You’ve spent hours, days, or even weeks crafting the perfect sales page for your product or service.
You’ve poured your heart and soul into every word, every image, and every element of the page. And excited to see sales roll in, you hit the “publish” button.
But then…crickets. No sales. No conversions. No revenue.
It’s a frustrating and disheartening experience. You know your product or service is top-notch, but your sales page isn’t doing it justice. You’re left wondering what went wrong.
That’s where we come in. In this guide, we’ll share our top strategies for creating sales pages that convert.
Let’s dive in.
What Is a Sale Page?
A sales page is a standalone web page designed to achieve a specific goal—converting visitors into customers. Unlike any other landing page on your website, the main objective of your sales page is to secure sales.
A sales page can either be long-form or short-form. The difference between the two is their length.
Typically, long-form sales pages are characterized by their extensive length and detailed content. This sales page format aims to provide comprehensive information about a product or service to address any potential questions or concerns the visitor may have.
Usually, long-form sales pages are suitable for complex products or services that require detailed explanations, extensive customer education, and a higher level of persuasion to make a sale.
On the other hand, the short-form sales pages are concise and to the point. They focus on delivering key information and making a quick impact on the visitor.
This format is most effective when the promoted product or service has a simple value proposition or requires less explanation.
Sale Page vs. Landing Page: What’s the Difference?
A sales page is a type of landing page. Both are engineered to convince visitors to take action. However, the main difference lies in their specific objectives.
A sales page is super specific in the type of action you want your readers to take: making a sale. Nothing more.
On the other hand, “landing page” is a general term used to refer to all single pages designed to capture a visitor’s attention and persuade them to take a specific action.
The end action can be as simple as filling out a form, making a purchase, signing up for a free trial, or even subscribing to a newsletter.
How to Create Highly Converting Sales Pages
Creating a sales page that converts is a multifaceted process that requires careful planning, attention to detail, and a deep understanding of your target audience.
It’s also about going beyond visual aesthetics, generic messaging, and a typical call to action.
In this section, we’ll dive into the key elements of a successful sales page and provide you with practical tips and examples to help you create a sales page that drives conversions.
We’ll use the sales page template below to walk you through the steps to creating a sales page that drives results.
1. Create a Captivating Headline
Your headline plays a critical role in the conversion rate of your sales page. It’s the first point of contact that users get to see.
If you fail to capture their attention here, you risk losing them. And the moment they leave your site without taking action, chances are they’ll never return to your website or that page.
Studies show that, on average, 70% of your web visitors will not return to your website.
That tells you how important making a first impression on your page is. For your sales page, your headline is the tool that’ll help you make a better impression and engage your visitors right off the bat.
So, how do you create a compelling headline for your sales page?
Focus on providing value.
Your sales page headline must clearly communicate your product’s or service’s primary benefit or value proposition. Identify the most compelling aspect and focus your headline around it. Make it clear how your offering solves a problem or fulfills a desire for your audience.
Here’s a perfect example.
The headline is on point. You don’t need to think twice to understand what product is being sold and how you’ll benefit from it.
Next, make it specific and tangible. Instead of vague claims, be clear and provide tangible results or outcomes.
For example, instead of saying, “Increase Your Sales” you can say, “Double Your Sales in 30 Days with Our Proven Strategies.”
Here’s a practical example from Lemlist.
The headline clearly outlines the results you’ll expect using the tool.
2. Create a Persuasive Subheadline
A subheadline is one of the most overlooked hero fold elements on a sales page. Some sales pages don’t include one.
However, like a headline, a subheadline can help enhance your messaging.
A subheadline acts as a supporting element to the main headline, immediately capturing the reader’s attention.
It serves as a continuation of the headline and helps maintain the reader’s interest as they start diving into the content.
It also provides additional context and clarity to ensure the reader understands the main proposition or message.
To create an excellent subheadline for our sales page, you need to make it effortlessly complement the main headline.
Your subheadline should work harmoniously with your main headline, providing additional context or emphasizing a key point. It should build on the intrigue and curiosity created by the headline.
Here’s an excellent example from Hotjar.
While the page’s headline is super straightforward, the subheadline takes an extra step to enhance clarity and convey Hotjar’s value proposition.
3. Hero Fold Trust Builders
One thing you need to understand is that potential buyers will be skeptical about your product. You need to earn their trust.
Including trust builders in the hero fold can immediately earn you credibility.
The hero fold is the first section of the page that users get to see. By placing trust builders prominently in this prime real estate, you immediately establish credibility and make a positive impression on visitors.
When visitors immediately see reputable logos or industry awards, it signals that your brand is trustworthy and credible. A solid first impression will instill confidence in users and make them more receptive to your sales message, increasing the likelihood of conversions.
Here’s an excellent example in action.
4. Use the PAS Framework to Create Compelling Sales Pages
The PAS framework, which stands for Problem-Agitate-Solution, is a proven copywriting formula used to create highly converting sales pages. It helps you identify and address the pain points of your target audience and present your product or service as the ideal solution.
