How To Write A Sales Page That Converts | John McLauchlan


You're sat at your keyboard looking to write a sales page that converts, and you have writer's block. So in this comprehensive article, I'm going to outline how to write a sales page, and “how to write a sales page that converts”.

The formula and sales page design I outline here is the exact formula I have used to build businesses in many different niches online and offline.

Let's get started.


How To Write A Sales Page That Converts – Sales Message Structure

The anatomy of a sales page should always follow a proven formula. We'll be looking at each of these as you learn how to write a good sales page:

  1. Headline
  2. Introduction
  3. Structure
  4. Graphic Layout
  5. Irresistible Offer
  6. Price Justification
  7. Guarantee
  8. Bonuses
  9. Testimonials
  10. Close
  11. PS
  12. Order Form


Your Sales Page Writing Style

If you want to write a sales page that converts, then make it easy to read. The attention spans online are far shorter, so write easy to read sentences and keep paragraphs short.

Your writing style should be literal and not make your reader think too much.

A good place to start is the Readers Digest and The Sun tabloid newspaper.

What you'll find with those publications is that the writing is easy to read and the stories are easy to follow.


Your Headline

Getting your headline right will pique the interest of your reader into the next part of your sales page. Think about the #1 benefit or ‘big idea' about your product or service?

The headline should be presented in the biggest font possible and each word Capitalized.

Let's look at some different headlines that work:


Headline #1 – Statement Guarantee

“If You Do X You Guarantee Y”

Victor Kiam was the king of the XY guarantee. Remember his Remmington products money-back guarantee?

Here's a quick reminder:

X – Will shave as close as a blade, Y or your money back


Opposites Attract

“How To Attract Big ___ For Little ___…”

How To Write A Sales Page










Big – Luxury Getaway. Little – The Pricetag.

How To Write a Sales Page That Converts









Big – 30k In Revenue. Little – Less Than 2 Months.


Headline #2 – Controversy

Watch the mainstream media lead with controversy to keep people watching, so why not you?

Here are a few controversial headlines that can work.  (with the right target audience)…

“Stop Masturbating With Your Money” – Ashley Ambirge

“SEO Is Dead, Link Building Is Dead, Your Pony Is Dead” – Ana Hoffman

“On The Inside, We Are All Afraid Of Having An Ugly Baby” Bethany Ramos

No doubt that these headlines are controversial, but do they want YOU to read more..?

Headlines with facts that you already know about fail to stir emotions, even when it's something you have an active interest in. However, a surprise headline stimulates the brain's pleasure receptors that react strongly with the reader to read more.


Headline #3 – Questions

When using questions, ask open questions for sales pages that convert.

Words to use when asking open questions are part of the ‘5wh' formula:

  • who
  • what
  • when
  • where
  • why
  • how

“How Do You Enroll 944 Paying Clients Without An Email List..?”

“Where Can You Find Free Software That Works..?”

As you can see, any question that uses the ‘5wh' formula cannot be answered with a simple yes or no.

It stimulates your reader because human brains are hard-wired to solve problems and keep reading.

If you don't know where to start,  begin with “How To”.


Headline #4 – Fear or Pleasure

Fear and pleasure headlines stimulate emotions.

“Are You Worried About ____?”

and of course, in every marketers' swipe file:

“The Shocking Truth”

“The ___ Review”

“The ___ Scam”

Sales Pages That Convert










How Many Words Should Your Headline Be?

The legendary copywriter Ted Nicholas said that the perfect headline should be 17 words in length. Many well-known copywriters suggest the headline should be between 6 and 14 words in length.

For you, what should guide your headline should be what you're selling and who you're selling it to.


The Sales Page Introduction

The introduction, also known as subtext, is placed underneath the headline. The first sentence should progress from the headline and tie your headline and introduction together.

Sales Page Headlines











With the introduction, unlike the headline, you should drop the first capital letter. At this point, it's important to write nodding copy or a captivating statement that leads your reader onto the next section.

Copywriters call this “greasing the slide”, to make it easy to progress from one section to the next to continue reading.


Your Copy Voice


To evoke an emotional response, it's critical to fully understand your target market. When you understand their challenges and pain points your copy will become personal to them. Show empathy and know that you care.



When you develop your brand you develop your own style of personality online. This should be congruent throughout, even how to write a good sales page.

Inject your own style of humor and the language of your market. I would be careful of using offensive language unless you have a well, tried and tested market. Think Gary Vaynerchuck.


Your Sales Page Design Copy Structure

With your main copy structure, there are a number of important points to bear in mind:

  1. Firstly, don't write lots of words and make it too long, this is just too boring for the reader.
  2. Expand on their reason why. Not make 10k/ month but the lifestyle they can enjoy with 10k/ month
  3. Focus on features and benefits.
  4. Have one thought per sentence, this keeps your reader on track and makes things simple to follow
  5. Use simple words, remember The Sun and Readers Digest? simple without insulting your reader.
  6. Use 5-6 lines in a paragraph which is easy on the eye.
  7. Work on your segue way and link words to grease that slide!

