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You’ve started a business. Turned your dreams to decisions. Link is in the bio. Funnel ads are doing their job, directing leads to your website. You’re poised, polishing your next offer, and wondering why all those clicks aren’t converting.
*It may not be what you think*
→ aka – most of the time, low conversions aren’t because you need better bonuses, more leads, and a collection of affiliates ready to shout you out to their TikTok followers…
Low sales page conversions are often a result of unaligned (or just plain boring) copy.
In my experience as a Conversion Copywriter, neglecting to put as much care into your sales page as everything else that carries leads there is the most commonly made marketing mistake I see from clients that come to the KC Copy Studio to help fix their funnels.
I don’t want you to make that mistake, too.
Don’t lose the golden thread that should effortlessly carry your lead from initial exposure (aka ad or email) through to your sales page. To do this, make sure the hero section (the top 10% of your sales page) matches the message that brought your leads there. Otherwise, you’re just sending them on a wild website goose chase to find the answers your well-thought-out ads promised, and if they don’t see them immediately, they’re likely to close the tab.
First thing’s first, you need to know who your ideal client is. If you don’t know that, you’ll struggle to construct a clear message. To really get up close and personal with them, do some digging (aka conduct some in-depth market research) so you can fully understand their struggles, their goals, and include the language they would use to describe each of those elements throughout all of your copy. (If you’d like to learn more about crafting conversion copy, listen to this podcast episode covering How to Craft Conversion Copy)
If you’ve drafted your sales page copy based on your own idea of what you think readers want to hear – ya gotta stop and take a beat. So often, we *think* someone needs to hear one thing but if we aren’t paying attention to what our customer is really saying, we’re wasting precious sales page real estate with messaging that doesn’t connect with the target buyer.
Lesson to be learned → Don’t let your idea of what is compelling trump what actually is. Do your research. If you’re asking them to buy before they know there’s a solution to their problem (or that they even have a problem in the first place), there’s going to be a disconnect and you’ll lose the interest they started their journey with.
Every word, every sentence, should grant answers to your reader’s questions and communicate that big promise that brought them to your sales page in the first place. Give them a reason to keep reading. Keep it concise and keep it relevant. This comes back to our previous point on Relevancy, and its previous point on Research (see how everything’s connected?) → If you conduct your research, you can accurately pinpoint what phase of awareness your ideal customer is in, then craft compelling and aligned copy that speaks to their current needs and thus gives them a reason to keep reading.
*I know right know you’re probably thinking, ‘But Krystle, I don’t have time for such an in-depth process.” To which I’ll say, ‘Then don’t spend all your time and energy sending people to a sales page. It’s that simple.’ Whatever point of sale you’re directing leads to needs to be optimized for conversions. Or you could always let us write it for you.
What is your elevator pitch? Why should Carla buy your course or product instead of your competitors?
So often we, as business owners, assume that our prospects know exactly what we’re offering, why it’s great, and what transformation it’ll help them achieve – which often in hindsight we realize isn’t something we’ve been doing enough of.
It is not only crucial for your ideal customer to know what you/your offer do(es) well, but why it’s different from everything else out there. Why you? Why this product? Why right now? Your Unique Value Proposition should be obvious enough to your reader that when they tell their partner that they’re considering buying it, they can regurgitate your UVP and sell their partner on the purchase. If they can’t communicate the value to someone else, they likely don’t clearly see the value for themselves, either.
One word: Testimonials.
Give your reader the ultimate avenue to trust your product or service. If they can see examples of other customers purchasing and loving your offers, they can start to envision themselves undergoing the same transformation. Intentionally place those testimonials near calls to action for the most impactful effect.
I know, that’s a scary ask. But if you believe in your product, and want your potential client to as well, you should be willing to put your money where your mouth (er, offer) is.
Equation: Your offer will do X for them in X amount of time, and if it doest, you will offer them X.
This is often the final push moment on a sales page that a skeptical customer needs to know that they can take part with no risk to them. If you’ve got a quality product and you’re confident of that, this might just be the best thing you can do for your sales page.
What length is the right length? Well, it’s relative. (I know, you love that answer.)
So much of your copy needs to be rooted in knowing your ideal client and their needs like the back of your hand. The right length is however long it takes to get them from point A to point B. Pulling in sub-promises and sub-ideas is for cocktail chats, not your sales page. Keep your objectives front of mind and you’ll compel your reader to act.
If it isn’t skimmable, it isn’t working. Design and copy are besties, and if there is too much going on (aka not enough white space and un-skimable copy) readers are gonna get lost. Make sure the design leads to easy consumption of your message.
→ Play with symbols
→ Space apart messages
→ Avoid large blocks of text
→ Incorporate a lot of white space
→ Entertain the eye but don’t overdo it, simplicity is powerful
You’ve got to be willing to kill your darlings, as they say (dark, I know). If it isn’t contributing to your core messaging/promise, it probably needs to go. Afterall, a sales page only needs to be as long as it takes to bring your reader on a journey to conversion. If it’s not absolutely necessary → Delete. Delete. Delete.
So many drop-offs in a funnel happen at the checkout page itself. Think about it, you’re at the register, watching your pretty little items roll past you to the glorious beep beep of ownership, when suddenly you question your decision. Is it too expensive? Do I need it? Do I even like it anymore? This pivotal moment is when you need to be reminded of your why, the vision you had when picking it from the shelf. Otherwise, it will wind up right back there.
This looks like strategically placed testimonials, social proof screenshots, reiterating your value propositions, or offering an order bump.
You want to ensure your customer, having just gone through your sales page and took a leap of faith in your offer, feels like they made the 100% right choice as soon as they hit that buy button. Send value driven onboarding emails and check-ins throughout their learning process, you can remind them that you’re in it with them for the long haul, not just the sale.
All of that may seem like a lot, and it does take time and intention but the more you hone in on who your ideal client is, what their needs are, and how you can strategically and honestly meet those needs, everything else will follow. Oh and, it’s pretty damn worth it when it does.
If crafting all of this copy feels overwhelming, or just very much not your vibe, inquire with the KC Copy Studio. We’ve got years of experience in conversion focused copy, and would love to assist you with whatever part of the process you’re in.
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