How to structure your sales page

When I googled, “how to structure a sales page,” I got X results. 

There are thousands of templates on how to structure a sales page. The good ones are very similar. 

One isn’t necessarily better than the other, as long as they follow some basic principles (like speaking to your audience’s problems and desires before introducing yourself or describing what each course module offers).

Here’s one reliable way to structure your sales page into 15 sections, piece by piece:

1. Headline Focus your headline on the main struggle (or "problem-feel" as I call it) that your clients have. OR how they want their life to change. Get specific. Broad headlines are weak because people feel like you don't understand them. 
   

2. Pains/Struggles/Problems What your clients struggle with. How they feel when they struggle with it. Describe in detail a relatable situation. Tell a real story about someone dealing with it. 
   

3. Desires What do your clients most want? For example, do they just want to speak fluent French? Or do they want to talk to their mother-in-law about their new puppy without confusion and misunderstanding and awkwardness and frustration? 
   

4. Mindset Limits Show your people what's blocking them from getting what they most want. And show them how it's not their fault. It's not because they haven't tried hard enough to learn French. It's because they've been incorrectly taught. 
   

5. Course/Membership Announcement Short section. "Introducing...How to Speak Fluent French" 
   

6. Benefits  How will their life change after they take your course? For example, for our speak-French course, a benefit could be they'll be able to think in French instead of having to translate.  
   

7. Offer Details Go into detail about everything they'll get when they buy. Describe what each module provides. Talk about the exclusive Facebook group. Talk about the 1:1 access.  
   

8. You're Perfect for This If... Describe why they're perfect for your course/membership/program. For example:

• You're an intermediate French speaker

• You're sick and tired of using translation apps

1. Beefed-up Guarantee Make your guarantee so strong your audience has zero worries about spending their money on your offer. Like creating a six-month guarantee instead of 30 days.   

2. About Me Credentials, fun facts, experience, why you do this 
   

3. FAQs Answer questions and concerns to help people feel comfortable buying your offer. 
   

4. Comparison Table Side-by-side, compare your offer with other options. This isn't just similar programs on the market. It includes things like free downloads, YouTube videos, whatever your clients tried before you. 
   

5. Urgency Doors close in two weeks? One-on-one access goes away in 24 hours? Price going up next time? 
   

6. Positive Close Like, "Now's the time to <get what you most want>." NOT "If you don't buy now, you'll always struggle with speaking French." 
   

7. Offer Summary Quickly summarize your offer -- list each module, group calls, 1:1 access, exclusive chats, etc.   ALSO include:

• Testimonials: Sprinkle them in from top to bottom

• CTA buttons: Include one in almost every section. 
  

For a real-life example of how to structure your sales page and what to include in each section, look at this sales page review I did for a nonprofit consultant.