How to build a high-converting sales page?


Do you need help getting the results you want from your website's sales page? Are you tired of feeling like you're not reaching your full potential when converting visitors into customers? Well, you're not alone. Building a high-converting sales page is an art form that requires both skill and strategy, but it's possible to achieve.

According to industry stats, the average conversion rate for a sales page is only 2.35%. That means out of 100 visitors to your page, only a couple will convert into customers. But what if you could increase that number to 5%, 10%, or even 20%? The impact on your business would be huge!

So, how do you build a high-converting sales page? 

In this blog post, we'll dive deeper into the key components of a high-converting sales page and provide real-life examples of businesses that have successfully implemented these strategies. From the layout and design to the messaging and calls to action, we'll show you how to create a sales page that converts visitors into customers and helps grow your business. So, let's get started!

What is a Sales Page? What does it include?

Imagine scrolling through your favorite online store, looking for a new pair of headphones. You see a product that catches your eye and click on the link to learn more. Suddenly, you're taken to a sales page specifically designed to get you to buy those headphones. The page has a catchy headline, bright images showcasing the headphones, and bullet points highlighting all of the product's features and benefits.

As you scroll down the page, you feel more confident that these headphones are exactly what you've been looking for. You see glowing reviews from other customers, an FAQ section that answers all your questions, and a call to action button that prompts you to purchase.

This is the power of a high-converting sales page. It's a web page designed to close the deal and collect a payment, making it the final stop before you purchase. Most sales pages include:

  1. A headline that catches the reader's attention and explains what you're selling.
  2. Imagery and graphics showcasing your product or service.
  3. Bullet points that show advantages, features, and benefits.
  4. Trust indicators (reviews, testimonials, FAQs, endorsements, etc.).
  5. Eye-catching CTA buttons throughout the page.

Whether a long-form sales page that provides detailed information about a product or a short-form page that's perfect for low-cost impulse buys, a sales page is a powerful tool that every business can use to drive sales and conversions.

What’s the difference between a Sales and a Landing Page? 

A landing page is designed to capture leads and gather user information, while a sales page is focused on closing a sale and collecting payment. A landing page is usually shorter and simpler, focusing on a single CTA, while a sales page is more detailed and can include more design elements. Ultimately, the design and content of both pages should be tailored to the needs and preferences of the target audience and the product or service being sold.

  1. Goal: Their primary goal is the main difference between a sales page and a landing page. A landing page is designed to capture leads or gather user information, while a sales page is focused on closing a sale and collecting payment.
  2. Content: A landing page is typically shorter and provides just enough information to entice users to provide their contact information. In comparison, a sales page is longer and more detailed, providing all the information a user needs to make a purchasing decision.
  3. Call to Action (CTA): While both pages will have a CTA, the CTA on a landing page is usually focused on filling out a form or providing contact information, while the CTA on a sales page is focused on making a purchase.
  4. Design: Landing pages are often more minimalist and designed to be visually appealing, while sales pages can have more design elements, such as product images and videos, and may also include a longer copy.
  5. Traffic Source: Landing pages are often used for specific marketing campaigns, such as email or social media marketing, while sales pages can be accessed through various channels, such as a website, search engines, or ads.

How is a Sales Page different from a Homepage?

A sales page is a landing page designed to encourage conversions, but it differs from a homepage. Although landing and short-form sales pages are similar, long-form sales pages provide more details. In contrast, homepages are not specifically focused on conversions and are intended to attract a broader audience. They include navigation tabs and generic language, not targeted toward converting a specific customer, as with sales pages.

Home page vs Landing page


How long should your sales page be?

Asking "what should be the length of a sales page?" is like asking "what should be the length of a string?". There is no definitive answer because the answer depends on many things. A long-form sales page usually has around 5000 words, ranging from 2500 to 5000 words. 

The number of words needed is not just for padding but because each word has a role in persuading the customer to convert. A long-form sales page is needed to coach the conversion and move the reader through the levels of awareness. Every section of the page plays a part in the conversion process. 

The number of words required on a sales page is equivalent to the time needed to persuade a customer to say "yes" to an offer. For example, a 20-minute conversation requires a 2000-word sales page. A 5000-word sales page represents about 50 minutes of conversation. Your sales page stands for you, so you don't have to rely on showing up to make a sale.

Long-form sales pages have the following pros:

  1. They can provide more detailed information about the product or service being sold, which may help to address more questions and concerns that potential customers have.
  2. They allow the writer to create a more persuasive argument by including more examples, testimonials, and other proof points.
  3. They may help to build trust with the audience, as readers may feel more confident in their purchase decision after seeing more information and having their questions answered.

However, lengthy sales pages also have some cons:

  1. They may require a significant investment of time and resources to create, which can increase costs and delay the product launch or service.
  2. They may be less effective for audiences who prefer to skim or quickly browse content, as long-form pages may require more time and attention to read.
  3. They may be less effective for products or services that are relatively simple or have few features, as a shorter sales page may be sufficient to communicate the key benefits and value propositions.

Short-form sales pages, on the other hand, have the following pros:

  1. They are often quicker and easier to create, which can save time and money.
  2. They are generally easier to consume for audiences who prefer to skim or quickly browse content.
  3. They may be effective for products or services that are relatively simple or have few features, as a shorter sales page may be sufficient to communicate the key benefits and value propositions.

