3 Essential Ingredients for High-Converting Sales Pages - Susan Jerrell

00:03 Hi there. My name is Susan Jarrell, and I'm so glad you're going to spend a few minutes with me today. I'm the founder of My Copy Pro. I'm a copywriter and launch strategist who helps online entrepreneurs, coaches, and course creators skyrocket their conversions with authentic copy that is written with integrity. I believe that we can have well written copy without using bro marketing or sleazy sales tactics. And I'm on a mission to help my clients feel good about the marketing that they're sending out into the world and so their clients feel good about what they're receiving. Today I'm going to be sharing with you three essential ingredients for higher converting sales pages. 

00:45 I'm not just telling you theories that what I'm giving you are things you can actually walk away with today and implement immediately to improve your sales pages and increase your sales. So without any further ado, let's get started i'm going to share my screen here with you. 

01:08 And let's get going. 

01:13 So what we're going to talk about are the three sections of your sales page, the three things you can do to make the biggest impact, and they really aren't that hard to change or do anything differently about so the first one we're going to look at is the hero section. And this is the section above the fold or above the scroll where people make their very first impression and they decide are they going to stay there or are they going to leave? So the hero section must immediately tell your reader who it's for, what it's about, and why they would want it. 

01:59 So it should not be the name of your course and I know there are a lot of people out there who are teaching, you know, just put your name of your course there and I want you to think about this. How many people out there actually know the name of your course? Like, are they out there searching for that specific title for your name? And the answer is, unless you are one of those very, very few top course creators that launch maybe once a year, people are waiting in anticipation for this one course. 

02:29 The answer's no. The course name doesn't mean anything, so we need to go beyond that. And here's what we actually want to have in your hero section. We want a qualifying header. We want an attention getting catchy headline. We want a benefit loaded sub headline and a CTA button now let's break that down into these three different are these four different sections. First of all, the qualifying header is at the very, very top and it helps your audience identify who it's for because we don't want people buying our course that it's not for. 

03:09 And we also don't want to waste people's time. So they should immediately help them identify if it's relevant for them or not. Below that, you're going to have the headline. This is the biggest print on your hero section, the biggest font. It's going to grab their attention with a compelling promise. You want to touch on the main pain point that you know your audience has that's why they're there that's the problem they have that you can solve for them. And we want to make sure that the number one benefit that your reader is going to get is obvious. And we want to use action verbs because when people think that they can do something and get a result, they're more interested. 

03:59 Below that in a smaller font size, you're going to have a sub headline. And that's going to further explain the headline. It's going to expand on those outcomes, the why they would want it now in the next ingredient that we talk about, we'll talk about why that's so important and you're going to highlight three key, three key benefits. We want to use specific, not generalized outcomes we want them to be able to picture what their life's going to be like. And the last thing is a call to action. We want to encourage immediate action, direct benefit oriented prompt. Now, this is a place that some people will tell you don't put a button yet they aren't ready. 

04:45 There's some truth to them not being ready. They don't know enough they're going to need to know more but there are people in your audience who are ready right now and why make them scroll, scroll, scroll, scroll 3/4 the way down the page searching for a call to action. So you're going to put a prompt right at the top, the CTA with those quick action takers. 

05:08 Now here is an example of a hero section in action at the very top calling all professional portrait photographers. There is 0 doubt who this is for. They need to be photographers. They need to be professionals and not just any kind of professional photographer. They need to be portrait photographers. If I am not that, I'm going to scroll on. And that's fine, because I do don't want people who aren't professional portrait photographers taking this particular course. The headline, Notice how much larger the font is? And we're asking them a question we're hitting on a big problem that they have. 

05:45 Tired of spending more time in front of the computer and behind the camera. So we're hitting on a pain point. And now we're going to give them a solution with our subhead. Become a Photoshop Editing pro with the Portrait Edit Wizard and discover how to batch process natural looking portraits in less than 10 minutes so you can say goodbye to hours of tedious processing and get back to what you love most. In that one sentence we've told what it is, why they would want it, the outcomes they're going to get, and we cannot pain points, benefits and what it is. And then we have become a Photoshop Wizard. If that's what I want, I'm going to be yes, I want to become a Photoshop wizard i'm going to click on that CTA button. 

06:37 Now. Quick things you can do right now. Go to your hero section, that first section of your of your sales page. Can you answer these questions? Can you tell what it's about? What are they getting? Can you tell who it's designed for? Do you explain why they want it and give them a way to get it? Now, what I would recommend is that you get someone who's not familiar. Grab a friend and have them look at just that section not your whole sales page, just that section and if they can answer those four questions, you're in good shape. 

