The guide to writing a long-form sales page

The guide to writing a long-form sales page

irit frank / January 29, 2020 / Landing pages / 0 Comments

If you’re engaged in digital marketing content, landing pages are probably one of your main work tools, right?
Landing pages serve a variety of marketing purposes.
And with almost all the campaigns that I manage, their success greatly depends on the landing page
the customer encounters after clicking on the ad.
There are various types of landing pages.
This article won’t deal with the various types, the various uses, and the various purposes each type is used for.
I’m still working on this article…and I promise to share the information and the relevant rules with you as soon as possible.
This article deals with one specific type, which is my current favorite “ long-form sales page“.
So let’s dive in, shall we?

Where does a landing page take us?

A classic online campaign move, and it doesn’t really matter whether we run the ads on Facebook, Google, or maybe Twitter, is as follows:

  • A site visitor sees an ad.
  • A site visitor clicks on an ad.
  • A site visitor arrives at a web page with one purpose!
  • The purpose of the page is to prompt the site visitor to take action.

And this action is called conversion. Conversion can be leaving your details on a brief contact form, buying a product, registering for a webinar and even downloading a document like a white paper.

This is the classic formula of an online campaign. I have to stress the importance of the landing page in this marketing process.
If our landing page isn’t good enough, for whatever reason, the site visitor won’t convert. This means that we’ve lost him. And not just him, but also all the work and budget we’ve invested in bringing him to our landing page. And these numbers can add up to a sizeable sum.

The long-form sales page is actually a landing page whose sole purpose is to convert the site visitor with a purchase-type conversion. In other words, the site visitor will pull out his credit card and indulge himself 🙂 Why long, you may ask? Well…the research. Yes, indeed, there are many good people researching this field,
and the research shows that long in this case works great. What’s great? Great is higher percentages. In other words, people convert in higher percentages when we use a pattern or format of a long-form sales page.

The structure of a long-form sales page

So, if there are studies, then there are also conclusions. And if there are conclusions then theoretically (and also practically in this case) we know how to build this landing page / long-form sales page.

