Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off

CHAPTER 8

A SALES PAGE CLOSES THE DEAL FOR YOU

If your business plans include being able to sell products directly over the Internet, then you are going to need to know a bit about sales pages. Any web designer can install Buy Now buttons and a shopping cart, but I've learned a few general rules that will help you get started in building pages that actually help you make the sale.

• A good sales page does a minimum of three things: It tells the customer what exactly is being offered, explains the benefits and features, and then makes it easy for the customer to order it.
• The more detailed information you provide, such as including specifications, full shipping details if applicable, multiple payment options, and so on, the better off you'll be. Providing maximum information puts your customer at ease. I'm a big fan of long, detailed sales pages.
• When writing a sales letter for any product, remember to address the product from the customer's vantage point. While there is some value in listing the features of a product being sold, it is far more valuable to list the benefits from the customer's perspective.
• Include customer testimonials. What others are saying about you is far more relevant to prospects than what you are saying about yourself.
• Include plenty of detailed pictures if applicable.
• Make it easy for the customer to contact you off-line. Having a toll-free number or a live chat feature installed on any sales page will almost certainly help the conversion rate and will rarely ...