Over the past couple of months we’ve looked at some of the different techniques you need when writing an online sales page. If you’re a business owner, service professional, coach, author (or anyone with something to sell) this sales page outline will give you a solid start. It will also stop you from staring at a blank screen which has been known to introduce fits of rage and baldness due to tearing hair out. Below you can see a screenshot of the page, click the image or the link below to view the full sales page. I hope this sales page outline helps, and if you use it to craft your own sales page, do let me know!
Filed Under: Copywriting, Sales pages About Amy HarrisonI am a copywriter, content-trainer, speaker and filmmaker teaching businesses how to avoid drab business content and write copy customers love to read.
Thank you for this bit of magnificence Amy, incredibly useful and very generous of you to share.
Your bids are competitive, your ads are laser targeted, and you've tested and tweaked your landing page to get the highest possible conversion rate.
You feel like Leonardo DiCaprio stand-spooning Kate Winslet on the Titanic, breathing in that fresh scent of saltwater greenbacks while your sales and leads keep pouring in. Realizing that your 1997 GeoCities hosted landing page hasn't seen an improvement since, well, 1997.
While you’re staying profitable (for now), your competitors are figuring out ways to improve, enhance, and build trust and relationships with clients that could have been yours. FACT: Your biggest conversion rate gains won't come from the new ad you create, they'll come from the landing page you test. The goal of this post is to give you proven ideas to test and try on your own site to increase your landing page conversion rates and lower your cost per acquisition. Not only is the headline one of the first things a person sees when on your site, but did you know that on average, only 2 out of 10 people continue to read what’s after the headline? The goal of your headline should be for your visitor to feel compelled enough to read whatever’s next.
And whether you’re writing headlines for PPC landing pages or trying to SEO your blog post, make sure you’re compelling, honest, and leave the reader wanting more. Here’s another little trick: The Emotional Marketing Value Headline Analyzer is a free tool that lets you test different variations of your headline, and then gives you a percentage score telling you whether your headline is more intellectual, empathetic, or spiritual and what emotional marketing value it has. Much like your headline, your value proposition is something that is unique to your business, like your USP, and it’s very similar to what you’d want to communicate in your headline.
If you know the pain points and fears your potential customer is facing, this should help you write a headline and value proposition specifically tailored to them.
Positive endorsements give your visitors assurance that you’re legit – if they’re done right. Word of mouth is the most powerful marketing there is, and client testimonials, reviews, and endorsements are your closest thing to social proof.
You want to use testimonials that describe how your client has benefited from something you’ve helped with. Many studies have been conducted about landing page forms, and it’s a general consensus that the more information you ask for, the lower your conversion rate will be.
See, even if the visitor doesn’t actually start to fill out the form, they’ll still see it and may decide whether or not they want to start filling it out based on the number of fields.
While this was more of a radical redesign, we are still testing all the elements of the page to continually improve the conversion rates. Here’s another example from one of our clients, Second Wave Recycling, an online cell phone donation charity. But what if your form has a ton of required information and you’re not able to reduce the amount of fields?
The progress bar is a simple solution to break up your form into multiple steps so people aren’t overwhelmed with a form that’s as long as the dead sea scrolls.
The Cash4UsedCars landing page I showed you earlier is a great example of an isolated landing page that only has one purpose and no other links, besides some hidden away in the footer. No header links and nothing else you can click on that might distract you from filling out the form. This method of isolating the visitor is a great combatant of something called the Zeigarnik Effect.
So with only one task on the site, it’s easier for visitors to focus on that and complete the conversion. Orange is the opposite of blue, red the opposite of green, and purple the opposite of yellow.
Red, on the other hand, creates a sense of urgency and could work just as well, or even better than an orange button. SHAPE: Sometimes, buttons with sharp corners don’t convert as well as ones with rounded corners.
Sharp corners also tend to act as arrows, directing attention away from the button and not toward what’s inside, the call to action. Consider, instead of a regular rectangle, square, oval, or round shape, using a combination of shapes. Sometimes the call to action (CTA) on your button is more important than what the button looks like, and it’s also easier to test.

