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design a touchdown web page that generates income and attracts site visitors

Whenever you sell a single product or make a single offer, you need to learn how to create a hard working page that generates sales. Find out more.

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16, 2018

4 min read

The opinions expressed by the entrepreneur's contributors are their own.

The following excerpt is from Robert W. Bly's book The Digital Marketing Handbook. Buy it now on Amazon | Barnes & Noble | iBooks | IndieBound or click here to buy it direct from us and SAVE 60% in this book if you use code MARKET2021 by 04/03/21.

Sales generating landing pages, also known as sales pages, online sales letters, or microsites, are typically one-page websites dedicated to selling a product – usually a product that is e-commerce-ready, meaning customers can get it right from their page order credit card or PayPal.

I have a sales page for a $ 19 e-book that I sell to make money writing, publishing, and selling PDF e-books. This page has been very effective for me: it gets a 32 percent conversion when I direct traffic to it from my subscriber list. This means that for every three people who click on the page, the product will be bought.

One of the elements I included on this page for my e-book was a frame from a short sketch video referencing the video. A sketch video, or whiteboard video, is a narrative accompanied by a visual presentation that is more of a sketch than a videography. Videos on websites can often improve engagement and sales. When I add these short sketch videos to my product sales pages, I've found that conversion increases by 10 to 15 percent.

Both my landing page and the email address I use to route traffic to it use one of marketer Mark Ford's copywriting techniques he calls the "Power of One". At the power of one, your copy focuses on a single idea, put clearly, with lots of evidence. With this promotion, the idea is simple: the easiest product to sell online is an e-book, which I clearly stated in the headline and lead of my landing page. Here is my headline: The Easiest, Most Profitable Product In The World To Be Made And Sold Online. The headline and lead are immediately followed by a list of points that support the claim that e-books are the best and easiest product to sell on the internet.

With landing pages, it's worth building credibility right on the first screen at an early stage. The reason? People have always been skeptical of advertisements and with the proliferation of spam and dodgy operators, they are even more suspicious of what they read online. Hence, your landing page copy needs to overcome this doubt immediately.

One way to do this is to make sure that one or more credibility builders are clearly displayed on the first screen the visitor sees. Use your logo and company name in the banner at the top of the page if known.

Inside or immediately below the banner, add a strong testimonial or three above the headline on the first screen. Consider adding a credibility edge. This is a copy line that comes before the heading. It sums up an important credibility of the seller in one pithy sentence or phrase.

Testimonials create credibility and overcome skepticism, as do case studies and white papers published on the website. When inviting customers to a live event, ask them if they are willing to give you a brief, videotaped testimonial. Have a professional videographer record it, receive a signed press release from the client, and post the testimonial as a streaming video on your website. Encourage the customer to click a button to hear the testimonial instead of automatically playing the video when the visitor clicks the page.

For written testimonials, clients can suggest that you write what to say and just let them do it for approval. Politely ask them to tell you what they think about your product in their own words, rather than for you to do so. The reason? What they come up with will likely be more specific, believable, and detailed than your version, which might smell of buffers and advertisements.

I have reserved the domain name for my sales page. I recommend choosing domain names that are both relatively short and easy to remember. Each of your sales pages should have a unique domain name so that you can easily promote your listing online, in print, and even at webinars and seminars, as you can likely get the domains from memory based on their simplicity.

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