Sales Page Formulas
In this lesson we are going to:
Learn short-form and long-form sales page methods
Review past client sales page formats
Discuss optional elements to support a sales process
We've all spent time on them... Scrolled down and down and down, as the information and sales pitch keeps on coming. Well, I'm not going to be teaching you how to create the seemingly never ending sales pages, because I personally get irritated with that sort. You know, the kind that brings you finally to the bottom and still doesn't tell you what it costs?!
No, we will be working on the more palatably-sized and transparent type of pages, because hopefully our web businesses are all grounded in something more true that wishes to push a bit past the sales-norms of capitalism. We don't want to trick people or feel like we're begging them down for money. We are aiming to feel strong in what we are offering, holding the idea of it being of service to our clients and that that is worth their investment.
Maybe for you and your business it makes more sense to refer to it as an offering page. I am using the technical term in this module in order to differentiate it as a longer form of copy writing and explanation, than any of the other pages on your site.
Short-Form Sales Pages
Short-form pages are typically used for:
A more basic session type (massage, breathwork, single 1:1 session, couples therapy, healing session, etc..)
Short and uncomplicated events (1-3 hour workshop, special yoga class, sound bath, community meetup, etc..)
Collectives or memberships (typically under $50/mo)
There is still plenty of information given to potential and current clients, but short-form pages don't have the same need to fully cover every aspect of who it's for, not for, the entire process of what to expect, and so on.. because it is typical not going to require the same investment, time wise and monetarily, that someone would want to consider before feeling into their 'yes'.
Let's take a look at some examples of short-form sales pages:
Links to pages in the demo video:
Lumina - Soul Collage
Jess Caplan - Sound Sessions
Alison Sinatra - Yoga
Hag School - Collective
Now that you have a better understanding of what these pages look like, use the template below and start mapping out your first short-form sales page.
Using the same 'mapping out' process we did for the home page layout, start with pen and paper, and section by section, create a rough sketch of how things will come onto the page and scroll through.
DOWNLOAD SHORT-FORM EXAMPLE DOCUMENT HERE
Once you have your layout mapped and have identified your copy needs, go into writing mode on paper or in a doc. The alchemy of a sales page is to offer your clients enough information to know it is the right fit for them, without overloading them with information.
Beware the tendency to get carried away: TLDR
Reminder: Save any excess copy for potential marketing, either on social platforms or email campaigns.
Long-Form Sales Pages:
Long-form pages are typically used for:
Session packages
Group Programs
Collectives or memberships (typically $50+/month)
Training Intensives
Retreats and multi-day events
Still keeping in mind that we don't want to overwhelm a potential client with information, a long-form sales page will give just enough detail to outline all that one needs to know, but this will involve a few additional information types and in some cases offer them a chance to speak with you directly.
Some examples of info types that you might see are:
This is for you if: / This is not for you if:
Potential outcomes of this: training, work together, group program
Lodging and meals info
Prep work (this could be on page, or sent in an automated email once they have registered)
A 'typical day' example, if you don't have exact details yet
Module information
Details about you and why you are offering this
Repeating specific outcomes in different words
Testimonials from past clients
Information of themes of days during a retreat or multi-day event
Let's take a look at some long-form sales pages of my past clients:
Links to pages in the demo video:
Ritual Creative - Web Coaching
Jess Caplan - Voice Group
Science & Soul - Trauma Informed Stewardship Training
Hag School - Heathen Imaginarium
As you can see, there are a lot of ways a long-form sales page can look and lots of options for how to help clients make a decision, including speaking to you on a discovery, or consult call.
Long-forms are a big deal and hold the potential to support you in a big way, as you weave your offerings into the world. I generally charge around $1600 for a single sales page - because they are a lot of work to envision, design and present. They can bring new and past clients into your world and should show a side of you and your purpose that shines through in a particular way, particular to this specific offering.
Having said this, know that an offering of this size, can have it's own off-shoot of a mission and vision. It isn't required, but if you find yourself needing or wanting to connect more deeply with a larger offering, consider taking the time to jot down your thoughts on that before writing up the actual copy for the page. I experience these larger offerings as having their own spirit and entity of sorts, and therefore treat them as such during the creation process.
The 'mapping out' process of these pages is even more important than a short-form page. Be methodical, try ideas out on your map, erase things, start over, try something else and really sit with the layout and information you are providing BEFORE you go into your web and start designing.
The example below is not exhaustive, because there are so many potential elements one could use. So feel into what your long-form page needs and what it doesn't. Look at other peoples sales pages and double check if they're using any info blocks or elements that could be helpful to your clients.
DOWNLOAD LONG-FORM EXAMPLE DOCUMENT HERE
Once you have your layout mapped and have identified your copy needs, go into writing mode on paper or in a doc. Then when you really feel set and ready, strong in what you are conveying to the client, begin the same process of design that we did on our home page. Really be sure that you are spacing information out appropriately. You can share a lot, but give it room to breathe by spreading it out between sections.
Action Steps:
Map out a short-form or long-form sales page on paper
Write the needed copy for your layout
Create a new page on your website
Start with the first round of design, setting up sections and adding in the text and image boxes you will need in each section
Finalize the design, by adding in your actual copy, uploading your images, adding in your branded elements, resizing text and image blocks
Then do your finishing touches checklist (animations, image effects, button links, etc..)
