There’s nothing more depressing than a sales page that doesn’t do the one thing it’s supposed to do — sell. And while you know it’s not working, you don’t know WHY it’s not working (and you’re not alone).
Whether it’s your copy, design, or strategy, something on your sales page is making your leads go back to where they came from instead of thinking, “Heck yes, this is for me.” Although I can’t tell you exactly what it is, I can share some of the most common sales page mistakes businesses make (and you should avoid) and what to do instead.
Common Sales Page Mistakes to Avoid
I didn’t pull these out of thin air; they were submitted by members of the online community, but I DO support them — and I’ll tell you why they don’t work.
These sales page mistakes are common not because businesses want to be “icky” or “pushy” but because most of these tactics used to work. They were taught to use these strategies to get the best results — and who doesn’t want to get the best results for their business?
Don’t feel bad if you’re guilty of one, two, or even all of these things. This is not a reflection of YOU (and honestly, we’re all learning and growing constantly, myself included); this is a list to help you make more informed decisions about your copywriting, marketing, and how you sell your offers.
Now, here are some of the most common sales page mistakes to avoid:
#1. No Real or Clear Promise
Imagine your favorite creator or business is launching a new offer — you love their stuff, you trust their expertise, you’ve even purchased from them before — but, when you head to learn more about their offer, you have no idea WHY you should buy (so you don’t).
This happens when you have no real or clear promise of the transformation your offer provides on your sales page.
You’re telling them all these amazing things (like you get XYZ bonus access or Susy says she “loved it”), but you’re not giving them the details of what your offer does for them — or if you are, you’ve overcomplicated it, and they’re confused.
Instead, clearly state what your offer does for your client or customer in a spot where they won’t miss it. Don’t overcomplicate your transformation; keep it simple and straightforward.
#2. Overly Long Sales Pages
There’s a place and a time for overly long sales pages, and they are few and far between. Overly long sales pages are side effects of “more is better” — which isn’t true in copy, design, or selling.
Rather than the length of your sales page, focus on how you engage with and market to your buyer types. Place copy strategically, and don’t offer unnecessary, potentially distracting information.
Consider how the copy and design work together to sell your offer, how your page flows, and the buyer journey they take to get to the “heck yes.”
And if you’re not convinced, test it! Test your sales page design and copy and monitor what converts best.
#3. Stripe Screenshots (and Other Messy Money “Receipts”)
The way people buy is changing — they don’t need (or want) your stripe screenshots like they did back in 2019. If you’re making income claims, you have to back them up.
Stripe screenshots have been forged; there are literal fake Stripe screenshot generators — you cannot rely on a Stripe screenshot to carry your sales page.
Another problem with income claims is it’s nearly impossible to prove the income was generated solely because of your offer. Your offer helps, but there are so many factors to consider in marketing and selling — all of which support each other and contribute to the income earned.
Rather than Stripe screenshots, offer testimonials or case studies. Both can still have income claims but will also have social proof to back them up.
If it’s a new offer, reach out to potential testers and ask them to try your offer in exchange for feedback (this is also a great addition to your pre-launch marketing strategy).
#4. Social Proof That Doesn’t Make Sense
For example, Stripe screenshots with no context. However, the same idea applies to any type of social proof.
Like client messages with nothing in relation to the offer in question and testimonials about how much of an expert you are in your industry, but again, have nothing about your offer (now, there are ways to share this type of social proof, but your sales page isn’t it).
When used correctly, social proof can make a huge impact on your audience’s decision to buy— but it’s hard when your clients don’t send the most ‘useable’ feedback in the first place, for example, the “Loved working with them! Great experience.”
Ask your customers to fill out a feedback form to get social proof that makes sense on your sales page. If you need questions or prompts for guidance, use this template to eliminate the guesswork.
#5. Picking at Pain Points
Addressing pain points is smart; constantly picking at pain points isn’t. Pain points don’t feel good — which is why your audience is coming to you for the solution. When you keep picking at pain points, you’re focusing too much on the negative.
Buyers want positivity — a product or offer that makes them feel good when they buy instead of feeling beaten down. It’s the same reason we love and engage with good, positive social media posts.
Instead of overplaying your pain points, focus on the transformation your offer provides and why your offer works. Touch up on your sales and consumer psychology if you keep hitting a block (or stop where you’re at in your copy; more isn’t always better).
#6. Claiming Other Offers Suck, But Yours is Great
Confidence in your offer is a must, but not at the expense of others in your industry. Your sales page is not the place to call out or claim other offers suck, but yours is great.
The key is finding your offer’s differentiators and featuring them in your copy. Your product can stand out on its own — you don’t have to use an icky comparison.
#7. Copy & Paste Copy
Whether you’re copying and pasting from your other sales page or copying someone else’s copy — it’s a no.
Copying and pasting from another sales page feels repetitive and doesn’t present your offer in the best way possible. Instead, if you’re struggling to come up with new copy, try following a formula or template.
Copying someone else’s sales page copy won’t get you the same results as them and can get you into legal trouble. Even with the best intentions, stealing is still stealing (if you love their copy, ask who their copywriter is; I’m sure they’d love to send the referral).
How to Write Better Sales Pages
Since you now know the most common sales page mistakes, let’s focus on what makes a good sales page.
A good sales page prioritizes simplicity and clarity over fancy words and complex ideas. It pulls consumers into your offers instead of pushing them away with overcomplicated jargon. You’ll need to be transparent about pricing and expected outcomes; customers don’t want to be left in the dark during purchase decisions.
Lastly, a good sales page uses sales psychology — ethically.
If you want to write a better sales page or have it done for you, I’m here to help. Take the first step by looking at our copywriting services and finding the best fit for you → Click Here for Better Copy.
