This is how you build sales pages that make you money.

A sales page is at the bottom of our marketing funnel. If we’ve built the funnel as we should, the conversion from interested to paying customer should be simple, yet there are still rules for writing a good sales page.

In general, if you have a digital presence in business, chances are you’ve had to create a sales page for your product or service at some point. You’ve probably also been disappointed at some stage, realizing that sales weren’t exactly what you expected…

Truth be told, in the past, every time I needed to create a new sales page, I was mostly confused and didn’t understand what important elements every sales page needed. I was sure it just needed to look good and that as long as I made it easy for people to buy, it would do its job.

In reality, I had sales pages that hundreds or thousands of people visited, yet, barely any sales came through. I remember canceling a 5-session course on creating presentations almost 4 years ago. There were countless inquiries, but only one sale.

Two years ago, I launched a storytelling workshop. Almost 500 people visited the page, and 74 participants read, considered, and engaged with the program. Meaning, 15 people out of 100 chose to purchase the product. I remember being shocked because I tried something new on my sales page, a structure I hadn’t used before.

A few months later, I worked with a client who assured me that his digital product was amazing, but he felt it wasn’t being purchased enough. I rolled up my sleeves, went over the sales page of the course, and determined decisively – the value wasn’t clear enough.

I redefined his sales page according to his target audience, their needs, pains, and of course, the purchasing culture. But mainly, I worked based on the same criteria that worked for me in the storytelling workshop.

After three months, the client told me that the course conversion rate had increased from 5% (5 purchases for every 100 visits) to 13% (13 purchases for every 100 visits).

Recently, I revamped my digital store and gave it a fresh visual look. Additionally, I went over the sales pages and refined them again, according to the same important criteria.

What are those criteria, and what should be on sales pages to increase sales?

Good thing you asked. Here’s the answer…

#1 Headline

I find that many people underestimate the value of the headline on their sales page.

Although it’s the first thing people see, I actually dedicate time to the headline at the end – after I’ve already written all my messages and I know how my sales page looks.

The headline should ultimately catch the eye and intrigue enough so that your audience continues to read what you have to say.

It’s true that a sales page, its goal being to increase sales and conversions, is important, but it’s important to remember that it’s just a small part of your brand and your digital presence.

Therefore, already in the headline, we should consider the trust we are beginning to build between the audience and ourselves.

So how do you write an amazing headline for your sales page?

1. Write it last

After you already know what your sales page sells, what pain points you’ve connected with, and what style you’re addressing your audience with – then it’s time to write the headline.

2. A unique headline that grabs attention

Whether your headline is the name of a program, speaks directly to the audience’s pain, or promises a solution – write a headline that grabs attention.

This means that not only is the content important, but also the hierarchy you’ve created, the font size, and the colors you’ve chosen to use in contrast.

3. A headline that sparks curiosity

The content needs to evoke emotions and a desire to continue reading.

If the headline is generic or doesn’t connect with what drives your audience, they won’t continue reading. 

4. Consider the awareness level of your audience.

Understand well – who is your target audience for your product or service? Different audiences are at different stages of awareness of your brand.

Your familiarity and the level of trust your audience gives you should influence your choice of words.

#2 Transfer Awareness to the Solution and Brand

Transitioning from generating curiosity to promoting the solution and brand is crucial. Once the audience begins to see the value in continuing to explore your sales page, it’s time to deepen their awareness.

As mentioned earlier, your audience may vary in their levels of awareness, and our aim is to guide them to the desired level.

Hence, it’s essential to engage in some form of pre-selling before presenting the sales offer. In a recent storytelling workshop, I devised an unconventional social media campaign to complement the sales page with posts, videos, and newsletters. However, I recognized that since each potential customer originates from different sources—whether Facebook, newsletters, or friend recommendations—I needed to tailor the sales page to address their specific needs and motivations.

Communicate the added value of your offering and paint a picture of the improved reality your audience will experience after using your product or service.