Sales Page Graphics

If you want sales pages that convert, using graphics is an ideal way to avoid using long blocks of text.

  1. Use your pictures and graphics to enhance your words, not the other way around.
  2. If you have pictures of people, ensure they are looking at the camera or looking at your product.
  3. In some cases using bold, handwritten fonts can be very effective.
  4. To make your text readable use a white background.


Your Irresistible Offer

Strong Offer

Your offer needs to be so irresistible that it resonates with your customer. Again, evoking that emotional response so they act immediately.


Risk Reversal

Do you offer a free trial of your product or service? Free trials have shown to increase sign-ups, with as much as 75% staying onto becoming paying customers according to this post.


Reduced Price

Your product has to have value both monetary and perceived value. Showing your reader exactly what they get.

How To Write A Good Sales Page














Split Payments

Ensure you cover your costs in the first payment of any split offer. All TV ads today selling high ticket items, such as vehicles all show the monthly options. You will find the total cost in the small print, however, the affordability of split payments appeals to people within the target market.

Sales Page Copywriter











Sell One Thing At A Time

This may sound like an obvious one, but just sell one thing at a time when learning how to write a sales page that converts.

It may be tempting to offer different purchases. Don't! This will only confuse your readers.


Overcome Objections

People will always have objections and concerns, so address them within your sales page.


Objection Solution
1. I can't afford it. Break the real cost down “I've paid more for a coffee”
2. I don't have the time. Demonstrate the time needed
3. It's too difficult for me Social Proof & Testimonials
4. I'm not clever enough Step-by-step training
5. I've tried it in the past & it didn't work Social Proof & Testimonials
6. Is it legal? / Does it work? Social proof & documentation
7.  It's a lot of work Define work – working for 50 years in employment 


Price Justification

To justify any price, the reader must have a perspective of the price and this can be achieved in a number of ways on your  sales page:

  • Break down the cost to daily, monthly, weekly and daily levels –  $6.84/day sounds better than $2497
  • Pay $X now to potentially earn $XX10 ROI.
  • Expensive – compared to what?
  • Change the dynamic from cost/purchase price to investment.
  • Highlight the saving of time and money by investing today.
  • Highlight the negatives of not buying today


Money-Back Guarantee

You should ALWAYS offer a no questions money-back guarantee.

Testing has shown that giving a longer guarantee period saw fewer refunds compared with 30-day refunds. 30-day refunds still see refund requests on the 1st and last day of the guarantee.

You will still have a 10-15% refund rate of professional refunders. Once the professional refunders have been identified, remove them from your lists.



Many people I know, signed up for a particular offer because of the bonuses! So this area should be paid close attention when writing a sales page that converts.

Factor this into your bonuses:

  1. Make the bonuses valuable
  2. Have between 1 – 3 real value bonuses
  3. 4-5 bonuses for products over $500
  4. Make the bonuses relevant to your product.

Do you happen to know the most popular bonuses to give away? – Binoculars and calculators!

But if you're a beginner and you don't have anything to give away, just follow this simple list:

  1. Interview an industry leader
  2. Purchase a quality PLR private licence rights package & rebrand it as your own.
  3. List your most used tools and services and call it your toolkit. (don't forget to add your affiliate links!)


Client Testimonials

Social proof is everything and testimonials will make the psychological difference to your reader. They offer a sense of belonging to a group by tapping into a social custom.

Therefore, to make your testimonials work, they have to be truthful and not made up. They should be specific to the offer “After implementing John's training I made a $1200 sale.”

Testimonials need to be sincere, especially on video as all the non-verbal communication is on display. Finally, get the full name, location, and profession of your testimonial.

Here's a testimonial that you can see on my home page:


Your Close or Call To Action

Your call-to-action is where you get your reader to hit the go button and sign up.

Follow these essential points:

  1. Reiterate the #1 offer on your sales page.
  2. Offer 2 choices – 1. The benefits and features of your product. 2. The ramifications of making the wrong choice.
  3. List the value of your product and the benefits again.
  4. Repeat your guarantee.
  5. Give clear and precise ordering instructions.
  6. Show them visually what happens after they order.
  7. Craft a powerful call to action.


Your P.S

Many readers often scroll to the price and P.S in sales pages so add the following points in your P.S:

  1. Restate your offer.
  2. Show your product details.
  3. Add an additional buy now bonus
  4. Pain the picture of action V's no action.


Your Order Form

Many software programs will have a built-in order form. Ensure it is as follows:

  1. Easy to read (black test white background.)
  2. Easy on the graphics.
  3. Insert a mini ad for the offer.
  4. Ensure there is sufficient space to fill in their details.
  5. Put the order form at the top of the form.
  6. Include all vital information.



In conclusion, if you want to learn how to write a sales page that converts, then simply follow this proven formula. It's worked for me since 2008 and it can work for you too. Bookmark this page and return often.


Speak soon

John McLauchlan

“Life Beyond Financial Boundaries”

P.S. Starting any business can be daunting on your own. Join me this Tuesday for LIVE Business Coaching Table Top Talks

John McLauchlan


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