A Sales Page: What it is and tips for SEO optimisation
As I’ve just been tinkering with my own website it struck me that a few tips around how to optimise your sales page for increased online visibility and ultimately conversion might be helpful
What is a sales page?
A sales page slots neatly into your website sitemap. It's a page dedicated to just one service and is created to prompt an action by the user: buying something, signing up for a workshop, sending an email because they want to work with you. Your sales page reflects one service only and has a job to do - to convert.
Top tips for optimising your sales page for SEO
More than one sales page: If you offer more than one service, there should be a sales page for each service. That way your services aren’t competing for attention on the same page.
Keyword phrase research: put yourself in your clients shoes, use long term phrases such as “yoga classes for someone who hasn’t practiced for a while” people are now searching in longer form rather than yoga class (town) though local search still exists. Intent is really important - probably more important that how many monthly views a keyword/phrase receives. Be as concise as possible
Linking: link from other pages on your website (not sales pages) back to your sales page. If you have a blog this is a great place to link to a sales page. The written blog supports the sales page eg a business coach offering leadership coaching might write a blog such as “I’ve just started a new job, do I need leadership coaching” write the blog then hyperlink (at least twice) from the blog to your sales page, in this case the leadership coaching page
Keyword placement: ensure that your main keyword is included in your H1 title on the page, in your meta description, SEO title and URL
Focus on Client Pain Points and Benefits: The most important question a potential client is asking when they land on your sales page is, "Can you solve my problem?". Therefore, you must lead with your client’s pain points and clearly articulate the positive transformation they will experience. A list of service features is secondary. Structure your content to guide them from their current struggle to the desired outcome that your service provides.
Optimise for Local Search: For service-based businesses, local SEO is often paramount, even if you offer services virtually. To attract local clients, ensure you:
Include your service area (cities, regions) naturally within your sales page copy, especially in the main body text
The job of your sales page is to do the heavy lifting of converting a visitor into a client. By focusing on your client’s intent, validating your expertise through social proof, and ensuring your SEO foundations are rock solid, you'll create a page that not only ranks but consistently secures new service bookings.
Hi I’m Clare
I’m an SEO consultant based in Greater Manchester in the UK. I support service-based businesses with their SEO - boosting their online visibility. If you are moving away from using social media as a marketing tool, or you are interested in learning how SEO can work really well for your business, we can set up a discovery call below. I’d be happy to answer any questions you may have.
