcome to The Rachel Kurzyp Show
You’re listening to episode 23.
Wondering why your sales page isn’t converting?
Today on the show, I’m sharing 5 elements that every sales page needs so that you can review your sales page and make any tweaks and adjustments.
But before I dive into these elements, I want to quickly answer the two most common questions my dream clients ask about writing sales pages.
The number one question I get asked is, how long should my sales page be.
And the short answer is, as long as it needs to be to get the job done. Which I know isn’t super helpful so let’s quickly unpack what I mean.
I know in the past there has been a big push for really long sales pages like 3,000-6,000 words. The reason behind this is that many business owners have fallen into a bro-marketing trap without realising it.
One way bro-marketers hijack our decision-making process is by overwhelming us with information. And we see this playing out with sales pages that go for days and lists of bonuses that all start to blend into one.
You don’t want to do this. Your sales page should present enough information that your dream clients can make a rational decision about whether the service, program or product is right for them.
Often for high-priced offers, you will need to provide more information because the risk is higher compared to a low-priced product.
These types of strategic decisions are easier to make when you understand who your dream clients are and what they need to know to make a decision.
The second most asked question is, how do I talk about my dream client’s problems without going too far?
I love this question because it tells me that you’re committed to ethical marketing and are looking at what you do as an act of service, not a means to make bank.
It can be a fine line to walk because you never want your potential clients to fill disempowered or cry into their coffee BUT you do want to let them know that there is a gap between where they are currently at and where they would like to be.
I recommend using specific examples to demonstrate you understand their current situation. For example, I know my TCFM clients often cancel dinner plans because they receive an email at 6 pm from a nightmare client. So I say this.
But I never go so far as to place blame on my potential client. For example, I’d never say, if you set better boundaries then your client wouldn’t email you at 6 pm.
Instead, I share how I can help change the situation through what I teach in my program. Any using the same example, I could say something like, imagine not having to check your phone once a dinner because you knew that your clients were able to log their requests through an online form.
If you’re unsure if you’ve gone too far, ask yourself: would I say the same thing to my dream client if we were face to face. If you wouldn’t, then change your copy so that it’s more focused on their desired outcome and not their current situation.
Let’s look at those 5 elements.
Does your sales page have a strong narrative?
You need to clearly show where your dream client is at and where they want to be and how your signature service will bridge the gap. Many sales pages feel thrown together and are lacking flow, consistency and haven’t made the potential client the hero of the journey. You should focus on the transformation your dream clients will go through, not just the features of your service, program or product.
Does your sales page have social proof?
What makes you qualified to do this work and what results have your dream clients had since working with you? Having a dog and drinking coffee doesn’t prove that you can do what you say you can. And sharing how much money you make without context isn’t going to build trust between you and your potential clients. You need to have a strategy around how you use social proof and why.
Have you addressed common objections?
Common objections are often time, money and mindset – that is, not feeling ready. Have you demonstrated that you understand your dream clients’ objections and have put in place things to help them overcome any hurdles? For example, video trainings are 5-15 minutes long so you can watch them while breastfeeding. Address these objections in the copy, don’t hide them away in the FAQs.
Are you being specific enough in your copy?
If you want to call in your dream clients, you need to be using the words and phrases they use and provide tangible examples. What does making money and saving time mean for your clients’ everyday lives? Try and avoid vague and overused terms like ‘scale’ and ‘5-figure months’ without providing context.
The final element all sales pages need is a scannable design.
Is your sales page easy to read and free from distractions? Remove all popup boxes, sidebars and external links. And use white space and block colours to allow the eye to rest. I always recommend using a mixture of headlines, subheads, paragraphs and bullet points. Again, making these creative decisions are easier to make when you’re using data and insights to inform what you do.
So there you have it, the 5 elements every sales page needs. Use what I’ve shared today to perform CPR on your own page.
I’d love to support you to put all your sales and marketing strategies in place inside my 12-week coaching program The Creative Freedom Method. TCFM is where I teach how to find your niche, package up + launch your signature service and create content that attracts your dream clients with ease. This much-loved program is currently undergoing some changes. It’s now a group program BUT you still have 1:1 access to me and I’m still reviewing all of your work and I’m in the process of updating all the video trainings and modules. If you’ve love to be the first to know when doors open in April and receive $500 off the program price, please sign up to the waitlist today.
Head to rachelkurzyp.com.au/TCFM to learn more.
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