In this video, I’m sharing 10 conversion triggers that I always look for when writing – or reviewing – a sales page.
But first, if you’re new to the crew – welcome!
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Now – today I’m going to teach you exactly how to optimize your sales page – from the bottom to the very top.
This tutorial is perfect for any coach or entrepreneur with a service-based or education business. Think of things like 1:1 coaching or consulting, in-depth online programs, or other services.
Now – ya ready to dive right in?
All great Sales Pages need to start with…
The headline may be the shortest section of a sales page, but it definitely takes the longest to write. In fact, I usually write my headlines LAST.
But, because it’s the first thing a prospect sees on the page, it’s the first conversion trigger we’ll talk about here.
You want to be sure that your headline is strategically written to:
Hook your prospects’ attention
Introduce a core pain point, benefit, or USP of the offer
Open a loop that entices the reader to keep scrolling below the fold
YEP. That’s a big job for such a small section of text.
Another thing you need to consider when writing your headline is…
Now if you have no freakin’ clue what I mean when I say “Customer Awareness”, here is another tutorial that explains all of that for you.
Moving on to the next conversion trigger you must include…
Essentially this is what comes immediately after the headline. It’s the lead-in portion of your sales page – the build-up before you actually start selling anything.
This copy is insanely important because this is when your reader self-selects and decides whether or not you’re actually talking to THEM! And yes, like the headline, it can be very difficult and take the longest to write…
But it’s worth taking the time to do it right because when done well it can make a MASSIVE impact on your conversion rate.
Your indoctrination needs to “indoctrinate” your readers on who you are, why they should listen to you and why they should care at all. This is where you empathize, educate, and validate your reader – you can do this through storytelling, sharing stats and facts or painting a picture of what’s to come…
And of course, the most important thing is that you speak to your prospects’ immediate needs and fears, which takes us to the next conversion trigger…
#3. Problem & Solution
Of course, the whole point of your sales page is to sell something that solves a problem for your audience. So you need to get really clear on what that is.
As human beings, we’re (unfortunately) wired to avoid pain above gaining pleasure. This means that in our most natural state, we respond to problems more urgently than we do solutions.
Because of this, the sales page needs to address your prospect’s problem – what I like to call the aggravating status quo – early on…
Your copy should evoke an emotionalresponse – but be careful not to put salt in the wound.
You don’t want them to feel alienated, misunderstood or attacked you want your copy to make them feel safe, understood and heard.
That’s why you should effectively and accurately communicate ONE core problem in your copy before introducing your promising solution, or the “big promise” your reader is looking for.
In this case, specificity goes a long, long way. No one is going to believe you have a solution that does EVERYTHING under the sun. Think of how your solution is the BIG easy button for what your client is looking for.
Now, a very important distinction to make is that the solution is not the product… at least not yet.
Rather, at this point in your sales page, the solution should just be the specialized method, approach, discovery or tool that can solve your prospects’ problem.
Remember – they FIRST have to believe in the solution, before they buy your product – whether it be coaching, mentorship, guidance, expert services…
Now, once a believable solution is presented, you want to pivot into…
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#4. The Offer
This is where you introduce your specific version of that solution – aka product – as the easiest, simplest, fastest, or best way to attain the big promise that you just talked about. Here is where you want to have a clear and concise USP – or Unique Selling Proposition.
This is also where you want to include the value breakdown and all those left-brain details that make up your product:
What it is
How it works
Where to get it
When to expect it
How much it costs
The most important thing to remember in this section is that the value of your offer should always be greater than the price.
The greater the gap between value and price—the more irresistible your offer becomes.
This is why you often see campaigns that use bonuses, price juxtaposition, or discounts to increase the offer appeal and, therefore, conversion rate.
Alright. Now you have all the left brain stuff out of the way. It’s time to address…
#5. Juicy Benefits
Or bennies, as I like to call them. This is where you stop talking about the what of your offer and start talking about the why. Or in other words… WHY your prospect would want to buy your product. I mean, what’s in for them – really?
This is where you can do deeper into all the amazing things your product or service does on top of the big promise you already shared.
It’s not enough to simply show them what they’re getting. It changes the game altogether when a prospect believes they have to have it.
You answer this question in sales copy by presenting the specific and relatable benefits that the product can provide.
And remember, features are NOT benefits.
Features are something a product HAS or IS, whereas benefits illustrate desired results that solve REAL pain points.
For example, a FEATURE would be “batteries included”.
