Home
>
Web Design
>
One-Product Sales Sites: Avoid These Top Blunders

One-Product Sales Sites: Avoid These Top Blunders

One product, one long web page: this kind of web site is sometimes called a sales letter site or mini-site, and it focuses on one and only one goal, as many sales of that one product as possible. With a one-product sales site, no distractions, no subsidiary goals, such as newsletter signups, are allowed to interfere with that goal. So let's look at some common mistakes and omissions for a sales letter site.

Your headline serves as the key point of orientation for the reader and should be as strongly worded and pointedly targeted as you can manage. Do not use the name of your product as the headline - that's a weak marketing message.

Instead, dramatize either the problem solved by your product or the solution offered, or both. For instance:

Discover Your Family's Roots Through Easy, Fun Internet Research

You can often add a subhead after the headline for even greater punch:

Turn Words into Money with Copy That Even a Skinflint Can't Resist!

Get a Juicier Return on Investment from Your Marketing With the Easy-to-Apply Secrets in This New Manual

Normally you want to start your sales page by building rapport with the reader with respect to the problem or goal at hand. Make sure, however, that you not only make your case in a positive way for your product but also address and head off each and every worry, objection or doubt the reader might have about buying your product. For instance, how can you know so much about knee injuries if you're not a doctor? Or, do these money-saving strategies apply if I live in Canada or Bermuda?

The biggest worry people have buying online from companies or individuals they've never heard of is, are you trustworthy? Am I going to get what I order and have some recourse if it's a pile of crap? A money-back guarantee goes part of the way toward assuaging this, as do testimonials, but just as important, and much more often neglected, is posting a mailing address and telephone number for the vendor.

If it's a physical product that will be shipped, make sure you explicitly say how and when it will be shipped and whether you can ship it anywhere in the world for that price. Don't make the reader click through to the order form to learn how much your product costs, or how much it costs with shipping.

As your copy builds toward its conclusion, remember to include what marketers term the "call to action": explicitly ask for the order. Do so prominently, so that someone skipping down the page can quickly find the "order now" button. Even better, insert an order button or link near the top of the page so that someone who arrives already wanting to buy can do so immediately.

When you've built the strongest possible case for your product and orchestrated your pitch properly, consider the formatting of your sales page. Since this sort of site doesn't have a left navigation bar, the column of text often ends up much too wide for comfortable reading. Studies have shown that paragraphs wider than six or seven inches are difficult to read on a computer screen. Add blank columns to the left and right of your sales copy to narrow it to that width.

Make sure too that paragraphs go on no more than seven lines, and a long run of paragraphs is broken up by subheads. And make those subheads interesting and meaty. Someone who skims down the page should be able to get the gist of your marketing message just from reading the subheads.

Marcia Yudkin is the author of Web Site Marketing Makeover and 10 other books. A four-time Webby Awards judge and internationally famous marketing consultant, she critiques web sites and performs web site makeovers for clients. Learn more about her detailed critique sessions on five different kinds of web sites (including one-product sites) at http://www.yudkin.com/websitequiz.htm .

personalized cleaning services Des Plaines ..

In The News:

Petco disclosed a data breach exposing customer Social Security numbers, financial account details, and driver's license information due to a software error.

Baseball teams can now analyze complete swing mechanics in normal training environments using Theia's markerless AI system that processes standard high-speed footage.

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.

MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.

The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.

Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.

Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.

Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.

Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.

Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.

Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.

Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.

Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.

Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.

New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.

A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.

AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.

A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.

New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.

Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.

Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.

One-Product Sales Sites: Avoid These Top Blunders

Web Design