  1. Title
    Our title needs to be super precise, clear, and of course enticing. We have a brief moment to catch our site visitor’s attention, and we really want to keep his interest piqued. How do you do this with a title? The title can be: “How to get / do / build… in 3/4/7 simple steps”
    “The secrets of keeping the weight off are revealed”
    The 3 techniques that will help you improve your relationship with your teenage children. Remember…the purpose of the title is to cause the reader to keep reading. So give him a good reason.
  2. Identify the problemOnce we’ve managed to bait the site visitor with our title, we want to move forward and reiterate to the site visitor that he’s come to the right place. That’s why we explain and identify his problem. Our goal here is to cause the site visitor to think to himself “Hey! That’s exactly how I feel! ” But don’t stop there. Keep going…until the salt runs out of the shaker 🙂
  3. Provide the solution
    Here you are to help our frustrated site visitor. Once we’ve raised the frustration threshold in the previous section, in this part we want to show that we can solve his problem with our product or service. Make a strong claim, don’t be shy.
  4. Display your “receipts”.
    Usually after the previous section the site visitor is thinking “He probably thinks he knows or can solve my problem, that’s what they all say…and yet, I’m still in pain!”  That’s why it’s so important to present the approvals, certifications, and customer stories and testimonials and to convince our site visitor that you are indeed the best professional to solve his problem. This section is made up of two sub-sections:
    Customer testimonials
    Names of well-known customers or large companies
    How many years the product or service has been around
    If you’ve lectured / spoken at conferences, universities, courses, etc.
    Have you won any awards for the service or product
  5. State the advantages
    Remember, people buy advantages, not features. So focus on them. How, you may ask? Very simple. Just tell them what it’ll be like after they buy your service or product and their problem will be solved.
    For example:
    People don’t buy a gym membership. They buy the fit and toned body, the weight loss, the bolstered self-confidence they’ll experience after consistently going to the gym.
  6. Social proof
    Once you’ve presented all of your and your product’s advantages, the site visitor will still be skeptical. Why? Because 🙂 The most effective way to cope with this challenge is to present testimonials and stories of satisfied customers. If you can videotape testimonials then even better. Authentic photos of satisfied customers is also an excellent solution.
  7. What you offer
    There’s a saying in our business that “a great offer can trump a mediocre copy, but a great copy can’t trump a poor offer”.
    Don’t be mistaken, your offer is the most important part in this entire sales page and it’s your responsibility to give the best offer that the customer can expect to get.
    The best offer format, which has the highest conversion rate, is:  Price, terms of purchase and/or use, and purchase gifts or benefits. You want to cause your site visitors to think “I’ll be stupid not to buy this product now”.
  8. Guarantee
    To make your offer even more enticing, give a guarantee so that the purchase will be risk-free for the customer.
    Give a strong and good quality guarantee.
    For example: If you aren’t happy with our product within 30 days of your purchase, we’ll refund your money, no questions asked and no “fine print”. If you can’t wholeheartedly give this guarantee then you need to rethink whether you want to offer this product or service for sale…
  9. Hurry up
    Most people take their time when they make a purchase, even if it’s an excellent offer. Many research studies have been conducted, and articles written on this topic, but we won’t discuss this topic today. We’re here to give you a tip on how to overcome this challenge. We like to give clear boundaries to our offer, whether it’s to limit the promotion / offer in time or quantity. For example: A special launch price until date XX
    Only 20 business owners can enter our special group…Remember:  You’ll need to stand by the terms you’ve set for yourself and not to extend the duration of the promotion and not to open the group to 50 business owners. Otherwise your credibility gets damaged…
  10. Prompting to action
    Don’t assume that because your site visitors  have read your sales page they’ll know what you want them to do.
    This assumption will harm your conversion rates. Instead, clearly state what you want the site visitors to do.
    To receive our [המתנה החינמית] complete the details in the form below
    To purchase [המוצר השירות בהנחה] click the button and go to a securepayment page
    To schedule a consultation meeting at your place of business, complete the form and we’ll get back to you. Remember, you want the prompt to action to be brief, clear, and consistent.
    Another small but important tip is to distribute your prompt to action throughout the entire sales page. This will significantly increase its conversion rates. Don’t wait until the end of the sales page to state what you want the site visitors to do.
  11. Non-purchase warning
    Although we’ve almost reached the end and even written our prompt to action, it doesn’t mean that you can rest on your laurels now. On the contrary. A good landing page doesn’t rest until the very last word.
    We want to show our site visitors what will happen if they don’t buy our product or service. And we want to give them a clear picture that will elicit as much emotion, apprehension, and perhaps even a bit of fear.
    For example:
    Business owners that chose not to join our special group are still grappling with the same difficulties, are still not bringing in enough leads and new customers to their business every month, and are still treading water financially.
  12. P.S.
    Perhaps you’ll be surprised to know but the P.S. is the third (3) most read part of the sales pages. Surprising, right? So don’t leave it out. Some marketing writers even use several P.S.s in succession, which also works really well.
    This is where you want to summarize the main points: the offer, the advantages, and the reduced price or the unique sales offer. Of course, don’t forget to stress the urgency of the offer, be it in time (the price will soon go up) or in amount (only 20 participants will be able to join the special group).

Now you also know what the 12 aspects of a successful sales page are.
So set aside some quiet time and go write your page.
I’m sure that you’ll manage to write a super-converting page that will make you a lot of money.
And don’t be tempted to leave out one of the sections because it seems unimportant or a hassle, or because it’s hard for you to write about how wonderful you are at what you do.
The format of the page is built in a way that each section leads to the next, which eventually leads the site visitor to situation with the highest chance of converting.
So give me and the world’s best digital marketing writers a chance.
It works…

Happy conversions everyone