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If you’ve been wondering how the hell to write a sales page, what the heck to include, and hungry for some dang good sales page examples…
Pull up a seat and get cozy because this blog post is digging into the importance of having a sales page and 5 sections you absolutely want to include (plus 5 juicy examples of those sales page sections)!
First things first…
Why is a sales page important?
Before I answer your question, let me ask you this…
Have you ever gotten on a dating app and started messaging someone who seems pretty cool?
And then all of a sudden, they ruin it by saying some perversely sexual thing that makes you realize they weren’t ever interested in falling in love, but really just wanted to get into your pants?
That’s why a sales page is important. Allow me to explain further.
A sales page is the equivalent of wining and dining your clients before you hit them with the big ask… Which in the hellish world of online dating has to do with getting freaky, but in the wonderful world of business the big ask is asking someone to buy from you.
In other words? Having a sales page helps you build a relationship with a potential customer before you ask them to whip out their credit card and purchase your offer.
Having a sales page also…
- Proves your offer is legitimate
- Helps potential customers get the info they need
- Helps readers fantasize about your offer and how it will help change their life
- Makes it easier for affiliates to promote your offer because they can just send people to your sales page rather than having to explain all of the details themselves
And all of that boils down to one amazing result: you selling more!
A sales page is different than a home page or a services page because…
It isn’t leading people to multiple places, it’s sending them to one place.
So while a home page will give people options to check out your services, stalk your About page, dig into your blog posts, download your freebie, and whatever else…
And your Services page will tell people about the MULTIPLE offers you have…
Your sales page has one job and one job only: get your reader to submit an application (for an offer like a mastermind) or go to the checkout page to purchase (for an offer like an online course).
And while there are many ways to write a sales page, here are 5 sections you absolutely don’t want to forget when writing your sales page.
How to write a sales page: the opener section
Before you hit me with the, “uh, duh, Alethea, I know I need to have an opening statement on my sales page,” it’s not just about HAVING one, it’s about having a killer opener. Because if you don’t nail the opening statement on your sales page, the rest of your sales page doesn’t matter because it won’t get read.
So yeah, it’s worth it to talk about how to write the first section because it’s really freaking important.
And the trick is to give your reader enough information so that they know your offer is relevant to them and want to continue reading. Usually, the opening section of a sales page will:
- Give a taste of who it’s for
- Hint at the problem that will be solved
- Share a bit about the dreamy results that come after purchasing
- Potentially, explicitly state what the offer is
- And end with a CTA button that takes someones straight to the offer introduction
AN EXAMPLE OF A GREAT OPENING
WHY THIS SALES PAGE EXAMPLE IS drool-worthy
From the first second we land on this sales page, we know…
- Who this offer is for (influencers who already have a blog or want to have a profitable blog)
- What we’re going to be learning (how to turn our blog into one that attracts people, grows our audience, and makes us loads of passive income)
- Plus the CTA button lets us know that this offer is a course (“show me the course details”)
That means if an online business owner looking for a website template somehow stumbled across this sales page, they’d immediately X out. Which is GOOD. Because you want the opening section of your sales page to entice the right people (AKA your ideal client) and to repel everyone else.
How to write a sales page: the mini bio section
The mini bio is a ridiculously important section because it’s a section on your sales page that lets your reader learn more about you and tells them why you’re qualified to sell your offer. And both of those things help build trust which makes all the difference in getting someone to actually buy from you.
The mini bio section can include:
- A story about how you’ve been through the same experience as your ideal client
- Your professional background and who you’ve helped
- The awesome-ass results you’ve seen past students/clients/customers get
AN EXAMPLE OF A GREAT MINI BIO
WHY THIS SALES PAGE EXAMPLE IS drool-worthy
This mini bio for Laura Belgray’s Inbox Hero resource is wonderful because…
- She tells us who she officially is (Founder of Talking Shrimp and Co-Creator of The Copy Cure)
- Gives us the street cred that tells us why we should trust her to teach us about writing bomb-ass emails (her emails have been read aloud on podcasts, cited in “best of” lists, and mentioned in Forbes, Money, Business Insider)
- Tells us why taking this course is worth our time (because email subscribers are more loyal and you can make literally a million dollars in revenue in one year)
- ANDDDDD, she lets us know that all of these results are possible for regular ole humans (it doesn’t require sending people to webinars, sales calls, or ads to sales pages. It doesn’t even require a big list)
As for where you want to place your mini bio? There are no right answers. Because while you could absolutely place it near the bottom of your sales page a while after you’ve introduced your offer, you could also have it be like the third section of your sales page and talk about how your experience changed your life and now you’re going to change your ideal client’s life too.
