Sales pages are the end point of your sales funnel. While the end is in sight, this is not the time to slack off. Honour the effort you have put in thus far by writing an effective sales page that converts readers into paying coaching clients. Here are the 8 elements sales pages for coaches need.
What Is the Difference Between a Sales Page and a Landing Page?
You may have heard the term landing page and the term sales page. A sales page is a type of landing page, but now all landing pages are sales pages. A landing page is a webpage that is written to get readers to take an action. This could be to sign up for a mailing list, visit a contact form, or even drive traffic to an external website. A sales page is a landing page that is written to sell a product or service. The CTA (call to action) sends those who click it to a checkout page.
The layout of landing pages and sales pages are much the same. A sales page will need to emphasise the value and impact of the coaching program because you are asking people to part with their hard-earned money.
8 Parts of a Sales Page
Sales pages for coaches don’t have a set template because the ideal layout will depend on your ideal coaching clients and what you are selling. For instance, a sales page for your coaching program will look very different to a sales page for a low-ticket offer. Here is a basic sales page template for coaches you can use to DIY your copy. Use the 8 parts of a sales page in this order for maximum effectiveness.
Above the Fold
Above the fold is the part that your readers see before they scroll down. It is the most important part of your sales page as it is the first buy-in point. A lead scrolling down to continue reading represents interest. If above the fold does not interest your ideal coaching client, they are likely to exit your sales page without scrolling down.
Use the above the fold section to demonstrate what your target audience can expect their life to be like after the coaching program. This often focuses on the major transformation that the sales page target audience desires. The goal of this section is to get people interested enough to keep reading.
Value Proposition
Your value proposition agitates the major problem your coaching program solves (that’s marketing speak for sympathising with the target audience about the impact of the problem on their lives.) Then, it presents your coaching program as the solution. Don’t just state that your coaching program is the solution; tell them HOW it solves the problem.
For example: Living under a pile of debt is soul-crushing. It is stressful. All your spare money is going towards paying down ever-growing debt with no end in sight. In Debt Busters Anonymous, we will apply for debt forgiveness programs and then consolidate the remaining debt on an interest-free loan to allow you to put your repayments towards the loan principle instead of the interest. Pay off 75% of your debt in 3 months.
Proof
Use testimonials to prove the claims you make in your value proposition. You should get at least 3 testimonials that show:
- Results that were achieved through the coaching program
- Ease of techniques and methods
- Support the coaching client can expect to receive from you as their coach
Some testimonials may speak to all 3. Some may just speak to one. Just ensure that all 3 are addressed during the first 3 testimonials you display.
You can use other forms of social proof (or even more testimonials) throughout your sales page to make it more compelling.
Benefits
Next, your sales page should highlight 3-6 additional benefits that your coaching clients will experience during your coaching. These benefits should address additional results your ideal coaching clients can expect to see and ways that you make achieving the main results easier for that type of client.
Inclusions
List everything that is included in the coaching program so that the leads know what they are getting in exchange for the price. This includes:
- Program modules
- Additional resources (workbooks, guides, templates, etc.)
- Details about how the coaching program is delivered (frequency of sessions, group vs private sessions, etc.)
- Details about additional support outside of coaching
- Details about discount codes or freebies included
You may be tempted to keep things back as a surprise, but give your ideal coaching clients all the information they need to mentally justify the price and compare your coaching program to others they may be considering.
About the Coach
Provide a short bio that shows your ideal coaching programs why you are the best person to help them to achieve these results. This should be tailored to the specific coaching program. Your bio section can include:
- Years of experience
- Awards and accolades
- Lived experience (if you started where your ideal coaching clients are now)
- Research or topic-specific experience
This section should only be as long as the relevant information you have. If you only have enough to write a paragraph, then stick to a paragraph.
Overcome Objections
Think about the objections that your sales page target audience may have. These would be the concerns or questions they have that may hold them back from purchasing your coaching program.
A common objection for coaching programs is that it is a big lump sum, so include information about payment plans on your coaching program sales page. Other information you may include is:
- A guarantee
- Flexibility options for target audiences where time is a major concern
- A refund policy
Frequently Asked Questions
Anticipate any questions that your ideal coaching clients may have about the coaching program. If you offer a discounted original intake to get testimonials, you can also ask them to review the sales page and ask what questions they may want answered before they commit to the sales program. When your coaching program sales page is live, you can also update it with frequently asked questions you receive.
Want help writing a sales page for your coaching business? We write landing pages and sales pages for coaches at £800 per landing page. Contact us to learn more about how we can create a high-converting sales page for your coaching program.