I've been writing sales pages during the first dot com boom. That's many years of experimenting with people's behaviour, so I can tell you based on my extensive experience is sales pages matter!
No matter what demographics you target, an effective sales page always works. "But I'm a nonprofit, i'm not selling anything and my readers are different from everyone else".
I used to hear that all the time and I always wonder how people come to that conclusion. A guess? An assumption? A feeling? It certainly isn't research data that drove them to that conclusion.
Let's talking about why sales pages work and why every website that is pitching a product, an idea, a service, a solution needs one.
Humans are generally good nature
as long as they get what they want or need. A sales page is design to take advantage of a person's good nature by giving them what they want, whether it's a product, idea, a solution, or service.
Get them to like you. This can be achieved by talking their languange and what I mean by that is, tell them you understand how difficult their job is. All their complaints, all their headaches, all their stress is legitimate and they rightfully deserve sympathy from you and everyone else.
Once they realized that you are on their side, they will be rooting for you, so let's turn your home page into a sales page.
Throw rationality out the window
If you have a purpose or mission and you need educate people on it, then put it on any other page than your sales page. The most effective sales pages gets people to think with their hearts not with the heads. The more rational
someone is, the longer it takes for them to make a decision because the more questions they ask. A more emotional visitor is a more impulsive one and impulsive people are easier to sell.
Know your visitors
Before you create any sales page, you need to know who you are driving to your website. What are their needs, pain, and what makes them happy. Your sales page will be written based on these.
So where can you find the right people to send to your sales page that was written specifically for them? Try to find out where "your people" congregate online. Back in the day I used to visit discussion forums that were created for a specific topics. I would start the most interesting thread
topic I can think of. More interesting your topic is, the more people will join in on the disucssion. I can then identify who i can pitch to. My best thread topic
once got 200+ people to join in the discussion. That's 200 possible leads in just a few hours! Nowadays, most discussions happen on twitter or facebook....
More to come. Stay tuned!