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Your website is at the core of your brand marketing strategy. 

Knowing how to write a sales page that converts is part of both your marketing and website strategies. 

Why is having a website important

Your website, along with your personal brand, is the foundation of your business. 

People need a place to find you when they search for you. Your website will demonstrate that you are professional and trustworthy. In addition, your website allows people to get to know you and connect with you. Having a website allows you to create your own personal corner of the online space and get found by more people. 

Likewise, your website is a platform you own. If social media disappears, you won’t be as panicked because you still have your website and people will be able to find you and see you as the expert you truly are. 

Why it’s important to know how to write a sales page 

When you launch a program, launch a new offer, or even publish a book, you want to have a sales page. 

Your sales page becomes the cornerstone for where people will find the information needed to make an informed decision about your program or offer. When writing sales pages, your goal is to provide valuable information so that you can convert readers to clients. 

Past experiences matter in entrepreneurship 

As a side note, Robyn and Lauren talked about how previous career journeys help shape you as an entrepreneur. You do not need special credentials to become an entrepreneur. All of the experiences you’ve had on your journey have led to your current expertise. Your journey and experiences become part of the story you tell when you write a sales page. Sharing your story builds an emotional connection with your audience and community. 

Refer to these strategies when you write a sales page 

  1. Your sales page should be written as though you are in the mind of the person landing on your page. 
  2. Communicate with the person landing on your page throughout the copy on the page. 
  3. When you write a sales page, make it about the reader. 
  4. Do market research to know what your reader is thinking, and feeling, and their pain points. In addition, understand what they need and how you can solve their problem. 
  5. Use the voice of the customer. You can find the voice of the customer in testimonials, from information collected on previous sales calls, and by doing surveys. 

When you write a sales page, grab the reader’s attention

The header or hero image/section is perfect for grabbing the attention of the reader. This should not be clever, cute, or witty, but should be specific to the offer you are selling. Think about who you align with and who you want to impact. Your message must be clear to them. 

In addition, think about multiple buyers as you write a sales page. Some people will come ready to purchase, others are doing research. 

Include a purchase button at the top of the page for those who are ready to buy. 

Also, note that the hero image or section is great real estate for SEO. Therefore include your keywords/keyphrases in this section. Use the keywords/keyphrases or their synonyms throughout the page. 

The difference between website design and how you write a sales page 

Websites are designed to take people on a journey, to visit one page and then another. A sales page is designed to keep people scrolling through the content of tht one page. To differentiate, do not include your standard website header on your sales page. 

In addition, remove the footer and only include a short section for the terms and conditions, and the copyright information. Another tip is to design the page so that it goes from top to bottom and you do not have multiple columns from left to right. You want the reader to keep scrolling down for all of the details. 

The Sections to include when you write a sales page 

First, introduce the offer, but don’t necessarily include the offer in its entirety. 

Secondly, talk about what the reader is experiencing, their pain points, or their frustrations. 

Third, explain what could be different for them, and how would their life or business change. You may have multiple ways your offer will help them. Separate them by using headers. In addition, use images throughout the sales page to break up the content. 

When using images, remember that they are great for SEO. Include your keywords/keyphrases in the alt text and description. Be sure the size of the image is a maximum of 800 pixels by 800 pixels. In addition, show your face in the images so that readers can get to know you and connect with you emotionally. The more real your images are and the less they feel like stock photos the better. Lastly, use photos that represent your ideal clients. 

Fourth, explain the transformation the reader will experience. When you write a sales page, you want the reader to have a vision of how their life or business will improve. 

Fifth, introduce yourself and include a professional photo of yourself. 

Sixth, the speed of the page matters. You always want a sales page to load quickly. People are there for a reason and if they don’t get what they are looking for in a timely manner they’ll assume the page is broken and click off. Speed also influences your domain ranking. 

Seventh, include a video on the sales page. Video is super powerful. But instead of adding the video on your page and causing the page to load slowly, host the video on a different platform like Loom, Vimeo, or Youtube. You can then embed the video code in your sales page and be strategic about having it only play when someone clicks on it so as not to slow the site. To make the video look better, create a mock-up in Canva. Use a computer screen and put the video in the computer screen. It will look more professional. 

Eighth, you need a call to action. Start with the call to action (CTA) button at the top for people who are ready to buy. Place a CTA button after every other section of your sales page. Use direct response marketing phrases on your CTA buttons. For example, I’m ready to buy, I’m ready for transformation, or I’m in. This will help the buttons stand out because the reader is already thinking about the thought you’ve included on the button. In addition, when creating CTA buttons, make them a specific brand color so that they stand out. You can even make the buttons bigger so that they stand out even more. 

Ninth, use the sales page to warm up the reader. Let them get familiar with you before you provide the details of your offer. Use approximately the first half of the page to simply talk to the reader. Communicate what they’re thinking, what they want, and their desires, and then when you introduce the offer, make it feel really tangible. 

Tenth, when you write a sales page, you can make it tangible by adding images of parts of the program into a mockup. For example put a photo of a PDF that accompanies your program into an iPad, phone, or computer screen that you can create in Canva.  

Use this structure when you write a sales page 

  • Introduce the pain points first.
  • Then, paint that picture of what it could look like if they experience transformation from your offer. 
  • Get into the reader’s desires. 
  • Show how your offer fits into their desires. 
  • Introduce your offer. 
  • Share what’s included in the offer. Tell the reader what’s in the program for them. 
  • Point out the value of each item that is included in your offer. Then add the prices up and show them the value and savings. 
    • Do the brain work for the reader so that they make their decision quickly? You don’t want them to leave the page because they may not return. In addition, you can price anchor your offer – compare it to another offer, for example, you get this group program with some 1:1 time for less than the price of my 1:1 program. And, this offer will never be this price again.
    • But always use integrity when sharing information about pricing and value. 
  • Include testimonials – spread powerful testimonials throughout the page so that people see them as they scroll. Space them every two to three sections and after you’ve introduced your offer. In addition, be sure and include pictures of each person who gave the testimonial. If you have video testimonials, share them after sharing your offer. This will give them the confirmation they need to purchase. 
  • Frequently asked questions (FAQs). 
  • Offer a guarantee. A guarantee will help with conversions. An example of a guarantee is to say, I understand, I’m in business too, and making this type of investment feels scary. Therefore I’m going to give you a 2-year guarantee for this program. If for any reason, you don’t think this program worked for you, just email me and I’ll give you your money back. 

About Lauren Wood 

Lauren helps her clients stand out online with marketing + web design strategies. She is a funnel creation expert. Lauren helps her clients show up online, share what they do, establish credibility, and attract ideal clients by giving their websites the boost they need. In addition, she’s a former teacher who loves the bottomless pit of problem-solving related to website design. 

Website for Lauren Wood


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