Once you’ve attracted traffic to your site and exchanged enticing lead magnets for email addresses, your qualified leads will end up on your membership site’s sales page.
Unlike other landing pages, the sales page has one purpose: to convince visitors to sign up for your membership program. It’s the final touchpoint of your sales funnel or, in other words, the page where both cold leads and nurtured leads become members.
In this post, we’ll show you 7 examples of well-built membership site sales pages to draw inspiration from. We’ll look at how they convince visitors to sign up, whether they offer trials, their call to actions, and much more.
Sounds good? Let’s dive right in!
Note: The images display the above the fold region of the membership site sales pages. To view the entire page, click through to the sales page.
Ryan Deiss’ DigitalMarketer Lab+ is an online community (with over 10,000 members) for digital marketing professionals where they can connect with industry experts and learn how to grow and scale their business.
First off, they have a short video above the fold that does a great job of introducing the membership site, explaining how members can benefit from it, and presenting customer testimonials. Directly below the video, is a call to action that prompts visitors to join Lab+.
Membership runs $95/month with a free, 30-day trial. The free trial period is appropriate considering the cost of membership. One of the best things about this sales page is that they list out what members can expect to receive by signing up at three different points on the sales page. In addition to this, they also explain the three-step process behind earning certification from the program.
The sales page also showcases member avatars – Team Leads, Founders and CEOs, and Marketing Pros – along with copy that speaks directly to them.
- Produce a sales video to publish above the fold that immediately explains what your membership site is about, who it’s for, and how members can benefit from it.
- Write short, compelling copy that tells visitors what’s included in the membership. Anyone who doesn’t watch the video will immediately see this above the fold.
- List out everything members will get access to by signing up along with an explanation of how it can benefit them.
- Create member avatars (personas) to make it easier for visitors to decide if the membership program is right for them.
No B.S. Inner Circle, founded by Dan Kennedy, teaches entrepreneurs how they can increase income streams, find hidden opportunities, and create automated marketing strategies. This is a sales page for one of their membership levels.
GKIC’s No B.S. Gold Membership has a short-form sales page that presents essential information and nothing else. It starts off with some copy that briefly explains who the membership is geared towards and how members can benefit from signing up.
The sales page also showcases a short video testimonial from a member which boosts the membership program’s credibility right off the bat. Further down the page there’s a slider of video testimonials from members which certainly reinforces the value of the membership.
In addition to this, the sales page makes a compelling offer to new members and lists out everything members can expect to receive by joining.
- Create multiple short-form sales pages instead of one long-form sales page if you’re offering different membership levels.
- Publish video testimonials from real people. Seeing existing members talk about your membership and how it helped them resonates more with visitors than simply reading about it.
Whitney Paige’s Grounded Nutrition is a membership program that offers done-for-you meal plans, resources, an online community, and support group.
The Grounded Nutrition membership program has a colorful, comprehensive sales page that does a number of things right. First off, the sales page doesn’t have a navigation bar presumably to minimize distractions.
The sales page maintains brand consistency and has captivating flow that starts off by introducing the program, highlighting its standout features, explaining how it works (with video), presenting the key benefits, showcasing customers testimonials, describing what’s included in the membership, pricing information, and FAQs.
The How It Works section describes the four-step process along with screenshots to give visitors a clear idea of what’s inside. In addition to this, the FAQs section at the bottom of the sales page answers questions that visitors might have regarding the memberships program.
- Create long-form sales pages that have good flow and clearly explain everything a visitor might need to know about the membership program.
- Adding screenshots to your sales pages is a great way to give prospective members a quick peek under the hood.
- Having an FAQs section towards the end of the sales page lets you address questions preemptively.
- Make sure your sales page is on-brand. Use the same logo, colors, typography, and buttons you use on your membership website to maintain consistency.
Ramit Sethi’s Mental Mastery Course is a productivity course tied to a membership program.
Mental Mastery Course features a (super) long-form sales page that starts off with a persuasive hook: Forget about the “hacks,” the morning routines, the random tactics.
As you scroll down, you see a long article-style message from Ramit that does a great job of explaining the context. The neat thing about this personalized message is that it speaks directly to his targeted audience.
The sales page has a section on what members can expect to learn from the course which features screenshots of his course’s video thumbnails.
- Remove navigation options from your sales page to keep visitors engaged. Replace them with CTAs instead.
- Write copy that’s relatable and speaks directly to your target audience in their own words.
- Include screenshots of your courses or training material to give prospective members a sneak peek of what it’s like to become a member.
Russel Brunson’s Expert Secrets is a book that helps people turn specialized knowledge and abilities into a business. Although this isn’t technically a sales page for a membership site, it does a number of things really well.
Above the fold, there’s a hook, CTA, and video from Russel that introduces the book. As you scroll down, you’ll see mini case studies (with videos) that prove his book has helped people.
In addition to this, the Expert Secrets sales page has a number of large CTA buttons positioned at various places (above the fold and under mini case studies) with the CTA button copy written in the first person.
Towards the end of the sales page you’ll see copy This Is Truly A Limited Offer, So Claim Your FREE Copy Now Before They’re All Gone….This is a great way to create scarcity and make people want to act on your conversion goal immediately.
- Publish testimonials and mini case studies as a way of offering proof that your membership program works. Hearing existing members talk about your program and how it’s helped them builds credibility.
- Write CTA button copy in the first person. For example, your CTA might be something like: YES! Sign me up for the membership!
- Consider creating scarcity by putting up countdown timers to close enrollment.
Box Out Marketing’s Infusionsoft Success Lab is a membership program that teaches digital marketers to build and launch Infusionsoft campaigns.
The hook on the sales page (above the fold) immediately lets visitors know how they can benefit from signing up for the membership program. It’s also worth noting that the links in the navigation menu are page jumps which means that visitors can only leave the sales page by clicking the back button or exiting the browser.
The sales page also explains who the membership program is defined for by creating member avatars – Business Owners, Marketing Managers, New Infusionsoft Users, etc….
There’s a full pricing table at the bottom of the sales page that lists the different membership plans on offer and what’s included.
- Write a compelling hook that immediately grabs the reader’s attention and explains how they can benefit from becoming members.
- Add pricing tables to your membership site’s sales pages (with CTAs) if you’re offering multiple membership plans.
- Create member avatars if you’re targeting a broad audience with similar goals.
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