Internet Sales Pages that Convert – A Proven Formula
By Loren Beckart
Once you have created an internet sales page that works, then you have a
template you can use again and again, customizing the basic formula to any
product in your line.
The key is to be sure to include all the elements of an effective sales page,
and use a ‘formula’ that has been tested and is known to work.
Whether you are hiring a copy writer to compose your internet sales page, or
you are writing the sales copy yourself, here are the basic necessities of an
effective sales page.
Headline: This includes three elements.
First, the pre-headline to set-up the main headline and capture the attention
of the category of prospects you want to attract.
Next, the main headline, in the largest font you will use anywhere on the
page, tells the product’s biggest benefit (a benefit evokes a favorable
Last, the post-head, which further clarifies the main headline.
The story: This is an emotional grabber that pulls the visitor into the copy
so you can present your product and make your offer. It should be benefit
driven, showing the reader how they could feel or their life could be better if
they owned the product.
Credibility: On-line, this is especially important. Some ways to build your
credibility include using specific and real numbers rather than approximations.
Use results-based testimonials that include at least the full name of the
testifier. Give your background and expertise, if it is related to the product.
Explain product test results, if applicable, or quote favorable reviews.
Always give your contact information and address – it proves that you’re
real. No one is going to show up on your doorstep, and if someone calls you, all
the better; you learn from contact with your clients.
Benefits: In bullet form, itemize the benefits (not the features) of the
product. Prioritize them, and give an overload. It often only takes one benefit
to convince a prospect to buy, but each prospect will have their own hot button.
Have plenty of possibilities. Bullets are easy to scan.
Features and/or specifications: This is where you specifically tell the
visitor exactly what they are getting. Here is where you give details about the
Bonuses. Always include something extra, and make sure it has value – that it
could be something people would order the product just to get the bonus. Tell
the specific dollar value of the bonus item so you can use that information in
the value build-up, or close.
Value build-up: Be explicit about the reasons the price of the product is a
good value. Make comparisons to other similar products that are more expensive
with less gained. Offer a guarantee if at all possible.
Close: Anticipate and counter objections. Create a sense of scarcity. That is
to say, give a deadline, explain why they need to act now, and keep your
deadline real. Help the visitor feel the pain of not ordering… exactly what
won’t change or get better unless they have your product.
Ordering: Make this absurdly easy. Assume the visitor has never ordered
on-line, and give clear step-by step instructions and several options of how to
purchase. Offer a secure on-line credit card page, Pay Pal, call to order, or
how to send a check, (it is rare that anyone ever actually does this).
And remember, ask for the order! Write, “Order Now.”
Post Script: This is a summary of your sales page, a one-paragraph sales page
in effect. Include a reiteration of the highlights, and ask one last time for
Once you’ve reviewed this list, look for good examples as you surf on-line.
Of course, you would never copy someone else’s sales page, not even a line of
it. Instead, look for examples that inspire you, and write come killer copy of