Here’s how to use the PAS framework to create a persuasive sales page.
Firstly, you need to articulate the problem your audience is experiencing. You need to show your target audience that you understand their pain, as this will enable you to communicate your unique value proposition better.
Here’s a perfect example from Authority Hacker for a sales page for one of their online courses.
The page begins by addressing the target audience’s problem, which is how hard it is to create profitable authority sites.
Once you’ve addressed your customers’ pains, the next step is to agitate the problem by diving deeper into their pain and frustrations.
In this case, you need to highlight the emotional aspects and challenges that your audience encounters.
Back to our AH example.
The copy does an exceptional job of agitating the pains associated with creating an authority site.
If you’ve created a niche website or, typically, any site that generates revenue, you can relate. The goal of agitating your reader’s pain is to paint a vivid picture of their difficulties, intensifying the urgency for a solution.
Lastly, present your solution. Here, you get to introduce your product or service as the solution to the problem.
In this section, you need to explain why your solution is superior to others on the market. You can do so by presenting a list of critical features and describing how each feature directly addresses the problem and fulfills your audience’s desires.
You can incorporate visual elements such as images or videos to show your product or service in action. Visual representations help the audience better understand the solution and its benefits.
Again, here’s how Authority Hackers hit the ground running by presenting their course as their ideal solution.
5. Compelling Social Proof
Now that you have perfectly argued why readers need your product, the questions that will be lingering in their minds are, “Why should I trust you? Does your product or service work? Is there evidence to prove that in the real world, your product or service has helped similar prospects like me?”
And this is where social proof comes in as an undisputable tool.
Presenting evidence that your solution has worked for others will help you build credibility and trust and compel readers to act afterward.
Social proof can take different forms, including:
- Customers Reviews.
- Success Stories.
- Expert Recommendations.
I admire how Zac James takes customer testimonials to an entirely new level. He combines video and text testimonials to build trust and credibility with his potential customers.
6 Actionable Call to Action
Well, you’ve managed to intrigue your visitors with your compelling copy and build trust; now it’s time to convince them to take action. The end goal is to make them hit that “buy” button and enter their credit card information.
To create a winning call to action, you must ensure that the CTA uses clear, action-oriented language and communicates the desired action.
Using generic or unclear language in your CTA will confuse or leave your audience uncertain about what action to take. Avoid phrases like “Click Here” or “Submit” without providing context or specifying the benefit.
Instead, be specific and use action-oriented language that communicates the action you need your audience to take.
Here are some good examples.
- “Claim Your Free Trial“: This action-oriented language entices users to take advantage of a free trial, emphasizing that they can experience your product or service without any cost or commitment.
- “Book Your Spot“: This CTA implies limited availability, urging users to secure their spot for an event, workshop, or reservation.
- “Take Control of Your Finances“: This action-oriented language speaks to individuals looking to improve their financial situation, emphasizing empowerment and the potential for financial freedom.
7. Solid Guarantee and Risk Reversal
A guarantee and risk reversal help alleviate customer concerns and objections. By offering a guarantee, you reduce the perceived risk of purchasing your product or service, making customers more willing to take the leap and try it out.
What is the Ideal Sales Copy Length?
How long your sales copy should be varies widely depending on your product type. You don’t want to create a too short copy and provide less information, which will not persuade your readers.
On the other hand, you don’t want to create a too-long copy and end up overwhelming your readers with many details.
Both short-form and long-form copy have their place in creating effective sales pages. But all will come down to:
- The complexity of your product: If your product is complex, a long copy will be needed to communicate your message effectively.
- The cost of your product: If it’s expensive, you need a long argument on why it’s worth the price. Which means a longer copy will be more than needed. The opposite is true. Low-cost products will work great with short-form sales copy.
Now, let’s assume you’re selling an online course or a coaching program. Well, a long-form sales copy will work better.
Online courses and coaching programs typically involve in-depth knowledge, step-by-step processes, and comprehensive learning experiences.
Longform sales copy will allow you to provide detailed information about the course content, curriculum, learning outcomes, and the value participants will receive.
A good example is this sales copy from Authority Hackers on one of their courses, the Authority Site System.
The sales page is super long because it provides detailed information about the course and shows you why you should trust them.
Poorly crafted sales pages can be the downfall of your business. We bet the last thing you want for your online business is to lose your customers right in their final conversion stage.
In that case, you need to craft sales pages that resonate with readers and compel them to take action. That’s from crafting a message that addresses their pain points and showcases the unique benefits of your product or service. The goal is to create a connection beyond a simple sales pitch.
But don’t stop there! To truly optimize your sales pages, you must embrace the magic of A/B testing. Continuously experiment with different variations of your copy, headlines, visuals, and calls to action.
Measure the results, analyze the data, and fine-tune your approach. This iterative process will unlock insights and help you uncover the winning formula for maximum conversions.