I’m creating my first sales page. Where do I start?

Director: Melissa Burkheimer Series: Business Processes, Sales Page Design

blog-graphics_001You’re getting ready to create your sales page, and you’re overwhelmed.

Not sure where to start.

You have an idea on what to write, and your logo is ready, but you don’t really know what needs to go where.

The last course you purchased had a long-form sales letter to go with it, and you’re secretly dying to have one too.

Don’t worry, you’re not alone. And I’m here to help. I’ve been designing sales pages for some of the most well-known influencers in the digital marketing space for the last three years, so I know a thing or two about what makes a sales page that hits home with your ideal customer.

I’m here to make things easy, because that’s how I’m wired. Creating an amazing sales page takes time, but with a clearly laid out plan, you can focus on doing things that help impact the lives of your customers.

So, you may be wondering, “How the Heck do I get started, Melissa?”

Well, you need to start with your mindset. If you think this is going to be hard, then it will be.

If you decide it’s going to be easy, then it will be. I’m not saying it won’t take time, but you can either enjoy the process, or make it hard. 🙂

Here are my 4 simple steps to your very own personal sales page success plan:

1. Create an outline for a short sales page. Here are 7 sections to include:

  1. Start out your page by exposing the end result your client achieves after they work with you. Your top section is your first chance to get their attention. You can do this with an amazing headline, a sales video, and/or benefit bullets. (Bonus tip – only include links to three things that help people make the decision to say “yes” to your offer in the navigational menu for your sales page.)
  2. Identify the problem your customer faces, and be specific. Where are they now vs where they want to be? How will they feel after they buy and implement what you teach? Tell stories about your previous clients and/or from your experience by showing you can relate to their situation and their dreams, wants and needs. Use language they would use. You can get this language by getting feedback from current and past clients.
  3. The Offer Introduction & The Offer Promise. Introduce your offer, with the logo and tagline. Get specific on who it’s for and what your big promise is.
  4. Who is your course, product or service for? Cover who it’s for. Get specific. Is it for Jen from Rhode Island, who is a Pilates instructor? Or Jason from Los Angeles who owns a cafe by the beach? Identify traits, similarities, they can relate to. (The more, the better!)
  5. Testimonials from current and previous students. Don’t include testimonials talking about how great you are. You are great, but we need to know how great your offer is, and how you’ve impacted your customers’ lives.
  6. What’s included in the investment? Share exactly what’s included in their purchase. Are there special incentives when they join within a certain timeframe? Are there other course bonuses? What’s the investment? You’ll definitely want to create a crystal clear pricing graphic, buy now buttons for each payment option, and share the total value of the program and content. Be clear about when payments are due, and include the terms of the purchase.
  7. The Guarantee & Buy Now. Do you have a guarantee with specific conditions? Be super clear! How do they purchase the program? Just like in number 15, you’ll want to include at least one buy button on your page.

2. Write the copy.

If copywriting is your jam, then you’re good to go, especially with the outline you’ve just written. Get to work.

If copywriting is not your jam, then there are plenty of great copywriters out there you can work with. Here’s a pro tip: If you find a copywriter you like, get on their calendar early.

Make sure you ask that they be available to proofread the copy after the design is complete, and again when it’s on the page.

3. Create the design.

A wireframe is a design layout you can use as a guide for the design for your sales page.

If you’re using a template, like LeadPages or ClickFunnels, then you may not need a wireframe.

If you’re working with a graphic designer or you’re going to create the design yourself, don’t worry, I’ve created a wireframe guide for you to follow. Download it here.

4. Create a development strategy.

You basically have two options: hire a developer or do it yourself using a template.

If you’re going to hire a developer, try asking for referrals from friends and biz buddies. Make sure they can meet your deadline and are above average in the communication department.

If you’re the DIY type, you can use tools like LeadPages, Optimize Press, or ClickFunnels.

Make sure the page is mobile-ready, and responsive, so you can provide the best possible user experience.

Bonus tip: The Final Checklist.

  • When it’s all done – enlist a friend or copywriter to give the copy a final check on the copy.
  • Double and triple check all of the links on the page so that you know they are working.
  • Check the design on your mobile phone, your sister’s mobile phone, your mom’s mobile phone and your tablet.

Happy Sales Page Building! Now that you’ve got a process, I’d love to know:

  1. What step are you at in the sales page creation process?
  2. What additional questions do you have about creating a sales page?

Leave a comment below and let me know!


One response to “I’m creating my first sales page. Where do I start?”

  1. Simon Zaku says:

    Crafting a sales page really is overwhelming especially for us beginners.

    I loved how you tackled the ‘outline’ aspect. Got some great tips out of this.

    Thanks for the article.


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