Getting your sales page written is a doozy.
Phew.
You should be proud. Seriously, pat yourself on the back.
Once you’ve written out the copy and made sure that you have all the key elements of a good sales page, it’s time to take another look at the design of the page to make sure it supports that stellar copy.
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Two Font or Not Two Fonts?
You'll often read/hear that you should choose at least two fonts in your branding.
That's fine.
We're not talking about branding, per se...
Your sales page certainly can use your brand font, but it doesn't need to use all of them.
Here's how you can get away with using only one font...
You can make just one font look and feel different throughout the page by utilizing different sizes and thicknesses.
Color
Are there certain "colors that sell" on your sales page?
Well, yes and no.
You can read about split tests done by funnel wizards (cue Russell Brunson) and I'm sure that's legit.
But let's step back for a moment.
We need to have a conversation about what you're selling.
Are you wheeling and dealing a baby offer running cold ad traffic to a sales page?
Well, the colors you use for the buttons on a page like that might make a difference for conversions.
If that's the case, check out what Russell found out testing yellow versus red.
But if you're creating sales pages for your signature offers.
We're talking medium to high ticket...
...then Russell's split test may not be what you're looking for.
Generally speaking, I recommend keeping the sales page in line with your branding.
That means fonts and colors.
However, the one caveat to this would be your buttons.
You want to make sure that they really POP.
In order to do this, you need to have a bold and dark color.
If your color palette is mainly pastel, I recommend using one of your brand hues but darkening it for the call to action buttons.
The other part of color has to do with your background. You want to have a mix of pictures, solid colors, and plain white for the background of your change.
I tend to alternate these three to make it easy to see the different sections.
It helps your reader's eyes go to the sections they want and helps the skimmers see what they need to see quickly.
I also recommend consistency with backgrounds. So, for example, I'd have the pricing section look the same throughout the page, and I always try to make the background of testimonials really stand out and be consistent.
Space
I'm not talking about planets and stars.
Your readers need time to breathe.
Spacing on the page gives them this time.
You don't want to cram all your writing together.
Utilize blocks of white space to give the reader pause.
Make sure that you have blank space between sections and prior to your main headlines. You can also vary the widths of your columns so that some sections have writing just in the center third of the page, while other sections span the width of the page.
Rule of thumb: Have more space than you're comfortable with, and it's probably a good amount!
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