Writing a high-converting sales page is not something you can just wing without putting in some serious thought and consideration for the people you’re trying to convert. Otherwise, you’re just wasting a wholeeeee lot of cash (cue sad violin).
Luckily for you, I know all the right elements that make up a strategic af sales page that’s sure to work every damn time.
So, if you want to know how to write a sales page that converts, here are 10 must-have sections that you need in your sales page:
This formula will work for just about anything! Whether it’s courses, group programs, or even digital products, including these 10 sections is a surefire way to get those conversions you’ve been looking for.
And who said that sales page copywriting had to be hard?
A sales page is a page on your website whose one goal is to make a sale. That’s it! Your job in writing your sales page is to provide an offer that’s so compelling that it’ll be impossible for your ideal clients to say “no” to you.
A landing page (also known as an opt-in page) is a one-off webpage that’s designed to convert visitors to subscribers with the help of an “opt-in” or lead magnet. So, while landing pages and sales pages both have the goal of promoting one singular action, the difference between the two is what the action is.
Quick recap: A landing page’s goal is to get visitors on your email list while a sales page is meant to convince people to buy your product or service.
Here’s an example of a freebie/opt-in landing page: The Caption Pack
The homepage of a website is the front page of a website. Here, the goal is to pique your visitor’s interest and prompt them to want to dive deeper into the other pages of your website! Essentially, your homepage acts as the main portal to your entire site and acts as the first impression for your visitors.
Here’s an example of a website homepage: CoSchedule
Follow along with the sales page I use as an example throughout this blog here!
First things first, you need to have a kick-ass headline. Nowadays, you gotta pique your reader’s interest quickly…
With that being said, the goal of your headline is to hook your reader while also giving some context as to what you’re offering and why they should care/keep reading.
Here are a few headline ideas:
Pro Tip: Consider also including a pre-headline call-out (the line that sometimes comes before the headline) and/or a subheader (the line that comes after a headline) to support your primary headline.
How to use a pre-headline call-out: Immediately identify your prospect so that whoever ends up landing on your page has that “sh*t, this is for me” moment or dips soon after if they’re not a good fit. (Check out an example below!)
How to use a subheader: Expand on your headline.
First impressions are (almost) everything. Before you move on, make sure your headline provides enough context for your audience, evokes some kind of emotion, and is super specific and straightforward.
Your lead should breed a connection with your audience and show that you really know them.
This is a great place to convey that you not only understand their hopes, dreams, and wildest fantasies, but also empathize with their pain, fears, and deepest struggles.
The four pieces of a lead to include are:
When writing your lead, start by asking yourself what the story is behind your offer. Why did you create this product/service in the first place? What problem has this offer potentially solved for you personally?
By putting yourself in your reader’s shoes, you’ll begin to build rapport with your ideal clients.
Woohoo! You’ve hooked your reader and gotten them to continue reading! Now is when we introduce your offer for the first time.
Pro Tip: I do NOT recommend referencing/talking about your offer until this third section of your high-converting sales page.
The offer intro is This is where you’ll ~officially~ reveal your product/service/course/program as *the* all-mighty solution that your readers have been searching for.
Pro Tip: This is also where you’ll include your first call to action button.
Keep the offer intro brief, and use this space to provide an overview of your offer in simple terms—what is it? Who is it for? Why should your reader care?
The offer tour portion of your high-converting sales page is where you’ll finally show everyone what they’re actually getting inside.
Here, you’ll break down the features of your offer one by one, and more importantly, get specific with the associated benefits of each.
If you have any bonuses, this is the section to include them.
By making it obvious how your offer works, you’ll be able to paint a picture of the experience you’ll be providing along with the final transformation that your perfect person has been itching to achieve.
There’s no better way to show that your sh*t actually works other than social proof from the people you’ve already helped!
Love notes from past clients can look anything along the lines of some good ol’…
Pro Tip: While I recommend having a dedicated section on your sales page for testimonials, I also love to include some one-off client quotes or shorter testimonials throughout a sales page to provide bonus social proof along the way.
Time to give a breakdown of how much your offer is going to cost.
Use this section to tell us the straight-up price, and include any of the applicable extras below:
Now, if you’re at the point where you’re feeling like you need to justify your prices, it doesn’t hurt to include some comparisons of other solutions.
You can also break down the total value (the “real-life” value of each feature making up your offer as a whole), and show how that compares to how much you’re actually charging (like in the example above).
Now is your opportunity to get a lil personal! Your mini-bio is where you’ll be introducing yourself as the expert powerhouse that you are and the creator of this offer.
