Simply put, the job of a sales page is to capture the reader’s imagination. It should enthrall, captivate, and make the product so irresistible that there is no choice but to make a purchase. Of course, this is easier said than done. The page must be composed in just the right way to pull it off, with polished elements blending together in perfect harmony. Each element has a distinct role and all of them contribute towards the attainment of desired results.
Sharpen Your Hook with the Right Headline
The title is the biggest draw for any article. It hints at the topic and tempts people to find out more. A good headline provides just enough detail to tease but not to bore. It promises a rewarding experience should the reader click the link and read the article in full. These are truly great expectations for a string of words, but its position at the head of the post demands that these expectations be met. No matter how good an article is, a bad title will cause people to ignore it.
Think of your readers and the things that tend to catch their interest. A thorough analysis of the intended audience is necessary for fine-tuning so be sure to read up on related research. Compose the title in such a way as to assure them that the article will cater to their needs. This might take a bit of practice so don’t give up if your first attempts lack the punch they need.
Dazzle Your Audience with a Tantalizing Entrance
Sales pages are similar to news articles in that the opening paragraph needs to grab the reader’s attention. It has to bring about excitement and anticipation so that the reader will buckle down to finish the rest of the article. It also provides a chance to introduce the brand and set the tone for what can be a great business relationship. Make it friendly and use plain English to explain what the product has to offer.
The first paragraph must foster an air or intrigue. This initial push should keep readers on their toes, eager to get more and more information. Don’t reveal too much at this stage as people might leave before reaching the final sales pitch at the bottom.
Prevent Readers from Wandering by Using Subtitles
Sales pages tend to be lengthy by design and, while often necessary, it can cause readers to zone out if all they see is one big mass of text. It is therefore necessary to break things down to manageable chunks and place an appropriate subtitle for each section. People who tend to scan a page before reading it will appreciate the visual breaks as well as the information they provide as these enable them to go further along the article.
Make the subtitles enticing so that people will be raring to read all the sections from start to finish. Anticipate that the audience may be thinking at certain points and assure them at each of their questions will be answered through these subtitles. If you are still unsure how to go about it, then put yourself in the shoes of the readers and think about the ways in which your interest can be kept.
Images
Pictures and illustrations certainly add tremendous visual appeal to any sales page. A long page that is all copy and no image looks a bit dull, whereas one that has a sprinkling of pertinent images is much more attractive. These can also clarify concepts which were discussed in the article and provide readers with detailed views of the product — something that is quite important when you are selling something over the Internet. Additionally, the use of pictures adds credibility to the claims made. They are visual proofs of satisfied customers, before-and-after comparisons, or simply the merchandise itself.
Creating an effective sales page is a challenging task which could take a while to master. It is important to study the basics before anything else and these four elements are exactly that. If you want to get a decent conversion rate, then you have to polish your headline-writing skills, learn to compose engaging introductions, and find out the types of images that work.