As a coach, your expertise has the potential to transform lives—and a compelling sales page is your gateway to make a positive impact and drive conversions that elevate your coaching business. In this blog, we’ll talk about the 10 essential elements that you need to include in your sales page so that it resonates, establishes trust, and turns curious visitors into eager clients.
The Headline and Call-to-Action (CTA) Button Go In The Hero Section
The “hero section” is the part of your sales page that you see when you first open the page before you scroll down. It’s the most important piece of real estate on your sales page.
There are two elements you need in this hero section:
- A compelling headline that addresses your ideal client and includes your USP (what makes your offer different from others in your niche), and
- A call-to-action button with clear, actionable text that encourages them to make a decision.
Your ideal client needs to feel that this is exactly for them immediately upon landing on the page. The call-to-action button at the top is for your hot audience that has already been well-nurtured and is ready to purchase from you right away.
Crafting a Captivating Headline that Resonates with Your Audience
Your sales page’s hero section is your first impression, so you need to make it count. An effective headline speaks directly to your audience, meeting them where they are at.
It’s also how you grab their attention. In a world filled with distractions, your headline needs to stand out and connect on an emotional level. Start crafting a worthy headline by using language that your target audience also uses.
Write an Engaging Call-to-Action
What do you want the reader to do? What is the action you want them to take?
It’s essential to keep the focus on the benefit to the reader, rather than on the specifics of what you do. This approach allows them to envision the positive outcomes they stand to gain by engaging with you.
For example, let’s say you want a prospective client to click on a link to download a worksheet. Which do you think is more effective call-to-action button copy?
- “Click the link to get your worksheet.”
- “Fast results. Less stress. Download my worksheet today!”
The Introduction To Your Sales Page
How do you begin writing a sales page?
Follow this flow:
- Meet your audience where they’re at by addressing their pain points with empathy
- Present a logical solution to their problem
- Show how YOUR unique solution is actually the best solution for them.
Let’s discuss each of these components.
Meet Your Audience Where They’re At By Addressing Their Pain Points With Empathy
Every potential client arrives at your sales page with a specific set of challenges and desires. When you identify and address these, it is an opportunity to create a genuine connection. Craft your copy with empathy, showcasing you understand their struggles, and demonstrate that you truly comprehend their journey and what is possible for them.
Present a Logical Solution to Their Problem
Logic plays a pivotal role in the success of a sales page. As potential clients explore your offer, they’ll start to form objections naturally. You need to dispel their worries by anticipating their doubts. A logical framework not only instills confidence and stays ahead of your client’s thought process but also bridges the gap between their problems and the actionable plan you present.
Outline the step-by-step journey you’ll guide them on, moving from their current situation to their desired outcomes. By clarifying how you’ll help them overcome challenges, you’ll build confidence in your coaching program’s effectiveness through your sales page.
Showcase Your Unique Selling Proposition (USP)
When sales pages don’t convert, it’s often because their offer sounds like all the others out there—even if it’s not! You’ve got to communicate both how YOU and YOUR OFFER are different and unique—and make it obvious.
What Sets Your Coaching Apart
What sets you apart from the sea of coaches out there? Your Unique Selling Proposition (USP). Your USP is what makes your coaching approach different, whether it’s your methodology, personal story, or something else entirely. Clearly communicate why your coaching is the ideal fit for their needs.
Why Your Solution is Unparalleled to Your Ideal Customer Avatar (ICA)
Your solution isn’t just a simple alternative; it’s a custom answer to the unique needs and aspirations of your ideal customer avatar. What sets your solution apart is its alignment with their specific pain points, goals, and preferences.
By delving into the specifics of what they need, you’re creating a special connection, propelling them toward their objectives. Your solution is uniquely designed to get your ideal customer avatar closer to success, setting you apart as the best choice for them.
Introduce Your Coaching Offer and Price Point
On a sales page, being clear about your coaching offer and price points helps avoid confusion from potential clients. They’ll understand what they’re getting and what they’re paying for, making it easier for them to commit to the next step.
Present a Compelling Offer that Appeals to Your Target Market
Your coaching offer is a transformative experience tailored specifically towards your target market’s needs. Here are the details you must include in your sales page:
- The benefits and features of your offer.
- If you offer a course, make sure you have an appropriate title that names one benefit to the client.
- Create a bullet point list of teasers of what they can expect for transparency.
Demonstrate the Benefits of Your Coaching Program
When it comes to explaining why your coaching program is valuable, it’s all about highlighting the benefits. By pointing out the real advantages your coaching offers, you’re helping potential clients see what’s in it for them. When you share stories from others who have benefited, you’re giving concrete proof of how your coaching works.
Remember, it’s not just talking about benefits—it’s about making them feel attainable. For example, my mentorship program shows how each of my mentees benefited from their time with me and how it got them results (and confidence!) moving forward.
State the Price Point for Your Services
The cost of your service or product is top of mind for your client. It’s also one of the biggest objections they’ll likely have to your offer. Here are some best practices for sharing your price point:
- It’s best to give one price.
- In addition to installments, have the option to also give one payment plan and state the savings if they were to go with this option.
