5 Dumb Mistakes That Lead to Sales Pages That Suck + What To Do Instead

by Violeta Potter
Since everyone and their mama is entering the info-product gold rush, I put together this Sale Page Success Series to make sure that you have the info you need to craft a sales page with the highest chance of success.

Let’s get into it.

Last week I got into the 5 things you can do to set up your sales page to set yourself up for success. That post was about what to do before you start. This post is about mistakes people make to end up with a sucky McSuck page that leads to the kind of launch that makes you want to curl up in a ball and drop all your delusions of hitting it big with your info-based business.

Let’s avoid that shall we? Read on for the mistakes to avoid at all costs.

Sales Page Flop
I fully believe that a well-crafted sales pages can make you more sales. But fugly mistakes will stall that.

No, I’m not referring to typos. I’m talking about those big oversights that will lead to lowered success. Of course, you may make these errors and still experience success, but you have to wonder, how much money did you leave on the table by making these mistakes? How much more effective would your sales page have been if you had gotten these in check? Sucks to think about, doesn’t it?

My advice? Don’t leave it up to chance. Use this checklist to craft a high-converting sales page.

Anti-Flop Sales Page Checklist

1. Having a Dull Headline

  • A dull, basic AF headline will attract NO ONE. Your headline is supposed to pull your reader, it’s supposed to hook ‘em. How else will you get them to read the rest of your page?!  So it you use a dull-ass headline, then you’ve failed big time. And all your efforts won’t have as big an impact as they could have otherwise.

How to a avoid this mistake

  • Write tons of headlines. Ok, at least 15.
  • Don’t reinvent the wheel. Use proven formulas.
  • Do voice of target research to find copy that comes straight from their brains. Headlines that come straight from their feelings and pain point are suuuuuper compelling. It shows you know your reader and understand their situation. And who doesn’t like to feel understood? So hook ‘em with their own words.

(Note: Just make sure you don’t waste that awesome headline by being a boring Susan with the rest of your copy. See #2.)

2. Loads of Snooze-worthy copy

  • Marketers and business owner think that people don’t read on the internet, but the thing is people don’t want to read boring crap on the internet. Because snore.
  • No one wants to read a snoozefest. Because reading it becomes a chore. And who in the turds wants internet chores? Right? Reading that feels like a chore quickly becomes overwhelming. And you make your reader work EXTRA just to read your offer. So make sure your page isn’t stab-my-eyes-out boring.
  • Think of your sales page like a party, and when it’s a boring and overwhelming people will want to bounce.

How to a avoid this mistake

  • Read my lips: VOICE OF TARGET RESEARCH. Ok, maybe that was obnoxious, but I can’t stress enough how important voice of target research is. When you use this kind of research to write your copy, you essentially take your target’s words and feelings and put slap ‘em on a page. So all they see on the page is a reflection of themselves. And since people are vain, and love to talk and hear about themselves this works like a charm. So use this to your advantage.
  • Let your personality come through. I know a lot of people become as stiff as a lump on a log when they write. But people like personality. It’s easier to connect with someone who appears real, approachable and relatable. I know this one is a biggie because it means you have to put yourself out there, and fear of rejection and not being liked is a real thang. But what’s the alternative? Not putting yourself out there and not doing anything about these dreams, passions, and ideas you have, that’s what. You gotta pick one. So dive, baby. The water is fine. Because if we’re honest, no one actually gives AF what you do, and the people who do will be attracted to you because they’re your fans. (This one got preachy. But I stand by it, so not sorry :D)

3. Not Proving Yourself With Testimonials

  • People don’t want to waste their money, so and they need proof that they’re not doing so. Testimonials are that proof. Testimonials show that you’re legit. They show that you’ve gotten real results for real people. So your sales page has to have them.
  •  Testimonials say more about what you’re selling than the rest of your page. Why? Because someone who has zero stake in the success of your offer took the time to write them. Those people have NOTHING to gain by saying good things about what you’re selling. So in a sense, they’re the most compelling part. (Well all the parts of sales page work together, to make a compelling offer, but your testimonials go a reeeeally long way.)
  • The other part of this mistake is using testimonials that are about you and your character rather than about your service and the results you can get. Your testimonial can’t just be anything nice about you or be really basic, “she was super helpful” or “I loved working with her!” These don’t say anything of value.

 How to a avoid this mistake

  • Get testimonials, duh. No, I kid. I know this issue often comes up when you’re just starting out. But you gotta prove what you can do. You gotta test it. That may mean offering your services in lower stakes situations. Reach out to people you know or people in Facebook groups to swap services with or offer a lower price for them. Don’t just give them away. Make sure you can get something in exchange. It’ll create a more realistic situation and push you to do a professional job. Let them know at the outset that you’re looking to get a testimonial.
  • If you don’t have testimonials for the specific product or service you’re selling, but have testimonials for something VERY similar, or that show your expertise in this field, use those. But it is ALWAYS best to use testimonials for that specific offer.

4. Not Knowing Your Target’s Objections

  • Your sales page is a debate between you and your reader. You’re trying to convince them to purchase something you know they need, and they’re coming up with arguments in their heads for why they shouldn’t get it.
  • If you don’t preempt these objections with your sales page, the argument in their heads will win and they will not purchase.
  • By knowing their objections in advance, you’ll be able to counter argue them and break them down so that they’re left with no reasons not to buy.

How to a avoid this mistake

  • Mmmmhm…you already know what I’m gonna say: VOICE OF TARGET RESEARCH.
  • Look for their reasons not to act. What are the stories they tell themselves about why they CAN’T change their situation, why they can’t take action.
  • Move beyond the all too common objection of it costs too much money. Do they doubt their own abilities? Do they think they’re a special case? (Hint: they almost all do.) Do they not trust you or your results? Figure out their psychology and story as it relates to the problem you solve, and you’ll be able to find their objections.

5. Not Having A CTA

  • (I’d love to think that this doesn’t even need to be said at this point, but seriously, you never know so here it goes…)
  • Everything on your site, everything that is promotional content, everything that you do to grow your business online needs to lead them your readers to act. Nothing you put out there is for informational purposes ONLY. Even your free blog posts are about getting people to trust you enough so that they sign up for your mailing list and ultimately become buyers. So EVERYTHING needs a CTA. On your sale page, everything should lead them to take one action:  to buy.

How to a avoid this mistake

  • Include a CTA.
  • You have to be clear about what action you want people to take. Whether it’s to buy, to sign up for a free session, or to schedule an appointment, your entire page has to be leading them to take that action. So your CTA button needs to include wording that matches your overall message and clearly tells them what action they need to take.
  • But here’s the thing, you don’t just have to include it, you have to make it abundantly clear. So make it a bright and shiny button that you just cannot miss. Ideally, in a color that contrasts the rest of the page and stands out. And for the love of all things holy, avoid making your CTA a simple hyperlink. It’s too small and doesn’t stand out enough, which means people will miss it.

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Anti-Flop Sales Page Checklist

Have you made any of these mistakes? I’d love to hear your story about it. Especially if this post led you to make changes that brought you better results.

Were you about to commit one this mistakes? Let me know in the comment how much I saved you life. 😉

Wanna make sure your sales page has a higher chance for success? Check this post to learn 5 ways you can do that.

XO

Violeta

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