Whereas the corresponding BENEFIT would be “no disappointed child on christmas morning”.
Now it can be pretty difficult to convert features into benefits – especially when you’re writing for your own product or service. It takes practice!!
If you need help squeezing some juicy bennies out of your features, I have a FREE feature-to-benefit converter that you can download at the end of this video!
Alright, next up you want to make sure you’re including…
#6. Social Proof & Authority
A common objection in the minds of consumers is whether or not a brand is the RIGHT company or person for them.
Trust is a huge factor that determines a customer’s decision to buy from you.
So it’s important that a sales page communicates socialproof and authority through testimonials, social media stats, press coverage, credentials, experience and any other credibility factors.
However, authority is not just something you slap into a single section on the salespage — I like to see it communicated throughout the copy as much as possible.
Alright now on to lucky #7…
In marketing, scarcity refers to the idea of making products or services limited in some way, making people more likely to act because the offer is scarce or exclusive.
The 4 most common types of scarcity are:
Price: limited-time discount
Quantity: limited amount left
Premium: limited-time bonuses
Offer: limited-offer/cart closing
The most effective sales copy communicates scarcity that compels the prospect to act while the offer is still available.
And – this is insanely important – your copy also needs to clearly and effectively communicate a big reason WHY the offer is limited, without it being hypey, pushy, or misleading.
Is it because of a special event like an anniversary? A passionate mission to touch 1000 lives by the end of the year? A globalcause such as World Mental Health day?
Having a reason why massively increases trust and believability. And, this goes without saying… but always use REAL scarcity. Never lie and say and offer is limited when it’s not.
Before we move on to the next conversion trigger, I want to make sure I clarify that NOT ALL sales pages need scarcity all the time.
If you want your sales page to be 100% evergreen for anyone to purchase anytime, scarcity can be left off the table. Instead, use urgency and provide benefits as to why someone would want to act right away.
People like to be told exactly what to do and what is going to happen next, so the copy needs to assure them that they will be taken care of every step of the way…
From the moment they add the product to cart, to when it will be delivered, to how it can be returned if it doesn’t work out.
This is where you’d want to include any:
Return or exchange policies
Next steps & delivery details
In other words, this is where you want to debunk the fear of,“Am I going to be screwed over by this company/person?”
Now onto #9…
Whether it’s a single button or a multi-tiered order section — the call-to-action, or CTA, needs to pack a serious punch.
It must only take a second for the prospect to understand exactly where to click and how to buy the product.
Your CTA should be clear and straight to the point. For instance:
“Get Instant Access”
The most important rule of copywriting is to have one clear and concise call to action.
It can appear multiple times though.
For example, if you have a longer sales page, then you’d probably want to include your call-to-action button 2 to 3 times throughout the copy. And always always always make a CTA the very last thing someone would see if they scroll to the very bottom of your page.
Once you have the first 9 conversion and optimization triggers covered, it’s time to sit back, look at the entire picture, and ask yourself:
Is the sales page messaging consistent and coherent throughout?
Is the page easy to skim with clear section titles that guide me down the page?
Was everything easy to read or did I stop to read any sentences twice?
Were there any glaring gaps or illogical links?
Make sure that the copy is simple and effective.
I’ve said this a few times before and I’ll say it again — studies have shown that the average reader reads at a 7th-grade level. So there’s no need for wordiness, fancy explanations, or long lists of adjectives in a single sentence.
I personally find that reading the entire sales page out loud helps me answer these questions.
Now here’s one more bonus tip for ya…
Make sure you read the page on your cell phone!!!
With far more than half of online readers consuming sales pages on mobile devices, you want to make damn sure that your copy is easy to read and navigate on small screens…
And there you have it — an exclusive insider look at the 10 triggers I include on all my sales pages.
Now if you need help connecting the dots and taking your sales page from theoretical to tangible…
For your team, screen recorders can be used for several reasons — from creating tutorials for your website to recording a recurring tech issue to sending your marketing team a quick note instead of an email.
Looking ahead to 2023 and beyond, businesses worldwide face lots of uncertainty.
One thing will remain constant throughout this period — customers expect excellent experiences when interacting with a brand. According to Acquia’s latest CX Report, businesses plan to prioritize customer retention over the next 12 months: 56% plan to improve customer experience, and 58% will focus more on customer service.
This should be a common goal. To weather a potential storm, businesses must keep customers by meeting and exceeding customer expectations.
Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.
Are You Prepared for the Shift in Website Design with the Rise of Blockchain Technology?”
Let’s take a deep dive into the exciting future and world of web3 blockchain technology, and its impact on website design and development.
I’m going to provide you with real-world examples, and by the end you should have a clear and concise explanation of how decentralization, data management, and interactions will work in the future of websites.
I’ll be sharing what I’ve learned about the benefits of adopting these technologies, including increased security, website personalization, and user control.
If you want to stay ahead in the field of website design and understand the future of the industry then this article is a must-read.
The way we build websites now is changing!
The way websites are built now is inefficient and requires a huge knowledge base to build correctly. Most website platforms these days use some form of a WYSIWYG “WiziWig” style builder like WordPress, Squarespace, Shopify, and countless others.
It’s taken over 30 years for websites to be as good as they are today, this direction is for the long term thinker who wants to be on the cutting edge of the industry and build their brand in a space that is extremely new.
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You will need to learn the technology overtime and become proficient with the types of industries that are looking to build web3 websites and applications. There are already a few decentralized website and web app builders out there that are fully running on blockchain technology.
Decentralized Web App Builder Example: ICME
One example is a company called ICME that has “world’s first smart contract marketplace and web3 no-code suite.” Their modules even offer the ability to integrate with web2 applications that support API Post Requests.
Their entire code base is built on a blockchain technology called Internet Computer, which is why I’m actually invested in their Cryptocurrency known as ICP on exchanges. It allows you to do everything from building landing pages, websites, blog posts, online stores, Linktree type pages, Store NFT’s and more.
I do see some existing platforms like WordPress evolving into a fully decentralized Web3 platform, that would dramatically speed up market adoption as they have such a huge knowledge base and community of creators, it’s just a matter of time.
The exact evolution of website building tools is yet to be seen, but what’s certain is that web3 and blockchain technology will play a significant role in shaping the future of the web. The sooner you start to adopt and learn this technology the further ahead you will be when the time comes to switch from the internet we know it to what’s coming in the not too distant future.
Web3 Websites will be easier to build and customize with AI Tools.
The process of building websites in Web3 becomes much more intuitive and easy with the integration of artificial intelligence, with tools like OpenAI, you will simply give the program a prompt and give it a clear description of what you want your website to look like, say, do, and create.
This is where things will get fun for a designer and being able to let your creativity and artistic talent reach a level never seen before.
The need or demand for front end website programmers will change as less custom coding will be required, your website will be able to change visual elements and maybe more in the future with ai.
Web3 Websites are going to become very personalized experiences and brand centric.
Websites will collect data with consent(which is another point for later), that allows the user to have a completely customized user experience and interaction. Imagine a traditional website as a restaurant where the customers order their food from the menu and the kitchen staff prepares the dishes.
In this scenario, the restaurant manager is the central authority that controls the flow of information, the menu, and the preparation of the food. However, in a web3 and blockchain enabled website, this centralized authority is replaced by a decentralized network of customers, chefs, and kitchen staff.
With web3 and blockchain technology, website users can interact with the site in a more direct and efficient manner. Instead of relying on a central authority, users can participate in transactions and interactions on the website without intermediaries.
This eliminates the need for middlemen, making the process faster, more secure, and cost-effective.
For example, a user can easily and securely create their own profile, manage their data, and participate in transactions on the website. This level of user empowerment enables them to take control of their online presence and interactions, providing them with greater privacy and security.
The decentralization of website interactions through web3 and blockchain technology represents a shift towards a more user-centric and efficient web experience. It eliminates the need for intermediaries, providing users with greater control over their interactions, transactions, and data.
Web3 Data Management will become more secure.
Imagine now you are running a restaurant and you need to keep track of all the ingredients you have in stock, what dishes you serve, and the orders from your customers. In the traditional system, you would keep all this information in a single ledger book, written by hand.
However, with the integration of blockchain technology in your restaurant, this system of record-keeping becomes much more efficient and secure. Each ingredient becomes a unique item with its own blockchain record, and the orders from customers are recorded as transactions.
This decentralization of data management ensures that all the information is secure and can be easily accessed by any member of the team who needs it.
In the same way, decentralization will work for data management in website design and development. Instead of relying on a single central database to store all website data, this information can be spread out across multiple nodes on a blockchain network.
This means that website data is not stored in one central location, but is instead distributed across many different nodes, making it much more secure and resilient against hacking or other forms of data loss.
