{"id":1894,"date":"2017-04-18T10:00:00","date_gmt":"2017-04-18T14:00:00","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=1894"},"modified":"2025-07-25T16:07:50","modified_gmt":"2025-07-25T20:07:50","slug":"the-3-most-important-elements-of-a-health-sales-page-and-which-one-can-double-or-triple-your-online-conversion-rate-and-revenue","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/the-3-most-important-elements-of-a-health-sales-page-and-which-one-can-double-or-triple-your-online-conversion-rate-and-revenue\/","title":{"rendered":"Boost DTC Suplement Sales: 3 Key Landing Page Elements for High Conversions (Plus 1 Secret to 3x Your Revenue)"},"content":{"rendered":"


Since health buyers are very different from other types of buyers online\u2026 When optimizing for maximum revenue in the health and wellness market, most marketers, even seasoned pros, all put way too much emphasis on the copy.<\/p>\n

This is likely because of the copywriters have taught us to think that way and the majority of books in the direct response marketing world are about how to write copy that converts.<\/p>\n

But the truth is, copywriting as NOT the most important element of a high converting page. It is an important element but it is actually third on the list of elements that every health marketer should focus on.<\/p>\n

Your main focus should first be on \u201cthe list\u201d that is ensuring you\u2019re targeting the right audience. Next comes \u201cthe offer\u201d and finally \u201cthe copy\u201d.<\/p>\n

When it comes to selling health products online, the copy is so far below the offer. In fact, the offer ALONE has the ability to increase your response rate by double or more, if done right.<\/p>\n

The copy is not to be overlooked though and they work together but their relationship is different\u2026 the offer has an inverse relationship to your copywriting.<\/p>\n

So, the weaker the offer is, the better the copy needs to be. And inversely, the stronger your offer is, the weaker your copy can be. (This is not a case for weak copy however, all three elements, list, offer and copy, work together in this broad stroke view of selling health and wellness online.)<\/p>\n

So What Exactly Is An Offer?<\/b><\/h2>\n

Many marketers, get the offer confused with the product, and this is why in my opinion that they place so much emphasis on copywriting and undervalue the importance of the offer. In short, they THINK they\u2019ve got the offer covered because they THINK it\u2019s the product\u2026.The offer is NOT the product. But it is what you\u2019re actually selling, to the prospect. The product itself, is only one piece of the offer but it\u2019s NOT the offer itself. Nor is the offer a list of features or even benefits.<\/p>\n

The product is the actual deliverable. That is, the thing the prospect gets. And the product is composed of one or more features, which are elements of the product.<\/p>\n

Each feature should express why that feature is valuable to the prospect. How a feature articulates the \u201cwhy\u201d should overcome an objection the prospect may have. Sometimes this is called the Feature Advantage: Feature > Advantage > Benefit.<\/p>\n

The benefit of each feature can be broken down the functional benefit, the dimensional benefit and the emotional benefit.<\/p>\n

The functional benefit is what the feature specifically does for the prospect. The question in the prospects mind is, \u201cWhat does this supplement or medical device equipment actually do?\u201d or \u201cwhat will it do for me?\u201d<\/p>\n

The dimensional benefit brings the functional benefit to life in the prospects mind. This taps into the prospects beliefs and desires allowing them to imagine the future state of their life because of this individual feature.<\/p>\n

The emotional benefit expresses how the dimensional benefit is going to make the prospect feel emotionally. This is the emotional component of the copy that acts as a motivator for the prospect to buy to satisfy the inner emotional payoff of their desire and belief.<\/p>\n

So the offer then is the packaging of value that the prospect is buying.<\/p>\n

This includes things like:<\/p>\n