If you’ve ever tried to create a sales page before, you know it can be a headache. It’s really easy to make a bad sales page. It’s even easier to make an okay sales page.
But it takes a lot of work and practice to create an amazing sales page that’s actually effective. Let’s go over the elements of a great sales page and how you can create one with your landing page builder.
For some quick highlights on a short-form sales page, watch our video:
Why it’s hard to create a great sales page
One of the reasons why it’s so hard to create a great sales page is because there are tons of misconceptions out there. This makes things especially difficult for entrepreneurs who are new to creating sales pages.
For example, if you search “sales page,” you’ll get results like this:
But this isn’t what good sales pages look like today. Sure, they looked like that in 2012, but nowadays, this is what an effective sales page looks like:
The difference is night and day. This kind of sales page– is clean, informative, and direct. It’s proven to convert people. Let’s take a look at effective sales pages so that you have points of reference when creating your own.
Breaking down a sales page
To properly understand what makes a sales page work, let’s take a look at one and break it down. Here’s the page we’re going to look at today:
This sales page comes from one of our Kajabi Heroes: Kayla Davis, owner of KDAVIS Fitness and creator of the Kōch app. She put together a winning sales page using Kajabi, so let’s take a closer look at it and unpack exactly why it works.
The first thing you probably noticed is how well-designed the page is. It’s simple and clean, providing all the information you need without being cluttered or overwhelming.
Another thing that instantly catches the eye is the strategically placed image in the top left. This tells you the essence of what you’re getting: access to the Kōch app.
The large header then adds a bit of detail so you know even more about the offer:
This section is right at the top and tells you all of the essential information. You know that you’re getting a pro membership for this fitness app that has over 50 workout programs and challenges.
The rest of the text provides additional detail about the app’s features.
This is a lot of detail, but it’s not too much. Since it’s written in bullet point lists, this section is a breeze to skim. The lists are well-written and clearly tell the audience what they’ll be getting when they purchase the membership.
Even better, you get those bolded and italicized headings that sort the different lists into clear categories.
Call to Action (CTA)
Finally, there’s the checkout section on the right side of the page.
This covers all the necessary bases, and the user doesn’t have to leave the sales page to check out. This helps to reduce friction and make it easier for people to buy.
With this layout, you can see all of the details about the offer and then make a purchase right on the page.
Figure out your audience’s needs
How can you sell something to an audience if you don’t know exactly what they want? Uncovering what your audience wants the most is the number one most important step in creating a sales page.
Your sales page needs to address those wants and needs. If it doesn’t, then your readers will have little reason to stick around and even less reason to buy. That’s why it’s important to deeply understand what your customers are after.
Start out simple with your sales page
When you’re building your first sales page (or even your fifteenth), it’s a good idea to start out simple and build as needed.
If you add a lot to your page, you run the risk of cluttering it up and confusing readers. A basic sales page with only what you absolutely need means your customers will have no trouble navigating your sales page.
If you want to use media, use it sparingly. This page uses just one video to supplement the content of the page:
The design isn’t too cluttered or messy, and the video serves a distinct purpose by showing the user what the service is all about.
If your business is centered around you then you could add a photo of yourself to help create a personal connection. This is common for knowledge entrepreneurs in coaching, education, fitness and more.
Simplicity is much better than complexity when it comes to sales pages. Your sales page doesn’t need to be ultra-colorful with all the bells and whistles. In most cases, that’s actually more detrimental than it is beneficial.
It’s why Kajabi provides professionally designed sales page templates that are all clean and straightforward even on mobile devices.
You might find yourself adding quite a bit of detail as you build your page, and that’s totally okay. Just make sure that your page isn’t confusing or messy.
Of course, the only real way to know what works and what doesn’t is by tracking analytics, so make sure you keep an eye on them.
Write engaging copy on your sales page
Copy can be simply defined as the words on a sales page but it goes much deeper than that. Copy is the backbone of every sales page.
If you don’t have engaging copy, your sales page will flop. Your product might be amazing and revolutionary, but if your copy is bad, people might change their minds and decide not to buy it.
Yep, copy is that important. Because ultimately, it’s the copy that persuades you to buy something. It’s copy that converts people.
Good sales copy appeals to the reader’s senses and emotions
Good sales copy evokes strong feelings from the audience. It appeals to the readers, who fill in the blanks with their own experiences.
Good sales copy is conversational and warm
You can think of it as a two-way relationship. You’re not just writing to the reader, you’re inviting them to imagine what it will be like to have the product in their life. And this is crucial for sales pages. You want to make sure you’re engaging readers without overwhelming them.
Make data-driven changes
Your first sales page probably won’t be an overnight success. You’ll probably have to make several sales pages until you figure out what works. The key here is to make strategic improvements over time.
The only real way to do that is to track important metrics and use data to inform your decisions. Your sales page’s metrics provide valuable information on how it’s performing so you can make tweaks to improve its effectiveness.
Let’s say you launch a sales page and find out that people aren’t spending a lot of time on the page. To fix this, you might try to improve the copy or add an engaging element like a video.
Or maybe you find that one of your sales pages is performing way better than the rest. By comparing data, you can pinpoint why this is happening and then replicate the successful page’s results.
Making changes just based on feel can often steer you wrong. Using the data to figure out your next move is much more reliable.
Even if you’ve made an awesome sales page, you still need to be thinking about your analytics. They’ll help you figure out where the weak points are so you can optimize the likelihood that your page will effectively convert readers.
Making your sales pages great with Kajabi
Creating a sales page is really an art form, so don’t be discouraged if you don’t get it right the first time around. It takes a lot of trial and error to figure out what’s best for your business and audience.
By using these tips, you can give yourself a head start so you won’t be flying blind. You’ll still need to make changes, but you’ll have a good foundation to build on.
You can also use Kajabi to create high-performing sales pages, in addition to using it to create digital products, building your website, sending impactful emails and more. Go ahead and try Kajabi for free and see how easy it is to create great sales pages.