You have a brilliant product or service that you spent months and months putting together and now what? You’re ready to design your website. Creating the best sales page design is what will put you ahead of the online selling game. I know you want to get your product out into the world and having an effective sales or landing page can the most powerful tool. It’s all about creating a page that is intentional and clear, and gets your product into the hands of the people who need it most.
This is essentially your online storefront and should be treated with the utmost love and attention as you would treat a physical store. Your sales page is a way for your customers to understand that you completely get them and their challenges. This page will you inform them that you have the solution to help them overcome their obstacle.
Sales pages don’t have to be sleazy. Yes, there are some slimy marketing techniques that exist in the online world, but your page can be created and designed authentically. We can take out the sleazy tactics and instead use your sales page as an avenue to guide your page readers into customers. Essentially, your sales page is there to explain your product accurately so you can get your product to the people who need you most.
In this post, you will learn how to design your website like a boss to let your brilliant product shine even brighter to your ideal customers. An intentional design with your brand voice in mind has the power to take things to the next level. You can leverage good design to build your potential customer’s trust and increase your sales like a pro.
Best Sales and Landing Page Design: How to design your website to guide people through your page
Think of your sales page as a conversation you are leading your readers through. Think of this as a two-way conversation instead of talking at your page readers. The goal should be talking with your people, not talking at them.
You need your potential customers to feel like you understand them via your copy first and foremost. This will be the foundation of your page and everything else we will cover in this post will be about leveraging good design to make everything else stand out.
From here, you want to visually guide them through your page so there is a strategic flow. As I covered in part 1 and 2 of this series, brand imagery is a powerful tool to enhance your website visitors’ experience on your page. Obviously, a sales page only flows down the page so you need to use your graphics to keep your page visitors constantly excited and scrolling.
Try to break up the content with graphics, photos, mock-ups, and other brand imagery. Strive to have your page be intriguing and not read like a boring newspaper. The main goal here is to keep them scrolling through because no one has time to sit there and read endless sales copy.
Best Sales and Landing Page Design: Using headlines to highlight important info
Let’s face it – no one is going to read your entire sales page. Actually, they probably won’t read even half of it and that is totally ok. This definitely does not mean you shouldn’t put time and effort into writing and designing the best sales page you can. By having this information at your fingertips, you can design your sales page so your readers don’t miss out on the vital information about your product, service, or current offering.
This is why choosing a header font that stands out among the rest of your font palette is an effective technique for highlighting the essential information. When you are outlining and writing your sales page copy, make sure that you go through and make note of what you will use as headlines.
You want to highlight the features and benefits of your product and also the information that will make your readers feel connected with you quickly. Grab their attention with 1 or 2 sentences in each important section on your sales or landing page. Make sure these are legible and keep these headlines somewhat consistent in size. You can leave room for creativity but consistency will be helpful in the strategic flow of your page.
Once you’ve put your headlines on your sales page, go through it and see if these headlines can be digested quickly and efficiently. Most of your page readers will be skimming the page so keep this in mind when you are highlighting your text.
Best Sales and Landing Page Design: Minimal distractions (leaving out your menu and outside links)
Sales and landing pages are quite different than your normal web pages. They have one purpose and are not made to allow visitors to wander through other parts of the site. To keep your sales page focused and clear, take out all distractions and outside links that aren’t needed.
This creates a landing page instead of having your potential customers click elsewhere. Your sales page is a focused conversation you are having with your page readers and it’s best to keep all other distractions away.
Make this page a landing page by not adding any outside links to other parts of your site, other offers you have, or links on your testimonials. You should avoid using menus like you have on other parts of your site. Minimizing this will truly help keep your page reader focused on their buying decision only.
Testimonials (how to design your website to make them even more effective)
Testimonials are a vital part of your sales page. They can become a major factor in turning your page readers into customers. People’s experience with your product is a powerful tool to show your future buyers the value that you can offer them.
Like other parts of your sales page, most people won’t read your testimonials in their entirety. A handy technique that I’ve used on my own sales pages is taking out one of the most important quotes in each testimonial and making this a headline in the section. You can highlight this one quote by making the font larger and bolder. This also helps your readers move through your page easier instead of reading longer testimonials. They have the option to read it fully or skim through it to get about the same feeling about your customer’s experience with you and your product.
Clearly, testimonials are a beneficial addition to your sales page. Make sure they stand out on your page either with a colored background or a graphic border. These are essential to your sales page and often they get overlooked so put all the attention and care in designing these as you do with other parts of your page.
There’s also no necessary formula on exactly where to place these. Make sure it makes sense with the flow of your page and you can sprinkle them throughout. Keep them all consistent so once your reader skims through the page, they know immediately what these include.
How a picture or mock-up of your product, course, etc. can increase your sales like crazy.
Imagery can speak 1,000 words on your sales page and pretty much everywhere else. Mock-ups of your product, course, or services are key to inviting your potential customers to visualize your actual product in their hands.
This is especially important if you have a digital product like an e-course, e-book, or online workbook as you want your product to become real to your readers. This way they can easily envision what your product consists of instead of being a mystery PDF they won’t be able to see unless they buy.
Be practical about your mock-up and make sure that it all makes sense. If your product is an e-book, create a mock-up of your product on a tablet or printed book. If your product is an e-course, show a mock-up of what your course dashboard actually looks like inside. People want to know what they are getting when they buy so mock-ups can be a powerful tool in the sales process.
Once you’ve completed your amazing sales page, be sure to go through your page and take the time to put yourself inside your ideal customer’s shoes. It can be a challenge to separate yourself from the sales page copy and design as you’ve probably put your heart and soul into it and your product. If you have a hard time looking at your page from an outside perspective, I suggest getting honest feedback from people in your audience.
Most importantly, you want to ensure there is a flow through the page and it’s easy to read and digest your brilliant information. This will ultimately make all the difference in your buyer’s decision to click that beautifully designed buy button or not.