Remember, the choice of words is crucial. Selecting the right language will make your audience feel understood and engaged. When customers feel connected, motivating them to take action becomes much simpler.

I utilize this stage, positioned after the hero section (the top part of the sales page), to establish my authority and justify why people should pay attention to me and what I’m offering.

Empathy is key.

By acknowledging and addressing the pain points and needs of your audience, and providing them with the necessary information or guidance towards their desired outcome, you capture their attention and encourage them to explore the rest of the sales page.

However, it’s important to incorporate storytelling, data, and facts ethically. We should never deceive or make promises we can’t uphold. The essence lies in finding intriguing angles and using the right words to convey the value of our offering.

In essence, the secret lies in addressing the audience’s fears, concerns, and needs effectively.

#3 Problem, Pain, and Solution

We want to sell something that provides an answer. Something that not only brings us money but also helps position us as an authority in our field.

In my eyes, every product of our business should be one that strategically supports our actions. And when we offer something that has a clear problem and we solve it – we can position ourselves as relieving this pain.

Before I continue, I want to take a moment to explain the difference between a problem and a pain because they are not the same thing.

Pain is the emotions aroused due to the problem. Not every “problem” is really a problem. It only becomes one when it becomes uncomfortable.

Let me give you an example. Suppose I was fired from my job.

These layoffs become a painful problem, but only if they move me. That is, if now I am stuck without the ability to pay rent or my cash flow is affected and my quality of life is in danger.

In fact, the problem itself is not the layoff, but the facts of the inability to pay for essential things. If I have very large savings, even though losing my job bothers me, I am not in a pinch, and it is reasonable to assume that I will take the time to find a job, but I won’t be stressed about it.

In other words, the problem is not significant in my life.

But… if the layoffs put me in a loop of self-doubt, lack of security, sleepless nights, and fear of the future – then there is already a significant emotional experience. Did you understand what I did here?

Always look for the emotional experience that will lead to the purchase of a solution.

Therefore, on the sales page, we need to address the immediate problem of the customer. What is this thing that causes them pain and finds their unique experience?

Because it’s a very painful subjective experience, it’s important to be careful not to attack the audience or make them feel that the problem is rare or unique to them. Instead, we should help them understand that there is a real solution tailored to their problem.

Even though it’s a sales page, we want to make them feel understood and that there are people who understand them.

When you write the content for your sales page, only address one problem.

If the solution we are offering is simple and easy to implement, it will be easier to purchase it. Remember, our audience needs to believe in the solution before they buy it.

#4 The Offer

At this stage of the sales page, if we’ve done a good job, our audience has already gone through a journey that has ripened them to receive an offer.

Here, we’ll detail the product, service, or program in a way that addresses their pains but also creates a desirable reality for our customers.

If you have a Unique Selling Proposition (USP), or a unique sales offer, now is the time to tell your audience exactly what it is.

What should the offer include:

1. What it is. What are you selling?
2. How it works. What is the way to solve their problem?
3. Where to get it. In other words, what they need to do to purchase the product or service.
4. When to expect it. Whether they get immediate access, need to wait for delivery, or a specific date.
5. How much it costs? What is the financial price they will pay for your offer?

When talking about price, understand that there’s important psychology at play. Generally, the offer needs to be more valuable than the price. It’s not uncommon to see discounts or bonuses worth much more than the price.

We want to make it clear to the customer that the deal is good and the price is attractive. My recommendation is to be generous and genuine.

If you’re offering bonuses, try to price them realistically and not write that this guide is worth $10,000 and now it’s free. When the offer seems exaggerated, you undermine your credibility.

#5 Benefits

Many business owners confuse the features or functionality of their offer with its benefits.

In fact, we want to provide added value and interpretation of what will happen if they use our product or service. Here are the real reasons that would prefer our offer over competitors.

I’ll give an example to make it clearer. Someone who buys my digital course wants to become independent in an organized way.

If I say that those who buy the course become independent with clear tools, checklists, and a work plan – I’m describing what they receive in a dry manner. And that’s not bad – but those are not the benefits.

