
Are you trying to increase the conversion rate of your sales page but don’t know where to begin? Let us tell you about the two biggest factors of a successful sales page: website structure and powerful copy.
When visitors land on your page, the goal is to seamlessly guide them toward making a purchase. Think of your website’s structure as freeway signs. They both clearly direct your audience to their destination. As they continue along their journey, your copy serves as the landmarks. It provides reassurance that your audience is in the right place.

By offering reassurance, building their confidence, and showcasing how you solve their problems and concerns, you’ll help move them towards the final destination (making a purchase!)
In 2025 you absolutely need an easy to navigate page structure and powerful copy in order to establish your brand online and stay ahead of competitors. In this guide, we go over exactly how to accomplish that.
From identifying your target audience to crafting the right messaging and strategically placing CTAs, you’ll learn how to create a sales page that increases conversions and builds trust. By the end, you’ll have the tools to turn more visitors into customers.
The Power of Great Copy
“The difference between the almost right word and the right word is really a large matter—it’s the difference between the lightning bug and the lightning.
-Mark Twain
Just as Mark Twain said, a simple adjustment in what you say or how you’re saying it can make a huge difference in what your audience understands about your product.
Just as Mark Twain pointed out, a small adjustment in how you communicate can make all the difference in how your audience understands your product. But instead of thinking of it as lightning bugs and lightning, let’s go back to our road sign metaphor.
The goal of great copy isn’t to act as a flashing neon sign that overwhelms your audience. Instead, it’s about being the clear, concise directional markers along their journey, reassuring them they’re heading the right way.
Matching your copy to align to your audience’s needs and desired destinations (having their problems solved) will attract customers and drive more sales. This is why it’s so important to choose your words intentionally.
Key Elements of Great Copy
As a business owner, you probably didn’t realize that being a writer would become part of the job description. Yet, crafting compelling copy is an essential skill for maximizing the results of your sales page.
By effectively connecting with your audience you’ll convert more potential customers into loyal advocates. This doesn’t just apply to sales pages but all aspects of your website, emails, and social media.
The following elements will help you upgrade your copy to be clear, engaging, and persuasive. It will help you not only capture attention but drive action. Be sure to Bookmark these strategies to take your copy to the next level.
Personalization (Know Your Audience!)
Your customers want to feel like you’re speaking specifically to them. Personalization includes building that connection with your audience by showing them you understand their unique challenges and goals.
Instead of generic phrases like, “This product is great for everyone,” focus on specifics:
“This eco-friendly cleaning solution is perfect for new homeowners who desire a sparkling clean home without being exposed to harsh chemicals.
“This solution was designed with busy moms like you in mind. We’re helping you take back time and simplify your day while improving the lives of your kids.”
Know your audience, speak their language, and tailor your message to reflect their aspirations (what they want and need!). When your copy feels personal, your readers are far more likely to buy.
The Role of Storytelling
Imagine waking up to the chaos of a typical morning as an overworked dad. Breakfast is burning, the baby is crying, and dirty dishes are stacked high because the dishwasher is broken. Your wife insists it needs to be fixed now, but you’re already late for work. Stress is mounting, and you just need a solution fast.
When this dad Googles “dishwasher repair near me” and lands on your sales page, your copy needs to do more than list services. It should speak directly to his frustration, show empathy for his situation, and offer an immediate solution. If he saw words that said “fast, reliable, same-day repairs” he’d quickly start to realize that your company has exactly what he needs.
Your sales page should tell a story he can see himself in (transforming chaos into relief). That’s the power of storytelling in sales copy: offering website visitors the transformation they’re looking for will indefinitely cause more to convert thus increasing revenue.
Connects Emotionally
According to a Professor at Harvard Business School, 95% of consumers decide to purchase based on the emotions they’re experiencing at that moment in time.
In the broken dishwasher example we used above we don’t want you to just think about fixing a dishwasher for your customer. We want you to think carefully about the problem you can solve for them and the emotions they’re experiencing because of that problem.
The impatience with companies that don’t return their service requests, the urgency they feel the higher the stack of dirty piles up.
While your natural instinct may tell you to only appeal or address happy, more positive emotions, you want to agitate the customers’ problems a little bit as a way of connecting with them and letting them know you understand what they’re going through.
Clarity Over Jargon
When it comes to website copy, less is often more. Focus on delivering clear, impactful messaging that resonates with your audience instead of overwhelming them with unnecessary details. Every word should serve a purpose, guiding your visitors closer to making a confident decision.
