Most new business owners focus on a few key pages when creating a website—home, about, blog, and contact. If you did the same, those are perfect places to start! But if you’re really looking to drive conversions and sales, you can’t stop there. You also need landing pages, sales pages, and/or service pages to create a high converting website. These are the pages designed to turned visitors into dollars so it’s important to learn how to create landing pages.
As a teacherpreneur and new website owner, you may be asking yourself these questions: Aren’t you selling yourself enough on your website already? Will it seem pushy to add these pages? Why are there three different types? Aren’t sales and service pages the same thing? Do I even need sales and service pages? Isn’t my homepage and blog enough?? Can I even learn how to create landing pages?
In a nutshell—no, no, I’ll show you in this post, nope, 100% yes, no way, and yes! 😉 Kidding aside, what if there was a formula for both service and sales pages that could save you time??
I’ll show you exactly how to create landing pages and write the content for these important website pages by breaking down the anatomy of a high-converting website.
Note: This post is part of a website anatomy series detailing important website elements. If you haven’t read my post about creating the perfect homepage, that’s a great place to start. You’ll also find more website anatomy posts here as I finish them.
Ready to dive into the conversion and sales part of your website? Then it’s time to learn how to create landing pages!
There are a few specific pages of small business websites that are designed to convert visitors into subscribers, customers, and clients. Here are the three main types.
A landing page is a web page specifically created to receive traffic from a marketing or advertising campaign (like email, ads, social media). The goal of a landing page is to convert visitors into leads or customers by encouraging them to take a specific action, such as filling out a form, downloading an ebook, or making a purchase. When you learn how to create landing pages, you’ll be ready to capture more leads!
Landing pages typically have a clear and concise message, a persuasive call-to-action, and minimal distractions to increase the chances of conversion. In our niche, a landing page is most often used to deliver a lead magnet (freebie) to put subscribers into an email marketing funnel that will lead to a sale in the future.
Examples: Your landing page may have a picture of a free reading lesson that includes an anchor chart and practice activity to use with a specific picture book. Teachers enter their email to receive the freebie. Then they also receive a few additional emails with actionable teaching tips, free ideas, and an upsell for once of your related reading resources.
As a tutor, you might have a landing page for parents to complete a questionnaire that sends free tips they can use at home based on their results.
You can also create landing pages to use for webinars or course enrollments that highlight innovative teaching techniques.
While the goal of both the landing page and the sales page is to increase conversions by having visitors take action, the primary goal of a sales page is to convince the visitor to buy a product or service. A sales page also takes the selling process to the next level by using various forms of persuasion like specific call-to-actions (CTA’s), compelling descriptions, testimonials, and a sense of urgency.
Examples: As a teacherpreneur, you may sell your largest resources or product lines directly through a sales page that explains the bundle’s value through testimonials from satisfied users like your students, tutors, or teachers.
You may use a sales page to sell specific online courses or tutoring packages.
You can see my own sales pages for WordPress Themes to see how I’m highlight the features and benefits of going with a premade option when you need a new website quickly on a budget.
A service page is an informative page on your site that provides an overview of all you have to offer. Service pages are an essential part of any business website, and they help potential customers understand what services are available and how they can benefit from them. This page focuses on how your business can solve problems and meet specific needs. It usually describes a particular product/service (or set of products/services) offered and includes information such as what the product/service entails, how it works, the benefits it provides, and why you are uniquely qualified to offer it.
Examples: If you’re a tutor your service page can describe the different type of sessions you offer, such as assessments, private tutoring, small group tutoring, or parental support.
As a teacherpreneur, you may have a sales page for each of your major subjects. Then each subject page could feature your best-selling resources or product lines. This way teachers can see at-a-glance what you offer for reading, math, science, etc.
I use service pages to differentiate between my most popular WordPress packages or WordPress hosting and maintenance.
The Main Difference Between These Pages
Ultimately, the main use for landing pages is marketing campaigns, such as emails, social media, or ads with a single focused objective.
