Want your sales page to convert like crazy? Here’s one thing you’ve gotta do.
By: Tracie Kendziora
Tags: Copywriting Tips, Copywriting, Sales Page

In hindsight, I should have called last week’s post Part 1 because this week’s post totally builds off what I shared about the 4Cs of sales pages that convert.

(Yep, pop over there, get up to speed, then come on back, friend.)

Because today — TODAY — we’re gonna go a little more in depth into what makes a sales page clear.

We already covered (seriously, go read that ish) that a clear sales page tells your clients what they’re getting, exactly how to get it, and exactly what they need to do to get it.

But there’s more to it. (Of course there is, right?!)

So…what else does a clear sales page need so that it converts?

I just love these question-and-answer posts. It makes me feel like you’re here with me. In a non-creepy way. Like, I can’t feel your ghostly presence or anything. More like, we’re just chilling, having a super casual convo about sales pages that convert.

‘Cuz, you know, that’s what cool business owners such as ourselves do…

And the first thing I’d tell you is that your sales page HAS to have a defined offer. Note the emphasis on “defined.”

If you want your sales page to convert like a mofo, you can’t just be selling something generic like “coaching packages” or “hourly sessions.” #SorryNotSorry (Do people still say that? *shrugs*)

You have to be selling something well-thought out with plenty of features and benefits and results baked in so people want it. It’s a lot easier to sell something defined, my friend.

You know what else is easier to sell? Something you created with a specific client in mind.

If you’re trying to sell to everyone, you’re basically selling to no one. (Stock advice but oh so true.)

You have to know and be clear AF about who this offer is for. Because different clients want — and need — different things. You can’t sell to everyone and expect to convert like crazy.

Once you’ve got those two things on lock, you’ll want your sales page to have an easy-to-follow structure.

You DO not want people to get confused as they read your sales page, jumping from one section to another, wondering what you’re trying to say, having to click to other pages to get more information.

It should flow. In a logical order. Nothing confusing or head-scratching. Every section should build off the previous one.

Got it. Any guess as to *why* my sales page isn’t clear?

Do I have any guesses. Snort. Of course I do.

You don’t know what your ideal client wants. This is pretty common when you’re just starting out and haven’t worked with a ton of clients yet. Maybe you’re building an offer about what you *think* they want or what you’d want if you were them. But you’re not 100% sure what they actually want your help with.

This is pretty common when you’re just starting out and haven’t worked with a ton of clients yet. Maybe you’re building an offer about what you *think* they want or what you’d want if you were them. But you’re not 100% sure what they actually want your help with. You’re not using your ideal client’s language (so they’re confused). You’ve undoubtedly heard me bloviate about jargon before. To refresh your memory: If you aren’t using the same words your client is using, they won’t know you can help them. Maybe you’re talking about “finding your passion” when all they really want is to “find a job that doesn’t suck.” You have to get clear on how they’re talking about their problems so you can infuse that language all over your sales page. (And every other page of your website, tbh…)

You’ve undoubtedly heard me bloviate about jargon before. To refresh your memory: Maybe you’re talking about “finding your passion” when all they really want is to “find a job that doesn’t suck.” You have to get clear on how they’re talking about their problems so you can infuse that language all over your sales page. (And every other page of your website, tbh…) You’re not sure how to deliver results so your offer feels vague. Will you offer one-on-one sessions? Will you do them on the phone? Via Zoom? You’re not entirely clear on the whole process yourself so it makes it a liiitle difficult to sell it to someone else in a make-sense way.

Will you offer one-on-one sessions? Will you do them on the phone? Via Zoom? You’re not entirely clear on the whole process yourself so it makes it a liiitle difficult to sell it to someone else in a make-sense way. You’re not sure what you’re actually delivering so your offer sounds vague. This is when you’re offering coaching sessions or “support.” But your client doesn’t know what they’re gonna get out of that so your offer leaves them a smidge befuddled. This one comes up a lot for people in the “squishy” fields, like life coaching and the like. They’re not entirely sure what the outcome will be for people (because, well, results vary), so the whole offer comes off a little vague and mysterious.

