What is a Sales Page?

Chapter 2

How are Sales Pages Different Than Landing Pages and Your Homepage?

post-click landing pages and sales pages are the same thing because they are both standalone web pages that have one specific goal in mind. Both post-click landing pages and sales pages have the following elements:

  • Headline
  • Copy
  • CTA button
  • Lead capture form
  • Graphics
  • Trust indicators (testimonials, customer badges, company logos, endorsements, disclaimers)

However, long-form sales pages differ from typical post-click landing pages because the former tend to be quite lengthy when it comes to copy.

On the other hand, a homepage and a sales page are two completely different web pages. Your homepage discusses all the products and services your company has to offer while a sales page discusses just one offer and entices the visitor to sign-up for that single offer.

For example, this is the homepage for ConversionXL:

The page has all the services listed with navigation links that take visitors to the other pages on the website.

The homepage is shorter than the agency’s long-form sales page featured in chapter 1. But the latter discusses the offer in so much detail that it answers all of the questions a visitor may have.

When should you use a long-form sales page?

Although a long sales page gets the job done, it is not always the best page design for your product or offer. Here are a few instances in which a long-form sales page works:

  • When your product is expensive
  • When your product is complicated and requires more copy to explain its value
  • When your product requires a high commitment from your visitors
  • When you have a relatively new product and want to educate your prospects about it

A sales page works best for your offer when the offer has a higher price tag and requires a high commitment from your prospect. That being said, a long-form sales page is not a good choice for offers like free trials.

The Relentless Movement Webinar program is a perfect example of a product that needs a long-form sales page (P.S. This page was created with Instapage.):

  • The webinar program costs $57
  • The program lasts for 7 days, so it needs a longer explanation
  • The program requires a big money and time commitment
  • The program (and the brand behind the program) aren’t widely known, so the long-form sales page is a good fit

Are you promoting a free trial for an offer your prospects already know about? Ditch the long-form sales page and go with shorter copy because when your visitors know your product well, they don’t need much copy to be convinced to sign up.

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