Examples:
Instead of something like: “Our product is made with premium, high-quality materials that are designed to deliver superior performance and exceptional durability over time, ensuring you get the best experience possible with every use.”
Keep it short and simple with something such as, “10 years of delivering innovative solutions and exceptional service you can trust.”
Create Urgency and Action
Creating urgency by emphasizing limited-time offers, exclusive deals, or fast-approaching deadlines creates a sense of necessity that compels visitors to act quickly.
Pair this language with a strong CTA, and you’ll guide visitors toward taking decisive action. A compelling CTA provides clear direction and reinforces the urgency, making it easier for your audience to move forward without hesitation.
SEO Best Practices
Don’t forget about incorporating SEO Best Practices while you’re writing your copy. Yes, writing the right message that will appeal to your audience is priority number one. HOWEVER, that doesn’t mean you can’t utilize SEO tactics to make sure your audience sees your content even more.
- Ranking Keywords: Use SEMrush or other SEO tools to research words that your audience is looking for. Try to find words that have many people searching for them but a low volume (meaning there aren’t many sources offering content with that keyword)
- Meta Descriptions: These are short summaries of your webpage’s content. It appears below the page title in search engine results and is important for enticing viewers to click on the link.
- Alt Text for Images: Alt Text is a short, straightforward description of what’s in your image. This appeals to search engines by telling them that your media showcases the topic (or keywords) of your page.
By combining strong messaging with SEO strategies, you’ll not only create copy that converts but also ensure your audience can easily find it in the first place.
Focus on Transformation
At the end of the day, the copy on your sales page should sell a transformation. Don’t make it about your product, instead show your audience how their life, business, or situation will improve once they experience your solution.
Paint a vivid picture of the “before and after” to help them envision the benefits they’ll gain. Whether it’s saving time, solving a pain point, or achieving a dream, your copy should focus on the value and emotional impact your product delivers, making it irresistible to your audience.
Good Copy:
- Provides Information
- Easy to Understand
- Highlights Features
- Speaks to a General Audience
- Uses Jargon
- Grammatically Correct
- Basic Call-To-Action
Great Copy:
- Sparks Emotional Response
- Inspires Readers to Take Action
- Highlights a Transformation
- Speaks to a Specific Person
- Avoids Jargon for Clarity
- Creates a Sense of Urgency
- Uses Elements of Storytelling
How Can Copywriting Drastically Grow Your Business?
- Organic Traffic: SEMrush data shows that websites with high-quality content see 2.4X more organic traffic. Imagine doubling the amount of web visitors you had! What would that look like for your business?
- Websites with easy-to-read content have a 40% higher average time spent on page.
- Customer recommendations and trust depends on emotional connection, at least 71% of the time
Laying the Foundation for a High-Converting Sales Page
Imagine going on a first date and your date is already at the restaurant with a big, showy proposal to ask you to marry them. You don’t know this person, the big show would come across as too much and you’d probably run quickly in the other direction.
The same applies to the structure of your sales page. You can’t jump straight to the hard sell without first building trust and creating a connection.
Your sales page should guide your audience through a natural progression towards conversion. There are essential pieces of your sales page you need to include to ensure that by the time they reach the final CTA your web visitors will feel ready and excited to take the next step.
How to Know if You Need a Long or Short Form Sales Page
Before we jump into the ultimate structure of a successful sales page, we wanted to touch on the difference between a long and short form sales page. The thing to keep in mind about this structure is that it isn’t meant to be a box to control you, rather a guide to help you.
Not every product will benefit from a lengthy, filled out long form sales page. The length should reflect your offer. The higher dollar offer you have the more likely it is that you need a longer page because you’ll need to provide the depth of information and reassurance needed to build trust and justify the purchase. Build up the VALUE.
For lower-dollar offers, a shorter, more concise page is usually enough to motivate a quick decision.
If you’re unsure which format is right for your product, the best approach is to test both. Run an A/B test to see which version resonates better with your audience and delivers the results you’re aiming for. This way, you’ll make data-driven decisions on what works the best.
The 12-Step Sales Page Structure That Converts
Your goal is to create a website structure that is top level.
The type of website structure that qualifies as top-level is one that guides visitors effortlessly through the page, keeps their focus, and drives them toward taking action. It should be intuitive and have clear navigation.
As you go through each of these steps, just focus on helping each section flow to the next. Think about the type of content that your audience consumes, how it appeals to them, and replicate those elements in your own sales page structure.
Step 1: Get Attention / Headline
Here’s a harsh reality of how important your headlines are: 80% of your website visitors will only scan your page’s headlines.
