If you’ve created a course, a digital product or planned an event, you’ve probably spent hours, if not weeks or months on it… only to discover you need a sales page to actually sell it.

The sales page is the make-or-break moment that decides whether someone will be persuaded to click buy now, or bounce, never to return again.

This is why how you write your sales page is so important. 

Sales pages come in all different shapes and sizes, but the core elements are the same. I’ll cover everything you need to know to write a sales page that gets people excited and eager to buy your course, digital product, or attend your event. 

What Is a Sales Page?

A sales page is a standalone page with one purpose in mind, to sell your offer. It explains everything someone needs to know before they make a purchase.

People don’t just buy anything and everything. They need to understand why they should buy something, and if it’s the right purchase for them to make, particularly for higher-ticket offers. 

That’s the job of your sales page - to outline the benefits, show what’s included, and mitigate any pre-buyer risk. 

Why Do You Need a Sales Page?

You can sell your course or product without a sales page, it’s just a lot harder. How else can someone find all the information they need to make an informed purchase?

The sales page breaks everything down in one place whilst persuading your reader to buy. 

If you’re posting on social media, or sending emails about your offer, the likelihood of someone missing some important details is high. Whereas with your sales page, it’s all there, neatly packaged with a big red bow. 

Sales Page Breakdown

Like I mentioned earlier, sales pages come in different shapes and sizes, but you’ll want to make sure you have included these key elements for high conversions. 

Emotive Headline

The first section of your sales page - the above-the-fold area that you see before you scroll - is arguably the most important. If someone doesn’t get hooked by the initial first few words on your page, they won’t stay to read the rest of it. 

Your headline needs to evoke emotion, address who this is for, and why they need it. 

Address the Problems

Use empathy to show your reader you understand their problems. They want to know that this offer is going to solve their pain points so make a point of relating to those. 

Tell Your Story 

People buy from people so introduce yourself as the face or founder behind the product or service. You are aiming to build a personal connection but you also want to demonstrate trust and credibility.

When you tell your founder story, show why you are the right person for this and how you have come to create this offer. 

You can include things like accreditations you have or experiences you’ve been through. People want reassurance that they are buying from an expert. 

Showcase the Transformation

Next, you’ll want to paint a picture of the outcome that will be achieved by buying your course, booking the retreat, or purchasing your digital product.

How will they feel after experiencing this offer? How will their life change? It’s all about creating desire for the outcome.

Your reader should be nodding their head saying ‘this is exactly what I want’ as they read along with your sales page.

Introduce the Method

You’ve outlined their problems and told them how their life could change with your solution, now it’s time to tell them how they get there. Outline your unique method for solving this problem and the steps they will take when they say yes to your offer.

Breakdown What’s Included 

If you want people to buy from you, they need to see the value they are getting. This is your chance to break down everything that’s included in your course, your community membership, at the event - whatever it might be.

Talk about the tools and resources they’ll receive, the lessons they’ll learn and what benefits these bring. Include every bit of information that shows how this offer is packed with value and worth far more than its price tag. 

Adding bonuses is another great way to highlight extra value. You can provide fast action bonuses to induce scarcity and persuade people to act now.

Strategic Pricing

You’ll notice a lot of sales pages have a ‘was’ and a ‘now’ price. Now, this isn’t just about adding a ridiculously high price to sound more affordable. This is about showing the full value of the offer if they were to buy everything separately.

Remember, you want to show how valuable and attractive the offer is, so if it is discounted, or it’s valued at a higher price than what you are selling it for - make that known. 

Consider adding payment plans to make your offer more accessible to all audiences.

Your price should be strategic because, with everything included and the amazing benefits it brings, it should feel like a no-brainer to click buy. 

Social Proof

Back up all your claims with testimonials, case studies and results. People want validation that this will work for them. If they’ve seen other people have success with your offer, they are more likely to feel like it will work for them too. 

Address Objections 

There are conscious and unconscious thought processes that take place when we make a purchasing decision to calculate the level of risk involved. We assess if we will get a return on our investment, what will happen if we are not satisfied, and so on. 

You can mitigate the perceived risk of buying by giving the reader everything they need to make an informed decision. Tell them what happens after they purchase, answer any FAQs, and create a sense of safety with a guarantee so they can get a return if they made the wrong decision.

End on a Clear CTA

You should have one clear call to action on your page, whether that’s repeated throughout the page or at the end.

Your buttons can say different things but the action needs to be the same. It could be to purchase now, it could be to book a call, whatever it is, give your reader one clear action to take.

Don’t overcomplicate it by including too many different options, your sales page should have one goal in mind and one goal only. 

Tips for Writing a Sales Page

Now you know the key elements of a sales page, let me give you some useful tips that will elevate your sales page copywriting to resonate with your readers. 

Add Your Brand Tone of Voice

Inject your personality throughout the page so your copywriting doesn't sound generic and basic. 

Get Clear on Your Target Audience

Be specific about who you are talking to by doing your market research. Get to know your ideal client inside and out to understand their wants, needs and desires, and reflect this throughout your copywriting. 

Make Your USP Clear 

What’s the thing that makes your offer unique? Whatever it is, make this known throughout the copy so you stand out from competitors. 

Don’t Skip the Visuals

Once you’ve written your A+ sales page, format it in a design that makes it easy to read and on-brand.

Want an Expert Sales Page Copywriter to Write Your Sales Page?

You’re in luck, let’s work together. 

If we haven’t met before, hi I’m Rachel a copywriter for health and wellness businesses and entrepreneurs.

I write sales pages that use marketing strategies to engage and persuade - whilst still keeping an authentic touch that doesn’t sound salesy. 

Check out my services here.