The biggest sales page mistake you can make as a coach, course creator or small business owner is excluding the vital elements of conversions (which I’m going to cover in a bit) from your page.
I mean, what’s the point of having a sales page that isn’t making any sales?
Your sales page should make ideal clients buy, not bounce. This is why I’m going to break down the five biggest sales page mistakes to avoid at all costs.
Mistake #1: Writing the wrong headline
The power of headlines can’t be underestimated when it comes to sales page copywriting. You need to write clear, attention-grabbing headlines.
Your headline should NOT merely be:
- The name of your offer
For instance, Laura wants to create a sales page to promote her ebook template. If her headline is “Laura’s Ebook Template,” does that tell her target audience much?
I don’t think so. But, Laura can increase the conversion rate on her sales page with a headline like: “A plug-n-play template to help you create beautiful ebooks in less than 30 minutes.”
- A clickbait headline
It is okay to include the name of your offer creatively, but it shouldn’t lead to empty promises.
A good headline makes a promise to the reader which gets fulfilled by the content of the page.
It shouldn’t mislead them or talk about something different than your sales page copy.
Mistake #2: Allowing distractions on your sales page
Sometimes, I see unrelated announcement bars on sales pages. This is another crucial sales page mistake you must avoid.
When creating your sales page, keep in mind that: Potential customers should focus on one thing – your offer! You don’t want them getting distracted.
Your sales page should be a simple “scroll up or down” kinda page. If you’ll add an announcement bar, it should be a scarcity notification for the product or service you’re selling on the page.
The only links on your sales page should be your call to action (CTA) buttons. Also, remove all additional parts of the website page like headers, footers, navigation bars, and hyperlinks.
Don’t forget to disable your site-wide popups from showing on your landing page.
Mistake #3: Playing hide-n-seek with your CTA buttons
If your target audience has a hard time finding your call-to-action (CTA) buttons, selling will be a distant dream.
When it comes to selling a product or service, you want to make it super-easy for customers to purchase your digital products or program.
You should do this by:
- Making your CTAs visible by using buttons not link texts
- Using deep or bright colors for your CTA buttons
- Putting CTAs in multiple strategic places on your sales page.
Mistake #4: Selling features over benefits
This is one of the common sales page mistakes entrepreneurs make.
A lot of small business owners end up marketing the features of their products and services instead of their benefits.
Your ideal customers are interested in how your offer will transform their lives. Sell the “how,” not the “what.”
For example, if I market Google Docs to you, and say it has several powerful features like:
- Cloud Storage
- Work Accessibility
- Real-Time Collaboration
- Remote Working
- Offline Access to work
Gimme your honest opinion. Are you impressed?
It’s a “no” from my mom. Something tells me it’s a “no” from you too.
But what if I tell you that Google Docs has:
- [Cloud storage] to store your essential information on the cloud database so that you can access them whenever and wherever you need them.
- [Work accessibility] to create content that is easy to access and share with your team from anywhere around the world.
- [Real-time collaboration & Remote working] to communicate — comment, review, and track changes — with your clients on projects and workflow.
- [Security] to secure your work and only share it with selected people who need to see it.
- [Auto-saving] to worry less about losing your work because it autosaves everything you do.
- [Offline access] to work offline without a data connection.
Can you see how we’ve just turned simple features into benefits?
So, you need to emphasize the benefit of each feature of your offer if you want your sales page to sell.
Mistake #5: Being too straight to the point
If you ask me what sales page copywriting gets the most conversions — if it’s short or long-form copy, I’d say…“It depends.”
However, an extremely concise copy is not on the list of options, so don’t make this mistake on your sales page.
When trying to make your sales page clear, don’t cut out the transformation of your offer and simply list the features and prices. It’s boring and unpersuasive having to scroll down a pile of listings.
Don’t be too straight to the point. You can use the voice of customer method to expand your launch messaging.
Wrap-up: The 5 Sales page mistakes you need to avoid
By avoiding these five sales page mistakes, you can create a sales page that makes sales and grows your bank account.
Which of these sales page mistakes are you fixing first? Share with me in the comments.
- If you need help with creating sales messages that sell your offer, take a look at my copywriting services to see how I can help
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