Have you secretly Googled, “What’s a sales page?” after starting your own business? Don’t worry, you’re definitely not alone.
A sales page might seem like one of those “serious” marketing strategies that only a super successful business owner uses, but the truth is that they come in many forms — and you might already be using one. Shocking, right?
Here, I’m going to break down what a sales page is and give you the absolute basics so you feel confident enough to start drafting your own… when you’re ready!
What is a sales page exactly?
A sales page is a website page or landing page that you use to sell something, whether that’s your products, services, packages, what have you. A sales page can live on your website, like a product page, or it can be a landing page through Leadpages, Mailchimp, ClickFunnels, and others.
All that a sales page has to have is some call-to-action that involves buying something from you. As a product-based business, your product pages are likely already serving as sales pages: they tell someone about the products, explain the value, and offer a way to check out, right?
That’s a sales page, my friend!
If you’re a service-based business, you might have a different sort of sales page: your services or packages! These pages tell your website visitors how they can work with you, and they book now. Some of you may even have pre-payment options!
See… you’re already more sales savvy than you thought!
But when it comes to the sales pages you might see out there for courses, digital products, or masterminds and memberships (like this one for my Blooming Business Inner Circle), you might wonder how you can make one of those.
Let me show you!
Short-form vs long-form sales page
The first thing you need to know about a sales page is that they come in two forms: short-form and long-form. Most of the time, short-form sales pages have a checkout form right on the page, and they are HIGHLY focused on just the benefits you get from buying something right now.
For example, I have this short-form sales page (at the top, at least!) for my Sweet Life Weekly Business Planner.
It’s super short, to the point, and lets ladies know exactly why they want to buy this — now.
Of course, I added all the juicy details at the bottom of this page, just give people even more reason to check out now, but you can make a sales page this short and still sell!
A long-form sales page tells you everything you need to know about an offer, and even a bit about you or your brand. I like to think of a long-form sales page as almost a standalone website. This is where people would go to learn more about you, your product/offer, and why they should buy.
These long-form sales pages often have similar “standards” to follow, which make it super easy to make your own. Let’s dig into that now!
The 5 sections you need to write a long-form sales page
Want to have a sales page that helps build interest, converts people, and makes you look as professional as you feel? These 5 sections are what make up a great sales page — and they’re not as hard as you think!
P.S. If you’re a Blooming Business Inner Circle member, you can bring your sales page draft to the private Facebook group for feedback! Me, my team, and all the amazing sisters in there will be happy to let you know what’s working and what you can improve!
1. Above the fold
When someone opens your sales page on their device, you need to think about what they say. You need to have a hook or something that gets them to scroll down to see more. Often, I use a big transformation to let them know they need this, or I’ll make it super clear that the offer is super value-packed.
2. Elements to “sprinkle” on your sales page
There are a number of sections that are present on every long-form sales page, but they don’t have to go in any specific order. Instead, break up sections with eye-catching and specific headlines, sprinkle in testimonials, and make sure to include an FAQ! There are also a few other elements you want to include in your sales page, and there are a ton of amazing sales page templates out there.
My personal favorite is Offer Cure, which makes sure you’re structuring your offer to sell — and creating a sales page that does, too! (It’s just $37, and I promise you it is worth every penny!)
3. Think about the buttons
When you’re looking at a sales page, you’ll probably see a lot of buttons that say CLICK HERE or BUY NOW. Those aren’t technically wrong, but they’re not going to get people to convert in the same way. I love using eye-catching colors for my buttons, as well as forward-thinking language that gets them to really feel the transformation they can expect.
For example, instead of saying “CLICK HERE” on my Blooming Business Inner Circle sales page, I have this fun little button:
Do you see how that reframes the call-to-action from something boring to something transformational?
4. The “Who It’s For” section
This is one of my non-negotiables for any sales page I write. This section (which can go pretty much anywhere on your page, but higher up is great) gets super specific about the pain points your ideal customer is experiencing.
Maybe they’re losing sleep because they’re worried about something, or they’re struggling to find the right solution, or they have tried other things that just don’t work. Really get into their heads and write down what they’re experiencing.
Use self-identifying language for this section like, “You’re feeling…” or “You’re tired of…” This shows them you understand and that this offer was made for them!
5. The “What's included” section
OK, this section is the most important — and probably the section that people overthink the most. This is about your offer: what’s inside, what’s included, what the bonuses are, what the features are, what the value is, etc.
Honestly, this is the part I love about the Offer Cure because it helps you figure all this stuff out. It has an offer packaging section that makes all of this super clear and simple. Once you have everything listed out and you know exactly what’s inside your offer, make sure to assign values — and show people exactly what a steal they’re getting when they buy now!
I like to show this a couple of times on a long-form sales page, just to drive home that they’re getting a ton of value.
Beyond the sales page
Now, I know that you may be reading through all of this and thinking, “Oh gosh, that’s a lot of stuff to write.” I would like to be clear that you don’t necessarily need all of these sections for your offer, these are just the ones I know are effective for certain types of offers!
You may not need all of these bullet points, but you may see the need for one or two of them. Plus, the whole point of a sales page is to connect with your ideal buyer. If that ideal buyer doesn’t care about bonuses, don’t include them! If they don’t need to hear testimonials, leave them out!
Play around with your sales pages and see what works. The other thing I’d like to remind you is that your sales page is just one piece of the sales puzzle to consider. If you’re planning a big sale, whether it’s for a big launch or for a holiday, I have a Holiday Sale Strategy Soiree Workshop just for you!
Join me for a fun and engaging one-hour online training, where I'll share expert sales and marketing strategies you don't want to miss:
- Get access to my step-by-step plan so you can create a solid sales campaign strategy.
- Discover the key marketing dates to remember if you’re planning a holiday sale.
- Learn exactly how to plan your sale’s social content from graphics to hashtags.
- What's working right now (and what isn't) in the online marketing space.
- How to stand out in a crowded, competitive marketplace—hint, it's not as difficult as you'd think!
- A swipe file of over 30+ content and email ideas... so you can't hide behind, "I don't know what to say" as an excuse.
- So much more... this workshop is full of tools, trends, and best practices for creating a plan for your upcoming sale!