Of all the pages on your website, your sales page is hands-down going to be your MVP.
Sure, your home page, product pages, landing pages all play important roles. But none of them are as focused or strategic as a sales page.
Think of it like this: A sales page is your dream 24/7 salesperson. One that never sleeps, never gets tired, and knows exactly how to guide someone from “just browsing” to “take my money.”
In fact, that’s all a sales page is focused on. Their sole purpose is to turn clicks from the original source into paying customers.
Having one for every campaign you run is crucial for your success which is why we’re here today to make sure you know exactly what it is and how to build one crafted for conversion.
First, let’s hit the basics and talk more about the role of a sales page and how it differs from other website pages.
What Is A Sales Page?
In technical terms, sales pages are webpages on your website designed specifically to persuade visitors to take a single desired action.
We emphasized a single desired action because every image, word, link, etc. should be strategically included and placed to guide visitors towards taking one specific, single desired action.
Sales pages are a type of landing page, but with a sharper focus on conversion. They’re highly targeted, data-driven, and strategically built to resonate with your unique audience. In a way, it’s like a car salesman who is assigned to sell just one car to a specific customer rather than let them browse the whole lot.
Sales Page Vs Product Page
We’ve often told clients that we need to write a sales page for their campaign and they say “wait, I think we already have one of those!” then proceed to pull up the product page.
Maybe this sounds familiar. Let us help you identify the difference.
Simply put, a product page features a product while a sales page convinces people to buy it.
A product page is mostly informational and describes the features of the benefits. A Sales page builds a narrative for your visitors. It builds desire, handles any objections they might have to the product, and shows them why they need it in their life. It’s not just about what the product is, but why someone should want it and why now.
Sales Page
Product Page
Characteristics of A Sales Page
- Focused on one specific goal: making the sale
- Includes persuasive storytelling and emotional triggers
- Addresses pain points and offers a clear solution
- Features social proof (testimonials, case studies, reviews)
- Handles objections before the CTA (FAQs, guarantees, comparisons)
- Uses longer-form copy to build trust and drive action
- Strong, clear call to action
- Not accessible from the main website or you can’t click out to other pages
Characteristics of A Product Page
- Focused on showcasing a product, not necessarily selling it
- Includes basic info: features, specs, dimensions, price
- Designed for browsing, not deep persuasion
- May include multiple CTAs (add to cart, share, wishlist)
- Copy is often shorter and more straightforward
- Embedded in the main website navigation
- May rely on product images more than copy for selling
- Usually part of a catalog or shop page
- Less emotional, more transactional
How Does A Sales Page Fit Into Your Website?
A sales page stands alone on your website. You know the menu people click to go places to shop, read about the company, explore careers, etc? Yeah, a sales page is not one of those.
In your campaign funnel, you always start by making your audience aware. This is typically through paid traffic. They see an ad for something you want them to do/buy and they click it. Well, when they click it you don’t want to send them to your home page and you don’t want to send them straight to the product page.
This is great for offering limited-time deals or exclusive discounts because it keeps people focused on the offer without distractions. Since the page isn’t linked to your main website, you can give special deals to certain groups of people without affecting the pricing seen by others who buy at regular prices. This helps target specific customers without overwhelming everyone with discounts.
How To Craft High Converting Sales Pages
1. Identify Your Target Audience
Without a clear picture of who you’re speaking to, it’s almost impossible to create messaging that truly connects and drives action. That’s why we start every sales page we write by identifying a target persona we’re writing to.
Even if you’ve had a general idea of your audience before, now it’s time to get really specific. A target persona is one specific person who represents your ideal customer. One clear persona will sharpen your message, make it more personal, and help you highlight the right selling points.
Don’t have your target personas identified? You can read more about what they are and how to identify them here!
These wise words from Jay Abraham is a basic rule of successful marketing: “If you try to sell to everyone, you end up selling to no one. Know who you’re talking to, and say what they need to hear.” Your sales page should be written with one person in mind.
2. Address Their Pain Points
Here’s the thing: people come to you because they’re facing a challenge. People want to use your product or service to solve whatever they’re going through. That’s your opportunity.
Instead of jumping right into your offer, start by showing them that you get it. Speak directly to their pain points (aka their problems) so they feel seen, understood, and confident that you’re the one who can help.
3. Be The Hero In Their Story
After you show them you’re empathetic to their problems, time to step in as the solution.
Position your offer as just the thing that can help them overcome the obstacle and get them the transformation they need. Use clear language and describe the results that you’re going to help them get. The goal is for you to show them that the obvious next step in their journey is you.
4. Focus On Benefits, Not Features
It’s easy to list what your product or service does, but what your audience really cares about is what it does for them. Instead of focusing on features like ‘unlimited storage’ or ‘sugar-free’ talk about the benefits.
Will it save them time? Give them more energy to do the things they love? Make their life easier? Give them peace of mind? Benefits paint the bigger picture and help your audience imagine the transformation you’re offering.
5. Use Testimonials and Reviews
Almost 100% of consumers read reviews before they shop online.
People want to know that what they’re buying is going to be worth it.
When someone’s on the fence, reading a testimonial from a real customer who had a great experience can be the push they need to take action. Include reviews, screenshots, or even short video clips if you have them. Social proof is one of your most powerful sales tools, use it!
Keep Everything Focused On Your Audience
We said it before and we’ll say it again. The number one piece of advice we can give for crafting a sales page that converts is basing everything (and we mean EVERYTHING) around your audience. Every word, image, and offer should speak directly to their needs, desires, and challenges.
Today was just a quick introduction to what makes a sales page so powerful.
But if you’re ready to take things further, you’re going to love what we’ve put together next.
We created a comprehensive, step-by-step guide to writing a sales page that doesn’t just look good, it converts. Like, really converts.
Click the button below and you’ll go to a page where you can download the ultimate guide to writing a sales page.
Stay focused on your audience, implement the tips it offers, and you’ll write a sales page that converts at the fastest rate you’ve ever seen.
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