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Sales Pages and Opt-In Offers

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About this lesson

Learn the uses and varieties of sales pages and opt-in offers for a business website and essentials for the content to sell to visitors on the site.

Exercise files

Download this lesson’s related exercise files.

Sales Pages and Opt-In Offers.docx
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Sales Pages and Opt-In Offers - Solution.docx
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Quick reference

Topic

Learn the uses and varieties of sales pages and opt-in offers for a business website and essentials for the content to sell to visitors on the site.

When to use

When writing a product page, service page or landing page on a website.

Instructions

Purpose

Typical purpose of a sales page on a business site:

  • Products, services, memberships, etc
  • A single item (e.g. a book, an event)
  • Landing page for marketing campaign
  • Suite of services or company directory

Sales Pages Content Overview

  • A sales/landing page has two key elements: 1) visitors land on it with an acquisition purpose (to see about getting something), 2) it has a form
  • Visitors arrived intentionally – remind them with MATCHING statement from where they came. Lead to one purpose – page is specific in intent
  • Whatever you’re selling (or giving away), keep lists clear. Describe what is included for the price, concisely but fully
  • Reveal key products, services, memberships, giveaways, etc
  • Stick to a main theme and overall promise
  • Write links/buttons as bold action items
  • Offer social proof, testimonials or ratings from customers when possible
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  • 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.

Landing and Home Pages
4m:35s
About Us and Company Profile Pages
4m:41s
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