The way to figure it out is to think about whether or not the personal experience you’ve had is relevant to your ideal client’s and if it is, I’d recommend sharing your personal story early on.
How to write a sales page: the missing piece/turning point section
The missing piece/turning point section is a section of your sales page that tells your reader that what they need to get the success they want ISN’T something they’ve tried before. It’s the missing ingredient. The thing they’ve overlooked or haven’t known about. And it’s the exact thing that’s keeping them from having the success they deserve.
And it usually revolves around a common misconception in your industry or a personal revelation.
AN EXAMPLE OF A GREAT MISSING PIECE/TURNING POINT
WHY THIS SALES PAGE EXAMPLE IS drool-worthy
This section of Krystle Church’s sale page is brilliant because…
- She gives us the missing piece that will solve our issues AND makes the answer seem ridiculously simple (“All I did was prioritize a more streamlined project process”)
- Flashes some street cred by sharing how this framework transformed her life (working only 4 days a week, more time for building her biz and doing fun stuff)
- Flashes even more street cred about how this offer got OTHER people REAL results—and is specific about what those results are (helped people land dream clients, book out their services 3-4 months in advance, hit 20k+ months)
- Tell us it won’t take forever for us to get those results (by using the phrase “within weeks of this event”)
- She ends on a strong-ass note that makes us believe the results are possible for us too because this offer HAS worked for other people (“This Day Rate Framework was the catalyst for change in my life, and for so many other service providers, too — now it’s your turn.”)
And all of this does one thing: makes it seem like there’s an obvious answer we’ve never tried AND that by purchasing her offer, we’ll get the step-by-step instructions we need to finally get the results we want.
You want to include this section early on in your sales page before you officially introduce your offer. That way, you’re implying that your offer won’t be an answer your ideal client has already heard about and tried out before—it’s THE answer that they’ve been looking for and have finally discovered.
How to write a sales page: the objection section
Remember, your sales page is supposed to be a page that does the selling FOR you. And while you’ll absolutely want to touch on your ideal client’s current situation and the transformation they’re hungry for, you also want to write your sales page copy like it’s a well-thought-out argument.
And a well-thought-out argument actively calls out and addresses objections.
AN EXAMPLE OF A GREAT OBJECTION
why this sales page example is drool-worthy
This section of this sales page is the bomb.com because…
- It subtly calls out a potential customer’s objection in the headline (If another designer bought this too…)
- Blasts that concern away by showing how wildly unlikely the chances are (Literally a 1 in 2.116 septillion chance of creating the same thing)
- And then blatantly summarizes what it all means so there’s no confusion (“if you were worried that your designs will look the same, let that worry go”)
Another great way to call out an objection or hesitation? Use your ideal client’s words and put them in quotation marks. For example: “Okay, but if other designers use the Showit Canvas Builder too, won’t all our stuff look the same?”
Objections that are direct quotes make strong-ass headlines!
You’ll want to be mindful about WHERE to address an objection on your sales page because big objections need to be addressed earlier on or you’ll likely lose your reader, but smaller hesitations that aren’t the primary concern can be addressed later on!
How to write a sales page: on the fence section
If someone makes it allll the way to the bottom of your sales page, but still hasn’t bought from you—there are only two reasons:
- They skipped straight to the bottom, or…
- They read ALL of your sales page and still aren’t convinced
And that’s why it can be awesome to include an on-the-fence section on your sales page that speaks straight to the reader who has read it all, but hasn’t bought in yet.
AN EXAMPLE OF A GREAT ON-THE-FENCE SECTION
Why this sales page example is drool-worthy
This on-the-fence section is awesome because…
- The headline calls out our situation directly (“You made it this far… still on the fence?”)
- It validates why we might be feeling this way and calls out a hesitation we may have (Investing in this type of education can be scary, especially if you’ve had bad experiences in the past)
- It gives us an option to get more information (“Feel free to reach out and we can chat”)
- Andddd, she states it in a way that implies she isn’t gonna hard sell us into something that isn’t a good fit (“we can chat about WHETHER OR NOT this is the best next step for you”)
And for your on-the-fence section, you can put that baby right at the very bottom of your whole-ass sales page.
You’ll also want to include sections on your sales page like:
- Offer intro
- “Right for you if” section
- Current situation vs. where your ideal client wants to be
- Details of what’s included
- Bonus section
- Tons of testimonials
- And more…
But going into in-depth advice for those things would require a whole other blog post, so maybe there will be a part 2. 👀
Hope you enjoyed this blog post and have a few fabulous ideas for writing a sales page of your own. And if you need any help, I can write your sales page copy for you or audit your sales page. Or… if you’re patient, there’s an extra special offer coming your way soon that will help you write your sales page (and so much more).
Keep an eye out.
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