Key Elements of a Sales Page so Your Facebook Ads Convert Like Crazy
One of the primary reasons Facebook Ads don’t convert is the sales page.
Your Facebook Ad works to get clicked on, but your website has to drive the end result.
Think about it:
You see a great ad.
You click on it.
The website page you land on…
🤯Isn’t related to the ad at all.
📱It’s not optimized for mobile.
🙅🏽♀️You can’t find a CTA button to click.
Etc. Etc.
Your website is so important. It needs to be done, tested, and ready to convert ✨before✨ you run ads.
Sales Page Key Element #1: Your Unique Sales Proposition (USP)
Many people do something very similar to what you do, so what makes you different? Why should someone purchase from you vs someone else? What can they get from you that they won’t get anywhere else?
Before you get overwhelmed thinking, “what if I’m not actually unique?”
REMEMBER: The fact that you, as a human individual, are different than anyone else selling the same thing as you. YOU might be the USP. You just have to explain it in a way that helps your audience understand the value you (and only you) deliver.
Sales Page Key Element #2: Show Your Face
I don’t mean take a selfie and throw it up onto the internet. I’m saying use an excellent headshot that feels like it encapsulates your brand. It might have bright colours, a graphic in the background, be in black and white. Whatever makes sense for your brand.
It’s important to showcase who you are. It builds trust, and it shows confidence. We all want to purchase from people that are confident in themselves, right? Otherwise, we likely won’t have confidence that we’ll get value for our money.
Sales Page Key Element #3: Show The Transformation
Your audience right now is struggling with something that you have the solution for. I want you to take a moment and journal on this:
What is your ideal audience saying, doing and feeling BEFORE they purchase?
What is your ideal audience saying, doing and feeling AFTER they purchase?
BAM, you just showed the transformation. With this, you’re able to list out the key results. Be sure to include a mix of measurable results and mindset results. For example, you’ll increase traffic to your website by as much as 100%, AND you’ll feel confident that your website has exactly what your audience needs to purchase.
Sales Page Key Element #4: Social Proof
Have you noticed on sales pages and Instagram that industry leaders are constantly sharing screenshots of their FB groups, DMs, and emails that showcase how insane the results are that their clients are getting? That’s called ✨social proof✨.
Social proof is one of the most effective selling methods. When your audience sees that someone else went through what your audience is currently going through, and they came out the other side with RESULTS, they will want to convert. It takes the guesswork out of it. It’s an informal testimonial that is trustworthy.
Again, if you’re thinking, “I have no social proof…” Yes, you do. Go through your emails and see if you’ve gotten any positive feedback from your clients. Go through your testimonial forms and take screenshots of some kind words. It all counts as social proof. Plus, the more you collect, the more you share, the more you sell, the more social proof you will collect.
Sales Page Key Element #5: Your Call To Action (CTA)
This is where things are missed veeerrry often. When someone clicks to view your sales page, you want them to be able to purchase right away. You do not want them to have to scroll miles down your sales page before they find a CTA button to purchase.
Make it accessible. It sounds so simple, but so often I see sales pages where I can’t find the CTA button. Don’t be that person.
Make sure you have a CTA button on your sales page that requires no scrolling.
Sales Page Key Element #6: Your Sales Page Length
It’s controversial. Some people say your sales page should be short. Some say it should be long. BUT here’s my take:
Free to Low-Ticket Offers: These should have shorter sales pages with the core elements. You want to make sure you’re answering all your audience’s questions, but you also don’t want to confuse them. If your sales page is too long, the low cost of your offer gets lost in translation. Your audience becomes overloaded with information instead of being drawn in by the low price of your offer. The price of your offer is a selling point, so your sales page doesn’t have to work so hard.
Mid to High-Ticket Offers: These sales pages should be longer. You want to address any question that might come up for your audience so they can make an educated purchase decision. Of course, you want to have CTA buttons throughout your sales page, but the rule of thumb is that the longer people scroll on your page, the more they read, the more likely they are to purchase.
Sales Page Key Element #7: Optimization
Your sales page should meet everything on this checklist:
Mobile optimized
Related to your advertisement
Relevant language to your audience
Easy to navigate
Remember Facebook and Instagram are mobile apps. Yes, they have websites, but when you advertise on FB & IG, the mobile reach is MUCH higher. That means it is absolutely crucial to have a mobile-optimized website. Make sure the loading time is appropriate, that your images aren’t cut off, and that your text is legible.
Bonus Tip
The page your audience lands on after a Facebook Ad has to make converting EASY. If you want to know if your website is causing your ads to not perform, go to your Facebook Ad account, look at the cost per click (CPC), and look at the cost per result (CPR). If you notice a vast difference between these two numbers, you need to update your website so it’s easier for your audience to convert. If you notice your CPC is high, your ad needs to be updated. Keep in mind your CPR will be higher for paid offers than if you have a free offer.
If you want to make sure you know what next steps to take in your Facebook Ad journey, take my quiz!
It’ll tell you what next steps to take and how to get the most bang for your buck. As an added bonus, I’ll send you a free ad workbook dedicated to your quiz result!
LAST BUT NOT LEAST…
I am launching a completely new service offering: Facebook Ads in ONE DAY. I’m currently booking into Q2 and Q3.