- Don’t offer more than two options, otherwise it leads to decision fatigue and they’ll eventually leave your sales page.
- Avoid using the worst “cost” or “pay”. Instead, use language like, “Investment” or “Your contribution”.
Value Stack: Highlighting the Benefits and Bonuses
Using a value stack on your sales page is a smart way to showcase what your coaching offer is truly worth to potential customers.
Create an Irresistible Value Stack to Amplify Your Offer
Magnify the appeal of your coaching package by creating a value stack. Show what each component could sell for individually, then show how your price point is way less than all that added up. Value stacking your offer gives a comprehensive and compelling case for investment.
Add More Value With Freebies, Bonuses, and Exclusive Content
You can also explore adding extra value through freebies, bonuses, and exclusive content. This creates additional incentive for potential clients to take action, all without resorting to artificial scarcity or urgency tactics. Whether it’s downloadable guides or exclusive access to live coaching sessions, these extra resources provide a clear advantage. Make sure that your bonuses are still relevant to the client’s journey. It’s about enriching their experience and accelerating their progress.
Price Anchoring
Price anchoring is a strategy that guides decisions by providing a basis for comparison. When you use this approach, you’re positioning your offer as the go-to choice. Featuring multiple pricing options establishes context. The higher price serves as a benchmark, enhancing the appeal of your primary offer. This method taps into decision-making psychology, leading potential customers to view your primary offer as the most valuable solution they need, especially when other problem-solving methods haven’t worked in the past.
Establishing Your Credibility
Trust rests on credibility. And you can showcase this through a well-crafted bio. Your bio should be a relatable introduction, sharing your journey, values, and mission.
Crafting a Compelling Bio that Establishes Trust and Authority
Potential clients want to know who they’re entrusting their growth to. While it’s important to list your credentials for authority, also give them a glimpse into your journey. Whether it’s overcoming challenges, pursuing education, or embracing life-changing experiences, you humanize yourself. Potential clients see you as more than a coach; they see someone relatable who understands their journey. This connection lays the foundation for trust.
Demonstrate Your Expertise with Certifications, Experience, and Achievements
When visitors land on your sales page, they want to see if you know your stuff. You can demonstrate your expertise by highlighting certifications, years of experience, and achievements. This will shape your credibility, assuring potential clients that you possess both the knowledge and practical skills to guide them effectively.
Testimonials and Social Proof: Let Your Clients Speak for You
Another essential component of your sales page is your social proof. Testimonials help answer one of the biggest concerns most people will have:
“…Okay, but does this actually work?”
Showcase Glowing Testimonials from Satisfied Clients
Testimonials bring your impact to life. As potential clients read about tangible results from others in similar situations, they can envision their own transformation. Seeing proof that you’ve successfully created positive change is another way to foster relatability and trust. By sharing testimonials that speak to your commitment, energy, and results, you’re showing them what’s possible when they choose you.
Leverage Social Proof with Case Studies and Success Stories
Social proof can also go beyond individual testimonials. Case studies and success stories show the breadth of your solution. This is an opportunity to get into the details of a challenge, the strategies you used, and positive outcomes that came out of it. Case studies can also highlight your adaptability to different scenarios as a coach, proving that you can be versatile.
Address Frequently Asked Questions (FAQs)
A well-rounded sales page anticipates and addresses common questions in advance, and that’s where your FAQs come into play. By proactively answering these questions, you provide clarity and alleviate uncertainties that might be holding potential clients back. This section of your sales page helps your clients overcome objections and turn doubts into conviction.
A Sales Page Template of the 10 Essential Elements
TLDR? Here’s what you need to know.
A successful sales page guides potential clients from curiosity to commitment. This is where you can:
- Create trust and a personal connection with headlines and CTAs that build emotional bonds.
- Offer real solutions based on your audience’s pain points and presented in a logical manner.
- Separate yourself in a crowded market with a USP.
- Present transparent offers and pricing.
- A value stack is how you add even more value to your offer by highlighting benefits and exclusive content, justifying the investment.
- Price anchor to position your primary offer as the natural choice.
- Establish credibility with your bio.
- Increase the customer’s confidence in you and your program with testimonials, case studies, and success stories.
- Get ahead of your customer’s doubts by addressing FAQs so they can be fully confident in their decision to work with you.
Here’s what my sales page template looks like:
(And you get this Google Doc when you schedule a Co-Creation Session—including my swipe files!)
When you’re ready to increase conversions on your sales page, here’s a few ways I can help:
☀️ Want to DIY it? Let’s get you set up with a 3M Roadmap session so that you know exactly what you need to do and how to get started (I’ll even gift ya my Starter Docs that I use!). Book your 3M Roadmap Session here.
☀️ Let’s write together. Writing your sales page or email sequence or updating your website *still* on your to-do list? Snag a Co-Creation session where we’ll get in flow to crank out your copy together in a 90-minute session. Book your Co-Creation Session here.
☀️ Take it off my plate. Not enough time to get it all done yourself? I got you. Offload your copywriting and marketing strategy to an expert that you can trust. Get a customized quote here.
Want to learn more about which of these services is right for you? Check out all the details here.
