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A well-crafted long-form sales page can be hugely beneficial in helping you sell your product or service. If you’re looking to create an effective long-form sales page for your business, read on! What are the key ingredients? We’ll look at the anatomy of a successful long-form sales page and find out what makes them work so well.
Breaking Down the Anatomy of a High-Converting Sales Page
Long-form sales pages have the same basic structure: an attention-grabbing hook leading into the introduction, the main body (including testimonials & social proof), and a concluding call to action.
The hook on your sales page is your headline and the first thing a potential client will see. These words are arguably the most important on your sales page! It’s crucial to capture your reader’s attention, grab them in and keep them engaged.
Follow up on your strong headline with an opening that promises to deliver on the headline’s promise, which is relevant to the product or service you are offering. This introduction will engage your reader and have them itching to scroll to learn more about your offer.
The bulk of your pitch is in the main body of your sales page. In this section, you’ll share the benefits and features of your offer, testimonials from past clients, and any other transformational information that will help to convince the reader to make a purchase.
The conclusion is where you’ll drive home the offer with a call to action (CTA). The CTA provides a final reminder of the product’s value and urges the reader to take action on this opportunity.
By understanding the different components of a long-form sales page, you know what you need to write a sales page that converts.
Benefits of Long-Form Sales Pages
A long-form sales page is a single web page that contains all the information a potential customer needs to make a purchase. Ideally, it’s no more than a 1200-word sales page that includes an in-depth description of your offer based on the sections outlined above.
While long-form sales pages can be time-consuming to create, they can effectively convert website visitors into paying clients!
You don’t want your sales page to be boring and dry – the key is to make a fantastic offer filled with social proof that provides incredible value to the reader. By doing so, you’ll be able to earn trust and build credibility with your clients, both of which are essential components for making a sale.
Build Trust with These Key Elements of an Ideal Sales Page
Here’s what to focus on in your sales copy to build trust with your audience and encourage visitors to make a purchase.
Offer Comprehensive Information
A well-drafted long-form sales page provides all the necessary information needed to make a purchase decision. A successful sales page will cover everything from product features, benefits, costs, company background, and social proof. Do you offer a money-back guarantee? Include it on your sales page!
Do you have an amazing client case study or testimonial to share? Find space for it (or share a video of it, if you can) on your sales page.
Encourage visitors to take action with a CTA button (preferably multiple!) to create actionable next steps in your ideal customer journey.
Improve your SEO Copywriting
Long-form sales pages allow you to include more keywords, improving your SEO (Search Engine Optimization). This is how I’ve gotten my own sales pages to rank on Google and get organic traffic!
More keywords mean more opportunities to answer your audience’s questions in a helpful way and more opportunities for those keywords to rank on Google and other search engines. Use an SEO tool like KeySearch to find the best keywords for your business.
If you’re interested in learning more about SEO or sales pages that convert, check out my Search Engine Success Lab membership sales page.
Add Social Proof
By using social proofs, testimonials, and case studies on your page, you establish credibility and trust in your product or service. People are more likely to buy from a brand they trust, and we want that to be you! If you have any video testimonials to embed on your sales page, even better.
Examples of Long-Form Sales Pages That Convert
I’ve worked on some great sales pages! After all, long-form sales pages are an effective way to sell products or services online. By providing potential clients with detailed information about what you’re offering, you can increase your purchase chances. It’s another touchpoint in your business.
I’ve helped many clients create long-form sales pages that convert. I compiled a few examples below!
Ayana is a social worker that offers a group coaching program for women. Her sales pages described the different emotional phases of her target audience, the benefits of joining the program, how the program will transform their lifestyle, and what past participants said about the experience.
J.Go is a health and fitness coach who recently launched an online course. We crafted a long-form sales page that dug deep into the mindset of her target audience and presented the course as the solution to their problems. The sales page includes an outline of the course modules, topics covered, and testimonials from past clients that underwent this transformation.
I also worked with Natasha to write a sales page for the signature offer in her accounting business. The sales page provided a little razzle-dazzle to boring accounting jargon and listed out the benefits of working with an account in a way that drives readers to action.
