Are you missing from your sales pages?

You’ve developed a great offer for your ideal clients and you’re putting your sales page together. You set the scene so your prospective buyer can see you understand them. Then you show them your solution, and unpack what they are going to get. You tell them the price. What’s missing? You!

 

In this article I’m going to share 5 reasons why you need to share who you are on your sales page.

1. You want to build trust

Why have you developed this offer? This is a key question for someone deciding whether to buy from you. What do you want for them? What gives you the right to teach them about this topic or to deliver this service or project?

 

Having a short biography on your sales page offers you the opportunity to draw out your specific skills, knowledge and experience in relation to this package. It enables you to build trust by showing that you are up to the job. This gives them confidence to take the next step, whether that’s pressing the ‘buy’ button or getting on a discovery call with you.

A woman sitting on a sofa making notes with a laptop in front of her
Who else is your prospective client researching? Photo by Corinne Kutz on Unsplash

2. Your prospective client might not know who you are

People will land on your sales page from all kinds of places. You are hopefully talking about your offer all over the place: in your emails, your social media posts, you’ve created content around it, and you’re talking to people about it. This means that some people will land on your sales page having followed a link either posted by you or shared by someone else. They might never have come across you before! The message shared was strong enough for them to click, but they don’t know your background. You need to write a couple of paragraphs introducing yourself.

 

If you have only shared the link with people on your email list then you would hope they remember who you are. It does no harm to remind them though! They might not be aware of your relevant experience (who reads every email from every list they’re on?) or that you have a particular approach.

3. Your offer is based around your way of doing things

What makes your offer different? You! It’s unlikely that another person will have exactly the same life experiences as you. They won’t have worked at the same company, read the same books, talked to the same people, and worked with the same clients. They won’t think like you.

 

So many consultants make themselves invisible by not sharing who they are. You want to be clear about who they are working with and why you have put this offer together for them.

Rachel Extance speaking at Cambridge Social Media Day 2019
You have your own approach. Photo by Jemima Willcox Photography

4. You want them to be certain they will enjoy working with you

If you are selling a high ticket offer, particularly one that involves your clients working with you directly then they need to know they will enjoy the experience. Sharing a mini-bio helps them make that decision. They can get a flavour of who you are and why you do what you do. They may well go and check you out in other places and do more research but this helps reduce the gap between them not being sure and being ready to buy.

5. You don’t want people to click away from your sales page

‘What about my About page?’ You might be wondering. ‘Surely, they’ll just click on that.’ They might. But it means that a) they’ve clicked away from your sales page and you can’t be certain if they will return to it, and b) you’ve made them do some extra work.

 

Your sales page needs to make it as easy as possible for someone to make a decision to work with you. You want them to take the next logical step towards working with you, not think about it, click on a link, get distracted by something else, and then disappear.

Rachel Extance's About page
My About page

What’s the difference between your mini-bio and your About page?

Your About page gives you space to tell them more about you, your background, your business, and any extra information you want to share, like corporate giving or that you’re available for speaking gigs. The short bio on your sales page is tailored to that specific offer. It tells people about the background to the offer or why you are uniquely placed to help them. It only needs to be two to three paragraphs long and should be focused on the problem and how you work with clients.

 

No-one is going to object to you introducing yourself on your sales page. If they know you, they will simply scroll past those two or three paragraphs. They’re not going to think anything of it.

 

But for those clients who are considering whether they want to work with you and whether you are the person to help them, your mini-bio could be a deciding factor.

Are you wondering what to write?

I work with consultants who struggle to write down their ideas in a way that makes sense to other people. They know what to do but they can’t express it. If you would like me to write your sales page, About page, or both, then get in touch with me.

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Picture of Rachel Extance

Rachel Extance

Award-winning journalist and blogger. I help service-based business owners communicate who they are, what they do, and why. If you struggle to talk about yourself on your website or your content marketing, get in touch with me.

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Content Disclaimer

The information contained above is provided for information purposes only. The contents of this article are not intended to amount to advice and you should not rely on any of the contents of this article. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. The Story Cave Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.