12 Must-Have Components For A High-Converting Sales Page

8 min readAug 12, 2021

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Have you ever wondered what makes a sales page that converts? Contrary to what you might think — it’s not about the visual design. In reality, it’s all about the words on the page.

So, let’s explore 12 components of a high-converting sales page and how they work together to create an irresistible offer.

The most important aspect of a sales page that converts is that it’s designed to convert from the very start. It needs to provide the viewer with enough information about your products or services that they feel comfortable purchasing from you rather than someone else without overloading them with too much detail.

Our goal with this article is to help you make successful sales without running out of time or resources. And without the dreaded “blank page paralysis!”

The 12 components we’ll discuss here are all aspects of a well-designed, persuasive sales page that will have more people clicking “buy” than “back.”

So let’s get started!

How to Write A High-Converting Sales Page: 12 Must-Have Components

1. The offer

The first component is the offer itself which should be clear and high-impact.

What is the offer?
Exactly what does it include?
What are the bonuses, if any?

Your potential customer wants to know what they’re going to receive when they click “buy” without having to search around for more information. So clearly outline everything your offer includes.

By the way, this applies not only to physical products but also to services that may come with their purchase of a product.

For example: if I buy a software package, am I getting customer support as well? What kind of warranty is included?

2. Specifics

Next, detail out the applicable specifics about your offer.

Is this an evergreen offer (available all the time)?
Or is there a cut-off date by which the buyer must purchase or miss out?
How/when will they receive access?
Is there a promotional period that offers a discount or other bonuses that will expire by a certain date?
What happens next when they buy?
How will they install your product, if that applies?

All of these things — and any other details that apply — must be clearly outlined so your buyer has all the information they need to make a decision.

3. Price

An important element of a long-form sales page that converts is the price.

But you need to do more than just state how much it costs. Continue on to answer any questions around the price your ideal customer may have.

For example:

What is the investment to purchase this offer?
Is it a one-time purchase or a monthly charge?
Are there any upgrades available at an extra cost in the future?
Will these charges show up every month like clockwork on my credit card statement or can they be cancelled anytime I choose (convenient)?

What other questions or details around the price can you think of that should be included?

4. Who is this offer for?

Have you ever heard the phrase, ”If you’re talking to everyone, you’re talking to no one?” That applies here.

It’s imperative that your ideal buyer easily recognise themselves as you describe the person your offer works best for, the problem they have, and the outcome they can achieve.

If your wording is too generic, you will most likely lose them before you even get going. So, go into detail about how their life looks now before your product or service.

Why do they want this?
What are the consequences if they don’t get it?

Clearly illustrate the situation your ideal customer is currently experiencing without your product or service.

5. Why do they need it?

Why does your ideal buyer need this offer? How will it help them overcome their challenge?

Dig into specifics about why your potential customer should buy from you.

How is your offer different from others?
What is their hesitation about buying, and how will your offer help them overcome it or make that hesitation irrelevant?
How have others benefited from this type of product before?
Describe customers who use what you’re selling and include quotes about the positive impact of their purchase. (case studies are perfect here).

This is the section to share your point of difference in your market. What sets you apart? It might be your signature process, your level of customer service, or something else.

6. How do they feel about their current situation?

This is where you describe how they are feeling now — before they have your solution. What difficulties are they experiencing?

Use words they would use (no industry jargon!) to describe their problem. Get really specific about how it affects them and holds them back from the outcome they’d like to achieve.

Shine a bright light on exactly what your ideal buyer is going through and the pain they are experiencing without your offer to help them solve their issue.

7. What will it do for them?

Now it’s time to show them how your high-value offer will help them.

What will they get out of your offer?
Exactly what problem will it solve?
What outcome will the buyer achieve?

Explain to your ideal buyer how they’ll be able to use your offer to attain their goals. Give them the right information and create a tone that inspires confidence in your proposition.

Describe in detail how your offer will help them achieve the outcome they desire.

8. Extra benefits

Everyone wants an amazing deal. So if your offer will help them with more than just their primary issue, you absolutely want to say so!

What benefits will they receive beyond just the promised outcome?
Will this offer help them with other problems related to the primary one?
If so, what are they and how will it help?

This is another place to agitate the discomfort they are currently experiencing without your offer and provide the solution.

It’s an opportunity to provide information about how you can help them with secondary problems or nudge them towards the purchase decision by highlighting the multiple issues it can solve for them.

9. Who made it and why (time to talk yourself up)

At this point on your long-form sales page, it’s time to introduce yourself and explain why they should trust you to give the promised outcome.

Tell them about yourself and what your credentials and experience are. How many others have you helped with this problem?

If possible, include a story about yourself and how you solved this problem for yourself or how you’ve solved it for others. This kind of story will help you connect with the reader and build trust that you know what you’re talking about.

Use this to segue into how they can have this problem solved too by buying from you now. This is also a good place to reinforce any guarantees that apply (e.g., satisfaction guarantee).

Don’t forget to offer an opportunity to ask questions before making their purchase decision as well as provide contact information if needed.

10. Social proof

If at all possible, include detailed testimonials from real people about your product or service.

Ask your existing customers for a review of this product or service you can use on the page, if that’s an option for you. And if you can get a video customer testimonial — even better!

However, if needed, you can use testimonials about working with you in general, if you have them. Or consider recruiting a few trusted friends or clients to use the product or service for free in exchange for real testimonials.

11. FAQ

List out the most commonly asked questions and answers about this offer. This is also a great place to address any potential customer objections.

Whether you’ve actually received any questions or not, try to come up with any questions you can imagine people might ask. And then answer them.

Again, your goal is to provide every bit of information your buyer might need or want to overcome any hesitation about buying.

12. Terms of sale

Be sure to include your terms of sale on the page. Be specific about anything that might cause hesitation, such as your refund policy (or no-refund policy, if that’s the case).

Make it very clear what your customer can expect and what they cannot.

Do your best to anticipate any concerns or doubts your buyer may have when crafting the terms of sale for your sales page and provide an answer that alleviates each one.

By providing a high level of transparency to potential customers from start to finish with no questions left unanswered in between, you’re paving the way for a high conversion rate. This is how you craft a sales page that converts.

So, How Do You Create A Successful Sales Page?

Your key takeaway from this article should be this: Don’t rush through this process.

Take time to write high-quality content that will convert well. You want people coming away feeling engaged rather than pushed around.

After reading these 12 components, we hope you feel like creating a high converting sales page should be easily doable.

But if you’d like to make it even easier, grab our fill-in-the-blanks sales page templates. Whether you need to sell a service or product, they will help you create an effective and persuasive message that will show off all the benefits with no hidden costs.

Say goodbye to those blank page blues and write high-converting sales page content with ease! Follow the step-by-step sales copywriting templates that we use to convert thousands of visitors into buyers.

You won’t find any complicated jargon here. These templates are designed so anyone can easily follow along and see exactly how to write a high-converting sales page that clearly conveys what your customer would get if they bought from you today.

And don’t worry, each template includes instructions and examples on how to customise them so they suit your needs precisely.

Grab the 5 Sales Pages That Convert Template Bundle here.

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