The Anatomy of a High-Converting Sales Page for Health Pros
March 17, 2023
March 17, 2023
To help you start organizing your amazing ideas for your next sales page, we’re sharing a sales page template in partnership with Living Plate Rx.
Let’s say you have an irresistible program you want to put out into the world. Where do you send prospects to sign up? Although it may be tempting to reuse an existing page on your website, the best destination is a focused sales page. If you’re wondering how a sales page differs from something like the homepage on your website, here are a few key differences to keep top of mind:
If you’ve never built a sales page it can feel overwhelming to get started, so we’ve broken down the must-haves and nice-to-knows in 10 steps below. Special thanks to Jeanne Petrucci, MS, RDN and founder at Living Plate Rx, a meal-planning service for nutrition professionals. Jeanne has first-hand experience with creating high-converting sales pages. We’re grateful to her for sharing ideas around how a sales page focused on using the power of nutrition to better manage menopause symptoms would come to life. You’ll see visual examples of this fictional sales page throughout this post.
First and foremost, a strong headline is never about you, at least not directly. Instead, your headline should be framed around what’s in it for the reader. Think of it like a promise you’re making to your audience, with the rest of the sales page working hard to clearly answer how you’ll deliver on that promise and why they should believe you.
There are a few key elements to a strong sales page headline. Let’s unpack them through our example from LivingPlateRx.com.
When it comes to selling, storytelling trumps facts every time. Why? Because stories have the unique power to engage, build trust, and create an emotional connection with your audience.
Of course, you can connect with your audience using the written word (more on that in the next section), but video is also an effective tool for storytelling. Here are the top three benefits associated with incorporating a video sales letter into your landing page:
Copywriting is a specific type of writing used in marketing and selling. The goal of copywriting is to compel your audience to think, feel, and take action. It requires you to put your own needs and wants aside and step inside the head of your ideal clients to understand their pain points and potential objections. Only then can you clearly articulate that you understand their problems and know how to solve them.
Remember: You aren’t hard-selling your program or offer. Instead, you’re selling a solution to a bothersome problem, much like a mattress store focuses on selling a good night’s sleep. The right mattress is simply the conduit to better rest.
There are multiple frameworks that great copywriters use when crafting their marketing materials. Here are two of the most popular:
Even the best copywriters still face audience objections. Confirmation bias is “the tendency to gather evidence that confirms preexisting expectations,” and it can come into play when a potential client is evaluating your sales page, particularly if their experiences with solutions in the past have been disappointing.
If you’ve done a good job of empathizing with pain points and selling your solution, it’s now time to sell your expertise and bust through objections.
You can also address objections more directly on your sales page. Make a list of objections you’ve run up against from clients in the past or what you imagine top objections will be. They could be around any barrier – from time to price to skill level, and more. Add them to your page, verbatim, and then answer them directly and genuinely.
One final thought on instilling confidence. Offering a money-back guarantee can help to bust through any last lingering doubts around risk. Many companies use these guarantees to boost reader confidence and conversions. Before implementing a money-back guarantee, it’s important to make sure you understand the pros and cons, along with the various laws in different jurisdictions.
Sharing your credentials and personal experience is helpful for convincing your audience that you’re the real deal. But getting other people to corroborate your effectiveness takes it to the next level. It’s called social proof and it’s a critical component to any sales page.
The BIRG (Basking in Reflected Glory) phenomenon of social identity theory states that people are motivated to maintain a positive social identity. So, they tend to associate themselves with successful and prestigious groups or individuals in order to enhance their own self-esteem. Social proof, in the form of testimonials, can be used to signal that a product or service is popular or endorsed by others in the target audience’s social group.
You’re creating a page to sell your program or services – the operative word being “sell.” You want to make it as easy as possible for your page visitors to take action, which means they shouldn’t have to hunt for your CTA (call-to-action) buttons or guess what you want them to do.
Just because your sales page is standalone, doesn’t mean it shouldn’t look, feel, and sound like you. You can carry the branding from your everyday practice over to your sales page. That means using the same logo, photography or iconography style, color palette, and tone of voice.
For example, if your brand tone of voice is approachable and friendly, you don’t suddenly need to flip to authoritative because you’re communicating through a sales page. You can preserve your friendly tone while using the proven strategies outlined in this article to inject the right amount of relevance, empathy, and urgency to compel action.
When you’re selling a health and wellness program it may be important to include a medical disclaimer that explains the limitations of the information and makes it clear that information isn’t intended to replace professional medical advice or treatment. The disclaimer is meant to both inform the client and protect the practitioner from legal liability. You should consult with a legal professional to ensure your medical disclaimer is comprehensive and sound before publishing your sales page.
Are you eager to learn more about the eight fundamental elements of a sales page? Check out this tutorial with Jeanne below.
You’re almost ready to start wireframing out your page, but first you need to decide where you’re going to host it. There are a few viable options to choose from. The avenue you ultimately choose will depend on where you are in your business maturity and how comfortable you are building a page yourself vs contracting an expert to do it for you:
Remember: the only way out of your sales page should be through a CTA button. If your website platform requires that the same navigation bar on your regular website also appears on a sales landing page, it can affect your conversion rates. In an A/B landing page test conducted by Unbounce, removing the navigation increased the click-through rate by 105%. Try to avoid giving your visitors places rabbit holes to get lost down.
If you’re not quite ready to fully build out a sales page yet, Practice Better makes it extremely easy to create a very simple, basic page with no design or coding skills. It’s as easy as customizing your booking page in the platform. For more advanced sales page functions, working with external software is best.
No matter which option you choose for hosting your sales page, make sure it’s mobile-friendly since many of your visitors will visit it from their smartphones.
If you want to know whether your sales page is working, program sign-ups are the ultimate metric. But if you haven’t defined what success looks like, then you can’t answer the performance question accurately.
The best thing about a landing page is that it’s not static – you can make tweaks and changes any time. By tracking your page’s performance you can make data-informed changes to your headlines, CTA button placement, copy, and more until you get your sales page to your performance happy place.
We hope you’re now on board with how powerful a sales page can be for your business. When you build it with purpose, it truly is a proven way to convert your ideal audience from “take a hike” to “take my money.”
We’d like to help you jumpstart your own revenue-generating sales page. So, we’ve created a free sales page template in partnership with Living Plate Rx. Download it over here and start wireframing your own high-conversion sales page today!
Practice Better is the complete practice management platform for nutritionists, dietitians, and wellness professionals. Streamline your practice and begin your 14-day free trial today.