Coaches and Course Creators: Avoid These 6 Common Sales Page Mistakes to Make More Money
Emma Morris
??Less paid ads ??more organic traffic! Expert content marketing for businesses big and small with results in as little as 12 weeks. Blogging | Email Marketing | Social Media | SEO | Consultancy
So, let’s make this simple. Your sales page is your digital shopfront where you attempt to show people why your group programme, online course or membership is the right solution to their problem. However, as someone who regularly reviews and creates sales pages for coaches and course creators, I see a few common sales page mistakes being made time and time again.
In this post, I’m going to dissect the most common sales page errors that coaches and course creators make, but don’t worry, I’ll keep it real. I’m not here to sugarcoat things or BS you: this is straight-up, no-nonsense, no-sleep-inducing advice.
So, pour yourself a cup of coffee, and let’s jump in.
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Mistake 1: Lack of Clear Value Proposition
OK, let’s talk about the most basic, fundamental mistake that coaches and course creators make, the thing that stops the sales train in its tracks, the thing that will instantly have your potential clients clicking away – Not knowing what you’re actually selling.
Your value proposition answers this question: “Why buy this?” What makes your course or coaching package the best choice versus the 1,000 other offerings? Too often, I see people just throwing a bunch of buzzwords and vague promises out there, hoping something sticks. It’s like trying to hit a bullseye with a blindfold on. Ideally, when someone first lands on your page, your headline should instantly tell them if this service is for them or not.
Now, I know this might sound harsh, but at first glance, nobody cares about your fancy letters after your name; they don’t care how long you’ve been in business. They don’t even care if you’ve been certified or not. They only care about this: “What can you do that will make my life better/solve my problem, and how long will it take?”
So, be clear about what you can do for them.
A top tip for getting the balance right in your copy is to ask yourself, “So what?”. And if the answer isn’t beneficial to your potential client, leave it out or write it differently.
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Mistake 2: Overwhelming the Reader with Information
Alright, so let’s not beat around the bush: Your sales page shouldn’t rival the length of war and peace. If anything, the shorter and sweeter, the better. Our attention spans get shorter and shorter, and people won’t read wall after wall of text just to find out what it is you’re selling.
Think about when you buy something online: Do you read every word of the product page, or do you just scan for the essential info: the price, the features, and customer reviews? Exactly. This should tell you something about your sales page.
The key is getting to the point. What are the key benefits of your course or coaching programme? What makes you different from your competitors? And most importantly, what is the next step? If you can do this through storytelling, you’re really onto a winner!
Always remember KISS.
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Mistake 3: Weak Visual Elements
OK, let’s talk about the visuals. Pretty pictures and shining, dazzling graphics that make your sales page stand out and help your potential clients visualise themselves using your coaching programme or online course. Or at least that’s what they should do.
So, firstly, keep stock photography to an absolute minimum. I can’t stress enough! Stock photography is boring, and everyone has seen it. Use authentic images that relate to what your business is about and that reflect your character. Ideally, use professional brand photos, or if you need to take them yourself, ensure they look good. Nothing screams ‘amateur hour’ like a bad, blurry, pixelated image.
Secondly, don’t cram your page with too much stuff. Keep it clean and uncluttered, with its white space intact. In fact, less is more when it comes to your sales page. A few images are better than a scattered host of stuff just taking up space.
Finally, ensure consistency with your brand through your visuals. Use the same colours, fonts, and styles throughout your sales page. It gives your service and brand a more professional image.
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Mistake 4: Ignoring Mobile Optimisation
I hate to admit it, but I made this mistake just last week. I created an opt-in page for my upcoming masterclass and shared it with the world. However, when I looked at it on mobile later that evening, I realised it just didn’t flow properly.
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More and more people are buying, browsing, and even learning on their phones, and if your sales or landing page isn’t mobile-friendly, you’ll alienate a large portion of your target audience.
Your page needs to load quickly, the text must be large and legible, and the buttons must be big enough to hit with a large finger. And please, for the love of all that is good and holy, don’t use a flash banner. A flash banner is like a fart joke – you can make as many as you want, but no one wants to hear them.
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Mistake 5: Lack of Strong Call to Action?
So, you’ve created a picture-perfect sales page. It looks good, the copy is top-notch, and it has all the information your prospective client needs. But without a compelling call to action, it’s like designing the most beautiful house in the world with no front door.
Your call to action is the last element of the sales process. It’s the make-or-break time when you ask your visitors to become clients. If your call to action sucks or is unclear or un-persuasive or buried somewhere at the bottom of the page, you’re going to lose most of your sales. It’s like trying to ask someone out for a date by mumbling under your breath.
Make your action item prominent, persuasive and impossible to ignore. Use strong, action-oriented words that build an emotional connection. Some examples include:
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See how these are much more compelling than calls to action such as “buy now”, “sign up here”, or “start your free trial”?
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Mistake 6: Not Using Social Proof
As humans, many of us need to feel a connection or sense of community and are much more likely to do something if we know other people are doing it.
That’s where social proof – evidence from other people that they like your coaching or online course – comes in. They’re the testimonials, reviews and case studies that create a community of raving fans.
And if you’re not using social proof on your sales page, you’re basically trying to run a race with your hands tied behind your back. After all, people are more likely to buy something with 5 ecstatic customer testimonials vs a competitor page with zero. So don’t be afraid to share your happy clients off (with their permission, of course). And if they’d rather not be named, you can still use their testimonial anonymously.
It’s also worth going for the holy grail of testimonials and asking previous clients to share video feedback that you can use on your sales page. Using video testimonials has been known to increase conversions by 80% .
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Wrapping Up
There you have it – the most common sales page mistakes that coaches and course creators make. It’s like trying to build a home with a leaky roof and a crooked foundation. It doesn’t work.
But don’t worry, I got your back … Don’t miss out on my masterclass, where I’m sharing my secret sauce to creating sales pages that actually sell in 2024 and beyond (and avoid these common sales page mistakes). It’s like having a cheat code for the game of business.
So, if you’re fed up with sucky sales results, sign up for my masterclass now . It’s going to be fucking epic. I promise.
?Who am I?
Well, I’m Emma, an expert funnel strategist, launch partner and copywriter. I help passionate coaches, course creators, and online service providers with everything from generating new client leads on demand to planning and executing their launch strategy that ideal clients can’t resist. I’ve witnessed firsthand the power of a well-oiled funnel, and I’m here to be your wing-woman throughout the process.
Wondering how to generate more leads in your business? Spend just 2 minutes taking my FREE?Ultimate Lead Gen Audit and discover where you can level up your process.