I always say your product or services page is the easiest to write since it’s what you do. But you can still get this wrong. In order for people to make a purchase, or for them to take the next step in making a purchase, there are certain things that must be on the page.
Checklist to Get the Best Results Using Your Product/Services Page.
There are many configurations for when you have more than one product and/or service. Below I am assuming one product or service per page.
PRODUCT SALES PAGE
When I think about creating my sales pages, I think about Amazon.com and other sites like that and how they present their products. I think about the things i look for before I decide that I want to purchase the item. For your product sales page, let’s say you are selling downloadable recordings of your recent webinar. You will need:
A picture of the item. In this case you may want to have a graphic designer create you an image of some CDs to represent your downloadable recordings. Or you can have a picture of someone listening to their ipod or a CD. Something to help your website visitor picture themselves using the product.
A descriptive title. “Downloadable MP3 Recording of xx Webinar”
A description of the product, often in bullet points. Describe the product’s features here as if you were describing it over the phone and you want someone to have a clear picture of what they are getting.
- 4-audio package
- Each audio is 50-minutes long
- Downloadable mp3
On the page you’ll want reviews/testimonials/case studies that speak about how this one webinar helped the person (results)
Any bonuses they get.
Also, any limitations. Sometimes limitations can create urgency but you don’t want to create phony urgency – and you never want to lie.
A payment button or a shopping cart button or some way for people to take the next step towards purchasing your product.
Also tell them how it will be delivered, and when it will be delivered. People need to know what the next step is or they will be asking you. e.g. Instant Download, delivered to your email, etc
SERVICE SALES PAGE
A service page is going to be presented very similarly to a products page.
Let’s say you are a home organizer selling closet organization. This is how your sales page may go:
Your picture may be of someone who’s standing in front of an organized closet. You want to show the finished product, not the process.
Your descriptive title may be “Organized Your Bedroom Closet Package”
A description in bullet points. Same as with a product, you want to be very clear about what someone is getting.
- Custom-designed storage solutions
- 3 hours of personal attention in your own home
- Our exclusive, easy-to-maintain 4-point organization system
Describe your service in words that everyone can already understand.This is not where you add your training or explain what something means. You’ll see that I did not go into detail about WHAT my 4-point organization system was. If you feel your service needs to be explained, then that can be done on another page. You can link “4-point organization system” to another page that describes what that is.
Testimonials from people who’ve had their closets organized. Or before/after pictures. Or something else that shows the results people had after working with you.
You don’t have to offer bonuses or limitations. Saying “Holiday Special” lets people know that this is only for the upcoming holiday. But what about after the holiday? You still want to sell your service. So you may not always have a bonus or a limitation.
A way for someone to make a purchase or for them to take the next step towards making the purchase, such as scheduling a consultation. A service like this might have a link to an online scheduler rather than a payment button. The important thing is that there is a way for people to take the next step – whatever that next step may be.
Tell people what happens after they hit Send. Also in what timeframe.
So, is your Product or Services page up to snuff? I’d love to hear about it, or better yet, send me before and after pictures of what you’ve done to make your sales page better.