Building Better Sales Pages
As a trademark attorney, I see a lot of sales pages. I review many different ways to market your products and services. I see soft sells, hard sells and everything in between. When clients contact me to apply for a trademark on their behalf, one of the things I ask for is “examples of how you use the mark in commerce.” Most clients send me screenshots from their website, and I submit those as part of the application packet.
The most common request I receive in response is for more or better examples, showing how the applicant uses the mark in commerce. It’s not always clear to the examining attorney how the mark requested connects to the services offers connects to making money. Given how many different clients in many different industries have the same problems, I realized it was time to put together a short guide on creating sales pages.
I’m not talking pain points and custom solutions. I’m talking about basic elements for your sales page to show the connections.
1. The trademark should stand out. Whether you bold, italicize, underline, use different font, use bigger font, use a different color, or what not, the name or phrase you want to trademark should stand out. Someone should be able to look at the page, scan the content and be able to answer this question: “What is this brand?” or “What is this brand about?”
2. Your services should be described as part of your sales page. This may seem self-explanatory. But on the sales page itself you don’t want “Package #1 Buy Here”. You want “Package #1: Life Coaching for Exceptional Women Ready to Make Massive Change. Buy Here.”
3. Ask people to BUY. This may seem self-explanatory to some people. Of course you want people to buy your product or service. But if there is no way for them to buy on your sales page, and no invitation or explanation of how they could buy, it’s not really a sales page — and it’s not really commerce at that point. It can be as simple as a buy now for a pre-priced product or service. If you prefer to describe payment amounts and options through a phone call, putting a “schedule a consultation” button or email link can take care of the issue.
For example: “Each of my clients is unique and individual. In order to best address your custom issues, I invite you to contact me so that we can schedule a time to discuss your needs and the solutions I provide.”
4. Be consistent in how you use your mark. Your mark should always be connected to the industry you operate in and the potential to make sales today. It should always stand out on the page.
Questions about your page? Want a quick review of what you have? Contact me by email at firstname.lastname@example.org.