One of the most challenging parts of writing a sales page is knowing what to say and WHEN to keep your readers engaged.
Templates can help – but make sure that template was written by a sales page copywriter or expert. Someone who has sold offers on a sales page and knows how to structure the page to take your readers through a story they actually want to read and that converts.
Because mentioning your pricing or offer or pain points at the ‘wrong’ time can absolutely make your sales page feel super “sales-y” real quick and turn buyers away – and we don’t want that :).
I have a free sales page template you can follow – linked here.
This is the flow I use on that template and for most pages I write for my clients:
Headline
Testimonials
Paint Points/Challenges
Your Why/Story
Testimonials
Winning Experience or Life After This Program
Introduce The Offer
Modules & Bonuses
Investment
Testimonials
Offer Guarantee
Testimonials
Questions/FAQs
Testimonials
Final Call To Action
Alright, let’s break down some of the important things to note from this structure that you might want to change on your own sales asap.
Quick changes you can make to your sales page structure right now to keep readers engaged and see higher conversions
#1 – Introduce yourself before you introduce your offer.
If you’re an online business, let’s pretend you have an office or a store. One of your clients walks in. Do you introduce yourself … or your offer first?
You’d introduce yourself first – of course :).
Do the same thing on your sales page.
This page is meant to give your clients that high-level of customer service even when you’re not physically there talking with them. Replicate what you’d do and how you’d treat people in real life, on your sales page.
Another way to look at it is like this: Would you buy something from someone you didn’t know? Probably not! Your clients are the same. Especially if they are new to your world, they need to know YOU before they know your offer.
This is why when I write sales pages I often put your Why story/About You section before the offer.
#2 – Place your testimonials strategically and move them up higher onto your page
I think I have said this so many times in my content, you probably feel like I am a broken record at this point, but:
Put 3 -5 (or more) of your best client testimonials right after your headline IF those testimonials back up your offer promise from your headline.
For example: if your offer promise and headline is that you’ll help someone’s dog become Instagram famous in 8 weeks, follow that with 3 -5 testimonials of pet owners raving about how their dog is a six figure IG influencer thanks to your course :).
Don’t just put any testimonials on your page – place them strategically.
After you list the investment options for your course, share a testimonial of someone saying how this program was the best investment they made.
After you share your why story or bio, share a testimonial of someone speaking about what it’s like working with you.
More testimonials – strategically placed.
#3 – Give the program details before the investment options.
You can mention the investment of your program as early as the headline, for example:
Sign Up Now → it’s just $49!
But what I don’t want you to do is list the investment options and payment plans in detail BEFORE you highlight the program and everything that’s included.
Walk me through every module, bonus, and component of your program and let me know WHY all these parts get me a result.
THEN share with me how I can sign up, payment plan options, and your tiers of pricing.
#4 – Give people a way to contact you if they have questions, not just FAQs
Before you jump into FAQs, give your potential clients a way to reach out to you with questions they might have.
This can be to book a call or email you – your choice. For most programs, I recommend giving people the chance to book a free call.
To give you an example, here’s how we did this on my client Kristen’s sales page:
“Have a few questions before booking your Illuminated Finance VIP Day?
I’d be more than happy to give you answers when you book A Free Clarity Call! We’ll talk through your business intentions, financial goals, and any questions you have.
I’m looking forward to it!
Book a Free Clarity Call”
I want to emphasize again that you don’t *have to* offer free clarity calls, but a lot of my clients who are selling programs priced $2000+ are closing on calls right now.
I have had times when they weren’t, but the trend I see today as I write this in April 2025 is to offer calls for people who need them – and I am here for it.
Discovery or clarity calls do not have to be mandatory to joining your program. They can be an OPTION for the people who have questions and need more details or just a personal contact point before signing up.
#5 – Close your page with a final call to action
I often see people closing their page with an FAQ section … but you can do better than that :).
Close your page with a final call to action.
I have a podcast episode and blog post all about how to close your sales page, it is #92 Closing Energy Is Not Headline Energy – How to Close Your Next Launch Campaign.
Listen to that or find it here on the blog for some really great examples on how to close your sales page and how to sell to the reader who is making that last-minute, careful decision.
I hope this post is helpful to you in knowing how to structure your sales page!
If you have any questions, send me an email hello@jennyrothcopywriting.com or message me a DM on Instagram.
You’ll also find three ways I can support you in having the best messaging for your next launch or funnel campaign at the links below:
👉Click HERE to book your Sales Page Edit.
For just $197, I’ll go through your current sales page section by section and tell you exactly what to say/add/change to have it convert higher, AND I’ll write three custom headlines for you.
👉Grab your Free Sales Page Template.
👉 Get the highest converting sales page possible when you book me as your Sales Page Copywriter.
Listen to the Above the Bar Copy Podcast on this topic below!
