Every business is looking to generate more and more sales, and the most difficult element there is getting the consumers to finally convert and click the “buy” button. This is what sales pages are all about, getting the consumers to finally convert, and the sales page is also the last thing that website visitors get to see from a company before they make a purchasing decision. That means each element on a sales page should be motivating the website visitor to convert, from the copy on the page to the images that the company is using to grab their attention and the call to action.
When to use a sales page
Companies need to have a separate sales page for each solution they provide to their customers. All of the other pages that the business creates should lead potential consumers through the buying journey, and then when a potential consumer is ready to make a purchasing decision, they should be directed to the sales page. Most of the sales pages that companies create are actively trying to get website visitors to make a purchase as soon as possible, which is why the company should be leading those visitors to all the other landing pages and solutions before they finally reach the sales page.
Types of sales pages
There are two types of sales pages that companies can use. The first one is a long-form sales page, which tends to have over 500 words and different sections and paragraphs that detail all of the benefits that potential consumers can get when they make a purchase, while also giving those potential consumers all the information they might need to ensure them that they are making the right purchasing decision. On the other hand, short-form sales pages tend to have a single or a couple of paragraphs on them as they’re meant to get the point across quickly and effectively to the website visitors. Most of the time, when companies use these types of sales pages, they have the main benefits that consumers get from purchasing in a bulleted list and a call to action.
Advantages and disadvantages
Both types of sales pages have their own advantages and disadvantages that companies should know before starting to implement either one in their sales strategies. The advantages of long-form sales pages include the fact that companies have a lot more space to show the value that consumers can get, and answer any potential questions from those consumers, and those types of pages are a lot more likely to show up in search engine results pages. However, the disadvantage of long-form sales pages is the fact that too much copy can end up boring or overwhelm potential consumers by providing them with too much information. On the other hand, with short-form sales pages allow companies to describe their solution and its benefits quickly and effectively, which is easy for anyone to understand, however, with short explanations, companies risk leaving consumers with more questions than answers, and short-form sales pages don’t really show up in search engine results pages. Ultimately, the best choice depends on what the company wants to achieve, and how it can effectively reach those goals with each type of sales page.
