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5 Critical Elements to Convert Visitors on Your Sales Page

Mar 16, 2021

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Whether you’re selling services, digital products, programs or courses – a well-designed sales page is an invaluable tool to help you generate more conversions. But a great sales page doesn’t come together by accident.

It takes some serious thought and planning to bring together all the components that are going to help increase your number of sales.

(This article contains affiliate links, which means I may receive a small commission for purchases made through links in this post at no extra cost to you. I only recommend products I 100% believe in. Read the Privacy Policy for details.)

1. Sales Page Messaging Framework

The messaging on your sales page is the most critical part of your page. Your sales page content should include:

  1. A hook that draws the reader in to let them know you understand their pain. This makes it clear that your product / service is for someone like them and will establish an emotional connection between you and your audience.
  2. Features of the product/service AND the benefits they add. You want to make it clear not just what’s included in your product/service but how that will help them in the long run.
  3. The transformation someone will experience when they use your product/service. This will articulate how you will take them from where they are now to where they want to be and what it will be like once they reach the finish line.
  4. You should only have a single call-to-action focus that you want to include on your sales page, but that doesn’t mean you can’t include 2-3 times on the same page. Make it clear what you want your visitors to do next and remind them again, what they’ll get if they do take action.

Besides these 4 components, you’ll need to make sure your page copy avoids excessive use of jargon and buzz words and instead is written in a conversational way that uses the words your ideal client would actually use.

Related Post: Should you Put Your Pricing on Your Website?

2. Sales Page Design

If you’ve already got killer copy written for your sales page, your design isn’t going to have to do as much of the heavy lifting, but it will add credibility to your brand and strengthen your message.

Here are some things you need to pay attention to when it comes to your sales page design:

  1. Formatting

A well-designed sales page will allow your readers to more easily digest the copy you’ve written. Using plenty of bullets and headings will help keep your readers interested and allow them to easily scan the page for the most important information make it user-friendly.

One additional thing you will want to consider on your sales page design is the overall aesthetic of your page. If you have an existing logo and color palette, you’ll want to reinforce your sales page with these elements so that it’s consistent with everything else you are creating including your social media posts, ads, emails, and any other marketing content that you might be creating to drive people to your sales page.

2. Imagery

The graphics that you include on your sales page, can really help you bring your offer to life, especially if you are selling digital products or intangible services where it’s hard to envision what the outcome really looks like. This helps you sell in the features of your product/service and helps your readers visualize the value. The easiest way to create persuasive imagery on your sales pages is to use product mockups. You can easily do this using a program like Canva or Photoshop.

If you want to create your mockup on a blank background, you can use the tutorial below. Or if you want some beautiful photographic mockups checkout Haute Stock. You can download 20 free high-quality feminine stock photos to help give your designs that high-end feel.

Check out this quick video tutorial I made that will show you how you can make a product mockup in less than 2 minutes with Canva!

Related Post: How to Create a Bounce-Proof Homepage Design

3. Customer Testimonials

Including testimonials (or reviews) on your sales page is an easy and powerful way to build your credibility and establish trust with your readers. Your testimonials could be screenshots, videos or written text on the page or a mix of all three. Sometimes it can feel like a pain to bug your past customers or clients for their feedback on your product/service, but trust me, it will be well worth your time!

Testimonials create a psychological effect that can make buyers more confident in their decision to buy. Here are a few statistics that help support this statement:

  • 70% of people trust reviews and recommendations from strangers (Nielsen)
  • On average, testimonials on sales pages increase conversions by 34% (Impact)
  • Using customer testimonials regularly can generate approximately 62% more revenue (Strategic Factory).

If you don’t have any previous customer testimonials for a new offer, you can often get feedback from “guinea pigs” in your audience or beta-testers. By offering your product/service free or at a low cost to a small group of people, you can get valuable feedback on your offer that can also serve as testimonials that you can use on your sales page.

4. Flawless Tech

How tragic would it be if you had thousands of visitors coming to your sales page, ready to buy your offer, but when they clicked ‘Add to Cart’ it broke your website or gave people an error message? Pretty horrible, right?

That’s why choosing the right software (and testing it) is another critical element to a successful sales page. When adding the ability for your users to purchase your product/service directly on your site, you have a lot of options. Here are a few of my favorites:

  • If you are building a full e-commerce website with hundreds of products, Shopify or Woocommerce (WordPress-only) are going to be your best options.

When choosing the right software for your site, you’ll want to consider what type of features and functionality you need to have.

For example, will you want to be able to offer coupons, upsells or countdown timers at checkout? Or is a simple shopping cart that takes a user’s payment information sufficient? Do you need help with shipping and fulfillment? Shopping cart software ranges widely in cost so make sure to do you research on what will be the best fit for your business.

Related Post: Thrivecart: Everything You Need to Know About The Shopping Cart App

5. Traffic Source

Lastly, you can’t convert your visitors if you don’t have any which is why a reliable traffic source is absolutely necessary to getting conversions on your sales page. My favorite traffic source to get visitors to my website and sales pages is through organic traffic, but organic traffic takes time to build – it’s not an overnight strategy.

Organic traffic is free traffic that comes from people simply searching for you on Google. You can build up your organic traffic by optimizing your sales page and your website’s copy to be search-friendly. This means making sure your page titles and content include relevant keywords along with other SEO-friendly practices.

Related Post: How to Massively Increase Your Website Traffic by Blogging

However, organic traffic is just one method you can get people to your sales page. You can also use ads, social media, email marketing, and affiliate/referral traffic. Depending on your platform and your niche, one method may work better for you than another. Your target audience, where they hang out, and the cost of your product/service are all key factors in choosing the right traffic source for your sales page.

Note that the higher your product/service’s price, the lower your conversions will be no matter which traffic source you leverage. You will want to weigh the benefits and cost of each traffic generating method to decide what makes the most sense for you and your business.

Are you failing to convert visitors on your sales page? Reach out to me and let’s chat about creating a custom sales page design that puts more dollars in your pocket!

Or check out my Kimberly template in my shop which comes with a built-in sales page template design to help you get more conversions for your course, program, or offer.

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Editor in Chief, Designer & Founder

kristin pruis

Before I enrolled in design school, I was *this* close to switching my major to become a writer. But fate had other plans, and here I am, 10 years deep as a designer while nurturing my love for writing on the side.


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Teaching others everything I've learned about branding, design, and marketing over the past 10 years is a passion that truly fills my cup. No matter where you are on your journey of owning your business, I hope you'll find something here that you can take with you and leave you feeling inspired.


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