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7 Proven Steps to Sales Pages that Convert

Ah, the dreaded sales page. Great copy converts casual readers to happy customers. Bad copy dooms you to suffer the agony of wasted time on a beautiful course/product. Feeling that pressure yet?

So how do you create an attractive sales page that informs and converts like crazy?

Well, it’s no walk in the park. But it’s not rocket science either. It’s time to put on your big boy pants and get down to work. Here are the 7 elements of every successful sales page:
  1. Headlines that engage and convert
  2. Address common frustrations
  3. Be the solution
  4. Make an irresistible offer
  5. Include author bio
  6. Use testimonials
  7. Destroy objections

Before you start writing your sales page...Identify your target customer

You are probably thinking to yourself right now that the idea of an ideal customer is dead. With the internet, the entire world is your oyster, right? Wrong!

Some people may be allergic to oysters. Some may just hate seafood and say they are allergic. But that’s beside the point. Before you ever write a single word you need to know your specific audience.

How do you really come to know who your target audience is?

Create a fake person as your ideal customer (aka buyer persona). Let’s say you name him Bob or Jillian. You need to find out as much as you can about your buyer persona without becoming a full-blown stalker. These are questions you should ask:
  • Where do they work?
  • What do they do for a living?
  • What are their frustrations
  • What are their goals/ambitions?
  • What information do they want?
And how do you get this information? By being a professional stalker of course (not literally, but in a way that is not creepy). Using tools like surveys, online forums, Q&A databases, interviews, and case studies you can get to know your customers in a real way.

By the end of your research, you should feel like they are sitting in a comfy chair across the table and you are sharing a warm cup of cocoa with them on a cold winter's day.

Create a rock-solid benefit statement

So now you know your audience. The most direct way to engage them on their level is to show them how your product/service benefits them. Steve Blank created this easy to use template for finding your value proposition:

We help [x] do [y] by [z].

SAMPLE: We help artists develop rock solid, six-figure online courses by our simple video templates.

Try it for yourself, and then be sure to check out the 7 proven value proposition templates.

THE SALES PAGE: Headlines that engage and convert

What’s the real secret to creating a rock-solid headline? Let’s turn to the experts at writing compelling copy--Copyblogger.
Your headline must pre-qualify the reader based on their needs and wants, as well as promise them an intriguing result if they’ll stick around and read what comes next.
In other words, start with what they want and promise how they can get it.

The example above is from Michael Hyatt’s Free to Focus video course. If you are a busy professional who feels completely overwhelmed by tasks at work, this headline will engage you.

The promise is that if you buy this course you will learn how to be so productive that you get more done in less time.

No fluff necessary. It’s that simple. Now that you know your target customers’ needs and have promised a benefit to meet that need with your headline it’s time to start writing your sales page.

BONUS: Here are 5 ways to find inspiration for your next headline.

Common frustrations

Common frustrations are the honest, raw things that hold people back from achieving their dreams. What are their core problems? What are they most afraid to face? Author Jeff Goins does this in all of his sales pages.

Authors have a terrible time getting noticed, so right away they can relate. He is taking the frustration and using it as a tool to help writers understand that it doesn’t always have to be this way. Getting noticed is possible. Jeff is going to help writers overcome that stumbling block.

Examples of “core frustration” statements:

Getting ____ is hard
Have you ever felt ____ towards ____?
Does this sound familiar?

Be the solution

You just addressed the audience’s common frustrations. It’s time to be the solution to their problem!

This is where you talk about your product in a way that meets their needs.

You want them to understand how their life could be so much better if they use your product/business. In her course Writing with Flair, journalist Shani Raja describes how her audience will learn to write like the pros.

She paints the picture. “How would you like to write with the style and flair of top journalists?”

Writers dream of getting noticed, of performing their best work for the entire world to see and enjoy. Her course meets this need by showing how writing can be used as a tool to engage and attract people from all over the world.

Make an irresistible offer

You identified the problem. You then showed people how your product/business is the solution. Now it’s time to make them an offer they can’t refuse.

But how do you make an offer absolutely irresistible?

Include sexy “CTA” buttons. The words in these buttons need to pop. They are generally verbs that invite your customers to take action. Here are just a couple of ideas to get you started:
  • I’m ready for ___
  • I’m ready to___
  • Sign me up for ___
  • I’m in!
CTA buttons are crucial for your customers to take action. But how many do you actually need? Depends upon your product, but as a general rule enough to get the job done. The longer the sales page, the more buttons you can include for your customers to buy in.

A longer sales page is needed when you have a more expensive product. You can include one at the top of the page, one in the middle, and one at the bottom. Why? Because some people are ready to buy when they land on your page. They won’t read anything, and they want to take action immediately.

