Building an effective sales page that captures the attention of your members is a hurdle every membership site faces. At Memberful, we’re often asked for advice on best practices for building high-converting sales pages, and we’ve pulled together our top strategies for pages that convert. Fear not-- you don’t have to be a writer or a designer to put these four tips into action and build a page that captures the attention of your audience.
Talk to Members Like They’re Human
What’s the first thing you do when you browse a website? You land on the homepage, scroll, and quickly read by scanning the text. If you’re intrigued, you’ll click to the next step in the process, especially if you’re ready to subscribe to a membership. But what helps you make the decision to move forward in your subscription process?
The content on a page can make or break the trust you’re building with a potential member. If your text is poorly written, robotic, or unorganized, you may be creating a barrier on their path to subscribe. How do you build trust with a stranger on the internet using content alone? One of the golden rules in writing copy that converts is to keep it simple. The average reading level of an American adult is equivalent to that of a freshman in high school. Writing content that is readable and understandable widens the net of potential subscribers you can convert into members. Be conversational, succinct, and avoid complex sentences. (Pro tip: use Hemingway App to help focus and refine everything you write!)
This gives your reader a clear understanding of how they can become a member of your community and support your work. The more transparent you are, the more likely they are to see you as a trusty and reputable source deserving of their membership dollars.
If you have a case of writer’s block, talk through your membership offering out loud or to a friend. Walk them through your process, and explain what it means for someone to join and subscribe. By speaking about it the way other people think about it, you’ll find the exact words you need to convert website visitors into members.
Make Call-to-Actions Short and Actionable
Call-to-actions are key in getting people through the door and onto the next stage of subscribing. You often see them in emails, at the top of a sales page, or at the bottom of a blog post. These are buttons you click because you have the intent to spend.
To convert more members, make your call-to-action short and actionable. Tell the user exactly where they’re going next, and what they’re going to get out of it. Keep your content as short as possible without losing the meaning behind your words. The highest converting CTAs have only a few words and stay on a single line.
An easy way to write the perfect call-to-action is to write out what you want someone to do when they reach your page. Start your sentence with the words, “I want you to…” and end it with the action they need to take. The action itself is exactly what you need to place in your button. For example, if I’m trying to grow my following, then I want you to subscribe to my newsletter. In this example, I’d push people in the right direction by creating a brief CTA that simply states, “Join Newsletter.”
This clear call-to-action tells your customer exactly what they’re going to do so there’s no surprise when you ask for their email address. And with a CTA that’s short and brief, you gift yourself some creative freedom to make the font all caps, bold, or stylistically eye-catching. Add a border to your button, or use a bright color to catch the attention of people browsing your page.
Highlight Your Value
We often think of sales pages as the first opportunity we get to tell people exactly what we’re selling. But how often do you actually find yourself on a random website thinking, “I have no idea what this is, but I’m going to spend my money on it!”
If someone reaches your page, chances are they’re familiar with you or the creation you’re offering. Instead of using the valuable space on your page to explain to people what they likely already know about you, use that space to let them know why you’re different.
Talk about the value of your creation. What does it mean for them to have this membership? Why is their money better spent with you? What’s a unique differentiator that sets you and your work apart from others? By highlighting your value, you show people that you know how to solve their problem, or that you can fill a need that they have.
For example, this article was written to help you build a sales page that converts. (But you knew that already, right?) Instead of telling you why you’re here, I’m going to instead point to the benefit: I’m a copywriter with more than 5 years of experience writing sales and marketing copy. By reading this post, you’ll be able to use my industry knowledge to design a sales page that converts visitors into members. (Much better, don’t you think?)
Use Colors Wisely
Color and design have a major impact on the decisions we make when it comes to making a purchase decision. This infographic has astonishing statistics on how color impacts conversions. Check out this fun fact: it takes 90 seconds for someone to decide if they want to purchase from you, and 90% of that decision is based on color alone. That’s a short amount of time to make a big impact.
When picking colors for your sales pages, aim for clean and simple. Leave white space on the page to create space around your content and call-to-actions, and save that fun splash of color for buttons, graphics, and other links that push people to the next step. With all the banners and flashy pop-ups that consume our internet experience, aim to cut through the noise by using color to draw someone’s attention to the pieces they need to understand most.
Want to learn more? Check out our guides for a simple WordPress website.