When I emphasize that it’s important to create certainty for the business and income, and the digital course enables that, I’m already providing a benefit. It’s an interpretation of why they are getting it, and essentially, that’s what my customers are really looking for.

#6 Digital Proof and Authority

Image for building authority through access to a course sample

Building authority through access to a course sample.

Trust is an important part of sales. It’s clear to us.

Customers tend to hesitate when they’re the first to purchase something. They seek reassurance from knowing that others have tried the product or service and endorse it. Essentially, they want the reassurance that someone else has already tasted the dish and found it safe to consume.

Most customers rely on past customer reviews to gauge what to expect and determine if they resonate with the service provider’s style or desire for the product or service.

I strongly suggest incorporating a video featuring yourself, a segment of a lecture, or a direct appeal to the audience—anything that fosters trust. Seeing you in person can significantly ease customers’ decision-making process.

When discussing digital proofs, they don’t have to be limited to written or photographic testimonials from past customers. If you’ve been featured on TV programs, had articles written about you, or collaborated with well-known brands, it’s time to showcase it on your sales page.

Feel free to scatter testimonials and digital proofs throughout the page, rather than confining them to a dedicated section. Sometimes, integrating digital proofs at different points in the sales process yields better results.

For instance, incorporating a video, customer testimonials, FAQs—anything that instills confidence and addresses customer concerns—has its place on your sales page.

#7 Limitation

This section is not mandatory and is not intended for regular sales pages but for offers with validity and limitations.

It’s important for me to write this because I want to make sure that your credibility won’t be affected and you’ll use this section only for special offers.

What am I talking about exactly?

A limited offer is truly limited only if the price drops afterward.

A limited number of units is only if you’re truly giving a discount to a small number of buyers of your offer.

A special offer that doesn’t exist and is also limited in some way.

Limitation works well if there’s a reason behind it and it’s not perceived as a gimmick of the brand.

In other words, a holiday promotion or following the launch of a specific product.

#8 Call to Action

We always want to create a comfortable user experience on our sales page and in the journeys we lead our audience through.

Basically, it’s important that it’s clear what needs to be done.

It’s crucial that the steps to take are clearly outlined. Whether you opt for a single call-to-action button accompanying the page, scatter buttons throughout various stages, or already include a registration form on the sales page, it’s essential to dedicate time to understanding what prompts the audience to take action promptly and decisively.

Try to understand where the visual anchors of your page are, where the text ends, and what the logical position from a visibility perspective to place the action buttons.

Then, think about what the next steps will be after clicking the button. Do they go to a form, fill in credit card details, and what’s written in the next steps after clicking the button so that there’s no abandonment of the payment stage?

#9 Review of Your Sales Page

Once your page is complete, it’s crucial to review it, preferably aloud, to ensure coherence.

Presuming you’ve conducted preliminary work, written your messages clearly, conducted audience research, and grasped your sales angle, it’s time for fine-tuning.

Don’t overlook this step. Allow the page to rest for a day after completion, then return to refine it.

Pose these questions to yourself:

• Does the structure and flow of the sales page make sense?
• Is the sales page visually segmented into clear sections?
• Is everything written clearly and simply, facilitating easy skimming while understanding the essence?
• What overall experience does the page offer to users?

#10 Responsiveness

After you’ve approved your sales page and it looks great and clear – there’s another adjustment that’s important to make. And that’s adapting it for mobile phones.

According to my data, 53% of the visitors to my site do it via their smartphones.

This means that I need to plan their experience on mobile as well.

The adaptation between desktop and mobile requires design planning and understanding how elements will look on a smaller screen.

Not only that, sometimes there will be components or elements that will be abandoned in the mobile display to avoid hindering the experience.

Sometimes I just rearrange them and make them into lists or turn them into a scroll to the side.

Whatever decision I make, I always try to understand what will be the easiest and simplest way to consume the content even from other screens.

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