THE ONE PAGE ON YOUR WEBSITE THAT OPENS WALLETS + HOW TO MAKE IT PROMISING!

Although your entire website is an entryway for your target audience to experience your brand’s magic, there is one page that has the particular job of converting cold leads into warm ones. That page is the ‘SALES PAGE’. And just because this webpage is called so, does not mean that it has to be a pushy and sales-y one making people run away rather than booking your services. Follow along as I guide you on how to make your website’s sales page a promising wallet opener!

1. APPLY THE 80/20 RULE

Are you also one of the many people who think that your website is about you? A place where you get to talk about yourself + how good you are while showing off your cool portfolio and the impressive press features so on and so forth to a point where your viewers have had enough and they simply turn away? If that is the case, you’ve got it wrong! Let’s talk about good website design practices, one of which is - applying the 80/20 rule across the website especially the sales page.

Make sure that your target audience is the hero. So 80% of your website should be structured in a way that supports the hero - their problems, their current situations, their ideal life, and the solution that would help them get closer to that ideal life. And of course, since you’re the magical being that’s bringing the transformation to your audience, it’s only fair to shine some light on yourself and your unique abilities. So that’s where the 20% comes into the picture.

If you were only focusing on yourself this whole time, a change of mindset is needed. Try this technique and watch your website engagement rate climb!

2. EXPAND ON THE PAIN POINTS

As humans, we all love to be seen and heard, right? Apply this logic to your website’s sales page. Your audience wants to be seen and heard. And, you’ve got to make that happen if you want them to trust you and buy your services. As a brand designer and website designer for service professionals, I have identified this - your website copy plays a huge role in making an emotional connection with your audience making them feel seen and heard. Therefore, during the strategy phase of my branding and web design services, I work with my clients to identify the biggest pain points of their target audience. This helps us to get really clear on the exact things we need to be talking about on the sales page of my client’s website so that it attracts and speaks to their ideal audience.

I encourage you to laser focus your attention towards your ideal client’s problems and with the help of good copywriting, use your website’s sales page to educate them about the negative impact they might have to face if those problems are left unsolved.

3. PAINT A PRETTY PICTURE

It’s a big misconception that a sales page is the place to talk about your services. Not that you won’t but before you do any of that, talk about your ideal client’s vision. Paint a pretty picture for them so that it becomes easy for them to imagine themselves in that space! This is a big enabler for them to trust you and book your services because you have successfully created a desire in them to reach their big vision.

Make your sales page promising by selling your ideal clients on their vision rather than a mere list of deliverables and process details. The only thing enticing your clients right now is - solving their problems and hitting their goals so that’s what they are primarily interested in.

And how exactly should you paint this pretty picture? By understanding your ideal target audience. Have a ton of conversations with them to learn about their biggest challenges and pain points. Even if you think you know it all, stay curious. Ask a lot of deep questions that would make your people think hard. These well though answers will give you the gold nuggets of information that you can then use in your sales copy on a modern website along with an impactful brand identity design. Together, this online presence will take your service-based business to the next level!

4. SHARE SOME FACTS AND NUMBERS

The next important thing that should have some real estate space on your sales page is - well-researched facts and numbers. Although it’s not a must-have for a sales page, having some facts and figures helps build trust increasing the odds of conversions. Pro-tip: depending on what industry your service-based business operates in, you will find high-quality, pre-researched, and vetted facts and statistics from trusted sources like Forbes, Hubspot, etc which you can use provided you credit the source. When your clients see trusted names like these, they will lean towards trusting you which is super important for a service-based business.

5. OFFER A SOLUTION

If you’ve put all the above things on your sales page, congratulations! You have successfully laid down a solid foundation. And now it is time to walk the talk by offering a solution to your target audience for their pain points and problems. Problems that you have created an awareness of and amplified over the course of the sales page. You can now tell people how you can help them get rid of their problems.

Note: Do include this solution section on your sales page! Without this, the above efforts are useless. Also, don’t just talk about the solution without talking about the problem because then you’re giving people something they don’t even think they need! That will turn them away.

6. PERSONALIZE THE EXPERIENCE

Finally, you have a sales page that will make your business’s website set for conversions! One final thing that you can do to make sure that your target audience fully resonates with your website is by using your own face. Make the whole experience of using your business website very personalized for your ideal clients by showing them the human behind the business. Someone they can relate to rather than using a bunch of cheesy stock imagery that does nothing to add to a brand and website’s feel! Just this simple switch can lead to increased conversions.

CONCLUSION

There you have it! This was a simple and actionable breakdown of a service business website design where the sales page is responsible for attracting ideal clients, getting inquiries, and ultimately booking more dream projects. Use the above framework to make your website’s sales page promising and watch it open a ton of ideal client wallets!

Building brands with strategy + love,

Ridha