Sales Page Mistakes to Avoid
Creating a converting sales page is a key skill for coaches and service providers. Let’s explore some common mistakes and simple solutions to enhance your next sales page.
1. Premature Sales Page Creation
Mistake: Building a sales page without planning it first in a google document & getting a second pair of eyes on it. Also- you will want to aim to sell the offer at least once with just a PDF document or no sales page yet just to get proof of concept that the offer itself is wanted by your ideal clients.
Solution: Plan the structure and copy of your sales page in Google Document. Validate your offer with at least one sale or pre-sale!
Not sure how to get sales before making a sales page? Book a free strategy consult to learn more about coaching & how to get your offer out there! ❤️
2. Misaligned Language
Mistake: Using your language instead of your ideal clients’.
Solution: Communicate in a way that resonates with your target audience’s urgent pain points and dream outcomes they would pay money to solve! Get a feel for what your target audience wants to feel, experience, and solve by talking with them in market research interviews or looking at forums where they’d be asking questions. 👍
3. Lack of an Above-the-Fold Call To Action
Mistake: Missing a call to action button and catchy headline at the top, before needing to scroll down.
Solution: Ensure an enticing headline and a visible call to action above the fold. Make that call to action button pop! 😊
4. Vague or Complex Writing
Mistake: Being unclear or overly complex in your content.
Solution: Use straightforward, tangible language to convey your message effectively. Rather than saying general benefits to market your offer, get specific & tangible. What are measurable improvements your clients can experience? How will they feel? What will they be able to know, do, and experience? What’s the ROI of the the benefits of your program or service?
5. Absence of Urgency
Mistake: Not defining why someone should buy now and lacking urgency.
Solution: Clearly state reasons to purchase now, creating a sense of urgency. This could be related to an “act now” discount, early bird bonus, or you can reinforce the urgency of the challenge or goal your audience wants to solve & why it’s important to solve now.
6. Unclear Differentiator
Mistake: Failing to identify a clear differentiator.
Solution: Highlight what sets your offer apart from the competition. Does your offer have a guarantee, a special system or framework, remove certain inconveniences others in your field don’t? Highlight these things!
7. Lack of Communication Diversity
Mistake: Neglecting visuals, written content, or video. Not having enough variety.
Solution: Diversify your communication to engage a broader audience. Some people like to watch a video instead of read text, and vice versa. Make your sales page accommodating to different preferences.
8. Insufficient Social Proof
Mistake: Forgetting to include testimonials.
Solution: Showcase positive testimonials to build trust and credibility. You can do this by sharing case studies, screen shot testimonials, written testimonials, or video testimonials from your clients or test clients.
9. Small Font Usage, Or Hard-To-Read Font Styles
Mistake: Using small font that may be hard to read.
Solution: Opt for a readable font size to enhance user experience. Don’t go crazy with more than 3 fonts on your sales page: a header font, body font, and accent font if desired.
10. Absence of Clear Structure
Mistake: Not structuring the page with headlines for each section & a general order that takes people through your offer benefits, inclusions, FAQ’s, etc.
Solution: Organize your content with clear headlines to guide readers. Cue readers about what’s being covered in each section of your page.
11. Lengthy Paragraphs
Mistake: Not spacing out paragraphs, leading to long blocks of text.
Solution: Break down paragraphs for easier readability. You can even bold certain key words you want to standout or use bullet points to prevent using long-form writing throughout the whole page.
Ideal Sales Page Structure:
Let’s go through an example of an ideal sales page structure and order…
- Catchy Headline with Above-the-Fold Call to Action
- Benefits of Your Offer
- Testimonials
- Repeat Call to Action
- What’s Included
- Why Now and Differentiator
- Another Call to Action
- About You Section – Share Your Story and Credentials
- FAQs
- Final Call to Action
By addressing these common mistakes and following the ideal structure, you can create a compelling sales page that effectively communicates your value and drives more conversions!
Looking to get a sales page audit?
This is something I offer to clients in my Coach Inner Circle. Book your Free Strategy Consult to learn more about coaching & audit options.
