The difference between a services page and a sales page

Before you start writing, you must know the difference between a general services page and a sales page. Let’s begin with the services page. A services page aims to introduce your target audience to the variety of your services and help them determine which service is the best option for them. This is meant to be an introduction instead of a sales pitch. It will include all of your services, a little about what sets you apart from others in the industry, and then direct the potential clients to the next step to learn more.

A sales page is dedicated to one offer, one page at a time. The goal of a sales page is to take a deeper look at one service to give potential clients a chance to identify if the service is for them. Potential clients can self-select offers when the sales page states their primary problem, the benefit of the service, and what they can expect their life to be like after they hire you. A sales page is your sales pitch.

What you need to know before you write a sales page

Writing a sales page is all about addressing your ideal client’s number one problem, and then following their emotional journey and showing them how your offer is the solution to their problem. However, if you don’t know who your ideal client is, then you can’t write an effective sales page. 

Take a second to see if you can answer these questions about your ideal client:

1. Who are they? Can you picture them? How old are they, what do they do for work, what’s their family life like, what kind of car do they drive, etc.? 
2. What is the number one thing that keeps them up at night?
3. What is their deepest insecurity?
4. What do you (or your brand) have in common with your ideal client?
5. How will your offer legitimately make their life easier by solving their number one problem and addressing their deepest insecurity? 

Once you can answer these questions then you can move on to the next section: how to write a sales page that converts.

How to write a sales page that converts

When you’re writing a sales page imagine you’re meeting with a friend to have coffee and during casual conversation, they tell you about a huge problem they’re struggling to solve. This problem happens to be something that you can help solve with one of your offers. You realize this is your chance to bring it up. What would that conversation look like?

The conversation would involve a lot of empathy, and listening to their concerns, and objections. You’d take your time explaining how you understand the struggle they’re dealing with. Eventually you would them about your service explaining how it can solve their problem. Finally, you would end the conversation by painting a picture of what their life can look like can after hiring you.

A sales page is the same thing. It is a conversation where you address their problem, tell them about the transformation they can have if they say yes to your offer, and then detail the process while addressing their objections. 

No two sales pages are the same, which is why I don’t like templates, but here is a list of copy elements to include on your sales page to make sure it’s going to convert: 

• Header focused on the transformation or main benefit clients will experience with this service
• Tell a story about the service: what makes it unique, who needs this service, what’s the benefit of the service, and how will it make their life better?
• CTA
• Features of the service
• Price
• Process
• Testimonial
• Overcome objections 
• FAQ

How to overcome objections on a sales page

The key to your sales pages is to tell a story about the service you’re providing and how it will change the lives of your clients for the better! It’s less about the features of your service and more about how your service will change their lives for the better!

It should sell the offer by addressing their objections such as:

• Is this a waste of my hard-earned money?
• Is it better to hire you instead of DIY-ing it?
• How will my business be better after hiring you?
• What makes you qualified?
• I am nervous because I don’t know what to expect.
• Have other people experienced success by hiring you?

You don’t need to address all of these things on each sales page, but these are some things to think through. I would suggest addressing 2-3 of these objections. It’s important to note that the higher the investment, the longer the sales page.

Resources to write your website copy (including your sales page)

Writing any copy is difficult, which is why I am here to help you. I believe every business owner and nonprofit should have access to quality copywriting no matter what their budget is!  

If you’re looking for free resources to help you become a better copywriter check out my Free Website Copy Checklist. 

If you need someone to give your copy a quick lookover and give you high-level feedback on your copy to guide you in the right direction before you hit publish, then the Copy Audit in 30 is for you!

Looking for a more detailed edit of your copy including specific changes, missing copy elements, and clear instructions on how to add those missing elements? Check out my full Copy Audit.