It’s important that your headlines catch attention and speak to your audience. Here are three main approaches on how you can do this:
- Problem-Based: Call out a frustration your audience feels.
- Dream State-Based: Paint a picture of their ideal outcome.
- Value Proposition: Highlight what makes your product unique.
Your headline is the gateway to the rest of your page—make it impossible to ignore.
Step 2: Identify the Problem
Make it a point in your copy to sort of dig into the problems your reader is facing without making them feel responsible.
Ask yourself things like:
- When people need your products, what problems do they need solving?
- How are those problems impacting their lives?
- What daily pains are they facing because of this problem?
Use the ideas you get to frame your product as a solution.
Example:
“You’ve tried every skincare product under the sun, but nothing seems to work on your stubborn acne. It’s frustrating to waste money and time on solutions that leave your skin feeling worse than before. Our dermatologist-approved, all-natural skincare line targets acne at its source so you can finally feel confident in your skin.”
Step 3: Provide the Solution
After identifying their problems, position your product or service as the perfect solution.
How? Highlight how it addresses their pain points and improves their situation. Be clear and specific, ensuring they can visualize exactly how your solution would fit into their life.
Step 4: Establish Credibility
About 93% of consumers read online reviews before making a purchase.
According to Forbes, almost half of consumers report trusting online review as if it was a personal recommendation given to them by friends or family.
You need reviews to convert more visitors.
Whether through case studies, success stories, highlighting google reviews, company awards, or other data – you need to use proof to show that you’ve been successful for others to gain trust you’ll be successful for them too.
Step 5: Showcase Benefits
Benefits > Features
What we mean by this is to focus more on why the features matter rather than just what they are.
Example:
Feature: Same-day repair service.
Benefits: Cleaner Space, Less Chores, More Free Time
Step 6: Offer Social Proof
Because this step is similar to establishing credibility in Step 4, it can either stand as its own section or be woven into other parts of your sales page. The key is to strategically place testimonials, reviews, or case studies to reinforce trust as the visitor scrolls your page.
Step 7: Make Your Offer
Break down what your product or service includes and the value it provides. Tie everything back to their needs and make the offer irresistible.
Step 8: Inject Scarcity
Create authentic urgency to motivate action. Do this throughout your copy, but especially near pricing, in pop ups, and on exit intents. Highlight limited availability or a time-sensitive offer, but be sure to do it strategically. These are not offers you are consistently having on your products or services. This just dilutes the urgency.
Step 9: Give a Guarantee
Alleviate risk by offering a guarantee, such as a money-back or satisfaction guarantee. This builds confidence in a person’s decision to invest and reduces any hesitations they may have.
Step 10: Call to Action
PartnerStack, a partner ecosystem platform, increased its conversion rate from 6.66% to 14.09% (+111.55%) by simply changing its homepage CTA copy from “Book a Demo” to “Get Started.”
You’ll see numbers raise like that too on your sales page. Using phrases like “Get Started,” “Claim Your Spot,” or “Try It Now” you’ll make your CTA’s more direct, engaging, and motivating. The sense of momentum and invitation makes it clear what is the next step they should take.
Step 11: Give a Warning
This step is crucial in motivating your audience by tapping into their emotions and reinforcing the urgency to act. Show them that addressing their issue now (asap!) isn’t just convenient. It’s essential for avoiding greater frustration, expense, or missed opportunities for improvement.
When you highlight the potential consequences of doing nothing, you help your audience realize that solving their problem today is the best choice they can make.
Step 12: Close with a Reminder
The final copy of your sales page should summarize the key benefits your audience will gain by taking action now. Reinforce the value of your provided solution, and get them excited about the transformation they’ll experience once their problem is solved.
Bonus Step: the FAQ
A great addition to any sales page is an FAQ section. Not only do they boost engagement, which makes them great places to put CTA’s, but they continue to build the confidence of your brand with your audience. You leave them with no question unanswered, giving them a taste of your excellent customer service AND your expertise.
Adapt Your Sales Page to YOUR Audience and YOUR Industry
Whether it’s a concise, action-packed page or a detailed, story-driven journey, the key is tailoring every element to resonate with your audience and guide them seamlessly toward taking action.
Remember, the ultimate goal is to connect with them by speaking their language. Don’t be afraid to take time brainstorming details about your audience to help you craft messaging that truly resonates and solves their problems.
Do you need help connecting to your audience and creating a sales page that converts? Let us guide you through the process.
If you haven’t already, check out the sales copywriting package that we’re currently offering. Our team is excited and ready to write a sales page for your business that will double your revenue and establish your product online. Don’t wait to push your business forward!