Finally, a service page outlines the different products and services you offer to educate your visitors more than persuade them to buy something specific, though the ultimate goal is to increase their knowledge enough that they decide to buy.
Let’s look at each page a little closer and learn how to create landing pages.
How To Create Landing Pages
As I mentioned above, landing pages typically have a clear and concise message, a persuasive call-to-action, and minimal distractions to increase the chances of conversion. These are most often short and sweet! Most of the time landing pages in our niche give something away for free (lead magnet), so you don’t need to do a lot of convincing here.
This page can be as simple as showing what you’re giving away and telling people how to get it (likely by subscribing to your email list).
My own landing page is a little longer because I initially created it before I had a lot of blog posts to further prove my knowledge and credibility. I needed to persuade visitors to trust me enough to grab the freebie and join my list, which you can see here.
From a technical WordPress standpoint, you can build a page on your website like I did and use buttons to link to your email marketing form (either in a new tab or as a pop up). You can also embed the email marketing form directly into WordPress (like I do here on my homepage). Keeping your landing page on your WordPress site itself makes it easier to switch email marketing provides in the future and also helps with SEO (search engine optimization).
If you don’t feel comfortable building your landing page within WordPress, most email marketing providers also include landing pages (full page forms) in their native form builders that you can use instead.
How To Create Sales Pages
A well-crafted sales page is a crucial tool that converts visitors into customers so getting the copy right matters! Sales pages are often seen in both short and long formats.
It usually doesn’t take much content to persuade visitors to purchase smaller items or services, so short form sales pages are frequently utilized for simple, lower ticket items. Short form sales pages usually focus on a single product or offer and are designed to quickly capture a visitor’s attention and persuade them to take action.
These pages often only consist of a headline, brief product description, and a call-to-action button. The goal of a short form sales page is to create a sense of urgency and excitement around the product or offer, encouraging the visitor to take immediate action. These pages should be easy to take in at-a-glance and capture a quick sale!
Sales pages with longer content are often reserved for high-priced items that need more explanation to convince visitors to purchase. Long form sales pages provide in-depth information about a product or service. These pages are designed to educate potential customers on the product’s features and benefits, address common objections, and ultimately persuade them to make a purchase.
Long-form sales pages typically use persuasive writing techniques such as storytelling, social proof (testimonials, stats, results), and urgency to engage the reader and create a sense of excitement around the product. They may also include testimonials, guarantees, and other elements to build trust and credibility with the reader. These pages are perfect for high-ticket products or services that require a more significant investment from the customer.
As an example, a long form sales page is key for courses or memberships. If you launched an in-depth online course for teachers or parents, your sales page would likely have an attention-grabbing headline with an introduction emphasizing the most prevalent issues your course can solve. This would be followed by detailed descriptions of each module, what it delivers, and how much time it takes. You’d outline the benefits and results participants can expect after they complete your course and the emotions they can expect to feel. To build trust, you’d include an “About the Instructor” section to strengthen your credibility, followed by testimonials from happy teachers or parents. It might even have a FAQ section to save you customer support time and answer common objections. Strong call-to-action buttons like “Enroll Now!” would also be included throughout the page.
Ultimately, both types of sales pages work and are needed for different kinds of products and services.
What Makes a Great Sales Page?
Sales pages typically have a well-crafted headline and copy that highlights the benefits and features of the product or service, as well as social proof in the form of customer testimonials or reviews. They also often include a call-to-action button that encourages the visitor to take action and buy the product or service immediately. Additionally, sales pages often use persuasive language and emotional triggers to appeal to the visitor’s desires and needs.
It’s important for sales pages to:
- Have clear descriptions: Each service or product you offer should have a clear description of what it is and who it’s for.
- Focus on benefits: However, instead of only listing the features, it’s important to address the problems faced by your target audience and showcase the solutions your products or services provide.
- Be easy to navigate: This is especially important for long form sales pages. Each page needs white space, clear headings, bulleted or numbered lists, and large buttons throughout the page when they’re ready to buy.
