How to Write a Product Sales Page for the Web
There is so much to say about what you have to offer that it can be hard to work out when to stop, or even start. Here’s what you need to say about your product to sell it effectively.
Most of us find editing is way easier than writing. This is true even when you are editing from complete verbiage. I recommend writing scrappy notes based on this template, then editing them down to something slick.
1. Summarise the product at the top of the page
People’s attention spans are short. Life is busy. You have to express everything you can about your product at the top of the page in as few words as you can.
For the top of the page, write a short blurb:
The name of the product.
What it is (a membership program, for example).
Who it is for.
The single most important problem the product will solve.
You might want to write a fancy message here, like, “The sweet you can eat between meals” or “Made to make your mouth water”, but don’t worry too much if you can’t come up with something. The most important thing is to communicate the what/who/why as succinctly as possible.
Next to this blurb there should be a button to connect people to the contact form, so they can ask questions or apply for the product.
2. Deal with objections
Think of the three top reasons people have to not buy your product. This could be that it is expensive, they have tried something like this before and it didn’t work, or they haven’t got time to take a program.
Take those objections and answer them. If the main objection is cost, talk about how much money the product enables them to earn. For example, coaching can sound expensive, but the whole point is to enable the coachee to make more money or experience success. Try to communicate the ultimate value of the product.
3. Break down the benefits
You should have already mentioned the biggest benefit at the top of the page. In this section, describe three or six of the sub-benefits. How will the product or service improve the life of the person who buys it? Dog training will make your dog happier, your home life easier, walks less combative, etc. Coaching will improve your confidence, provide accountability, allow you to get the job you want, etc.
I recommend three or six benefits because they look good laid out on the page alongside icons or images, but the number isn’t fixed.
4. Connect the product with the customer
Sales is about connecting your solution with your customers’ problems. In this section, make it clear you know how your customers feel and that you want to help them. Describe your target market in detail. How do they spend their time? What are their goals? List the challenges they face.
If you are selling a service like coaching, ask them if they are ready. Make sure they know they will need to work hard to really benefit.
5. Testimonials
If you have them, add recommendations from people who have used or purchased the product.
6. Explain how it works
In this section, say how the product works to allow the reader to imagine themselves using the product or program. For example:
The length of the program
Any peer support offered, for example through a Facebook group
The practical details such as how the product is delivered, when and where.
A person reading this can already see the benefits from the sections above. They now need to know if the product will work for them and their lifestyle.
7. How much it costs and how to apply
Finally, add the costs and information about how to access the product.
