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 .

In The News:

Web Design Trends in 2019  Business 2 Community
Web design agency expands team  East Midlands Business Link
Will AI really transform education?  The Hechinger Report
Largest Web Design Firms in Massachusetts  New York Business Journal
Beto O’Rourke: Where He Stands  U.S. News & World Report

Free Web Design Advice

In this article I will give advice and tips of... Read More

Web Crimes: how to avoid common website design mistakes

Thinking about designing your own website? Think again about adding... Read More

Top Ten Website Design Secrets for Internet Marketing Success

When it comes to marketing your website, you should really... Read More

Sell Yourself First...Your Key To More Sales

Selling on the internet is a challenge. There is no... Read More

Top Ten Ways to Use Audio on Your Site

Audio can provide an added dimension to your site. It... Read More

Looking For A Designer To Re-Design Your Website?

If you were like me and you have just started... Read More

Revising Your Site - What Happened To My Search Engine Placement?

As of September, Smartads went through what so many have... Read More

Good Content Pays!

Traffic to a site can be a blessing or a... Read More

Save Time and Boost Profits with Free Content

Public domain gives you a head start creating ebooks, ecourses,... Read More

Service Professions: Does Your Website Follow These 5 Simple Rules For Getting More Clients?

There are literally thousands of different options, styles and formats... Read More

Why You Want to Include an FAQ In Your Site

Congratulations! You've got a brand new site and it's doing... Read More

6 Reasons Why Using Flash is a BIG Mistake

Most web designers and web design companies will try to... Read More

One-Product Sales Sites: Avoid These Top Blunders

One product, one long web page: this kind of web... Read More

What Your Website REALLY Says About You And Why It Matters

Everything you say and do says something about you. This... Read More

5 Website Design Tips to Make Your Site More Attractive

The question that I most frequently hear from people is... Read More

Creating Your First Website? Your Options

Creating your own website is great fun! But how is... Read More

Why Web Pages Appear in the Wrong Location after Uploading to my Website?

If your are a new web designer, you may face... Read More

Top Ten Fonts for Website Design

The top ten fonts for website design might change in... Read More

Transforming A Site From Good To Excellent

One of the challenges of moving a web site up... Read More

Selling Multiple Products? Avoid These Top Blunders

When your web site sells more than a dozen items,... Read More

Dos and Donts in Web Design - part 1 (design)

Do use a consistent look and feel Your site should... Read More

How to use Emotional Content to Increase Visitor Response

Did you know that many folks make "buying decisions" when... Read More

Simple Steps To Proper Web Design

Over the course of the last decade, the Internet has... Read More

Congratulations! You?ve Gotten Visitors To Your Site! Now, Can They Find What Theyre Looking For?

As search engine marketers, we spend an enormous amount of... Read More

5 Ways To Automate Your Site

Automating your online business is one of the most important... Read More