Overview of page structure
If you've ever sat down in front of a blank page and felt overwhelmed at the thought of filling it with good copy, you're not alone. The good news is that there are proven frameworks you can follow to structure your sales page for maximum conversions. All you need to do is follow the blueprints created by those who've come before you.
Lesson aim
By the end of this lesson, you'll understand the key sections and flow of a high-converting sales page so you can move people through their buying decision.
Phase 1: Validate their situation
The first phase is all about showing you ‘get’ what your audience is going through in this specific area.
Key sections in this phase:
- Hero/banner section - Includes your core value proposition, a clear summary, and a call to action.
- Logo bar - Builds trust by showing logos of companies you’ve worked with or publications you’ve featured in.
- Problem section - Describes the pain points your audience is experiencing in this specific area.
- Attempts section - Agitates the problem by focusing on how their previous attempts to solve it have failed.
Phase 2: Motivate and inspire
The second phase is all about tapping into their goals and showing them that there’s a clear path to achieving them.
Key sections in this phase:
- Breakthrough section - Removes any misconceptions or barriers that could stop them from moving forward.
- Desires section - Paints a vivid picture of what life could be like if they solved this problem, building hope.
- Author section - Builds rapport and credibility by sharing your story and expertise in this specific area.
- Bridge section - Connects the dots between where they want to be and how to get there (with your help).
Phase 3: Prescribe the cure
This third phase is where you finally introduce your course as the “cure” to their problem, showing them exactly how it will help them achieve their goals and overcome their pain points.
Key sections in this phase:
- Solution section - Introduces your course as the solution to their problem; the cure they’ve been looking for.
- Breakdown section - Gives them a tour of what’s included in the course, breaking down every module and feature. This can also be broken down into each lesson if you have a smaller course with fewer modules.
- Proof section(s) - After each module/feature, reinforce credibility with a related quote from a happy cutomer that backs up any claims you’ve made.
- Pricing section - Tells them the price, but anchors that cost to the valuable outcomes they’ll get in return.
Notice how we’ve only introduced the product in phase 3? That’s because you need to build up to it, showing them that you understand their problem and have the ability to solve it before you make your offer.
Most of your sales page should be about your audience. And even when you do talk about your course, it should only ever be in relation to how it will help them in their specific situation.
Phase 4: Reassure and close
The final phase is all about building a sense of safety around their decision to buy, then nudging them to take action.
Key sections in this phase:
- Guarantee section - Reverses the risk of their decision by offering a money-back guarantee or similar—making not buying (continuing with their problem) the riskier option.
- Testimonials section - Provides more social proof by sharing quotes from students who’ve taken your course and seen the results you’re promising.
- FAQ section - Addresses any lingering doubts they might have about buying. This is your chance to handle any objections they might have even after reading the rest of your sales page—it should not include any new information that isn’t already covered elsewhere!
- Audience section - Calls out your audience directly, listing any traits that make them a perfect student.
- Closing section - Makes the final ask by reiterating the core value prop and telling them exactly what to do next.
Key point → There's a proven structure to follow
You don't need to reinvent the wheel when it comes to writing your sales page. There are tried-and-true frameworks that you can follow to make sure you're hitting all the right notes and moving people through the buying process. Can you branch out from these structures? Sure, but the fundamentals of high-converting sales pages usually stay the same.
Next steps
Next, we'll look at the most important aspect of your sales page: the person you're writing it for. Because if you don't understand your audience, you won't be able to write a great sales page.