How to Write a Sales Page That Converts
A quick note: the Business Growth Lab is my company's coaching program. When I mention it below, I am recommending my own program.
You opened a blank document to write your sales page three weeks ago.
It is still blank. Or worse, it has four different headlines and a paragraph you hate.
Sales pages feel intimidating because they seem like a special kind of writing. They are not. A good sales page is a clear conversation with one person who is deciding whether to work with you.
Here is how to write a sales page section by section, in plain language, so the right person can say yes.
To write a sales page that converts, open with the result your client wants, describe her problem in her own words, explain your offer and how it works, show proof, answer objections, state the price clearly and give one obvious button to buy or apply. Write like you talk, keep paragraphs short and focus every section on her, not on you.
What a sales page needs to do
A sales page has one job: help the right person decide. It should make her feel understood, show her the path, prove it works and make the next step easy.
It should also help the wrong person decide not to buy. That saves you refund requests and unhappy clients.
What you need before you start
- A clear offer with a result, timeline, format and price
- Notes from sales calls about what people struggle with
- Real testimonials or kind words from clients
- Feedback from someone who understands selling, like the hot seats in the Business Growth Lab
How to write a sales page in 8 sections
- Headline with the result
- Her problem
- What is possible
- Your offer
- How it works
- Proof
- Objections and FAQ
- Price and button
1. Headline with the result
Say what she gets. "Book three discovery calls a week without posting every day" is clearer than any clever phrase.
2. Her problem
Describe her situation using words from your sales calls. When she reads it and thinks "how did you know that," she keeps reading.
3. What is possible
Paint a picture of life after the result. Be specific and realistic. No promises you cannot keep.
Want a second set of eyes on your draft? Members of the Business Growth Lab bring sales pages to our weekly calls for live feedback.
4. Your offer
Name it, describe the format and timeline and list what is included. Explain why each piece matters, not just what it is.
5. How it works
Show the steps from sign up to result. Three to five steps is plenty.
6. Proof
Real testimonials, your story and your experience. Specific beats general.
7. Objections and FAQ
Answer the questions you hear on every call. Time, money, "will this work for me," and what happens if she falls behind.
8. Price and button
State the price clearly, with payment plans if you offer them. Then one button. Repeat the button a few times down the page.
The trap: writing about yourself for half the page. Your story belongs in the proof section, briefly. The rest is about her.
Sales page sections at a glance
| Section | Question it answers |
|---|---|
| Headline | What will I get? |
| Problem | Do you understand me? |
| What is possible | What could change? |
| Offer | What exactly is this? |
| How it works | What happens after I join? |
| Proof | Has this worked for others? |
| FAQ | What about my concerns? |
| Price and button | How do I start? |
What this looks like for a parenting coach
Here is an example of a sales page outline. It is an illustration, not a client result.
- Headline: "Calmer bedtimes in 30 days, without yelling or bribes"
- Problem: three short paragraphs about nightly battles and guilt, using words parents shared on calls
- Offer: a four week group program with weekly calls and a bedtime routine planner
- Proof: two parent stories and a short note about the coach's own experience
- FAQ: time needed, ages it fits and what happens if a week goes badly
Every section answers a question the parent already has. If you want feedback on your own outline, the Business Growth Lab reviews sales pages live every week.
How to edit your first draft
Read it out loud. Cut any sentence that sounds like a brochure. Replace big words with small ones. Shorten long paragraphs to two or three lines. Then ask a friend in your audience to read it and tell you where she got bored or confused. Fix those spots first.
Check the page on your phone too. Most visitors will read it there, so make sure the button is easy to tap and the paragraphs are not walls of text.
Common sales page mistakes
- A vague headline. Lead with the result.
- Hiding the price. State it clearly.
- Too much about you. Keep the focus on her.
- Too many buttons and links. One clear action.
Frequently asked questions
How long should a sales page be?
Long enough to answer her questions and no longer. Lower priced offers can use shorter pages, while higher priced programs usually need more detail, proof and answers to objections. If every section is clear and useful, length is not a problem. Cut anything that does not help her decide.
What should a sales page headline say?
The headline should state the result your ideal client wants, in plain language. Include who it is for or a timeframe if it helps. Avoid clever phrases that need explaining. If someone reads only the headline, she should understand what you help her get.
Should I put my price on my sales page?
For most offers, yes. A clear price helps people decide and saves time on calls with people who cannot afford it. For custom or application-only programs, you can share a starting price or explain that pricing is discussed on a call, but avoid leaving people guessing entirely.
Where can I get feedback on my sales page?
Ask a few people in your audience to read it, and get feedback from someone experienced in selling. The Business Growth Lab is $97 a month with weekly live calls where members bring sales pages, offers and emails for hot seat feedback. Fresh eyes spot problems you cannot see.
Do I need a copywriter for my sales page?
Not necessarily. You know your clients and their words better than anyone. Following a clear structure and editing for simplicity gets most coaches a strong page. A copywriter can help later, especially for higher priced offers, once you know which messages actually convert on sales calls.
Ready to write a sales page that sells?
You now have the eight sections and the questions each one answers. Feedback is what turns a good draft into a great page.
The Business Growth Lab gives you weekly live calls with me for workshops, hot seats and accountability, for $97 a month.
Cancel anytime. Want a page builder and checkout to publish it? She Has Clients has a $1 trial.
About Starr Codd
Starr Codd built Baby Doll Luxury Hair into a seven figure brand and founded She Has Clients, the all-in-one platform for women who mean business. She coaches entrepreneurs on marketing, systems and sales through the Business Growth Lab. More about Starr.
