The Ultimate Sales Page Structure Guide That'll Help You Sell Anything

And that isn’t an exaggeration.

Research will help you make the right offer to the right audience, and if you want your marketing to succeed, that’s the recipe that’ll get you the most results.

On the other hand, if you neglect research, you’re bound to make 1 or more of these mistakes:

So that begs the question . . .

It’s surprisingly quite easy!

First, you need to know the search channels that you’ll use when doing research.

This area differs from niche to niche but you can always count on:

After that, you can then use this formula created by the seasoned internet marketer, Bob Serling:

For the uninitiated, features are the technical characteristics of your product or service, like how many miles your new e-bike can go for example.

On the other hand, benefits are what real-world impacts that features would make in the life of the buyer, like how your new e-bike will get them around the town all day without needing to charge.

The list you create doesn’t have to be organized, it doesn’t have to be pretty, just a simple page where you include everything about what you’re planning to offer on the sales page.

Next, pick and highlight the most important benefits, features, and facts that set you apart from everyone else.

This will prove very important for optimizing your conversion rates.

Before writing your sales copy, ask yourself these questions:

After having clear answers written down — even if you’re creating your first sales page ever — reaching this point means you’re on track to creating a great sales page for your product or service.

Now for the exciting part: you’re ready to create sales pages that are tailored to your own business, let’s find out how.

Shall we?

The first thing you’re going to do is understand the difference between sales pages and landing pages.

A landing page is a web page that your web traffic “lands” on after visitors click on any type of ads you’re running with the goal of getting leads.

So for example, if you’re running ads and sending traffic to a squeeze page, that page is also considered a landing page.

A sales page, on the other hand, serves a distinct purpose — selling your product or service to prospective buyers.

With that in mind, we’ve featured one of our high-converting sales pages that we used to generate thousands of dollars as an example, we’ll call it the A page for the sake of referencing during the post.

(Note that the A page won’t apply to all of the tactics we’re going to discuss due to its specificity)

While not 100% mandatory, sub-headlines are great to show the readers that you understand who they are.

You could also add testimonials from 3rd party individuals or platforms — something like this would work fine:

And by the way, if you don’t have existing customers that could offer your sales page testimonials, no worries, we’ll show you how to get them a bit later on in this post.

That’s because you’re going to need every bit of it.

Social proof affirms your value proposition and builds trust between you and the reader.

You want that trust to be built as fast as possible for potential buyers to even consider your product or service as a good candidate from the get-go.

That’s why you should opt-in to showing testimonials, ratings, and awards as soon as possible, either in your sub-headline or closely after it.

It’s not a good practice to leave testimonials for last on your sales page — the absolute worst thing you can do is to have your testimonials on external links that redirect prospects away from your sales page.

But what do you do when you’re just starting out and don’t have any social proof?

Easy! You can try out one of the following methods.

Go out there, find your ideal customers, and offer them to try out your offer for free.

See what results the offer generates for them, and use that alongside their testimonials on your sales page.

If you’re still developing your product, you can soft launch with a Beta version that gets a select number of people to try it out.

If the results/feedback turns out to be promising, then you can use it in your testimonials sections.

For instance, if you have an online business and your new online course is coming out soon, you need to:

In this case, you can easily invite a number of people that are definitely interested in your course — because of the proper research you did — and ask them to go through the course for free.

And just like that, you have a new stream of testimonials to show off on your sales page!

Okay, so far you’ve got an attention-grabbing headline and you’ve established trust between you and the prospects via social proof. Then what?

Remember how we said you should use your customers’ language to communicate with them directly?

Well, it couldn’t be more vital to use it than now.

Directly attacking the pain points — not the individuals who have them — will shock the prospects a bit of how much you understand them.

You need to show them that you understand what got them into this issue, and:

Now you’ve got their attention and trust, they feel understood, your words are very relatable, and they know key things about your product — they are as excited as they can get to know about what you're exactly putting on the table.

If you’ve done all the steps right, and you’re sure you have a great product, then it's just a matter of making it as tempting and smooth as possible.

