Welcome to CreativeDemand Copywriting Tips, I’m Anna, a professional copywriter. Today we’re asking the question, “What should you include on a sales page?” 

To answer that, I’m going to give you three things you need to know about building a compelling sales page. 

Considering the Context of Your Sales Funnel

Everyone wants to write the kind of sales page that will result in transactions. But a lot of things need to happen before a person ever reaches your sales page. In general, it takes multiple exposures to an offer before a person makes a purchase decision. 

Sometimes people have been shopping around, considering other products. That process can take anywhere from minutes to months. Maybe they’ve been following your brand for a while, or maybe they just joined your email list. 

The reason we’re talking about this is because your target audience, the context of your sales funnel, and your customer’s journey will all factor into how well your sales page converts. A great sales page builds on everything that comes before it. You can construct a perfect sales page and still not get transactions if other parts of your sales strategy are off.

3 Things a Sales Page Is Meant to Do

That being said, a compelling sales page is meant to do three things, which should inform what you put on the page:

• Reinforce the credibility of the business or brand. You need trust symbols (like certifications, guarantees, or logos of companies you’ve worked with), information about your business (brief history, mission, and values), and testimonials or social proof.
• Describe all the features of your product or service in specific terms. Your customer shouldn’t have to go anywhere else to get the details on what you’re selling. Be clear and specific. And this isn’t just information — you need to explain why these features are relevant to the customer’s result.
• Explain the cost. All sales pages should include pricing (or a call to action that would lead to a conversation about pricing), but they also need to help the customer understand what’s at stake. What will you gain if you say yes to the opportunity? What might you miss out on if you put the decision off? A sales page should reveal the value of the product or service in a way that justifies the cost.

When you create a sales page that does these three things, you’re more likely to see the results you want. Driving sales is about more than just what you put on one page, but a sales page should pull its weight when it comes to motivating purchase decisions. 

Start Learning How to Write Great Sales Pages

Interested in the mechanics of sales pages and the exact elements that they should include? It’s something we talk about (with templates) in the Transformation Copywriting course. This course is not simply about writing, or even writing to convert — it’s about the factors that will set your writing apart, help you build equity with customers, and ultimately drive more sales and leads. So if you’re interested in that, I encourage you to check out the course. Thanks for reading!