How to Build a Sales Page that Hits All the Right Notes

Build a sales page that hits the right notes

If your business does anything online at all, chances are good you’ve had to build a sales page for a product or service.

How much fun did you have?

The truth is, if you’re not creating sales pages on a regular basis, they’re not easy to put together.

Oh sure, if you’re using Premise — the WordPress landing page software I use here on Big Brand System (affiliate link) — it’s not difficult to build your sales page physically.

But what should you say? And how should you say it?

Most importantly, how can you tell people that your product or service is amazing without coming off as slimy, pushy, or desperate?

An Effective Sales Page is Like a Master Salesperson

Your sales page needs to do the same things that any decent salesperson would do in a face-to-face interaction.

Your page should:

Establish the need for your product or service.

Just like a salesperson opens a conversation by identifying your needs, your sales page should do the same with your prospects. Help them recognize their own challenges, so they become more open to hearing about how your offer will meet their needs.

Create rapport with your prospect.

Effective salespeople find ways to connect with you, and highlight your common interests. This builds rapport and trust (see next point).

Build trust in the quality of your business.

Good salespeople (and effective sales pages) put your prospect at ease by establishing trustworthiness early on. How? By talking about the company’s years in business, number of customers served, awards and accolades, satisfaction ratings, and the results their customers have achieved.

In short, a good sales page makes a prospect feel like they’re in good hands — like your business is a trustworthy resource.

Explain your offer — including features, and the benefits of those features.

Before someone will buy your service or your product, they need to understand — in great detail — exactly what you’re offering. Don’t be afraid to include specifics like where your product is from, or how many sessions are included in your service, or exactly how your product or service is delivered. Spell it all out.

Once you’ve detailed the features, move on to the benefits. Talk about how your prospect’s challenges will be met by your offering. Share how their lives will change. Tell them what your features will do for them in clear, compelling language.

Remove objections with a guarantee.

Salespeople increase your comfort level by reassuring you that if the purchase doesn’t work out, you can always bring it back for a refund. They let you know their company stands behinds its offerings. Your sales pages should share a rock-solid guarantee that reassures wary prospects.

Motivate your prospect to decide using urgency or scarcity.

You know what phrase is the bane of every salesperson’s existence? “I’ll think about it and get back to you,” followed closely by “I need to talk to my [spouse] [significant other] [roommate] [dog] about it. I’ll get back to you.”

That’s why companies use things like time-limited sales, special bonus offers for early deciders, and limited numbers of products or seats at an event. These all work to motivate your prospects to make a decision — now — and give your product a try.

Appearances Count: Make Sure Your Graphics Support Your Message

Sales pages are a visual experience as much as they are a verbal one.

Think about it: if you’re going to buy a car, you’d think twice about getting one from a dealer whose showroom is disorganized, whose sales staff doesn’t greet you when you walk in the door, and who shows dusty cars that don’t look like they’ve been cared for, right?

Your sales page needs to look organized, welcoming, and classy. Appearances count, especially when you’re selling something without the benefit of human contact.

When adding graphics to your sales page, keep in mind what Kelly Kingman, my brilliant Visual Buzz 101 co-creator, teaches.

Kelly says there are two kinds of sales page readers, Divers and Skimmers. If your page isn’t designed to appeal to both, you may be missing out.

Divers love details

  • Divers spend lots of time with your page.
  • They read every detail you share.
  • Because they commit time to your page, you’ve got to give them a good reason to dive in. Using compelling images, headlines and subheads will help.

Skimmers want the story — fast

  • Skimmers want the big picture quickly.
  • They scan headlines, images and subheads and then scroll right down to the price.
  • They may double back for more detail, but they tend to make a quick decision.

Your goal is to set up your page so that it appeals to both Divers and Skimmers, using copy and images that work together to share your message in a way that’s cohesive, appealing, and convincing.

Engage Divers and Skimmers with Images

Visual Buzz 101To find out how to make your sales pages work better by using the right images in the right place, join Kelly Kingman and me for new week’s Visual Buzz 101 module, The Six Images Every Sales Page Must Have, and How to Put Them to Work.

This module is actually a primer for how to build a successful sales page! We’ll share where to place images and which ones to use while we (sneakily) walk you step-by-step through building a successful sales page.

Get the module here, or grab the All-Access Pass so you can enjoy every Visual Buzz 101 module we’ve released so far, and all the ones that are still to come.

wd-15-3D-transPamela Wilson here. If you enjoyed this article, why not get the free Weekend Digest newsletter? Every other Saturday, you’ll receive one email that’s chock-full of information about the intersection of business, branding, design, and marketing. Join us.


  1. says

    Hello Pamela. I just discovered you and your work on, A Simple Plan for Writing One Piece of Content Per Week. Really liked the article – I can use the plan in my daily writing routine.

    I’m also new to your site, and I’ve been enjoying and learning from your article on creating awesome sales pages. Lots of great advice. From this site, I discovered the site – and was blown away by your series of modules.

    You’ve got a wide range of super-helpful content and now my head is exploding with ideas on how I can develop my site! First I’ll rest and catch my breath. Then it’ll be time to start implementing some of your ideas, and take my site to the next level. You’re speaking my language.

    • says

      That’s great to hear, Randy. I’m always interested to know how people find this site.

      I’m glad to have you as a new reader: thanks for leaving a comment on your first visit!

  2. says

    Hi Pamela. I just had to tell you that I used this blog post to help me rework a client’s sale page. She had so much content and so many pricing options and the like that my initial drafts for her weren’t working at all. I used this post to help me break out the pieces and rework them until it came together. I especially like the reminder about features and benefits since with that much content, it’s easy to get bogged down in features, but it’s benefits that people connect with.

    Thank you!

  3. says

    Hi, Pam!
    Thanks for the compelling and inspiring article! I find so many useful tips in your newsletters!
    I’m wondering, though, what your advice for newbies would be in the Building Trust section – I’m trying to get a few projects started and am working on the sales pages, but don’t have any results, or satisfaction ratings.
    What would you do?
    Thanks, as always –

    • says

      You’re welcome, Janeen.

      To answer your question (without knowing specifics), I wonder if you could use general testimonials about your character in place of customer testimonials, just until you have customers? For example, “Janeen is passionate about ___, and is a respected professional. I trust her advice 100%.”

      In other words, ask people who know you professionally to vouch for you. Then as soon as you start getting customers, ask for specific feedback about your offerings and use that instead.

      Does that help?