The world of sales pages can seem overwhelming at first but it’s actually a relatively static set of options. I’m going to outline the major sections of any product page and let you decide which ones you want to include. A good product page will likely have most if not all of these sections, organized however makes sense both aesthetically and from an importance point of view (with the most important things coming first).
Note: Depending on your product, you might end up choosing to use a plugin that handles your order processing (for example, a shop, membership or ecourse plugin) – however I still recommend building your own product landing pages on top of that infrastructure because it’s hard to get people to make a purchase off of just a product image and “add to cart” button. You do want something of a sales pitch and having a landing page lets you flesh that out with more control then what 99% of plugins will offer. You can always link your “purchase” button to a sales cart or product page that comes with your plugin, so it’s very simple to integrate the two together, and we’ll discuss this in the tech setup section of the course.
So what does a landing page include?
1. Hero Image
This image communicates how this product will make your customer FEEL. It’s like a slider across the top – sometimes with text on it – and it should give a quick visual cue about what to expect.
2. Short Description
The short description is your elevator pitch. What problem does this product solve, how and why? Quick. 10 seconds. Just tell me the most compelling version of what this thing does… we definitely don’t need every little detail here, just the broad strokes.
3. Product Image
When it’s a digital product, you don’t have a physical item to take a photo of, so you need to create something to represent the digital files you’ll be sending. That might be the mock-up of an ebook as a book, or simply the logo and background for your product.
4. Selling Points
What do they get? What’s the three or four most important and value aspects of this product? The key here to is be concise and extremely clear – it should be understandable even if the customer is just scanning your page.
5. Long Description
It’s called the long description, but really this is the story of your product. Where did the idea come from? How have you had experienced the problem this product solves in your own life? How did this come about? You’ll want to tell one quick antedote about your product then continue into an expanded description of the selling points in #4.
6. About You
This is your bio as it relates to this product — what related expertise do you have? Why should they purchase from you and not someone else? Please note that your product bio can be different than the bio you use on your blog or other places, it is completely okay and usually smart to write something that focuses only on your experience that relates to this specific product. Headshots help!
Which comes first, the product launch or the testimonials? Well, actually the testimonials. Well before you put this product out into the world, you should have other people look at it, including experts or well-known voices in your field. When you’re first starting out, you can use testimonials about you as a person – ask your friends – or look at comments you’ve gotten from readers/customers in the past. If you don’t have anything, it’s time to get some beta users to take a look – ask around in our Facebook group for assistance!
Remember all the time we spent on the offer? Well it’s a big piece of the sales pitch… some might even say it’s the biggest piece. This is where you’re going to lay out what they get, the price plus all the bonuses or tiers or added formats that you’ve decided to put in. (If you’re doing a freebie with an upsell, they will have ALREADY gotten the freebie by the time they see this page).
9. Call to Action
Buy now. Download now. Do it now. It’s a Verb. Action. You are going to tell your visitor to take an action right now. That’s called a call-to-action. You’re going to have a button here with some kind of text, and when they click it, it will either take them to a payment page or a shopping cart page (if you’re using a plugin). I’ll talk about how to set that up later.
The great thing is that you can mix and match and organize these sections however you like, but here’s a quick mock-up of a full product landing page:
Why do I have you write the marketing first?
I could have arranged this course with creating the actual product first, and then create the marketing and product page to fit that. However, I find that it’s easy to MAKE UP stuff about your product and write a product to fit the marketing, rather than to try to come up with marketing to describe your product. I think it comes down to the freedom you have when the product isn’t 100% completed to imagine what it could be. You think about what would be the best version of this product, instead of wracking your brain to accurate capture the essence of what you’ve already created. Give it a try! Write your sales page today and focus on the content later. I think you’ll be inspired by how much easier the ideas come when you have complete freedom to make it up as you go.
Start writing the content for your product page and look at canva.com to find designs you might use for a hero image.