After the last step, proceed to show prospects the highlights of your product or service, mix the benefits and features that go together like:

Thanks to my 25 years of expertise in the industry with companies like Apple and Microsoft, I’ll teach you exactly how to make your next product a huge success.

The “feature” in that statement is getting taught by somebody who has the right experience, the “benefit” or promise is giving your product the best chance to succeed.

The next best thing you can do is to directly tackle any customer objections when you create sales pages.

Consider this: if you clear up all of your prospects' doubts and questions, what's left to prevent them from making a purchase?

The risk that you’re lying/you’re not a good fit for them, of course.

So you should follow up with a powerful guarantee that paves the way for a risk-free transaction like this:

You think you can’t get the same results as my previous students? I bet you can.

That’s why I’m giving you a 1-year guarantee for the course. If you don’t get the same or better results, then feel free to ask for a 100% refund.

See what we did there? We quickly eliminated the risk of the “deal” not working out for the prospect.

Don’t be afraid of returns. If you trust your product or service enough — which you should — then your sales will skyrocket and you’ll experience very few returns.

Most people won’t return a product after a few months of use, but you’ll definitely get a whole lot more of them to buy it!

So now you have solid copy for your sales pages, what’s next?

Always have CTAs as outliers to the colors/elements behind them.

And since we’re on the subject of formatting and design . . .

If you’ve implemented all/most of the steps mentioned in this post, you already have solid copy and a foundation that is setting you up for success.

However, we need to look at another part of the puzzle — the format and design of all the pieces you’ve been building.

Keep all these points in mind when crafting headlines for your next sales page.

Here’s a totally honest recommendation about internal links on sales pages: DON’T USE THEM.

The only way we may see it as acceptable to use internal links is when you’re upselling or cross-selling similar products or services — so if you decide on using them, keep the default formatting.

For media, here are the basic elements you’re going to have on your sales page:

One note that can’t be overstated enough, make sure all these elements are optimized for mobile as more than 50% of your traffic is coming from mobile devices.

If you don’t, you’re basically pushing revenue away from your bank account, and that’s the last thing you want.

We already mentioned how sales pages differ from landing pages, but did you know that not all sales pages are created equal?

There are 2 main types of sales pages:

In a nutshell, the short-form sales pages are your regular sales pages that you see all the time.

They pitch the product they’re selling from the start, throw in a couple of testimonials, and call it a day.

Short-form sales pages work best when your offer is:

On the other hand, long-form pages are proven to help increase the conversion rate of offers that:

Put everything we’ve gone through in this post about the structure of your sales pages together, and you’ll get yourself a long-form sales page. It:

Use long-form sales pages whenever you’re offering something that has a price tag of $100 or more.

You should be an expert on what your competition is doing.

Because it’s simple, if they have a similar offer and their sales page worked for them, there’s a solid chance that it will work for you as well.

Now, we’re not saying copy the sales pages word for word, and straight up steal the design — No.

We’re saying you should draw inspiration from the competition’s sales pages when starting.

For example, say you're an ecommerce coach and planning on offering coaching calls, what would the structure of your sales page look like?

If you take a look at a competitor’s sales page and see this:

You’d know that’s a terrible sales page.

They are not converting well. But if you take a look and see:

You’ll know that it’s a good sales page, and it’s a good place to draw inspiration from.

And much more!

For a business owner, writing sales pages is one thing, and designing their style on a website is another.

We showed you how to tackle the first one, and here’s how systeme.io makes designing your sales page a breeze:

Our Free plan is free forever, this is our risk-free guarantee to you.

If you already have an established business, we can migrate it to systeme.io in its entirety if you sign up for the unlimited plan or any of our annual plans (which are all offered at a 30% discount)

Pair all that with a superb customer support team that has an average response time of under 2-hours and it’s easy to see why people love systeme.io

Are you ready to write sales pages that will bring your life sustainable income? sign up today and let us help you every step of the way!

To wrap things up, here’s a neat summary of this post:

And don’t forget that systeme.io gives you the ability to not only write a sales page and give it an awesome design that converts, but to also do that for free.

So if you haven’t already, sign up today, we don’t ask for any card info.

Cheerio!