Directing potential clients to your sales page is an accomplishment. You and your team have spent countless hours crafting an image and story for your brand, researched which groups are most interested in what you provide, and then carefully marketed your targeted message. You may have even engaged in content generation, establishing yourself as an expert in your particular subject, driving up your visibility while making sure to avoid the appearance of selling.
When someone reaches your sales page, it represents numerous hours of labors to get them there. You need the page itself to shine, transforming all of that effort into a happy customer, one who will commit to buying your services and then go out and tell others about how much they like what you do.
To get potential clients to take the next step, members of the Forbes Business Development Council suggest you do the following:
1. Provide a Clear Call-to-Action
If the audience viewing your sales pages isn’t able to clearly understand the action they should take, your conversion rates will suffer. This can be in the form of an email submission, call number, “add to cart” button and so on. Make sure your calls to action are clear, concise and have a good user experience associated with the process. - Jamie Albano, Freckle IoT
2. Simplify the Page
Any sales page needs to be simple, easy to understand and clean. The more fields a potential customer needs to fill out or read, the higher the abandon rate. Eliminate extraneous elements, fields and information that is not directly needed in order to have the customer convert to a closed sale. - Robin Farmanfarmaian, Invicta Medical
3. Grab Their Attention
For any sales page, you’ll want to grab visitors’ attention right away, so a compelling headline is a must. Think of how the visitor landed on the page, and make sure the headline reflects that. You’ll also want to make sure your call to action is above the fold, meaning your prospect or visitor won’t have to scroll down in order to see what they are opting in for or purchasing. - Brandon Lytle, Leadpages & Drip
4. Offer Case Studies
People are interested in how you can help them meet their goals. The best way to do this is to show them how you did this for other clients. Case studies are the best tool to showcase in order to increase conversions and decrease bounce rates. You should also include the logos of your larger enterprise clients in order to solidify credibility within your vertical. - Dane Matheson, Sourcebits
5. Personalize the Page For the Visitor
It’s the simplest trick and one that so few people use: Make sure that you personalize the page to the person. Put their name on the page, and talk about what “Company X and (your company here) can do.” When they click that link, it should say what values and goals their company has, that your company believes in and understands said goals, and then share how you’re going to achieve them — together. - Kyle Porter, SalesLoft
Forbes Business Development Council is an invitation-only community for sales and biz dev executives.
Robin Farmanfarmaian
Robin Farmanfarmaian (https://www.robinff.com/) is author of The Thought Leader Formula. She’s a professional speaker, entrepreneur, and angel investor, focusing on cutting-edge healthcare and biotech companies poised to impact 100M patients.
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