There are Two Types Of Customer Intent

There are two types of customers that will come to your website. Those who are seeking information and those who are looking to purchase a product or service.

A sales page should be targeting the latter and a blog section should target those who are seeking information. Having this distinction is important, because it allows you to filter out those with informational intent from entering your funnel.

They would be less likely to convert anyway, they’re just not ready to buy yet.

It’s a splendid idea to focus your efforts on those who will be bringing revenue into your business. And let me tell you it’s definitely not your passive blog readers! We are going to focus on the ones who want to purchase our service.  
I am going to show you how to target them and effectively convert them by building an optimized sales page.

How To Optimize Your Sales Page For Conversions

It is important that we remember that those we target for the sales page are first and foremost those who are seeking an answer to a problem.

You need to clearly understand your prospects problem, in order to tailor your solution for them.

You also want to identify who your prospect is and how they got to your webpage. Answering these will give you a clearer idea of how to construct your sales page.

A high converting sales page should achieve a few objectives. It should achieve trust through evidence, it should be personal, and it should segment your audience. Also of course it should convert!  

If you address the below you will have the foundation necessary to construct an optimized sales page:

Write Down Questions

You need to understand the questions your audience might ask. If you are an owner of a large plumbing company for example, your customers may have loads of questions that they want answered before even taking the step of inquiring about your service.

Some questions they may ask would be, “Do you work with large scale plumbing issues for apartment complexes?”, or “Can you do the work while I’m also working from my home.”

The more questions that you leave unanswered will reduce your conversion rate. So brainstorm. Write them down on a list.

Answer The Questions

Set up the page in a way that answers these questions. You need to identify those questions and answer them with evidence. It works best to show your solutions through different means.

For example, infographics, videos of your work process, case studies, all mixed in together. It’s about backing up your answers! Testimonials and numbers will definitely help too.

Lowering the Barrier Of Entry

Finally, you need to have a clear call to action that will begin the conversion process. Use copy that reads as personable because it makes the decision to begin discussing your services easier.

You want to lower the psychological barrier between you and your prospect.

Your call to action should not be looking to make a profit, your call to action should get the “conversation started”. The money will come when they are in your funnel.  
Congratulations! Now you have the foundation and framework needed to create a fully optimized sales page that will boost conversion rates.

Action Steps

  1. Identify the questions that your customers need answered to begin the conversion process.
  2. Create your answers to those questions. Make sure they are evidence based and prevalent in your copy.
  3. Make personable, attractive, and clear call to actions that will convert your prospects by lowering the psychological barrier of entry.


Result You Will Achieve

You will have the framework necessary to construct a high converting sales page.

Mentor: Andy Crestodina

Andy Crestodina is a co-founder and the Strategic Director of Orbit Media

This article is based on an EHQ interview with the mentor.