Others will need a little bit of convincing. And still others will need a lot of convincing. This is why you should go into depth as often as you can with your sales page.

Include author bio

Your audience will want to know you before they buy. What qualifies you to offer this course, product, or service? What is your background? Instead of just going on and on about your individual accomplishments, tell your audience a story. Three things go into a rock solid author bio.
  1. Relate to your audience through shared frustration
  2. Ask leading questions that cause excitement around your product/service/course
  3. Talk about qualifications in a way that leads to a solution for your customer
Some of the best author bios come from shared frustrations. Talk about how you were in your audience’s shoes until you found the secret to success. This can lead to questions your audience wants to know about your path. Then you can talk about your success in a way that leads to a real solution.

Use testimonials

It’s time to get up and testify! Why do testimonies work so well to persuade people to take action? Because we trust our next door neighbor more than the Goliath corporation on Main Street.

Plus we want what psychologist call social proof: assuming the actions of other shoppers in an attempt to make the right decision in any given situation.

Testimonials give your customers a reason to believe in you and your product. Let’s say you want to sell a pair of kitchen knives. If you find a person who swears by your knives and actually describes how well they work, people will be more likely to believe you because of an additional witness. Take a look at this sweet example from Nomadic Matt.

Here is why this testimonial works. First off, she is not claiming to be an expert so the average buyer can instantly relate. “I had no experience...I felt so overwhelmed.”

People relate to these emotions. Sumoto then talks about how her blogging has become profitable. Your customers want social proof that what they buy will meet their need. In this case that need is to create a beautiful but profitable blog.

Another tool used to create social proof is a recent buyers popup at the bottom of the page.

As the names and faces appear on the screen it creates the illusion of a real-world marketplace where you can see people purchase products and walk out of the store.

Don’t limit yourself to just quote testimonials. Marketer Sarah Peterson has found at least 9 different types of testimonials that you can use in your sales page. Some of my favorites include the following:
  • Social media testimonials
  • Influencer testimonials
  • Video testimonials
  • Success story testimonials
  • Interview testimonials
Check out this article for more information on how to build solid testimonials on your page.

Destroy objections

Objections. People have them. Even if they don’t readily admit to your face their objections, you need to be prepared to answer questions that your audience should have.

But how do you overcome objections in a way that doesn’t sound pushy?

Create an FAQ section geared towards answering questions your audience should have. This is not really about answering questions. This is about overcoming objections in an informative way.

Check out the example above from PT Jeff Cavaliere. He knows that many of the people coming to his site might question if they can perform top tier exercises. “What if I’m not an athlete?” Jeff takes a real-world example to overcome this real objection. If Jack Eltman can lose 60 lbs while gaining huge muscles at age 44, then so can you.

What about price?

I’m glad you asked. It’s easy to try and lock yourself in on one set price. But don’t. Avoid this practice like the plague. People love options. So much so that it’s far easier to sell higher priced items when they are situated right next to ridiculously priced items.

This phenomenon is called price anchoring. Check out the example below.

Thinkific, a popular platform for course design, purposely uses this four-tier system to make the business plan look super attractive. Compared to $279 a month, $99 a month is basically pocket change.

Here are a couple of other points to keep in mind when choosing a price for your product:
  • End your prices with a 9 for more sales (see example above)
  • Compare prices if you can show why your prices are better and lower
  • Keep pricing simple, as the longer it takes to say a price in your head the more expensive it seems ($1,299.00, $1,299, $1299)
  • Look into similar products to see if your price is correct
Pricing done the right way validates a purchase and drives the customer to action.

Now that you are completely ready to rock your next sales page, be sure to check out my simple checklist. Sometimes it can be hard to remember all the steps to creating the perfect sales page. That's why I've created this simple checklist so that you don't miss a single step along the way. 

BONUS: Click here to download your free PDF, 7 Step Checklist for Better Sales Pages


Ciotti, Gregory. “Pricing Psychology: 10 Timeless Strategies to Increase Sales.” Help Scout Blog, 14 May 2016,

Grønsund, Tor. “7 Proven Templates for Writing Value Propositions That Work.” Tor on Tech, 20 Mar. 2016,

“My 8-Step Process for Writing Sales Page Copy.” Amanda Genther, 21 Mar. 2016,

Navarro, Dave, et al. “The 10 Essential Ingredients of Successful Sales Pages.” Copyblogger, 16 June 2016,

Navarro, Dave, et al. “How to Write Headlines: 5 Sure-Fire Sources for Inspiration.” Copyblogger, 16 June 2016,

Sumo Group, Inc. “Your Guide To The Nine Types Of Testimonials (w/Examples).” Sumo,

Timm, Morgan. “How to Create a Powerful Sales Page That Converts.” Create Awesome Online Courses,


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