Sales Page Template: How to Build an Effective Sales Page Plus Examples
You’ve got one goal—to drive sales.
And when it comes down to it, creating a sales page that converts is the key.
To be honest, getting your prospects to click on your “buy” button is not an easy task.
You need to create a sales page that best communicates your message, is well-formatted, and has a clean and appealing layout.
So, in this guide, we’ll show you how to create an effective sales page and also reveal amazing sales page templates you can copy to boost your sales.
Let’s dive right in.
A sales page is a stand-alone web page designed to secure sales for a product.
They are a type of landing page, but instead of focusing on lead generation, a sales page is created to persuade visitors to purchase a product or service.
Here’s the general appearance of a typical sales page:
A sales page can have two different formats. It can either be:
- A long-form sales page
- A short-form sales
Both formats are designed similarly; the main difference is their length.
It’s easy to fall prey to the typical marketing advice that promises to show you how to create high-converting sales pages.
In reality, there’s more that happens under the hood to create a sales page that converts, from the design layout to the quality of your copy.
The question is, “How do you create a sales page that converts?”
The hero fold plays an important role in the conversion rate of your sales page.
That’s because it’s the first thing a visitor comes across as soon as they land on your page.
In fact, a study by the Nielsen Norman Group found that users spend 57% of their page time above the fold.
Consider your hero fold as a mini-sales page within your sales page, offering all the important information that helps you make your first impression.
Here’s how to create a great hero fold optimized for conversions.
Firstly, you need to create a killer headline.
The first thing your visitors will see is your headline. As a result, your headline needs to tell what a visitor can expect from your product or service. Keep your headline short and to the point to express your unique selling position.
Take a look at this example by Kinsta.
You don’t need to think twice about the services Kinsta is trying to sell you. Not only does Kinsta show you what their product is, but they also try to communicate their value proposition by showing that they are the best cloud hosting provider.
Secondly, write a persuasive subheadline.
Since headlines are short, it can be difficult to communicate most of your message in so few words. Subheadlines help fix that in that they provide extra information by completing the main thought and providing extra value.
For example, if you look at this page by MailChimp, you can see that the headline is really short.
However, the subheadline offers extra value through additional messages to best communicate their message.
Thirdly, craft a clear call to action.
Your sales page needs to be centered on a specific conversion goal. This can be displayed to your prospects as a call-to-action (CTA) button to convince them to take action.
Or a form designed for lead generation.
To create a highly-converting sales page, you need to write copy that targets your audience.
The more your message resonates with your audience’s pains, the more they’re likely to convert.
Here’s how to create customer-focused copy for your sales pages.
Begin by knowing your audience.
A crucial part of crafting the right message lies in knowing who your ideal customer is.
Never make assumptions about your target audience.
You need to do market research to know their pains, likes, and dislikes. This will help position your product in a way that resonates with their problems.
Go to where your ideal customer loves to hang out.
One of the best places to get started is by analyzing customer reviews.
If you are a SaaS brand, you can head to a site like G2 and analyze some of the things your ideal customer dislikes about your competitor.
From the image above, you can see that one user noticed that the SE Ranking on-page SEO checker tool points out issues that are not there.
If you offer a similar tool, you can use the underperforming feature to your advantage to position your brand as the best. For example, you can include in your copy that your tool has an accurate on-page SEO checker and website audit tool and that your dashboard is user-friendly.
Other ways you can research your audience are:
- Using Reddit threads
- Doing customers surveys
- Doing customers interviews
Now that you understand your customers’ pain points, you need to position your offer and show how your product provides value to solve their problems.
Show them that you understand them. This is where your research comes in. Mention a specific issue they’re struggling with. This implies you know them and are intimately familiar with what they’re facing.
Then state your key benefit. Include the most compelling reason for them to do business with you.
Here’s a good example from OptinMonster.
After that, provide context on how you can help them. Take it further and provide an instance of your product or service being valuable. This makes it easier for them to understand how your offer fits in with their needs or problems.
Check out this amazing example by Vocal Video.
Finally, add your most compelling differentiator. It’s not enough to offer them the solutions they need; you also have to let them know what makes you different from your competitors. You can mention a USP that solves a specific problem for your core audience.
In marketing, “social proof” refers to evidence that others have purchased and found value in your product or service.
Because people are more likely to purchase a product that others are already buying, social proof can increase conversions by showing customers how effective your product or service is.
Social proof can be in the form of:
- Customer reviews
- Product reviews
- Star ratings
- Case studies
See how Ahrefs uses social proof to build trust with their audience.
They’ve included testimonials from Ahrefs users, logos from reputable brands using their tool, and even added star ratings from user reviews on software review websites.