For example, user data such as personal information, preferences, and transactions can be stored in a secure and encrypted manner on a blockchain network like Internet Computer. This allows website owners to manage their data in a more secure and efficient way, giving users peace of mind that their information is protected.
The integration of blockchain technology in website design and development will lead to a more secure and efficient way of managing our website data.
Like William Mougayar said author of The Business Blockchain “In a world where data is currency, the blockchain offers a new model of trust and control.” By decentralizing our data management, website owners will know that all information is stored in a secure and transparent manner, promoting trust and confidence among users.
Say goodbye to hackers once websites are on Web3.
There were 22 billion breached records in 2021 alone, the biggest reason behind that is due to the nature of Centralized servers and website platforms. In Web3 security can be compared to a fortified castle, providing superior protection against outside threats and ensuring the safety of you and your clients or customers valuable information and data.
Using blockchain technology, website owners will be able to offer a greater degree of security to their users, protecting their data and transactions from malicious actors.
This will be particularly important in fields such as finance and healthcare, where the protection of sensitive information is of utmost importance and required by HIPAA and other regulatory agencies.
Just as a fortified castle protects its inhabitants from outside threats, web3 provides a layer of security to websites that is unparalleled by traditional web design.
The decentralized nature of web3 eliminates the need for a central point of control, making it much harder for hackers to penetrate. In addition, web3’s advanced encryption algorithms and blockchain technology provide a secure platform for website data and interactions.
In a traditional website, all data is stored in a central database, making it a prime target for cyber attacks. On the other hand, web3 stores data across a network of nodes, making it much harder for a single point of failure to occur. This eliminates the risk of large scale data breaches, as well as reducing the risk of individual data being compromised.
Finally, web3’s immutable ledger ensures that all website interactions are transparent and secure. This means that all transactions and changes made to the website can be tracked and verified, making it easier to detect and prevent any fraudulent activity. So if you want to protect your website and your clients website and their users from outside threats, web3 is going to be the way to go!
“Blockchain technology offers a level of security that was previously unachievable on the internet.” – Don Tapscott, blockchain expert and author of Blockchain Revolution
Automation will be effortless with Web3.
Blockchain Web Apps will have the ability to work together seamlessly, I see a future not too far off where ecosystems of dozens of programs are consolidated into one. Checking your social media posts, messages, your email, text messages, and website inquiries all in one place in just minutes.
Automation when done properly removes friction and resistance from any area of your business that is a lower revenue generating activity. Your time is the most valuable thing you have and using automation tools is how you buy back that time.
With web3, websites will be able to automate many processes, reducing the need for intermediaries and streamlining operations.
I want to give a few examples of ways we can Automate our websites with Web3. The first is dynamic pricing and inventory management: Web3 and blockchain technology will allow for automated and real-time pricing and inventory updates on our e-commerce websites, reducing manual labor and increasing efficiency so that you and your team can focus on higher revenue generating tasks.
The second is user authentication and verification: Web3 and blockchain technology will provide a secure and automated way to verify user identities, reducing the risk of fraud and making it easier for websites to manage user access and permissions.
I’ve already had to dramatically improve my knowledge around user verification after working with nearly a dozen blockchain brands since 2016.
There are already QR codes being used to login to websites like discord and other utilities like Crypto Wallets. The last example is content delivery and distribution, Web3 and blockchain technology allows for the automated content distribution, reducing the need for manual content updates and ensuring that the most up-to-date information is always available on your site.
This will free up time and resources for more creative and meaningful work, and will help to reduce costs for both users and website owners. This is good for any business owner that wants to lower their bottom line costs while raising their top line revenue simultaneously by leveraging time at the highest level of efficiency possible.
When it comes to Revenue Web3 will give you maximum monetization potential.
In the world of websites, monetization is the process of generating revenue from a website. Traditional website monetization methods include advertising, subscriptions, and e-commerce sales. However, with the advent of web3 and blockchain, the landscape of website monetization is about to change.
For example purposes let’s use a loyalty program analogy, a loyalty program is a rewards system offered by businesses to incentivize customers to continue using their services. Similarly, on web3, website monetization will offer new ways for website owners to monetize their content and incentivize users to continue visiting their site.
One example of how websites on web3 and blockchain can monetize their content is through tokenization. In this model, websites can issue tokens that represent ownership of certain content or access to premium features.
