How To Write a Sales Page: Is Less Really More?
Don't make the following mistakes and learn how to write a sales page that considers consumers new buying behaviour. Ever landed on a product or service page that grabbed your attention, but then, as you started reading, you were hit with a wall of text? You try to scan through, but it’s like reading a novel to figure out what they’re actually offering and whether it’s worth your time and money. At some point, you either exit because it’s just too much, or you get frustrated, wondering why you just spent 15 minutes of your life that you’ll never get back.
Been there! Just give us what we came for! Highlight the essential information that entices us to dig deeper or we are going to have to move on.
There’s a lot of buzz about creating the “perfect” sales page, packed with all the right elements: the perfect flow, the right layout, the exact CTA buttons, and so on. But let’s face it—consumers have changed. Our attention spans are short, and there are hundreds of other companies offering something similar. So, it’s crucial to grab their attention while you have it.
When you see a sales page loaded with copy, chances are they’re not clear on what they’re offering, who it’s for, or why it matters. They think they know, but they’re not clear enough to communicate it in a way that gets to the point. So instead, they over-explain, repeat themselves, and hope the message will land.
The good news? It can be much simpler. Give people what they want upfront. Don’t bury it three paragraphs down or try to cover every single angle. Keep it clear, keep it simple. Go back to the core ideas you wrote down when you first came up with the product or idea, and refine those. All the extra fluff does nothing but confuse potential buyers and water down the value of what you’re offering.
As business owners, we often get caught up in overthinking every detail. We spin ourselves in circles trying to make sure we’ve nailed everything, and in the process, we forget why we started in the first place.
So, what if we stripped it all back? What if we stopped looking left and right and simply said what we want to say, the way we want to say it? The result could be fewer confused buyers, more ideal customers, and higher conversion rates. With clarity and intention comes confidence—and when you’re clear on your message, your ideal customers will find you. Doesn’t that feel easy?
How To Write A Sales Page with 5 Simple Pillars
- What – The basic description of what you’re offering. I should be able to understand what you are selling in 3 seconds.
- Why – The emotional reason behind your offer that resonates with your ideal customer. (Think aspirational)
- How – What makes your product or service unique. Skip all the technical industry jargon, speak your customers language!
- Customer Pain Points – Be clear about the problem you are solving and the results you are offering.
- Ideal Customer – Who it’s for. Make it about them, not you!
Who does this well?
Loftie does, if you haven’t heard of them you are about to *add to cart* after reading this. They are clear on each pillar and communicate it consistently throughout their brand touch points. Let’s break it down from a consumer perspective.
- What: Wellness-tech company creating innovative products for better sleep.
- Why: To spend less time on your phone and more time resting, relaxing and recharging.
- How: Utilizing technology to deliver an alarm clock that promotes positive sleep habits. Designing an all encompassing wellness alarm clock featuring: calming alarm sounds, bed-time alarm, meditations, breath work, sound baths, customized sleep stories, black-out mode, back-up battery, soft night light and more.
- Pain Points:
- Poor sleep, low energy, fatigue, illness
- Going to bed with your phone, depending on it for an alarm
- Doom-scrolling, poor bedtime routine
- Target Market: People seeking less time on their phones, wanting a better nights sleep, more energy and to increase their overall wellbeing.
If you’re feeling stuck, constantly overthinking and second-guessing your messaging, and struggling to clearly articulate what you do, let’s break it down together. We’ll pinpoint what’s holding you back, simplify your message, and refine your business strategy so you can grow to the next level with confidence.