07:18 If they can't, that's where you need to go back and you need to make your quick fix. All right, the second thing we're going to look at is the second ingredient and that is creating audience centric copy. Now the one thing I want you guys to think about is what your audience is thinking when they actually are looking at a sales page and that is the question, what's in it for me? Why would I want this? If we don't answer that for them, they are moving on. 

07:53 Here's what they don't care about. Now this may sound harsh, but hear me out. They don't care about your course and they don't care about you. But time and time again, I see my clients when they bring me a sales page that's not doing well. The majority of the copy is about them. What they've done, how they've made money, how they've changed their lives and how they created this thing and it's all about them now that doesn't mean you don't need a little short bio section you do, but the majority under sales page should be about your audience and then I also want to ask, when's the last time that you woke up in the morning and you said today's the day I'm going to go find a course to solve my problem. 

08:42 And the answer is never. None of us do that and neither does your audience. So they don't care how many modules you have or how many different lessons there are or any of that stuff what they want to know is how you can solve their problem. So here's what we want to do instead. Our copy needs to show that we relate to the problems that they have. 

09:08 We understand how that problem is affecting them and their lives and we get the outcome that they want. We know what they want their life to look like when they overcome their problem. So to do that, we need to focus on the benefits, what are they getting out of our program not the features so we need to tell how it's going to help them, what problem is going to solve and we need to be very granular, very specific, and then we need to talk about why this will change or improve their situation. So here are some quick things as you can do right now. Go to yourself page, count how many times you use I, how many times you use you, and let's switch that around so example, I developed the Portrait Edit Wizard to help photographers streamline their editing workflow. 

09:59 It's all about you switch it around. With the Portrait Edit Wizard, you will streamline your editing workflow, create stunning, consistent portraits, and finally have time to focus on the parts of the photography you truly love. That's a quick fix. 

10:16 Here's an example of a vague versus a concrete problem when you talk about the problems, but we need to be very specific. So you're frustrated with how long it takes to edit photos. Yeah, that's a problem, but it's not very concrete. Instead, you're spending four more hours editing a single client's gallery, struggling, struggling to create consistent, natural looking edits, and falling behind and delivering work on time. Those are real, concrete problems that people who are professional photographers can identify with. And quick fix number three superficial benefits versus deep benefits. So learn to edit photos faster with batch processing saying, yeah, that's a, that's a benefit, but look at the next one. Free up hours of your week to book more clients, grow your photography business and finally, have time to enjoy evenings with your family without sacrificing the quality of your work. 

11:14 Think how deep those benefit that's what they really want. So think about your clients. What are they really wanting that you can highlight? 

11:24 Now let's talk about the third. And this is a super quick, easy thing you can do to increase clicks, get clicks and increase conversions. So quick fix number one is make your CTA button look like a button. So don't make it go all the way across the page so where you see that check mark, those little buttons, good. Those things that look like banner headlines, get rid of them on your sales page. 

11:50 How to increase conversions Quick tip 2. Make your button a bright contrasting color. Now so many people seem to be so afraid that their buttons are going to be visible. Hello, We want them visible we don't want them having to hunt for it. So if you're going down a page and people scroll sales pages super fast, which one's going to grab your attention? It's the one on the left. 

12:14 Here's another little tip. That bright Amazon orange is a very good color to choose regardless if it has anything to do with your brand, Your brand colors are not. It works. Works for Amazon. It works for lots and lots of people. Highly recommend and tell the reader what you want them to do. Don't be wishy washy, you know. Be very direct. Download now, make it obvious. 

12:55 And then here is the last quick tip go back and look at your wording. Are you telling them to buy, to submit now? Sign up. Those are called friction words because when we hear someone telling us to do those things, we put up a wall. We're like, I'm not going to submit to anyone. I don't want to buy. So use positive action words some examples on the right. Save your spot, start now, get immediate access. Those are things people want we want to change right now. Yeah, we want to play, so we don't want to be left out and yeah, we want something immediate. 

13:33 So let's do a quick look of the three things that you guys can do right now. You can go to your hero section, make sure it's clear who it's for and what it is and why they need it. You go through your copy and check for the use of you and I, make sure it's more you and less I. And you can go through and make your CTA buttons super clear and obvious. And don't be afraid to have a lot of them on the page. 

14:02 There's nothing more frustrating than wanting to buy something and you can't find out how. So let's make it easy for our customers. Let's make it all about them. Let's make it so that they want to be on that page and learn how you can help them. Now before you leave, I will have a free gift for you. It is the 10 high converting sales page headline formulas and going to help you captivate your audience and increase your ROI so we know how important that hero section is. 

14:37 This the headline formulas i give you examples and I give you templates so that you can customize them. Super easy peasy. Thanks for joining me today i hope you learned something and I can't wait to see what you do to improve yourself pages have an excellent day.