If you’re looking to write a long-form sales page that converts, these are great examples to look for inspiration. Check out my done-for-you sales page service: The Signature Sales Toolkit!
Tips for Writing Your Own Sales Page
Is writing a long-form sales page in your future? There are a few things you’ll need to keep in mind.
First, your page must be well-written and free of typos or grammatical errors. Second, it should be clear and concise, with a strong focus on the benefits of your product or service. Third, you’ll need to include plenty of social proof, including customer testimonials and case studies. This social proof will help drive home the credibility of your offer. Fourth, your product or service should be irresistible, with a clear call to action. Finally, you should design your sales page for maximum conversion potential with an optimized layout and strong visuals.
By following these tips, you can create a long-form sales page that will deliver results!
High-Converting Sales Page Checklist to Publish with Confidence
A long-form sales page is a great way to provide potential customers with detailed information about your product or service. But before you hit the “publish” button, there are a few things you need to check off your list first! Let’s explore the key elements that need to be in place to have an effective sales page that drives conversions.
1. Make sure that your headline is attention-grabbing and accurately reflects the content of your page.
The first crucial element on your checklist should be an attention-grabbing headline. This is your chance to make a strong first impression and hook your reader in. The headline should be clear, compelling, and accurately represent the product or service you’re selling.
Follow up on your headline with a clear and concise explanation of your product or service and how it can benefit the reader. Including testimonials from satisfied customers can also help convince someone to make a purchase.
An added layer of persuasion can be customer testimonials. This social proof is a powerful tool in convincing potential buyers. A few genuine, positive testimonials can demonstrate the value of your product or service and build trust with your audience. Be sure to save some juicy social proof for later in your sales page, too!
2. Take a close look at your CTA.
Next on your checklist is your Call-To-Action (CTA), arguably the most critical element on your sales page. Your CTA serves as the final nudge towards conversion, directing your potential customer to take the desired action.
Your CTA should be prominently displayed and easy to spot. Quick web design tip – use a contrasting color so it stands out on the page, guiding the reader’s attention to it.
The text on your CTA button should be specific, action-oriented, and create a sense of urgency. For instance, if you’re selling an eBook, your CTA could read “Download Your Copy Now!” or “Grab Your eBook Today!”.
3. Don’t forget to proofread your page before you publish!
Don’t underestimate the importance of proofreading. A few typos can quickly turn off potential customers, so making sure everything is error-free is essential. Plus, errors like broken links can diminish your SEO rankings.
A meticulously proofread page not only enhances readability but also communicates professionalism and attention to detail. Once you’ve checked everything off your list, you can confidently hit the “publish” button, knowing that you can create a sales page that converts!
Typos, grammatical errors, or broken links can instantly diminish your credibility and deter potential customers. Consider using a professional proofreading service or an online tool like Grammarly to ensure your page is entirely error-free. Or, check out the latest AI editing tools and software deals on AppSumo, my favorite place to shop for the latest and greatest copywriting tools for business!
Once you’ve performed this final check, you’re ready to confidently hit the “publish” button, knowing that your sales page is set to convert.
4. Track the success of your sales page using marketing analytics
Just because you finally completed the perfect sales page and voila – it’s live, it doesn’t mean that the hard work stops. In fact, now the fun begins!
You need to keep a close eye on your sales page analytics to make sure it does what it’s meant to – bring in those sales! You can do that by using metrics like conversions, how many visits you get, and even how long they actually spend on your page.
This will give you some idea of what to do and change to optimize and further maximize your sales page. Marketing professional Thomas Ligor shares more insights on the marketing analytics industry with different ways you can use data in your business.
Successful Long-form Sales Pages
That’s it! We reviewed the anatomy of successful long-form sales pages and why they are essential.
Sales pages are an essential part of any successful online marketing strategy, with marketers sharing long-form pages converting better than short pages. Longer sales pages give you more words to build trust and credibility with your audience.
You can start converting more of your website visitors into paying customers by using a long-form sales page. If you’re not sure how to create a long-form sales page that ranks on Google and drives conversions, I’m here to help.
The Search Engine Success Lab Membership is here to help you master SEO so you can elevate your online visibility and make SALES from your website!
So if that’s your vibe, come on and join us there!
Thanks for reading!
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