. . . And what you can do about it!
Too many solopreneurs, marketers, and biz owners have been here before . . .
You pour your heart and soul into a game-changing product or service. You dream up an out-of-this-world offer. And you (or your ultra-talented team) whip up a brand-new sales page. It looks beautiful. It's easy to navigate. And it . . . doesn't convert.
Sure, you might get some traffic. But when it comes to sign-ups and sales it's basically zilch . . . nada . . . nothing. (Cue the headaches and sleepless nights!)
So you have some options, right? You could try a different offer. Or pour money into a redesign. Or head back to the drawing board altogether. But before you send that sales page to the recycle bin, we'll let you in on a not-so-secret secret:
If your sales page isn't converting, you NEED to take a look at your copy.
And we're here to help you do just that! These are the top 3 reasons your sales page copy may be cramping your conversions.
You’re speaking to the wrong audience
Whether you're a solopreneur, business owner, or marketing pro, you've got to know your target audience to sell to them. Right? Right. But if you've crafted your ideal customer persona based on assumptions – or even on educated guesses – chances are you got a couple of things (or a lotta things!) just plain wrong. Sorry, but that's just the cold, hard truth!
So here are three things you're going to want to think about:
Pain points. You never really know your target audience until you understand what makes them tick. And when you address your reader's most pressing challenges, you get inside their head – and that's precisely where you want to be. One thing you can do to uncover your target audience's pain points? Simple: talk to your existing customers.
Word choice. Are you speaking your target audience's language? If you're using generic terms (or worse: unnecessary jargon!) you've probably got your prospects thinking, "Meh, this isn't for me." But if you use words and phrases they're familiar with, you'll make 'em feel comfy. Our fave way to get a sense of how customers speak is to read reviews. And if you don't have a ton of reviews just yet, it's fair game to take a peek at the competitions'.
The customer journey. When they land on your sales page, are your readers already familiar with you? Or is this their first time coming across your wildly wonderful biz? Your sales page copy should reflect whatever stage of the funnel your reader is currently at. So if you're offering a top-of-funnel freebie to brand-new prospects, your landing page should include a credibility-boosting brand introduction. What about the bottom of the funnel? If you're going for the big ask (read: asking your audience to dish out some major coinage), your sales page needs to address your readers' specific buying objections. Research shows doing just that could increase your conversion rate by a whopping 80%!
You’re saying too much (or too little!)
*Yaaaaawn* When your sales page is way too long, it's going to make your reader navigate straight to the X in the corner (if they don't fall asleep first!).
But if your sales page is too short, prospects are going to be left scratching their heads and wondering, "Huh?! What is this all about, exactly?"
Alright, so how can you avoid both scenarios? And craft a perfect-length sales page that gets readers to convert?
When it comes to the ideal sales page length, there are no hard-and-fast rules. BUT there are some general guidelines you'll want to follow depending on the types of products or services you offer.
eComm brands. A short sales page with punchy copy will typically be your best bet. Word count is NOT everything . . . but just in case you're a #NumbersPerson, you're lookin’ at less than 1000 words. (Oftentimes, it takes just 500 thoughtfully assembled words to spark an eComm conversion.)
- Coaches, consultants, and service-based businesses. You've got a little more wiggle room here. Again, for all our number people in the room, you're going to want to aim for up to 1500 words – sometimes well over that! If your offer is complex, you could get away with a sales page that's 8 scrolls (or about 3600 words) long.
And here are some other things you'll need to consider:
- No matter how long or short your sales page is, you should follow our golden rule: Break things up! Give your reader some breathing room with clearly defined sections.
- The length of your sales page matters. But so does the length of your sentences. Keep 'em short and sweet whenever possible.
- Read your copy aloud. If you feel like you're repeating yourself, make use of that backspace key. (Hey, it's there for a reason!)
Your copy isn’t compelling
Okay, so let's say you check all the boxes. You address your audience head-on. You delete all the unnecessary jargon. And you get the length *just right*.
. . . And the conversions still don't come rolling in. Well, you've probably got yourself some sales page copy that's just. not. compelling.
So what now? Here are three things you can do to give your sales page that je ne sais quoi (aka make your copy 10X more irresistible!).
1. Make social proof your BFF. If your readers are going to buy from you – or even if they're going to hand over their email address for a discount or freebie – they need to trust you first. (Duh! We know you already know that.) Here's something that often gets overlooked, though: Talking yourself up doesn't do much to boost your credibility. And when it's done wrong, it can make you seem UNtrustworthy. So one of the best ways to hype up your business or brand is to let other people do it for you! Featuring social proof – like glowing reviews, testimonials, and comments – can dramatically boost your conversion rate. Hey, 88% of consumers consider user reviews to be just as trustworthy as recommendations from their friends and fam!
2. Crush your call to action. Is your CTA *gasp* boring? Sign Up . . . Buy Now . . . Call Today. We've heard them all before. And quite frankly? We're tired of them! And so are consumers. Try a unique, clever, or surprising CTA – like "OMG I'm So Ready For This!" or "Gimme The Freebie Plz!" – and watch your conversions soar. Bonus points (and bonus conversions!) if you use first-person language instead of third-person. Research suggests that using "my" instead of "your" can boost click-through rates (CTRs) by 90%! (Psst! Peep a couple of killer CTA examples here.
3. Call in the big guns. Okay, somebody's gotta say it: not everyone's a copywriter. And there's nothing wrong with that! If you just can't seem to piece together copy that captures your brand's voice (AND those all-important conversions), it's time to partner with copywriting pros [Insert URL]. Giving your copy the IT factor is what copywriters live for – and what they've trained for!
Phew! That was a lot. But now you know: If your sales page is scared of converting, chances are your copy is to blame. And now you have the tools to turn things around: get uber-specific about your audience, say a lil’ more (or a lil’ less!), and break out all the stops to make things more compelling.
And if you're looking for the easiest (and quickest!) way to get high-converting copy, we've got your back. Get our conversion-conscious copywriters to whip up your next sales page!