By adding relevancy and value to the button’s CTA and also changing the form title, the landing page conversion rate increased by 31.54%. Right there on the other side of the phone is a salesman waiting like a cat about to attack. So how do you calm a visitor who knows that by calling, you have their phone number, and by emailing, you have their email address? But most importantly, it’s an easy way for your prospective clients to get answers without having to pick up the phone, and it’s a lot faster than email. We don’t require your name, email, phone number, or social security before the chat starts. I can’t even begin to tell you how many of our new clients have started their relationship with us via Olark. Explicit directional cues are like arrows that are obviously trying to move your attention to the form or the button the site wants you to click on.
And to prove how powerful directional cues can be, take a look at these eye tracking examples and see the difference based on directional cues or lack thereof.
You know those white board animated videos you see on websites that are around 1 to 3 minutes long? Our online attention spans have been steadily declining because of the speed of information we’re able to retrieve.
Explainer videos are easy to consume and understand because they’re visual and can arouse more emotions than reading. Even though creating an explainer video isn’t easy, it’s well worth the effort if done right.
An alternative to explainer videos would be image sliders that have proven to sometimes work better than explainer videos.
Visual Website Optimizer created a case study in which the image slider had a 35% higher conversion rate lift than the explainer video. Either way, an image slider or explainer video (or both!) is a great test if you have the resources.
Make it clickable so that it’s not just an image, taking people to the third-party verification of your site. You might think it’s necessary to provide a visitor with all the benefits and everything you can offer on your landing page. Sometimes removing unnecessary paragraphs can improve the experience for the visitor and make it easier to understand, thereby increasing conversion rates.
When people like something because “it’s different,” they tell their friends and their friends will tell their friends. Here’s a fun Mad Libs style twist on the regular lead generation form that actually increased conversions by 40%. It's all about the isolation :) Squeeze page or landing page, I know Google does allow certain types since landing pages for PPC destination URLs are extremely popular. The opening to your sales page needs to get your ideal customer’s attention within the first couple of lines. After your introduction, you might want to highlight in bold a hint that your solution or product has some kind of unique element that differentiates you from the competition. The above subheading is just an example, but the purpose is to introduce what it is you have for your customer. In this section, tell your reader what you have, but try to sum it up specifically in 1-2 lines. It’s also a chance for you to explain why your product is different and more successful than other methods your customer may have tried.
This section is then dedicated to explaining the danger and to provide facts and figures as proof to your claim. Within this section, you might also choose to include reasons why trying other products has failed to solve their problem in the past. You might also want to use this section to cover any sales objections you think your customer might have. If you’re struggled to solve [problem] in the past, you might have a few questions about why this is possible now.
For each section or element of your product, think about describing what they will learn, what this will help them achieve and the relevant benefits and emotions that go along with that. In the first module, you’ll learn all about the different social media platforms and how they are suited to different business models. If you have any bonuses that you’re giving away with your offer, make sure they amplify the value in your offer, rather than detract or distract from it. If you would like help writing your sales page, I offer 1:1 sales page coaching services as well as sales-page copywriting services.
Today, this tutorial ends with an example outline of a sales page that you can use as inspiration when you write your own. When I’m writing for clients the layout and structure is as unique as their needs and business model. Your job is to get creative and test them out, as every type of headline will yield different results. Not only is this testimonial more convincing, but it can be used as a reference if your potential customer is still not convinced about doing business with you.

The easy, quick, and wrong way to do this is to write the testimonials yourself, or go on Fiverr and hire someone to do it. A high number of required fields will either scare them away, or they’ll abandon it half way through. So it’s vital to make sure it’s performing at peak condition, like Michael Phelps was during the 2008 Olympics (and not how he performed afterwards).
Use this color wheel to find your complementary and contrasting color for your button test. It’s widely accepted that orange is a great “click color” because it creates the feeling of buying or selling, it’s energetic. But you’ll find one that makes the majority happy, and that’s the one that’s best for your landing page conversion rates. They’re like that woman-drinking-a-green-juice-out-of-a-mason-jar-because-all-the-other-glasses-were-dirty type of look.
And if done right, these little animated masterpieces could increase your conversion rates by 30% (or more). And if you’ve ever thought about it before, make sure you do your research and inquire about pricing, because some providers aren’t the cheapest. Social sites like Pinterest and Instagram are not popular because people loved pinboards before they were digital or photography before there were filters.
Making your button bigger or having more testimonials does not guarantee an increase in conversion rate; it could actually make it worse!
Look at your approach in terms of how you talk and communicate, and mystery shop your competition and your own employees.
The landing page is the first step in the funnel and we all now how important & effective the sales funnels can be  when used correctly ! It's unfortunate that so many people believe their ads are the issue, when in fact, it's their landing page. I've been a web developer for 14 years and I don't recall ever seeing a better, more-organized guide for landing page optimization.
Everything you've listed is so valuable, but I particularly liked the encouragement to use sliders (and the surprising effect they have on conversion). Infact, Im a testimony to adding testimonials as it really boost the morale of visitors and tend to make sign up! I spent all my time learning web design, only to find out that the most important thing in making money online is marketing, sales copy, and conversion. I especially found the rounded corners on buttons thing interesting - another reason why I find buttons with sharp corners unappealing is because I associate them with the ancient Windows 98-style operating system!
In this sample outline, we’re not going to require our customer to read pages and pages of content just to find out what your product IS. This shows you understand the problem which builds credibility when you then explain that you can solve it. One way we can develop our sales page is to make our customer uncertain about what they already know about solving their problem. Now we need to add even more credibility by explaining what’s exactly in the box, how they can put it to use and what the benefits are. This is where you’re going to mention the price, the different packages you have and whether there is a deadline, a payment plan or any special early bird offer. However, I also have more time to spend on crafting the copy because it’s what I do day in day out. I’ve spotted a couple of companies with testimonials from the same person because of their picture. We also made the copy easier to read, added some directional cues, and changed the color of the buttons. Both Unbounce and SiteTuners use it on their sites – and they’re conversion rate optimization companies, so they should know!
Even if you have a 42% lead gen conversion rate on your landing page, your real conversion rate could be much lower when it comes to actually sealing the deal.
But for free marketing, i've tested various formats and have found that a simple little squeeze page gets me the most leads. I almost thought it was too long, but happy to hear that the comprehensiveness got people excited. I can see how sliders (and even chats) can be very effective, particularly for certain audiences. If you’ve been explaining how easy your product is to use, look for a testimonial that says something similar and drop it into the copy. By cutting out unnecessary distractions you’ll find it less overwhelming to plan a successful social media campaign.
They provide quiet interaction or information gathering and are best for people in group office settings or other areas where they can't (or prefer not to) turn on speakers to consume a video with sound, e.g.
In fact, when I'm doing research or study, it's frustrating when all the options require audio, because sometimes it is just more convenient to read and view images.I look forward to employing your recommendations in my conversion testing!

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