Sales Pages and Opt-In Offers

Quick reference

• 00:05 Now we're going to take a look at the uses and varieties of sales pages and opt-in offers for business web sites and some essentials for the
• 00:14 content that will be used to sell to visitors on the site
• 00:21 When you're working on a product page, service page or landing page for web site
• 00:27 like the one shown here which is the GoSkills sales page for their membership plans for courses
• 00:36 you'll have a lot of options for what to include.
• 00:39 As you can imagine there are many types of businesses with many things to offer.
• 00:46 But the purpose of the sales page includes some typical examples.
• 00:53 You'll likely be selling products, services memberships etc. or possibly
• 01:00 giving away or promoting a single item,
• 01:04 perhaps a book or promoting an event.
• 01:08 A landing page can also be used as the back end of a marketing campaign. Visitors will land
• 01:16 here often after having been somewhere else specific, say a social media ad.
• 01:23 And finally,
• 01:25 a landing page often provides a place for a business to list a suite of services
• 01:33 or provide a company directory of products or locations.
• 01:40 For one of these types of pages there are many essential elements and two of the key essential elements that we should be considering are that
• 01:51 visitors land here on one of these pages with an acquisition purpose
• 01:58 and we have one too. What this means is everyone is seeing about getting something. You're trying
• 02:04 to get someone to order something, sign up for something,
• 02:10 click on something, and they're trying to get what you said you would either give them or provide them.
• 02:17 Sell them a product or service. A second key element to remember is
• 02:23 these pages have a form. Your visitor will be filling out something, you need their information.
• 02:33 Visitors have arrived on a landing page intentionally. This is important for you to remember when you do your writing of the page
• 02:41 because you want to remind them with matching content. Make a statement that is consistent with the one you made
• 02:50 we're they came from.
• 02:52 you're leading them here with one purpose in mind
• 02:56 and you want to be very candid about what that it is and as we said, consistent.
• 03:04 Because whatever you're selling or giving away we have to keep the information clear. Describe
• 03:09 what is included for the price or what you will be sending
• 03:15 the people who are filling out the form.
• 03:18 Be concise, but also, describe it fully. Be thorough. We have an example from my own web site and
• 03:25 a free offer where I give away my eBook, the 10-Minute CopyMaster.
• 03:32 Here you see a list of bullets which is an excerpt from the landing page for the eBook
• 03:41 Part of this is revealing the key products, services, memberships and giveaways within your content on your sales page.
• 03:51 Don't be skimpy. You want to make sure that people trust what they're signing up for,
• 03:59 but still stick to the main theme and overall promise.
• 04:03 It's tempting to get distracted with providing a lot of extra information as well.
• 04:12 Write your links and buttons as bold action items on your sales pages. Remember we're trying to stay consistent
• 04:22 but we're also leading visitors to one final conclusion,
• 04:27 which is delivering what they came for. We see examples here in the top end of the landing page
• 04:34 to get your free eBook, the 10 Minute CopyMaster, click here
• 04:41 and in the smaller section below
• 04:43 that's a form that people will fill out
• 04:46 and again a large button says get your free eBook. We're making no mistake about it
• 04:52 what people need to do is click on those buttons to get the book that they came for.
• 04:59 Finally offering social proof and testimonials on your sales page is an important inclusion too. Remember
• 05:06 You're building trust and there's an acquisition purpose, someone wants something from you
• 05:11 but they're also trusting you with their e-mail information
• 05:16 and possibly their money if they're buying something. So give them a little extra proof that
• 05:22 you do deserve their business.
• 05:25 With all this in your sights for product or service pages on on a landing page for anything that
• 05:32 you're selling or giving away you should be all set to provide matching and accurate content
• 05:38 that will make your landing page visitors feel great about opting in and signing up for all of your offers.

Lesson notes are only available for subscribers.