to Create an Internet Sales Page that Converts
key to having sales pages that convert is to be sure
you include a few essential elements. There is a basic
formula to writing good copy that has been tested
proven to work. Once you've created a successful sales
page, you own a template that you can use repeatedly,
customizing it to fit other products. Your template
like having a golden goose.
you are hiring a copy writer or writing the copy
yourself, here is a checklist of the essential elements
help you organize and plan your next internet sales
Headline: Most headlines include three parts. One:
pre-head is to set up the main headline by letting
target market know you've got what they're looking
Two: the main headline. Using the largest font you
any part of the page, describe the product's main
for the buyer. Three: the post-head. You don't have
to have a post-head unless you want to elaborate or
clarify the main headline.
The first few sentences of the letter should
grab the visitor's interest at an emotional level.
introduction draws the visitor further into the copy,
allowing you to make a presentation of your product
offer. To appeal to the emotions, show the reader
benefits of your product or service by describing
will feel or how their life will improve once they
use the product.
This is a particularly important aspect of on-
line sales. The visitor needs assurance that both
the product are for real. Give your contact information,
including an address. No one will come to your door,
someone does call, that's good, because you gain insight
when talking with clients. Also for credibility, include
some results-based testimonials about your service
product, and give the full name of the testifier.
only first names is suspicious. If possible, explain
results of product tests or quote favorable third-party
if you have credentials or expertise related
to the offer, include it. Throughout the sales copy
real and specific numbers rather than approximations.
In bullet form, itemize the benefits (not the
features) of the product. Prioritize them, and give
overload. It often only takes one benefit to convince
prospect to buy, but each prospect will have their
button. Have plenty of possibilities. Bullets are
and specifications: You say, in effect, "Here
what you are getting. This is what the product is."
are the details about the product.
Items. The offer should always contain an extra
something that has real value. It's good if the bonus
worthwhile that people might order the product just
bonuses. Be creative, and the bonus doesn't have to
costly for you. Tutorials and quick-start guides are
examples. Go for the wow factor. Whatever you use
bonuses, assign a specific value to them so that it
of the price build-up.
build-up: Be explicit about the reasons the price
the product is a good value. Make comparisons to other
similar products that are more expensive with less
Offer a guarantee if at all possible. Anticipate and
counter objections. Create a sense of scarcity. That
say, give a deadline, explain why they need to act
now, and keep your deadline real. Help the visitor
feel the pain of
not ordering~ exactly what won't change or get better
unless they have your product.
First, remember to ask for the order. Make an
"Order Now" link. Then, make the ordering
instructions absurdly clear. Imagine that this is
visitor's first ever on-line order. Give step-by-step
directions. Also, give purchasing options: secure
card pages and PayPal are most common, but include
directions for ordering by check of phone if possible,
though it is rare that anyone does.
Script: This is a summary of your sales page, a one-
paragraph sales page in effect. Include a reiteration
the highlights, and ask one last time for the order.
you've reviewed this list, look for good examples
you surf on-line. Of course, you would never copy
else's sales page, not even a line of it. Instead,
examples that inspire you, and write come killer copy
Loren Beckart is Marketing Director for
, a company that specializes in delivering highly
targeted traffic to your website. For information,