Users can then purchase these tokens and exchange them for access to the content or features they are interested in. This creates a new revenue stream for the website and offers users an incentive to visit and engage with the site.
Another way that web3 and blockchain can monetize content is through micropayments. In the traditional web, micropayments are difficult to execute due to high transaction fees and slow processing times. However, with the speed and low cost of transactions on the blockchain, micropayments become a viable option for websites to monetize their content.
This allows websites to offer users access to small amounts of content in exchange for a small payment, giving users a more affordable way to access quality content they are interested in.
One of the best examples I’ve seen so far is how Tom Bilyeu has used NFT’s as a way for people to get access to his content which ranges from events, to video games, tv shows, education and a ton more his nft’s are cleverly called the “Founder Keys.” There are lots of perks that brands are giving to early adopters that support the web3 movement and help us move closer to a better, safer, and more balanced internet.
Websites can also create loyalty program-like systems that incentivizes users to continue visiting and engaging with their site.
As the web3 and blockchain ecosystem continues to grow, we can expect to see an influx of new and creative monetization models emerge, providing websites with new opportunities to generate more revenue, and their users and visitors with new and exciting ways to access and engage with your content.
Decentralization puts Consent into action.
As a designer, the websites or graphics I create that started from an idea, a conversation, or something i’ve experienced are valuable and belong to me, knowing that there are AI design tools that can take my 15 years of experience, and use it to create an even better version in seconds and essentially for free?
That’s a big NO NO for the creators and artists, in fact there is a movement happening right now about consent and how these big platforms don’t have the consent to use their art as reference for AI design tools.
I stand behind being able to give consent if your work is going to be used without your permission, if movie and music piracy is a federal crime shouldn’t companies stealing a designer’s work without consent a crime too?
I think so, and that’s why I’m so excited about Web3 and Blockchain. Being able to create smart contracts and public records of your creative assets is a huge step forward for creators and designers around the world.
Imagine a world where your designs are stored on a decentralized platform, accessible only with your consent. You can choose who can view your work, who can use it, and how it can be used. No longer do you have to worry about your designs being stolen or used without your permission.
With web3 and Blockchain, your work is protected by the power of blockchain technology, ensuring that your designs remain yours.
In this new world, you can also monetize your work in new and innovative ways. For example, you could offer limited use licenses for your designs, allowing others to use them for a specified period of time. You could also offer exclusive access to your designs, giving a select group of people the ability to use them in a unique way.
By giving you the power to control how your work is used, shared, and monetized, web3 decentralization empowers you to take control of your career and build a future that reflects your vision and values. Decentralization is a game-changer for designers and creatives alike.
You get complete power of consent for your work to be used in any way, web3 decentralization empowers you to take control of your career and build a future that reflects your vision and values. So why not embrace this exciting new technology and start building your future today?
Interacting with Web3 Websites will be easier than ever.
Web3 website users will be able to customize a range of interactions on a website like content creation and sharing. Users will be able to create, share and consume content that aligns with their interests and preferences, without relying on centralized platforms.
Community building, users will have the ability to build and join communities that align with their interests and participate in decision-making processes, creating a more personalized and engaging online experience.
Interaction with E-commerce, users will be able to buy and sell goods and services directly with one another, without the need for traditional payment processors, creating a more transparent, secure, and affordable online marketplace.
Users will be able to access personalized services and experiences based on their data and preferences, creating a more user-centered online experience. A good example is a pizza shop website that keeps track of the last purchase you made and gives you the option to re order it at a discount price.
Web3 users will have the ability to customize a wide range of interactions on the website, from content creation and community building, to e-commerce and data privacy, creating a more user-centered, personalized and engaging online experience.
The adoption of web3 and blockchain technology is poised to bring about a revolution in the world of website design. From decentralization to automation and from security to monetization, these technologies offer new and innovative ways to interact with the web.
As a designer, it is crucial to keep up with these changes and be prepared for the new opportunities and challenges that come with them.
Web3 decentralization empowers creators by giving them control over how their work is used. Automation streamlines processes and saves time, while security measures are reinforced, giving website owners peace of mind. And with monetization options like a rewards program, website owners can explore new and innovative ways to earn revenue.
Overall, the future of website design is bright with the integration of web3, blockchain, and ai. Designers should embrace the power of these technologies to unlock new possibilities on the web and create better online experiences for everyone
“Unlock the power of web3 and blockchain to unleash your creative potential, embrace the future of website design, and build the digital world of tomorrow.” – Adrian Boysel