Must-Have elements for a great sales page
You’ve put in all the work to create an amazing product or build out a stellar service offering, and now it’s time to share it with the world. But how do you share it in a way that’s going to persuade your audience to actually make the purchase?
Enter: the sales page.
The sales page is a one-stop-shop for your audience with everything they need to make a decision about your offer. The goal is to SELL, but to do that you need elements that will effectively communicate value and connect with your target audience!
Check out the must-have elements that make up a great sales page (that actually sells):
Personality
Don’t forget that you’re talking to other amazing humans through your sales page, so let your personality shine! It’s all about making a sale to the right person - the person that resonates with the identity and voice of your brand. Plus, you’re awesome and there is absolutely no need to hide or underrepresent that!
Great Opening Line
The beginning of your sales page (the first thing people see) needs to immediately hook your audience. It could be a question that grabs their attention or a statement about the transformation they’re looking for.
What’s wrong (that your offer is a solution for)?
Make sure you acknowledge the thing that isn’t working for your (potential) clients. What are the pain points that have landed them on your sales page to begin with? Think about how your clients talk about this problem and use similar language that will connect with readers.
Transformation
You can’t talk about a problem without offering a solution! What will look different when buyers have implemented your offer? Be specific - you want your audience to think “That’s exactly what I’ve been looking for!”
What’s Included + Benefits
Be clear on exactly what buyers will be getting from your offer. By the end of your sales page, they need to know exactly what to expect so they can make an informed decision to purchase. Include details like: amount and duration of sessions, modules, bonuses, templates, etc.
Think about why you added each component of your offer and how it contributes to the results or transformation for your clients.
Mock-ups
Mock-ups are a great way to add a visual representation of what someone is buying. This will further convey exactly what your audience will receive from your offer. For calls or sessions, you can use a photo of you on a screen. Two of my favorite resources for creating mock-ups are Canva and Mockuper!
Urgency
Help potential buyers get off the fence (even if the answer is no) with a sense of urgency. The 4 easiest ways to create urgency are:
Limited time: Your offer is only available for a specific amount of time
Limited spots: There are only so many places or units available, this can work for templates too!
Price increase: If you don’t buy now, you’ll have to pay more later.
Retire the offer: This is truly the last chance to purchase. Great for products/services you don’t want to offer anymore!
Bonuses
First of all, let’s not pretend an add-on PDF is worth $297 if it has never sold separately for that price. Make sure your bonuses are valuable additions to your offer that make sense. The result of the offer by itself should be enough to attract your buyers, and bonuses are certainly not required! I often have a section on “Why there are no bonuses” (it’s because my courses are complete programs on their own and I don’t hold anything back!) and my audiences loves them!
Pricing or Next Steps
Clearly lay out the details on pricing and available payment plans. Again, you want your audience to have all of the important information up front. Include links to check-out, schedule a discovery call, or complete other next steps.
Calls to Action
If you want your potential clients to do something (purchase, schedule a call, etc.), ask them to do it! Make sure your sales page has a clear call to action on taking the next step. This needs to be large and obvious to whoever is reading through the page.
Guarantee or Refund Policy
Do you guarantee specific results from your offer? Share them! Let your buyers know specific results they will see.
Do you have a refund policy? What if buyers don’t see the results or are unhappy with the product? Let your audience know exactly what your policies are up front to minimize confusion. The last thing you want is an unhappy buyer that was surprised by a “no refund” policy.
Testimonials
Share results from previous clients! Testimonials go a long way in building confidence in your offering. If you don’t have any for this specific offer, use testimonials from other work you have done - just be honest about it!
Before + After OR Who It’s For
Show your work! Sharing before and after results is another great visualization tool for your audience. You can use screenshots, case studies, photos, etc.
You can also include a section that details who your offer is NOT for. By listing qualities of your ideal client vs. non-ideal clients, your audience has another chance to identify themselves as someone who needs your offer! Build their trust by letting them know you’ve been there and you see them.
About You
Use this section as an opportunity to connect with potential clients and let your personality come through. Who are you? Why did you create this product? This is your last chance to pitch your solution to potential clients, so wrap it up with a powerful story!
Frequently Asked Questions
Think through the questions or objections your audience may have for your offer, and answer them in advance! An example may be turn around time, how many revisions are included, whether continued support options are available, how long it will take to implement the course and see results, etc.
So there you have it: my non-negotiable elements of a great sales page. Use these tips as a starting point and you’ll be well on your way to creating a sales page that connects and converts.
If it seems like a lot (and it is) - I’ve got you covered! I use the same framework when writing sales pages for my clients AND for all of my sales page templates, check out the course sales page, always open membership sales page, or service sales page template to help you write a high-converting sales page without struggle.
