When selling your products or programs on the internet,  one of the things that you might want, besides your main website, is a “Sales Letter Page”.

What is a “Sales Letter” Page?

A “Sales Letter” Page is a single page on your website without distracting sidebars to focus the reader to purchase your product or program.  Most of the time there is not any navigation at the top of the page.  The purpose is to lead the reader down the page, explaining the product or program, and take them to the order form.

You can see an example of this for my Graphics Creation Workshop Program here

Screenshot of the Sales Letter for the Graphics Creation Workshop 

The reasons why you might want to have a “Sales Letter” Page for your business, is so you can sell your medium to higher priced programs in a more focused way.

Here is the technical definition from  Wikipedia definition of a Sales Letter:

“A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as “A form of direct mail in which an advertiser sends a letter to a potential customer.

It is distinct from other direct mail techniques, such as the distribution of leaflets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based. It is typically used for products or services which, due to their price, are a considered purchase at medium or high value (typically tens to thousands of dollars).

A sales letter is often, but not exclusively, the last stage of the sales process before the customer places an order, and is designed to ensure that the prospect is committed to becoming a customer.”

Now, the “sales letter page” I’m talking about here is not a physical direct mail piece. It’s a “web page” that works like a sales letter with the same purpose as described above: a page that “is designed to persuade the reader to purchase a particular product or service in the absence of an in person salesman/saleswoman”

Let me explain what a “Sales Letter” is like in the web…

A Typical Website

This pic below illustrates the structure of a typical/regular website:

diagram of a website

Your main website most likely follows a structure like the above. It’s your “home base” where people visit you to learn more about you. You can establish yourself as an expert, share who you are, show what services/products you offer, provide ways for people to contact you, and more. It is mean to provide various information to satisfy your website visitors. If you successfully engage a website visitor, she will hang out on your website by going through more than one page or blog post, and that’s what you want!

Your Website + Your Sales Letter Pages

The number one characteristic that separates a sales letter page from a regular website is this: A sales page exists for the sole purpose of selling a product or service. So, once somebody visits that page, you don’t want her to click around and go to other pages. You want people to spend time on that page and read through the content without clicking away. For that reason, a Sales letter Page stands on its own, independent on your main website  in terms of design.

diagram of a main website with 3 sales letter pages along side of it

To keep people engaged on your Sales Letter Page, you don’t want to have things like:

  • site navigation menus
  • social media buttons
  • other hyperlinks – except for your shopping cart button link and legal page links

Your focus should be on ONLY one product/service you are selling.  (Many marketers even like to use a unique domain name for each sales page)

Here is a screenshot of of my main website (this blog)  and some sales pages. The one of the left is my main website, and the three shown on the right are my sales pages that are independent of my main site.

screenshot of a mail website and 3 sales letter sites

Do You Need a Sales Letter Page?

At this point you might be asking yourself: “Do I need a Sales Letter Page?”

Well, probably not at first.  You need to establish yourself as a trusted authority for your business.  And a main website gets you that.  But then if you want to start selling any Info Products or other high priced programs, then you are going to want to create a Sales Page for that.  You want the content to flow nicely so that your prospect visiting the site gets interested to read on, and they will be persuaded to buy your excellent product/program by the time they reach the bottom of the page.

If you are interested in creating a Sales Page, my recommendation is to read other people’s Sales Pages first. You can learn so much by reading a great Sales Page!  And if you are interested in creating your own Info Product to sell on your Sales Letter page, check out this other article: https://websitecreationworkshop.com/blog/business/what-is-an-info-product/