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Sales Page Not Selling? Use This Checklist to Turn Up Conversions

Writing your sales page – that one little piece of the internet that is responsible for communicating all the value, love, and energy you’ve poured into your product, program, or service – can cause some serious Advil moments.

You’re not the only one that has wondered if you’ve included all the right details.

If you’ve communicated enough value.

If you’ve built a connection with your audience strong enough to convert.

And when your sales page launches and you’re greeted with silence instead of sales? That’s hard to face.

Here’s a little secret about sales pages: they don’t have to be a work of literary wonder to make sales.

There are hundreds of ways to write a good sales page – but most converting pages have some very key elements in common.

These elements are what help you bridge the gap between your offer and your audience.

They help you build a strong and relevant connection with your dream clients – and when you’re connecting, you’re on your way to converting.

If your sales page isn’t getting the conversions you know are possible, use the quick n’ easy checklist below to polish it up. Small tweaks can make a huge difference.

Sales Page Conversion Checklist

#1 – The Attention Getter

Are you pulling prospects in right from the get-go? A strong, compelling headline or intro at the top of your sales page will help grab attention.

Don’t agonize about what to use as your headline – the most important requisite is that it conveys value.

If you can convince your visitors within the space of a headline that you’ve got something good cookin’ for them, you’ve got them hooked.

#2 – Establish a problem

Does your sales page copy quickly address the specific problem your audience is facing (the one you are going to help them solve)?

A lot of old-school copywriting materials talk about addressing pain points and aggravating your reader so they’ll feel desperate for your solution.
I don’t buy in to that.

You don’t need to be gloomy or rub salt in your prospect’s wound to show relevance between their life and your services.

What you do need to do is tell a story – one that starts with where they are right now (generally with a problem to solve or a goal to reach) and ends with where they will be after working with you (when that problem is solved or goal is reached) – so that your visitors get a clear picture of why they should pay attention to you.

#3 – Create common ground

What makes you so in tune to the problem your audience faces? What experience, struggle, or goal do you have in common with them? Creating common ground helps build that super-important connection we’ve been talking about.

People want to do business with someone they can trust and relate to. Create common ground by sharing relevant details and experience so that your reader feels known and understood.

#4 – Offer the solution

You’ve done the heavy lifting of grabbing your visitor’s attention, establishing a problem, and building trust with them through common ground – now it’s time to introduce your offer.

But be careful: jumping straight into the details of your services, product, or program is a huge turn off. No one is actually interested in what you are selling – they are interested in the results it will provide for them. A great sales page focuses on providing solutions and results – not packages and promotions.

#6 – Tell them exactly what to expect

While presenting your offer as a solution is a profitable move – don’t forget about the details all together. Most of us make purchase decisions with our emotions (that’s where the results come in), but we need to justify it with logic (that’s where the details come in).

Put your prospect’s mind at ease by spelling out exactly what they can expect when working with you, or purchasing a product or program from you. Get really specific about what is included and what the experience will be like.

#7 – Social Proof

Having someone else indorse your expertise is approximately a hundred times more powerful than what you say about yourself. Go ahead and tell people why you’re qualified and what you have to offer (you should be doing that, too!), but if you want them to really buy into it, you need to serve up some proof.

One of the best ways to do this is with testimonials. Showcase positive feedback you’ve received from clients, customers, and advocates prominently on your sales page (trust me, these little nuggets of copy are worth gold).

But don’t overlook other forms of social proof. If it’s applicable, you can include social following stats, social media mentions, and any press you’ve landed or features you’ve been a part of.

#8 – Ask for the close

I know it’s obvious to you that after reading your sales page, you want people to sign up or purchase. But don’t assume your visitors are thinking the same thing. Always, always ask for the close – and make the decision as easy as possible.

Tell them exactly what to do (click that button), exactly what to expect (you’ll land on my super cool check-out page), and exactly why they should do it right away (maybe your prices are going up, the program is closing, or they can’t afford to wait another minute to get their hands on your stuff)*.

*Don’t make up a reason for urgency – that’ll come off scammy and unprofessional (plus, no one trusts a lier). If the sale really isn’t ending tomorrow night, then don’t say it is. Make sure to point out a legitimate reason for people to buy right away.

#9 – Describe your dream customer

Your offer isn’t perfect for everyone. It’s only perfect for your specific type of dream client, and it’s your job to make sure your visitors can tell if they are in the right spot. Speak directly to your dream client in your copy, and don’t be afraid to say things that would only appeal to them (and send other, non-dream clients running for the hills). Make it clear who you best serve. The more specific you can be, the stronger your sales page will be (and the more dream clients it will convert).

#10 – Get ahead of their concerns

Personally, I love it when a sales page ends with an FAQ section. I always find information that is helpful to my purchasing decision and puts my mind at ease. Plus, it saves me typing up an email to the author of the sales page if I have a questions, something I may forget to do all together.

Making sure you anticipate and address your visitor’s concerns is crucial. It doesn’t have to be a FAQ format, but you do need to address common concerns and important details, and make sure your prospects have all the information they need to make a confident decision.

Here’s your homework: pull up your sales page and read through the copy. While you’re reading, keep an eye out for the elements listed above. If you can’t find some of those elements, identify areas where you can work them in.

Questions? Throw ’em in the comments!

Sonja Jobson As a Copy + Marketing Stylist, Sonja Jobson helps ambitious entrepreneurs highlight their unique personality + approach so they can attract and delight their dream clients. Get free training on stylin’ up your own copy and marketing here.

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{ 5 comments… add one }
  • These are brilliant tips! I often find sales page copy is particularly difficult so I can’t wait to try out these strategies.


  • Eva

    Thank you so, so much for posting this!

    I’m working on my first sales page and, although I love to write, “actual” copy is a bit of a block for me. But then I found this and have spent most of the day with this open in the background. I’ve got my bearings, have a partially written page and am very happy, thanks!!

  • Nice overview! Will share!

  • Oh I’m saving this to my Evernote, this is exactly what I needed to read! I haven’t written out my first sales page but it’s coming soon and these tips are quite helpful. I like the part about telling a story and providing FAQs. Thanks for the tips Sonja!

  • This is a very lovely post Sonja,
    We all know how sad it can be after spending days and nights creating something and then, no one buys it.

    Most times, its not all about the product itself, the problem for the lack of conversion is usually from your sales page and using all the tips mentioned here to better it will really change things for the best.

    Its all about testing different elements of the sales page one after the other to see which one works the most.

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