The Anatomy Of A High-Converting Sales Page

If you’ve done all the grunt work of setting up a funnel that gets the right prospects to your sales page, you must create one that closes the deal.

Today, I’ll show you how to structure your copy in a way that boosts the chances of that happening. You’ll discover the elements you need to think about and how to adapt them to your unique circumstances.

Let’s dive into it.

9 Elements That Lead Your Prospects From The Top Of Your Sales Page To The Sale

You don’t need to master all of them. And many prospects won’t need to see them all to make the plunge. But if you do your best with each element, you give EVERY ideal prospect all the reasons to buy and to do it now.

You see what this can mean for your conversion rates.

With that said, let’s break down the 9 elements:

Element 1: The Two-Punch Headline

Your Hero section and headline have one goal:

Getting the prospect thinking “This sounds amazing! Tell me more.”

You get that reaction by knowing your ideal prospect and presenting the dream outcome in a relatable way.

This is where the Two-Punch Headline comes in.

Punch 1 is your tagline. It has to include the outcome/transformation and use language the prospect instantly “gets.” For more help with creating a tagline that sells, check out this article.

Here’s what Punch 2 should look like:

(Insert Program Name) is specifically designed for (Insert The Type Of Person You Are Helping) to (Insert The Promised Dream Outcome)

Nothing too complicated. Yet, if done correctly, it will both inspire curiosity and be instantly relatable.

Element 2: The Triple S (Struggle, Story, Solution)

This is where your understanding of what the prospect needs and how you can help is critical.

First, you describe the struggles in a way that will get your ideal prospect thinking:

“That’s me.”

Next, you tie in your story to show how you went through similar struggles or know many people who did. A good story can do a lot for you in terms of relatability. But if you don’t have one, it’s not a dealbreaker.

If you do a good job presenting how your solution removes the prospect’s struggles, you’ll still have their interest. The gist is staying focused both on the outcome you offer…

And presenting your unique way of getting prospects there in a believable manner.

Wrap up this element by setting the stage for the next one, where you can literally replace “offer” with your program’s name.

Element 3: Introducing The Offer

This is a big section. But it should be easier to write since by now you know what you want to offer and how it helps the prospect.

Let’s break down this element into subsections:

1. Just say “Introducing (Add Program Name)” Add a logo if you have one.
2. Repeat Punch 2 from Element 1 above. If possible, use slightly different wording. 
3. Add bullet points that tease and create a desirable vision of the benefits & outcomes your program gets for prospects.
4. Include a Course Overview. Be specific about what prospects will learn, how that will happen, and how it makes getting the benefits & outcomes possible.
5. Include an overview of your bonuses. This should be done in a way that shows exactly how bonuses make attaining the promised outcome easier and/or faster. For help with creating game-changing bonuses, check out this article. 

Element 4: Text Testimonials

This one is simple:

Drop any good text-based testimonials you have in this section.

If you have none, skip it for now. But do your best to get some, which is possible even if you’re launching for the first time.

For help with getting testimonials that make a difference, check out this article.

Element 5: Price Anchoring

There are two potential ways to do this:

1. List the value of each item the prospect gets. Then, sum it up and contrast it with the actual price. Just make sure you give prospects a reason to actually believe the numbers you’re listing.
2. Compare the outcome of what you’re offering to a more mainstream way of getting said outcome. For example, if you’re teaching someone how to start a business, you can compare the cost of your program to the cost of a college education.

Element 6: Price Reveal & CTA

Do a concise recap of what the program is and who it is for. Then, reveal the price and add a CTA (Call To Action).

It’s simple to do. But success depends on how well you did with the previous sections.

Element 7: The Guarantee

Showcase the risk reversal and make sure you go beyond covering just the obvious risk.

This article tells you all you need to know about crafting compelling guarantees.

Element 8: Video Testimonials

Repeat Element 5, but focus on video testimonials. 

Also, to make these testimonials more compelling, add blurbs below or beside the videos that incite interest and/or showcase the praise your prospect should hear.

Element 9: FAQ & Addressing Objections

Way too many course creators write FAQ sections without focusing on its main goal:

Addressing and removing buying objections.

So, think about all objections your prospect may have about your offer even after going through the sales page. 

Then, lay it all out in questions that form in their heads and give objection-crushing answers.

Collecting Your Copy & Other Assets

Combine the 9 elements above and you have your copy. But you don’t want a sales page that’s ALL words.

You need pictures that add to the copy and ensure above par readability. Let me give you some ideas on how to get said pictures and other assets.

If you need a logo for your brand and/or program, the best bang-for-the-buck service I’ve found for that is 48 Hours Logo. You’ll get lots of talented designers all over the world providing options for you, and can pick the one you like best.

A free website where you can find lots of amazing stock photos is  Unsplash.

Finally, Placeit can help you add great mock-up images to your sales pages. It’s not free, but I’ve found it to be more than worth the investment. Especially since you can just pay for one month and get everything you need.

Conclusion

Now you know what elements combine into a high-converting sales page and how to find the right mix for you.

Here’s to doing that and getting sales rolling in ASAP.

I’m rooting for you.

-Jacques