How to Write a Sales Page That Actually Sells

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Do you want to have a sales page that practically sells your product or service for you? If yes, then you may be wondering how to write a sales page or what kind of sales page design actually sells. 


I was lucky enough to pick the brain of sales page design extraordinaire Sarah Guilliot recently on the Content Cash Machine podcast, and she shared all her best tips for moving beyond a sales page template to create a unique sales page design.


Sarah is a sales page designer with 20 years of experience in UX design and art direction. She currently runs sarahdesign.com - a design agency creating conversion-focused sales pages for established coaches and course creators. 


After listening to Sarah share her expertise on sales page design, you will be able to move beyond a sales page template and create a unique sales page. Click here to listen to the podcast episode now, or keep reading for some of Sarah’s best sales page secrets.

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Why Sales Pages? 

The purpose of a sales page is to sell your product or service. Your sales page should be focused on only that item and the action you want them to take, which is (of course) to purchase your product or service. 


Many people often wonder about the difference between sales page vs landing page. But in reality, a sales page is a type of landing page - one where you are asking the viewer to make a purchase. With a sales page template and guidance from Sarah, you can create a unique sales page that converts your sales viewers into paying customers.


Let’s start by taking a look at some of the common sales page design mistakes that many business owners make.


Sales Page Design Strategies to Avoid

  • Sales pages that are miles long. Your sales page doesn’t need to make your users scroll endlessly just to see your pricing. In fact, while many sales page templates include a long sales page design, long pages can be very overwhelming to potential buyers (as in - they’ll give up on scrolling and spend their money elsewhere.

  • Too many pricing options. It’s amazing to have inclusive pricing options for your product or service, and it often makes sense to have more than one payment plan, particularly for high-ticket items. But having too many pricing options - such as a standard price and VIP price, plus monthly and annual options for each - can make the decision-making process complicated (and reduce your overall sales).

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Strategies for a Successful Sales Page Design

Now that we know some common sales page design mistakes, what should you be doing to create a sales page that converts? The good news is, Sarah shared on her episode, it’s not rocket science.

A successful sales page should include:

  • A clear purpose: Don’t try to send multiple messages or sell multiple products on one page - keep it simple.

  • A compelling headline: Grab their attention right from the start if you want them to read your page.

  • Pain points your client connects with: Put some feeling into that page! Let them know you understand where they’re at.

  • A “What If” Section: this section suggests that there could be a better way, sharing benefits that directly speak to the results your ideal client wants to get.

  • A clear product description and a mock up: Your buyers need to know what they’re getting themselves into when they purchase. Don’t make them wait to the bottom of the page to even see what you’re selling.

  • Pricing or a link that directs to pricing: Don’t make people wait to the end of the page to find out how much your product or service costs. Give them early access to pricing details.

  • Testimonials and FAQ’s: No matter how good your product or service, people will still have questions and doubts. Put their minds at ease with testimonials from existing customers and by answering FAQs.

  • An about section and a picture of yourself: Let your potential customers know why you created this product or service in the first place, and share your own journey that led you to this point.

  • A clear call to action: Let your audience know what you want them to do next. It may seem obvious, but including a clear call to action like, “buy now” or “register here” can impact how many sales you make.

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Technical Best Practices for Sales Page Design:

  • Have a desktop view and a mobile view

  • Check it on your phone and try to zoom in and out to make sure you can read it clearly

  • Have other people look over your website and give feedback before sending it live


Step by Step Process to Creating a Sales Page:

  • Have a purpose or intent

  • Consider hiring a professional photographer or copywriter

  • Start with the easy stuff- FAQ’s, About Section

  • Sketch it out on paper

  • Build it on your platform

  • Give yourself a lot of space around margins and in between sections

  • Test on mobile and desktop for viewing 

  • Have a friend review it before setting it live


Impact of a Good Sales Page for Your Business:

  • Driving more traffic to your offers, products and services - helping you earn more money!

  • Establishing a relationship with your audience - letting them connect with you!

  • Emphasizing to people your level of skill and expertise - positioning you as an expert!

  • Being clear about you offer and the transformation that your clients will get - letting them picture their own transformation!

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Final Thoughts on How to Write a Sales Page from Sarah: 

“You just want to make sure that you have that balance in like size for your typography, but you have the big headlines that you want to make sure people see that if they're just at a glance, they're definitely going to notice those. So you want to balance the big things with the small things.”


Connect with Sarah: 

Connect with Danielle: 

Danielle Gagnon