Let your readers know who tf you are and why tf they should trust you with this particular subject or problem. Ultimately, they’ll be more likely to invest if they feel like they know you right back.
To keep it short n sweet, here’s what to include in your bio:
Basically, you’re your prospects even more reason to trust that you’re an authority in your field and to believe that you can deliver on all the magic you’re promising.
Although this section is optional, it packs a punch and can greatly increase conversions!
Here, you have the opportunity to demonstrate just how confident you are in your offer, along with the results that you’re claiming to produce. Including a guarantee is also a great way to help eliminate potential risks that might deter your prospects from following through on the investment.
Just don’t make any promises that you can’t confidently keep!
Sure, the frequently asked questions section of a high-converting sales page is intended to answer the typical questions you get about this offer. But it also does so much more.
Use this section to address and overcome potential objections while also giving the deets for some routine FAQs.
To do this, you’ll phrase the objection (ex. “I don’t have time to spend on another course”) into a question → “How much time do I need to dedicate to actually see results from this course?”
Then, use the answer to overcome that objection.
Example: “Every week, you’ll have one video module to watch (typically about 15 mins) and one optional 45-minute group coaching to attend. So in total, you’ll probably be spending about 60 minutes on this course each week.”
In the end, there are two main goals for this section:
Now that we’ve made it to the end of the sales page, this is your last chance to convince your prospects that you’re the real deal and to act on your offer.
This final sales page section is where you’ll make your closing arguments as to why you/your offer is the best option to help them overcome their specific problem/help them achieve their specific desired transformation and to include one last call to action for all those skimmers.
P.S. If your reader has made it this far, then you probably already did a hell-of-a-great job convincing them that you’re the solution they’ve been looking for. Congrats! (Now close that deal 😘)
I know sales page copywriting can be pretty damn intimidating sometimes. So before you dip, don’t forget to snag the FREE Conversion Checklist for Sales Pages I made ya so you’ll never be left guessing 😉
Rather have me write a high-converting sales page for you? Book a free Copy Consult Call—let’s chat!
"Wowza! I knew from previously working with Mackenzie, that she’s a true expert at her craft, but she continues to blow me away.
We’ve trusted Mack for every phase of a launch, and let me tell you—the natural humor & wit Mack is able to seamlessly weave into our copy in a way that instantly lets the reader know we *get* them WHILE remaining clear and strategic, is unlike anything I’ve seen before.
Plus, not only is what Mack delivers packed with the perfect punch of personality (gifs and all), but it usually requires no edits.
She nails it with the first draft, saving us tons of time.
“After I met Mackenzie, I realized that writing and copywriting is not the same thing.
One will make you bank money and the other won’t.
After only a 90-minute breakdown call, Mack was able to write copy that encapsulates my personality and who I am and transmitted that to my people. I just can't recommend her enough.
Don't think about it. I thought about it for too long and I honestly regret not having invested in her a year ago.
“If you’ve been sitting in the copywriting spiral wishing that someone could jump into your brain and just get it, Mackenzie is your answer—trust me, she fucking gets it! Wow did she deliver and then some!
I had worked with previous copywriters and was worried she wouldn’t be able to nail my voice—that my authenticity wouldn’t show through. But Mack absolutely smashed it.
I couldn’t be more grateful for her expertise and inspiration to show up as my baddie-boss-betch self. Also, she makes me literally LOL which makes the entire writing process fun and enjoyable (instead of painful and overwhelming).
Seriously, her services/offers are THE best business investments I’ve ever made, hands fucking down.
“This was the first time that I had outsourced copywriting, so I was very nervous to make this investment but it was 100% worth it. Every single penny.
So if you're thinking of working with Mackenzie, you should totally do it. She's amazing. She's super talented, and it's going to be a really great investment.”
“When it comes to copywriting, Mackenzie knows exactly how to get clarity on your brand voice and how to convey that in your messaging.
And there's nothing more exciting than to know that someone cares SO much about what you're producing that they make it their own job—they make it a priority to show up and to make it pizzazz and succeed.
So what else could I say about Mackenzie except that she is phenomenal and you would be a sucker to not hire her.”
She’s such a genius with all things messaging, positioning, the nitty gritty of specific types of sales copy that you need in your business.
And honestly, there’s just nobody who sums up better and more succinctly and actionably exactly how to formulate words that sell and copy that converts.
Investing in 1:1 coaching with Mack has been the best thing I’ve done for my business. After silently stalking her for a while, I reached out and immediately knew my business would never be the same again.
Her wit, passion, and knowledge are unmatched. Also, she’s just so much fucking fun!
I have so much more confidence in my abilities and she has been a huge part of that. I can’t think of a reason you wouldn’t invest in her coaching.