Key Parts of an Effective Sales Page
A high-converting sales page often includes these specific components:
- Overview of the offer
- Quick product highlights
- Detailed features (modules, sessions, chapters, product list)
- About you/credibility section
- Opt-in forms or CTAs
The best part? There’s an easy-to-follow recipe to help you get it right!
Here’s the cheat sheet I give my clients. It’s important that you provide multiple options for customers to jump straight to checkout as soon as they’re convinced. I recommend:
- SEO-charged heading
- Intro (just a few sentences) about the product or service. This should make what you’re offering and who it’s for crystal clear. Include a button to BUY NOW!
- Short sales section for those who need just a little convincing. This will have a little more information about the product for those who weren’t familiar with it at all. Include another button to buy (ex: I NEED THIS!).
- Next is storytelling. Highlight challenges or pain points you can solve for your customer. Why do they need this? How will they feel? Include another button to buy (ex: I’M READY!).
- Now you need social proof. Include testimonials, reviews, and numbers.
- It’s also important to have an authority section that builds a connection. You want your readers to hear that you’ve been there and can help them. You’ll often circle back to the pain points and challenges your audience is facing. Again, include a button to buy.
- The fine print is a more detailed section that outlines what’s included. The number of pages, course sections, additional features and inclusions, etc. all go here.
- Now it’s time to buy. Include your pricing section and a checkout button or form. This is where you’ll display pricing, tiers, etc.
- FAQs, if needed. If your product or service has more fine print, include it here. This can save you customer service time! If you’re receiving the same pre-sales questions often, include them here. You can also use this section to overcome common objections and fears.
After your sales page is up and running, it’s important to periodically check conversions and adjust your messaging as-needed to boost results.
A well-crafted service page is a critical tool for businesses looking to grow their customer base. This page can attract and convert qualified leads by doing the selling for you.
What Makes a Great Sales Page?
Your service page should provide information about the specific services you offer. The copy should describe each service in detail, highlight the benefits of the service, and provide information on pricing, availability, etc.
Your service page should:
- Educate buyers: Your service page should give your audience a clear view of what your business offers and what they can expect when purchasing your products or services.
- Build credibility: This page should build confidence and trust by positioning you as an expert.
- Boost Search Engine Optimization (SEO): Remember, your service solves a problem! You can increase your website’s visibility in search engine results by including well-written, keyword-rich content.
- Stand out against the competition: Set yourself apart from others in your niche by emphasizing your distinctive qualities and benefits. What makes you unique?
Key Parts of an Effective Service Page
As with every other page, there are a few sections you should include to make your service page more compelling. Many of these will overlap the sales page list, but keep in mind this page is designed to differentiate your services for customers who are unsure what you offer and/or what to purchase to meet their needs.
- A clear and concise headline that describes the types of service being offered.
- A brief introduction that expands on the headline, highlights the benefits of your services, and provides an overview of what each service entails.
- A detailed description of each service. This should differentiate your options at-a-glance to help potential customers understand how each service works, what’s included, and how it can solve their problem or meet their needs.
- Clear and transparent pricing information, including any packages or add-ons available, is also recommended. Some service providers prefer to leave pricing off their sites, but I’ve found that including a price range or starting price is a good way to ensure qualified leads that can afford your services.
- Testimonials and social proof that demonstrate the effectiveness and credibility of your services. Sharing customer stories is one of the best ways to convince potential users that your products and services are worth it.
- It’s also important to have a clear and compelling call-to-action that encourages the customer to purchase, schedule a consultation, etc.
- Your page should also highlight your credibility, expertise, and experience. Let customers know what makes you unique! People like to buy from people, not businesses.
- Finally, a FAQ section that addresses common concerns and objections can save you time and help close a sale.
Let’s Work Together to Create Your Pages
When you with me, I don’t just help you learn how to create landing pages; I become the go-to point person for all your digital marketing needs, saving you time and effort while creating a stunning and functional website with sales and service pages for your business. For creative teacherpreneurs like you, I provide logo design, WordPress website development, email marketing infrastructure, and other tech services.
Make use of my extensive background to ensure a successful outcome. Let’s go to work on that list of yours – together. Contact me to get started!