5 Things To Do Before Writing Your Sales Page

So, you’ve crafted a great offer and now think you're ready to write your sales page.

Did you get that anxious feeling in the pit of your stomach when I said that? Don't worry. It's entirely natural to feel apprehensive when getting ready to write your sales page. After all, it’s only THE MOST IMPORTANT marketing copy you’ll write for your offer. No presh!

However, before you get started, you should make sure you've done the following things. 

By the end of this post, that nervous feeling will be long gone because you’ll know exactly what to do.

#1. Make Sure You Do Your Customer Research

This one will seem like a no-brainer, but you'd be surprised how many people don't take the time to thoroughly research their ideal customer before writing a sales page. Technically, you should do this before you create your offer. But if you’ve already put something together, this will help make sure your ideal customer gravitates toward it.

Conduct detailed audience research to avoid creating a sales page that misses the mark. Try hopping on a Zoom with your ideal customer and asking them about their challenges and what they’d think of an offer like yours. You’ll get golden nuggets of wisdom and Voice of Customer data  you can use on your sales page. 

Understanding your audience's needs, desires, and pain points and being able to speak in the language of your customer is crucial to crafting a compelling message that resonates and drives conversions.

#2. Make a List of “Competitors” & Their Sales Pages

You can get a grip on how to make your offer stand out by making a comprehensive list of your “competitors” and their sales pages. I put competitors in quotes because I really believe that there is NO competition if you rock your business in your own unique way.

Take a look at what’s compelling about their offers and what their offers are missing. Maybe you can fill in those gaps with your offer. 

#3. Craft a Clear Value Proposition

All that audience research and “competitor” research you did in steps 1 and 2 is going to come together here.  

• Step #1: Identify the Main Benefit Think about the primary benefit your product or service offers. What problem does it solve, or what need does it fulfill for your ideal customer? Make sure this benefit is front and center in your sales page.
• Step #2: Highlight Unique Features Determine what sets your product or service apart from the competition. Is it a unique feature, superior quality, or exceptional customer service? Clearly articulate these unique selling points to show why your offering is the best choice.
• Step #3: Use Customer Language Use the language and terminology your customers use to describe their problems and needs. You’ll have this because you interviewed your customers in Step 1, right? This makes your audience feel like you really understand them and can probably help them.

#4. Remember: Gather Social Proof & Testimonials

Social proof is key. It’s one of the most powerful tools you have to build credibility and trust with your potential customers. People are more likely to buy when they see that others have had positive experiences with your product or service.

Start by reaching out to past customers and asking for testimonials. Make it easy for them by providing a few questions or a template they can fill out. Highlight their specific results and how your product or service helped them achieve their goals.

Don't hesitate to showcase different forms of social proof, such as reviews, case studies, or even user-generated content from social media. The more diverse and genuine the testimonials, the stronger your case will be.

Don’t have any? Run a beta round of your offer to get some. 

Testimonials not only boost your credibility but also help potential customers envision their own success with your product or service. So, make sure to gather and prominently display social proof on your sales page.

#5. Create Your Guarantee

You don’t have to have a money-back guarantee, but you should have some form of a guarantee to help customers feel safe purchasing from you and to alleviate buyer’s remorse. You could do a satisfaction guarantee or a risk-free period, or even a happiness guarantee that lets them know you’ll keep working on their project or helping with your offer until they’re happy. 

The key is to reduce the perceived risk for your customers, making it easier for them to say "yes" to your offer.

And for the love of all things holy, please don’t make them prove they did the work to get money back. We’re all adults here. Your people know what’s best for them and shouldn’t have to prove it to you. If someone wants their money back, just give it to ‘em.

Tip: Got no one to talk to about your copy? Thankfully I'm available for guidance via my Sales Page Magic offer. I'd be thrilled to audit your sales page and give you a detailed report on how to fix what isn’t working, and how to boost what’s already crushing it.

That’s a Wrap!

Check, check, and check!

Thank you for trusting me to take you through my checklist of things to do before writing your sales page.

Do you feel better now that you know what things you need to get done?

If you still need help, know that I'm always one email or Instagram away.

I’ve made it my passion to help online business owners level up their marketing and messaging so they can build their audience and make more sales.