Building an effective sales page takes some time and skill to get all the elements together in a logical order, use language that will resonate with your audience and be successful at generating leads for your business.
We’ve written a lot about the elements that make up a great landing page such as using the right images, so here’s a handy checklist for you to use when you’re next creating a sales page on your website or reviewing your existing sales pages.
Remember, every sales page is different and what works for one business may not work for another, so be prepared to trial different versions and test which resonates most with your audience.
Creating a high-converting sales page requires careful attention to detail and a strategic approach. Use this checklist to ensure your sales page includes all the essential elements:
1. Compelling Headline
This should be a clear indicator of what you do and be compelling enough to grab visitors’ attention. It should also highlight the main benefit or value proposition. It’s going to be the first things visitors read, so it needs to resonate straightaway.
2. Sub headline
This should provide additional information or context to the main headline. You can use this to expand further on your value proposition.
3. Engaging Visuals
A picture speaks a thousand words, so choosing images for your sales page is a fine art! Choose high quality images or videos of your product or service. If you’re selling a physical product, include images and videos of the product in use. If you offer a service that transforms something for your customers, including before and after photos, images or charts.
4. Problem Statement
Clearly identify the problem your product/service solves for your customers. It’s important you know your audience’s pain points and challenges to be able to communicate how your product or service solves them.
5. Solution Overview
Explain how your product/service solves the problem for your customers. If you offer a similar solution to other competitors, use this to highlight your unique features and benefits to help you differentiate your offering.
6. Detailed Product/Service Description
While most website visitors will scan the information on your page and focus more on key headings and images, it’s still important to provide more detail about your products and services to satisfy those visitors that need more detail, especially for complex products. Include a detailed feature list and specification for products and describe how they work. For services, consider explaining your process and what to expect from working with you.
7. Value Proposition
Focus on the benefits of your product/service and the outcome your customer can expect.
8. Social Proof
This includes: customer testimonials, case studies, trust badges, certifications, or endorsements, ratings and reviews.
9. Clear Call-to-Action (CTA)
It could mean the world of difference to your conversion rate, so take some time to craft a strong call-to-action. This should be easy to find on your sales page (don’t be afraid to repeat it, especially on longer pages) and include action-oriented language (e.g., “Buy Now,” “Get Started”).
10. Pricing Information
Provide transparent pricing with all options clearly outlined. Mention any discounts, promotions, or special offers and how to claim them. Provide a breakdown of what’s included at each price point for comparison.
11. Guarantee or Risk Reversal
Build confidence and remove some of the risk by offering a money-back guarantee or free trial. Don’t forget to clearly state the terms and conditions of any guarantee.
12. Frequently Asked Questions (FAQs)
Now we need to address common objections or concerns and provide clear, concise answers. The more objections we can overcome on this page, the higher our conversion rate.
13. Scarcity or Urgency
It might seem like a old-fashioned sales tactic, but creating scarcity can help to nudge people over the edge to buying or submitting their details. Consider using limited-time offers or discounts, mentioning limited stock availability and countdown timers if applicable.
14. Contact Information
Create credibility for your brand and offer by providing a way for customers to get in touch (email, phone, chat). Include a customer support link if available.
15. Trust Elements
Include secure payment icons, privacy policy links and company credentials or history to build trust with your audience.
16. Mobile Responsiveness
Ensure the page is optimised for mobile devices (think fat fingers and small screens). Check load times to make sure page load up quickly and assess readability (font sizes and colour contrast) on smaller screens.
17. Exit-Intent Popups (Optional)
Popups. Love them or hate them, they can often work to bring back potential customers. Offer a last-minute discount or bonus to prevent exits. Capture email addresses with a lead magnet if they decide not to purchase.
18. Additional Offers (Optional)
Cross-sell or upsell related products/services. It’s important to make sure they are relevant to your audience and don’t distract from your main offering. Consider providing bundle deals.
19. Page Analytics
Set up tracking for user behaviour (e.g., Google Analytics) to monitor conversion rates and other key metrics.
20. A/B Testing
It’s never going to be “set it and forget it”, so test different versions of headlines, CTAs, images, etc. Don’t just guess what’s work and what needs changing; continuously optimise based on performance data.
Final Checks:
- Proofread for spelling and grammar errors.
- Ensure all links are working.
- Test the purchasing process to ensure it’s smooth and hassle-free.
This checklist will help you create a comprehensive and effective sales page that attracts, engages, and converts visitors into customers.
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