Starting with JUST a sales page (vs. a full website) is a smart move as an entrepreneur. We will go through why this is, what to include in your business sales page, mistakes to avoid, and what to do later if you decide to have a website.
Imagine this: You're starting a small business as an entrepreneur, and you suddenly realize you need a place to send people when they are interested enough to buy from you. Up until now, maybe you've been busy creating your paid product/service, or creating interest through word of mouth and social media content, or it simply didn't cross your radar. And now, suddenly, you realize need a website.
A whole website?! What a daunting task. That involves choosing a domain name and buying it, choosing a place to host the website, figuring out to build it yourself or hiring a designer, and then there's the small problem of what to even include on the website like the different pages, images, and copywriting...
It's so. much. work.
But what if I were to tell you all you need in order to start is just one webpage? That's right, a sales page.
And while you might eventually build a full website in the future, starting with ONE sales page is perfectly sufficient. We will go through what you need to include in your own sales page, and what having one means even if you have a website later on.
The goal: a virtual home of info about your business
First off, why have a sales page in the first place?
Your website - ahem, sales page - has one main function: to be a receptacle for all of your business traffic. You need a place to direct people to when they are interested in learning more about your business (and will potentially buy). If you're the type of business owner who is constantly explaining to people what you do, what you offer, why you're different, what's your background... then please stop! That's not efficient or sustainable. You're suffering from the lack of a virtual home where you can house all that information.
Your sales page will contain all the necessary information people need to know before choosing to buy from you. You can include as many or as little things as per what's necessary for your business, but let's go through some items you can generally include in your sales page.
At the very end, I will include pointers about what *not* to do with your sales page.
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What to include in your sales page
1 - Main information "above the fold"
The term "above the fold" refers to what the viewer sees immediately after landing on a page, and before scrolling down. No matter if someone is viewing your webpage on desktop or mobile, you need to capture attention quickly and lay out your main points in that first section. For example: What is this page about? Who is this for? How will your business help them?
Tip: be super clear about who you help and why it matters to them.
2 - Brand story
People want to know who is behind the small business they're reading about. Whether you include your "About" section in the beginning or further down the page is up to you, but this is a golden opportunity to create connection and deeper meaning.
Some questions to answer: What's your background? What was your motivation to start the business? What's your brand mission? What values do you have? Share your experiences as the founder, or emphasize your team. Be relatable, genuine, vulnerable, and honest.
Tip: don't try to sugar-coat it, honesty goes a long way and creates trust.
3 - Social proof
This is huge! People need to be convinced your product/services works, and one way to do that is by showing how it worked for others. Include written reviews, testimonials, videos of them using it, screenshots of comments, or whatever else that proves real people have interacted with your brand & offer (with their permission of course).
Give new customers the gift of going second. If you have no testimonials from past customers, you can share positive things people have said (again, with permission).
Tip: no need to have the testimonials/reviews look super professional. It's actually better if it's not as polished! You want it to come across as real, not manufactured.
4 - Call to action
You don't want potential customers to simply read your page and leave - give them something actionable to do. This is referred to as a "call to action".
Throughout your sales page, have multiple places where you prompt them to take an action, whether it is to buy, to subscribe, to follow you, or whatever it may be. This is often in the form of buttons to click on.
The reason for having a call to action is because viewers won't know what to do next unless you tell them. So, guide them towards the action they can take.
Tip: Don't present too many different options. Confusion will lead to no action. It's better to focus on one or two max, and repeatedly show them.
What NOT to do with your sales page!
So now, we've gone over some sales page best practices. But what about sales page no-no's?
The first thing to remember is even if it is a sales page, it's better to not come across as salesy. "Buy now!" "Last chance offer!" "This will make you rich!" These are all things that make customers RUN fast. You probably don't want to come across as a cheap brand that is desperate for a sale. Instead, think about nurturing them. Talk about how your product/service benefits *them*. Share information from their view point. Come across as the helpful authority. These things will attract customers to you, rather than run for the hills.
Second, try to not stuff as much information into as little space as possible. No one likes to read huge walls of text on a website... at least not if they weren't intending to. Space it out. Make it easy to digest. Throw in some engaging photos. Format your page in a way that makes them want to view more!
Third, make sure your design aesthetic is in line with your brand. If you already have a visual identity that is in line with your brand strategy and messaging... great. If not, avoid picking visuals purely based on personal preferences or "because it's pretty". Doing that will hurt your brand in the long run! But I rest my case here, because this is a lengthy topic for another post.
What happens when you have a full website later on?
Even after you decide to make the jump and have a full-fledged website, your sales page will still be helpful.
Why? Because customers have short attention spans. This is a page where you have clearly laid out all the applicable information they need to know in a concise manner. They don't need to spend extra time flipping through your whole website, figuring out what exactly you offer and whether they're interested. Of course they can if they want, and a website is a great way to build authority and interest. But for those quick to-the-point interactions, a sales page is a good thing to have in your arsenal.
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