Every few months I hop onto a discovery call to chat with a prospective client who wants me to write their sales page copy. In the back of my mind, I’m bracing myself for the possibility that I will have to break this news to them:
“It sounds like you need a services page, not a sales page.”
To which they reply, “What’s the difference?”
I understand the confusion. The two terms are (mistakenly) used interchangeably. You might think a Services page sells services and a Sales page sells products, but that’s not always the case—it’s not about what you’re selling, it’s how and why.
What’s the purpose of a sales page?
A sales page is geared towards direct conversion or a direct purchase. There’s no intro call or discovery session before purchase*. A sales page also sells one thing, and one thing only.
(Some business owners will use Bonjoro or VideoAsk to receive and reply to FAQs, but you typically won’t get a personal 1:1 call before making a purchase.)
A sales page is ideal for selling a one-to-many product like:
- An online course (live or self-paced)
- A membership or subscription
- A membership community
- A robust, high-value digital product
Here’s an example of a sales page.
Sales page tone and intent
The tone of a sales page is urgent, highly persuasive, and CTA (call-to-action) buttons are generously sprinkled throughout the page. You’re using a sales page to convince someone they need your tools and methods to DIY their problem.
Why should you choose a sales page?
You should present your offer using a sales page template if your offer is purely transactional. You’re not necessarily looking to establish a personal connection or pursue a continued relationship with your buyer*. This isn’t to say you can’t engage with your buyers through your other brand touchpoints though! The goal of your sales page is to make the case for why your solution is guaranteed to deliver on its promise.
*Live courses are the exception to this rule.
✏️ Here’s how to write a sales page:
What’s the purpose of a services page?
The purpose of a services page is to outline a service or range of services* you or your team offer, personally. A services page is geared toward a soft conversion; you usually want your reader to book an intro call or discovery meeting to determine if you’re the right fit for their needs. You’re trying to get them to take the next step in the sales process.
*Does a services page highlight one offer or all of your offers? And what the eff is a “splash page”? Read: The 3 Types of Services Pages (and which one is right for you).
A services page is ideal for selling a 1:1 service OR product like:
- A high-touch or custom service (e.g. brand design, website copywriting, brand photography…)
- Custom-designed products that require a consultation (e.g. bespoke gemstone jewelry)
- High-touch consultations or advising (e.g. Creative direction, fractional roles)
- Coaching
Here’s an example of a services “splash” page.
Services page tone and intent
The tone of a services page is informative, reassuring, and nurturing. You’re using a services page to encourage your readers to let you solve their problems for them. You will be the one to take on the brunt of the work and manage the deliverables.
Why should you choose a service page?
You should present your offer using a services page template if you offer a high-touch offer. Because they will be working with you or your team, the goal of your services page is to make the case for why you’re the best fit for their needs. You’ll need to explain your approach, process, and expertise, in depth.
✏️ Here’s how to write a Services page:
If you’re confused and still in copywriting limbo…
Here are 10 key differences between a sales page and a services page:
Purpose:
Sales Page: Designed to sell a one-to-many product or offer.
Services Page: Designed to sell a 1:1 high-touch service or offer
Goal:
Sales Page: Direct conversion (Purchase, Add to cart)
Services Page: Indirect conversion (Book a call or consult to ensure you’re the right fit)
Content Focus:
Sales Page: Emphasizes one offer’s features, benefits, and how your product or solution will help them solve their problem independently.
Services Page: Focuses on describing the range of services offered, or a singular service, describes their benefits, and how you or your team can solve their problems for them.
Tone of Voice:
Sales Page: Urgent, highly persuasive, transactional
Services Page: Informative, reassuring, nurturing, encouraging
Call to Action (CTA):
Sales Page: CTAs urge visitors to make a purchase, enroll, join now, or add items to their cart.
Services Page: CTAs encourage visitors to inquire, request a quote, or schedule a consultation.
Visual Elements:
Sales Page: Incorporates images or videos showcasing the product, platform, or participants.
Services Page: Incorporates images related to the services offered, before-and-after photos, and portfolio work.
Pricing Information:
Sales Page: Clear and obvious pricing information including upsell offers and add-ons.
Services Page: Pricing is presented as a packaged rate or starting price ranges or requires clients to contact for a customized quote depending on client needs and project scope.
Delivery Method:
Sales Page: Instant delivery of digital download or platform login details. Shipping details are given for physical products.
Services Page: Delivery depends on services rendered (e.g., digital assets vs. physical products.)
Upselling and Cross-selling:
Sales Page: Often includes suggestions for related products or upsell opportunities during the checkout process.
Services Page: Complementary services or packages that clients might consider in addition to the primary service will be suggested.
Customization and Personalization:
Sales Page: No customizations. What you see is what you get.*
Services Page: Often highlights the ability to tailor services to meet individual needs or preferences.
*Note: This is not a product shop page where you can select size, color, qty, etc. A product page is a whole other can of worms.
If this post has done its job, you’ve either got some work to do or you’re feeling a massive sense of relief.
If you’re in the 🤬 category, you’ve got options:
- Rewrite your copy using this Services Page template + video tutorial suite.
- [OR] Rewrite your copy using this Sales Page template + tutorial suite.
- Hire me to write or edit your page(s) while you worry about the other aspects of building your business.
PIN TO SAVE FOR LATER
