How to Create a Perfect Sales Page in 10 Easy Steps
If you’re staring at a blank screen trying to write a sales page that converts, pour yourself a drink of your choice and settle in. Because we’re about to turn that blank page into your 24/7 salesperson.
First, let’s talk facts: a study found that that long-form pages generate 220% more leads than short pages. And when it comes to selling your high-ticket offer, you want to use as much space as possible to sell it.
Wait, Do I Even Need a Sales Page?
Before we dive in, let’s clear something up: your regular website pages and a sales page are NOT the same thing.
Think of your website as your brand’s LinkedIn profile – it tells people everything about what you do. A sales page? That’s your star player, focused on ONE thing: selling ONE specific offer.
You need a dedicated sales page when:
- You’re launching a new product, service, or event
- Running a special promotion or time-limited offer
- Want to focus attention on one specific offer
- Need detailed conversion tracking for a particular product
Notice how brands like Kajabi create specific sales pages for each of their courses, separate from their main website? That’s because they needed one long-form sales page to sell each one instead of one blanket page to sell all of them.
They’d be putting all their eggs in one basket and selling nothing at the market, you know?
The 10 Essential Elements of a High-Converting Sales Page
1. The Hero Section: Your First Impression
Remember first date energy? That’s your hero section. According to eye-tracking studies by Nielsen Norman Group, people spend 80% of their time looking at content above the fold. Make it count with:
- A headline that stops the scroll
- A value-packed subheadline
- A clear, compelling CTA
- Optional: eyebrow copy for extra context
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2. The Connection Section: Make Them Feel Seen
This is where you slide into their minds and show you understand their:
- Current struggles
- Secret dreams
- Frustrated attempts
- Future goals
Use all the relevant consumer insight you can find to really tell a story.
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3. About You & Your Story: The Trust Builder
Spill the tea about:
- Who you are and why they should listen to you
- Your expertise
- Your journey to finding a solution and/or making this offer
- Your breakthrough moment
- Those fancy credentials
This will not only show people who the person is behind this thing they’re looking to buy (because let’s be honest, faceless marketing is icky), but it also shows your ‘why’ behind creating it.
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4. Discovery & Solution: The “Aha!” Moment
Show them:
- What you discovered that will solve their problems
- Why it matters
- How it solves their problems
- Why it’s different from anything else they’ve tried
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This will prime them for the next section ⬇️
5. The Offer Introduction: The Big Reveal
This is where you introduce your offer, what it is, who it’s for, and what it achieves. Keep it:
- Clear
- Concise
- Compelling
- Customer-focused
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6. Offer Details: The Meat and Potatoes
Break down:
- What’s included in the offer
- How it works
- Delivery details
- Access information
Leave no question unanswered.
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7. Benefits Section: The “What’s In It For Me?”
It’s not enough to tell them what’s in the offer — your reader also wants to know the benefit of giving you their money. How this will benefit their time, money, or ego — now and later.
Focus on:
- Transformation
- Results
- Time saved
- Problems solved
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8. Risk Reversal: Kill Those Objections Dead
You need to answer any questions and kill any objections your reader may have about making a purchase. So you can have:
- FAQs
- Money-back guarantees
- Flexible return windows
- Value comparisons
- Market research insights that prove the investment is worth it
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9. Social Proof: Show Don’t Tell
This is another part of your sales page that can be peppered throughout, not just in one place.
You can have:
- Client testimonials after every section you make a claim
- Success stats
- Your certifications
- Brand logos of clients you’ve worked with or your sponsors
- Press features, and more
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10. The Close: Seal the Deal
At the bottom of your sales page, remind your reader:
- What they get in the offer
- Why they need it
- How to get it
- Payment options
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Pro Tips for Maximum Conversion
Based on my experience writing sales pages, and everything I’ve learned from the head hunchos about how they write great sales pages:
- Mobile Optimization is Non-Negotiable In the last quarter of 2023, mobile devices (excluding tablets) generated 58.67% of global website traffic (Statista, 2024). So, test your page on multiple devices to make sure it’s mobile friendly, and make sure your CTAs are thumb-friendly.
- Strategic Social Proof Placement As I mentioned, you want to sprinkle testimonials throughout your sales page, not just at the bottom. According to the 2024 AWAI Copywriting Pricing Guide, videos improve coversions by 86%. So, use video testimonials when possible. And be sure to include specific results and numbers for the left brain thinkers.
- Visual Hierarchy Matters The relationship between copy and design is an important one. So, to give your sales page a fighting chance:
- Use contrasting colors for CTAs
- Keep important info above the fold
- Break up text with relevant images
For more sales page conversion tactics, there are 12 sales psychology techniques you can use right now in this blog post.
Common Sales Page Mistakes to Avoid
- Too much jargon — there’s no other way to say this… DUMB IT DOWN. Not everyone uses the industry lingo you do, so use everyday language. If you couldn’t make your mother understand this, then it’s not clear enough.
- Weak CTAs — this is an important piece of real estate on your sales page, so make sure to strategically use CTAs and CTVs, and use really strong CTAs in the high-click-to-buy prominent areas.
- No clear value proposition — if you can’t make it a headline, it’s not clear enough. Make it bold. Make it clear. Make it memorable.
- Missing social proof — social proof proves that everything you’re saying is credible and not hogwash. It’s a non-negotiable on your sales page.
- Complicated checkout process — don’t give your visitor a reason to ‘x’ out of the checkout process! Make the buying phase super simple.
Ready to Create Your Converting Sales Page?
Your sales page structure is set – but first, you need to get people there! Grab my free Quick n’ Easy (But Never Sleazy) Sales Email Sequence Template. These 6 customizable emails will guide your audience from “just looking” to “just bought!”
What’s Next?
Loved this post? You might also enjoy:
- 12 Sales Psychology Techniques to Use In Your Marketing
- 6 Sales Emails That Should Be In Your Marketing Funnel
- How to Write a Sales Email Your Subscribers Want to Open
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