We all want it… that dreamy, high-converting sales or landing page to make your products, course or signature program absolutely irresistible. But it can be hard to know where to even begin, especially for a longer-form sales page – an increasingly popular choice for selling digital courses and online coaching programs.
No worries, my friend, I’ve got your back! I’m a website designer for online entrepreneurs like you! Here are 15 simple steps for how to design a high-converting sales page. I’ve also added a few of my favorite tips for sales pages at the end of the post, so be sure to keep on reading!
Step 1: Create an Enticing Header With a Strong CTA
Your header is one of the most important pieces of your sales page, and it needs to clearly reflect who you are, what you’re offering and why this is absolutely what your ideal client needs.
I speak from experience both as a designer and a consumer here… make sure that you have a solid call to action (CTA) with a clear button at the top-header position of your sales page. If you’re using social media, email, and other means to advertise your program or product, you’ll likely have leads coming to your sales page ready to purchase and take action. Having this immediate opt-in for them lowers frustration and exit rates, especially if you’re creating a longer-form sales page.
Step 2: Provide a High-Level Overview of Your Program or Product
Next, provide a high-level overview of what you’re selling! This is not the place to dive into everything that the program includes – we’ll get to that later! Instead, this is your place to highlight the meaning behind what you have to offer and what it means to your ideal client. The goal is to raise their interest and get them excited to keep reading.
From a design perspective, be sure to keep this area nice and crisp and easy to read by breaking up your text clearly into digestible chunks, with enough white space for the reader to absorb the information.
Step 3: Sell to YOUR People
Throughout your entire sales page, you’re going to want to make sure that you can speak intimately to who you’re selling to and what they’re experiencing – their pleasure, pain points, and how they’re feeling. It’s all about making them feel seen and heard. This is about the copy, yes, but also the design. Take the time to really consider the design sensibilities of the person you’re hoping to sell your offer to, do you can make your design speak to them and draw them even nearer.
Be sure that before you design your sales page, you know your ideal client inside and out, so we can also make the design visually appealing to their individuality!
Step 4: Provide the Details
This is where you can dive deeper into what you’re selling, including its’ features and benefits. How long is the program you’re running? How many modules does the course have? This is your space to answer the questions your guests are thinking about when they land on the page… gain bonus points in their eyes by anticipating and responding to what they’re already thinking about.
Remember to break all copy into digestible chunks for the reader, by using formatting like bulleted lists, check boxes, and short paragraphs with adequate white space.
Step 5: Provide the Opportunity for Leads to Self-Identify
Have a clear section on your sales page for who this offer is perfect for, so that leads can self-identify. This isn’t about making some feel excluded, but more about making the perfect ideal client for this offer feel and see that this is exactly what they need.
Some creative ways you can outline this from a design perspective is two columns of who this is for and who it’s not for. Just be cautious in your copywriting process that you’re being empowering and welcoming in this process.
Step 6: Include Social Proof + Testimonials
Your page visitors want to know they can trust you and that the results you’re promising are actually possible for them. That’s why it’s essential to include social proof and testimonials on your sales page.
You can include a mix of screenshots, written and video testimonials, whatever you have! Just be sure you have the permission of your clients to share these results and testimonials before highlighting them here.
Are you enjoying this checklist? Then you’ll LOVE my ultimate website design checklist!
Step 7: Put a Face to Your Transformation
With those testimonials, include photos of the program alumni or other happy customers, if possible (again, be sure you have the permission to do so). This adds a human side to who this is for and shows your prospects that they can also have these kinds of results.
Make sure that this and any other photos on your sales or landing page have been named and include alt-text for both accessibility purposes and for Search Engine Optimization (SEO), and aren’t too large of files that they slow down your page load speed (another key element for SEO). You can always test your page load speed simply here.
Step 8: Introduce Yourself
Don’t forget to introduce yourself and include a photo of yourself! I know this seems simple, but you wouldn’t believe how many online entrepreneurs avoid putting a face to their brand. Let me tell you; it’s essential in order to create these human bonds and relationships that you really are craving to provide with your products or services.
Step 9: Include Several Opt-in Opportunities
Just as at the beginning of the page, you need to have a clear call to action (CTA), ensure you revise and repeat that core next action in several CTA buttons throughout your sales or landing page. You can mix up the actual words you use, but have the core message and direction that they need to take remain consistent.
Be sure that from a design perspective, the CTAs are clear and easy to read and navigate. Consider:
- Font size
- Font and button colors and contrast
- Clickability (especially for mobile, make sure the button is large enough to click!)
- White space (ensure that there’s enough white space around the buttons for them to actually be visible and clickable.)
Want more CTA tips? Check out this post!
Step 10: Break Down Your Program’s Curriculum (if Applicable)
Selling a mastermind, course or coaching program? Here’s your time to break down any signature methodology or structure the program has, as well as everything inside the program.
Some coaches also include the value of each of these items beside them before introducing the pricing for the program so that individuals get an idea of the entire value inside, but that’s definitely not the only way of doing it!
Step 11: Highlight Any Extras or Bonuses
Is there an early bird special for pricing? A signing bonus? Something else? Highlight that here! Make sure that your ideal clients know everything about your program and what they can expect.
Step 12: Anticipate (and Answer) Any Questions
Include a clear and concise frequently asked questions (FAQ) section. If you’re selling a program or course, you can include some of these kinds of questions:
- What is the entire investment for this program?
- How much 1:1 access do I receive?
- Will this program be launching again?
- When does the program start?
- Are there payment plans available?
Step 13: Break Down Payment Options
Next, break down the pay-in-full price, as well as any pricing or payment plan options that your prospects have if they’d like to take action on this program. Be incredibly clear here in your copy and your design in how you break down your pricing and payment plans so there are no misconceptions on what is expected.
Step 14: Have a Final Opt-In
This is so incredibly often overlooked, but be sure to have a final CTA button at or near the very end of the page, for those who love to read all the details of your sales page before making a decision. This way, they can take immediate next steps without having to scroll back up through the page looking for a button (*cough cough* if they have to go looking for a way to opt-in, they’ll likely bounce. Make it effortless and easy)
Step 15: Cover Your (Legal) Bases
This depends on where you live in the world. Still, it’s vital that you have your legal bases covered on your sales page, including links to your privacy policy, payment terms, and anything else legally required by your jurisdiction.
Now, as promised …. Here are a few of my favorite tips for sales pages:
BONUS: Sales Page Design Tips
- Ensure that all call to action buttons are extremely easy to see and click. This is especially important on mobile devices and is incredibly overlooked. If in doubt, have a friend or family member test them for you.
- Include enough white space so that your visitors can clearly digest the information and navigate through the page clearly without getting overwhelmed and bouncing.
- Break up your copy into digestible chunks using small paragraphs, bullet points, check boxes, and more.
- Be extremely clear. I know it can be tempting to use cute or trendy phrases in your copywriting, but at the end of the day, clarity will always win.
- Infuse your personality into the copy to improve brand recognition and conversions.
- Provide a peek at what’s inside the program “behind the curtain.”
- Include a video if you can!
Ready to Design the Sales Page of Your DREAMS?
Let’s do it, my friend!
As a website and template designer for online entrepreneurs like you, I absolutely thrive in helping you bring your programs and offers to life with impactful, dreamworthy sales page design.
Let’s build out your dream sales page!
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