While getting traffic to your website is important, the most essential goal is turning that traffic into sales. If visitors are not buying your products or service, then it’s time to evaluate your website. There may be some roadblocks on your site that might be preventing visitors from becoming customers. Review these six essentials that a website sales page must have to ensure that it is positioned for profitability.
1. Less clicks How many times does a visitor need to click through your website to get to the product page? The less navigation tabs, the easier it is to land the sale because there are fewer distractions to take away from the viewer’s focus.
2. Convincing sales page. Your sales page needs to be persuading in a concise fashion. Create a headline that will attract attention and encourage further reading. The copy that follows should show how your product or service will meet the customer’s needs. Illustrate why a visitor should buy from you rather than the thousands of others online offering similar products or services. Keep the tone causal and conversational. Use words that spark emotions and, where applicable, compare benefits to results. The sales page is where you need to establish trust and credibility with the visitor and show why you are far superior to all the rest.
3. Provide testimonials Testimonials from actual customers praising your product and service carry much more credibility than words in your sales copy. These testimonials can be either audio or visual, but it is essential that they are on the sales page and contain the customer’s name, hometown and photo in order for them to carry any persuasive weight.
5. Bring value to your product or service People have no problem buying something if they know it’s a good value for their money. Your offer should be something that’s hard to refuse. Offer an incentive, such as a bonus or price break, for ordering during their visit. It’s also important, especially for entrepreneurs offering a service, to show how the purchase they are making is an important investment to them.
6. Have a strong call to action Your final step to landing the sale is to provide peace of mind. Offer a guarantee so the buyer is secured in knowing that there is no risk involved in buying your product or service.
Once you have the basic essentials on your sales page for converting website visitors into customers, you can begin enhancing your sales page to address any other strategies necessary to making the sale.