Whew, that was a vomit right there. Let’s take a collective deep breath so we can move on to some easy ways to make your sales page clearer.

*deep breath in through the nose, deep breath out through the mouth*

Now…about how I can make my sales page clearer?

Yep, thanks for the reminder. I totally Zen-ed out for a minute there…

Put ONE call-to-action on your sales page. Can’t stress this enough. When there are too many calls-to-action on your sales page, people are 93.91% more likely to click away before they complete the sale. (Figure totally made up, FYI…) Resist the temptation to ask them to follow you on social media, sign up for your newsletter, click another link. The ONLY goal of your sales page is to get them to buy.

Can’t stress this enough. When there are too many calls-to-action on your sales page, people are 93.91% more likely to click away before they complete the sale. (Figure totally made up, FYI…) Resist the temptation to ask them to follow you on social media, sign up for your newsletter, click another link. The ONLY goal of your sales page is to get them to buy. List out alllll the features and benefits, and don’t get cute…get really specific. So, yeah, it’s important to talk about the *things* they’re gonna get — like, two coaching sessions and follow-up email support. But. You also need to talk about the benefit of those coaching sessions. Why does it matter to them? What makes those coaching sessions so amazing? Why do they have to have those coaching sessions and what do they help them accomplish? Spell. It. Out.

So, yeah, it’s important to talk about the *things* they’re gonna get — like, two coaching sessions and follow-up email support. But. You also need to talk about the benefit of those coaching sessions. Why does it matter to them? What makes those coaching sessions so amazing? Why do they have to have those coaching sessions and what do they help them accomplish? Spell. It. Out. List out the exact steps they need to take to buy and what happens when they click that button. Here’s another place where being cute and vague ain’t gonna cut it. (I mean, there’s a way to be cute — I’ll tell you about it next time we talk. 😉) People want the reassurance. When they know exactly what’s going to happen, it makes them trust you. Just put yourself in their shoes. If you’re sitting there, biting your nails down to the quick and making yourself bleed, wondering if you just gave your credit card info to some whacko on the internet and being terrified you’ll never hear from them again, what would you need to feel confident in your purchase? (Probs some clear next steps…)

Here’s another place where being cute and vague ain’t gonna cut it. (I mean, there’s a way to be cute — I’ll tell you about it next time we talk. 😉) People want the reassurance. When they know exactly what’s going to happen, it makes them trust you. Just put yourself in their shoes. If you’re sitting there, biting your nails down to the quick and making yourself bleed, wondering if you just gave your credit card info to some whacko on the internet and being terrified you’ll never hear from them again, what would you need to feel confident in your purchase? (Probs some clear next steps…) One focus — cut down on the distractions and don’t make them jump through hoops. I have to admit: This one is kind of a pet peeve of mine. I hate a lot of things (okay, dislike…), but sales pages that make me jump through hoops or click to another page just to see what the price is or to find out more details drive me absolute bananas. Make it easy for people to buy. That means putting everything there on the page so they can see it all with just a flick of their finger and a tap of their Magic Mouse. (Not to be confused with Magic Mike. Also: I think I might be one of the few people who found that movie…weird…)

I have to admit: This one is kind of a pet peeve of mine. I hate a lot of things (okay, dislike…), but sales pages that make me jump through hoops or click to another page just to see what the price is or to find out more details drive me absolute bananas. Make it easy for people to buy. That means putting everything there on the page so they can see it all with just a flick of their finger and a tap of their Magic Mouse. (Not to be confused with Magic Mike. Also: I think I might be one of the few people who found that movie…weird…) Follow a simple structure. There are certain things your sales page has to have, and they give you an automatic structure. The basics? A headline, a section that talks about where they’re at now, one that talks about where they want to be, how they can get this fabulous offer and how it helps them achieve their goal, and your call-to-action. It’s tempting to wanna cram a bunch of stuff on your sales page — videos! tons of pictures! pop-ups! — but you don’t always need to throw a bunch at stuff at people. Sometimes, simple and the basics are what converts. *shrugs*