However, short sales pages also have some cons:

  1. They may need to provide more information for potential customers, leaving them with questions or concerns that could prevent them from purchasing.
  2. They may not be as effective at building trust with the audience, as readers may feel they need to receive more information to make an informed decision.
  3. They may be less persuasive overall, as the writer may need more space to make a compelling argument or include proof points to support their claims.
  4. Ultimately, the decision between a lengthy or short sales page should be based on the specific product or service being sold, as well as the preferences and behaviors of the target audience.

How to write a high-converting sales page?

Writing a high-converting sales page is about understanding your target audience and crafting a message that resonates with them. Here are some tips that will help you to create a sales page that converts:

  1. Identify your ideal customer: One of the most important steps in writing a high-converting sales page is understanding your target audience. Create a detailed customer persona that includes demographic information like age, gender, location, and interests. You should also consider their pain points and challenges that your product or service can solve. This will help you create a message that resonates with your ideal customer and speaks directly to their needs.
  2. Grab their attention: Your headline is the first thing that your potential customer will see, so it's crucial to make it attention-grabbing, benefit-driven, and clear. Use powerful words and a sense of urgency to make them want to read on. For example, you could use phrases like "Limited Time Offer" or "Last Chance to Get X."
  3. Tell a story: Stories are a great way to illustrate the benefits of your product or service and help your potential customers see themselves using it. Use a relatable story that resonates with your target audience, and explain how your product or service helped solve a problem they faced. This will help build an emotional connection and increase the chances of conversion.
  4. Highlight the benefits: Instead of just listing the features of your product or service, focus on its benefits. Explain how your product can help solve the pain points of your target audience and how it can improve their lives. Use specific examples and statistics to back up your claims.
  5. Provide social proof: People are more likely to trust and buy from a business if they see that others have already done so and had a positive experience. Include customer testimonials, reviews, and case studies to provide social proof and show that your product or service is worth the investment.
  6. Make it easy to take action: Your call-to-action (CTA) is the most important part of your sales page. Make sure it's clear, prominent, and easy to find. Use action-oriented language like "Buy Now" or "Sign Up Today," and make it easy for customers to complete the action. For example, include a form or a button that takes them directly to the checkout page.

Here are some real-life examples of high-converting sales pages. 

Top 3 High-Converting Sales Page Examples

1. CopyBlogger’s Authority Program

Copyblogger's sales page

First, we have a Copyblogger's program for beginner marketers and small business owners. The original sales page did some things right, but it's time to take it to the next level. We're talking subheaders that break it down like it's hot, persuasive testimonials that pack a punch, and CTAs that are as hard to resist as a fresh batch of cookies right out of the oven. The only thing missing? Clear and concise headers that make it impossible to look away. And hey, while we're at it, let's throw some photos for those testimonials. After all, what's a good story without some pictures to bring it to life?

2. Monday Marketing

Monday marketing sales page

Next, we have Monday's sales page, which is short but sweet. They hit the nail on the head by addressing a strong desire in the headline and immediately backing it up with some serious context. But they don't stop there. Oh no. They take it to the next level by explaining the key features and benefits, even throwing in some emotional ones to tug at the heartstrings. And let's remember the big names and glowing testimonials that add some serious street cred. All are tied together with a simple yet effective CTA. It's like a little black dress - short, sweet, and always in style.

3. ConvertKit

convertkit sales page

Last but not least, we have ConvertKit, the email marketing automation platform that's all about connecting points. They've got a layout that's so brilliant; it's like a diamond in the rough. They qualify their leads by redirecting them to sales materials and resources based on their stage in business. Regarding testimonials, they're like cupid's arrow - relevant and specific to each feature. But let's not forget about that "Watch the Demo" callout. It's like a needle in a haystack. It opens up into a larger player, but it's so small you might miss it. We need to give it some love and attention, like a lost puppy looking for a home. 

Convert inbound interest to booked meetings

Do you need help getting your sales page to convert visitors into customers? Look no further than!

Our all-in-one platform is designed to help you increase conversions on your sales page and boost your revenue. With our powerful suite of tools, you can optimize your website for conversions, easily create high-converting landing pages, and track your results in real time.

Instant Scheduling: With Instant Scheduling, you can make it easier for potential customers to schedule a meeting with you. By embedding a scheduling widget on your sales page, customers can schedule a call or meeting with you directly without having to go back and forth over email to find a mutually convenient time. This can help reduce friction and increase the likelihood of a conversion.

Personalized Meeting Templates: RevenueHero's Personalized Meeting Templates feature enables you to create personalized templates for meetings or calls. This can help you save time and streamline your sales process by using pre-written email templates customized for each meeting type. By providing a consistent and personalized experience, you can increase the likelihood of a conversion.

Conversion Reports: RevenueHero's Conversion Reports feature helps you track your sales funnel and understand where your potential customers are dropping off. With this data, you can optimize your sales process and make adjustments to increase your conversion rates. By understanding where your sales process can be improved, you can create a more effective and efficient sales funnel that helps you close more deals.

What are you waiting for? Streamline your sales process, reduce friction, and optimize your sales funnel to increase conversion rates. Book a demo today! 

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