On this sales page, we're not beating around the bush. Right at the top, there's a product image and some points that set your product apart. However, even though this is a very product-focused page, keep in mind that people buy solutions, not products.
With that in mind, use this text section to describe the problem your ideal customer has. Some frustration that might arise from using a competing product, for example.
The most important point here is that you can relate to the problem that your visitor is trying to solve.
“Use a quote like this to add some visual variety to the text section - and to make an important point. The way the text is highlighted means it will get more attention than the regular paragraphs.”
How much time you want to spend on the pain points your visitor experiences depends on the product you're selling. For this template, we're going to transition from problems to solutions after just a short text section.
First Benefit Title
Describe the 3 most important things your product offers, in this section. Don't be afraid to repeat some or all of the points from the first section.
Second Benefit Title
This section uses a combination of images (icons), subheadings and short text descriptions to communicate 3 benefits in a way that's easy to consume.
Thrid Benefit Title
When describing these 3 benefits, always keep a solution focus. Your visitors are interested in the end result they can get more than in features and technicalities.
"Adding testimonials for social proof is usually a good way to increase conversions. This is still early on in the page, so we're just adding one short (but powerful) testimonial before moving on to some more sales material."
Use this section to briefly describe a real example of how your product can lead to a specific result. Think of it as a mini case study, that adds an element of proof to the claims you make when talking about the features and benefits of your product.
The text section consists of a subheading, some paragraphs of text and occasional text highlights. You can repeat these same elements multiple times, whenever you need a few paragraphs to explain a specific feature or go into more details about some aspect of your offer.
Each one of these sections consists of a subheading, some text, a large image and a button. These sections turn dull features into eye-catching highlights and they're especially good for showing off screenshots from your product in action.
We've listed these five points in a zig-zag layout, alternating the sides image and text are shown on. This is a good way to avoid visual monotony and keep the page interesting.
The images used in this template are background images. The original size is 777x637px.
The layout works very well with screenshots. This could be screenshots of your member's area, your software app or even screenshots of pages in a downloadable PDF. Other kinds of images work as well, though.
We've added a "Read More" button to each of these sections. For software products, there's a great opportunity to link each of these buttons to a video that demos the feature you describe in the section.
For more complex product, you might also want to link to a page with a more in-depth explanation of each feature.
For less complex products, you can also simply remove the button.
In this template, we have 5 sections, but you can easily change that number by deleting or duplicating the sections.
There is no "right" or "perfect" number of sections to use. It's worth testing a longer page, where you list many features/benefits against a shorter one, where you only highlight the highest value features and keep the list short.
Use an image to visualize your product. Even if it's completely digital, the more you can relate your product to real world objects (books, electronic devices etc.) the more tangible it will seem.
Use this highlighted text section to describe your product and add a call to action: tell your visitor why they need to make the purchase right now.
We've already called visitors to purchase once and we're getting closer to the end of the sales page. The best use of a text section at this point of the page is to either address your visitor's objections (any reasons why they might hesitate to buy) or add a sense of urgency.
Describe why the decision to purchase should be made now, not later. What will your visitors miss out on, if they hesitate and leave the page? Anyone still reading is probably concerned about the cost of your product. Remind them that there is also a cost to not taking action and not making use of your excellent product.
You've already spent a lot of time selling visitors on the many benefits of your product, so at this point, you can start emphasizing the drawbacks for NOT using your product.
The above price comparison is an image. You can create a similar image of your own, or just use large text to show a price advantage that's available here.
This section is a repetition of the "buy now" section from above. Feel free to use the exact same call to action again.
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A section like this is perfect for addressing buyer objections and smaller concerns that your visitors might still have.
An easy way to get pre-sales feedback is to add a "Contact Us" link to the bottom of the page, so that visitors can send you questions by email.
A great way to populate the FAQ section with questions is to invite pre-sales feedback from visitors. Your visitors will happily tell you exactly what questions are on their minds.
There are also many services you can use to add a live chat widget to a page like this. Inviting visitors to a live chat is a great way to learn about common questions and also increase sales conversions while you're at it.
We're using content toggles in this section, which allows you to present many questions in a compact form. Your visitors can easily read more about the questions they themselves have and ignore the rest.