CTAs are the backbone of every effective landing page. It’s what differentiates a high-performing sales page from a struggling one.
A call to action directs readers to their next stage of conversion.
Basically, your prospect is super busy.
After reading your copy, they don’t have time to figure out what they should do next. In that case, you must show them exactly what they need to do.
Do you want them to make a purchase? Or do you want them to sign up for your free trial?
You need to define the action they need to take clearly.
Take a look at this call to action by ActiveCampaign.
What’s outstanding about this CTA is that it clearly defines the action you need to take. Instead of using generic calls to action like “get started” or “sign up,” they’ve gone the extra mile by showing the exact action you need to take—signing up for their free trial.
Below are great examples of sales pages that can act as guides to help you create sales pages that convert.
Webflow is website-building software that allows you to create a beautiful website without knowing how to code.
Looking at Webflow’s homepage, they’ve managed to create a sales page that’s visually appealing and has amazing copy.
Here’s what the sales page does better:
- A punchy headline: the page headline communicates the benefit in the shortest words possible. From the headline, you can easily figure out that their product helps you create your dream website without needing to learn how to code.
- A floating CTA button: the call to action button on the sticky navigation bar is conveniently placed to enable visitors to easily take action regardless of the section of the page they are on. The CTA message also is super clear and convincing, guiding the prospect to their next step.
- Great visuals: every section of the page has a visual to engage users and communicate the message better.
- User cases: the “made with Webflow” section gives visitors an idea of how the website builder can help them create an amazing website. The example of websites created using Webflow displayed helps build trust with their visitor and give them an idea of what their tool is capable of.
Wealth Nation is a personal finance site created by two finance experts—Darius and Carmen.
They help ambitious entrepreneurs gain financial freedom and own their lifestyle. On their website, they sell online courses and community memberships to teach their members how to gain independent wealth, and financial freedom.
Here’s what makes this sales page great:
- A well-designed above-the-fold: their hero fold has a clean, visually appealing layout. The headline is well-crafted and packs a punch. The subheadline elaborates the headline’s message to boost persuasion and the high-res hero image easily capture attention and boost trust.
- Engaging, short, and clear copy: the sales copy is well crafted and straight to the point. The CTA is well-defined because each section on the page has a call to action.
- Outstanding testimonials: the detailed testimonials help build trust with the visitors giving them extra assurance about the product.
Right, that’s our sales page.
Using GroupApp, you can create a community of loyal brand fans and monetize it using members-only content.
Here’s what the GroupApp sales page does better:
- Well-structured copy: the webpage copy is well formatted to boost engagement. It’s broken down into small chunks with headlines and dropdown text boxes. Under each benefit or feature, there’s an image to give the audience a sneak peek of the platform, allowing them to quickly figure out how the tool can help them solve their problems.
- Strategically placed trust builders: just below the above-the-fold section, we’ve included the logos from brands already using our products. This helps quickly gain trust from our audience as it tells them that a couple of our users enjoy using our platform.
- Outstanding call-to-action buttons: our CTA message is well-defined and even strategic. The two CTA buttons at the hero fold include a clear message and are all optimized for conversions.
Hotjar is a web analytics tool that helps you understand your website visitors’ behavior through heatmaps.
Here are the best things about their sales page:
- A short video: this sales page has a video on hero fold that introduces the visitor to Hotjar products and how it works. Videos are great for engaging your audience as they increase time on the page and better communicate your brand message. The video is autoplay disabled to avoid distractions.
- One-click signup with a Gmail account: the call to action button allows users to easily sign up for a Hotjar free trial in just a few clicks instead of manually filling the form.
- Users privacy: Hotjar elaborates that their tool is GDPR and CCPA-compliant, which shows that they respect users’ privacy. This allows them to build trust with their prospects.
LeadQuizzes is a quiz maker that provides marketers with strong quiz creation, customization, and lead generation capabilities.
With this tool, you can design a quiz without coding to engage your audience, collect valuable data, generate leads for your business, or assess your students if you’re offering online courses.
Here’s what the LeadQuizzes landing page does best:
- Explainer video: the video gives users a brief explanation of what the tool is all about and how it can help them generate more leads.
- FAQ: this section answers all user’s questions about the tool. This helps curb objections and clear any doubts.
- Featured case study: the page features a case study on how Neil Patel used LeadsQuizzes to generate more leads. This is a great trust builder as it features a popular marketing influencer and gives prospects extra assurance.
A sales page is your best chance to showcase your products and services to your visitors and entice them to make a purchase.
It’s your greatest chance and a one-stop shop for informing your leads on what you’re offering, why you’re selling it, and why they need to purchase it.
A great sales page needs to be captivating, insightful, and compelling all at the same time.
Take inspiration from these sales page examples and build a sales page that converts.