A Sales Page is a single web page designed explicitly to promote and sell a product or service.
It educates visitors about what the company offers, especially those who might not be familiar with the products or services, and it encourages them to make a purchase by highlighting the benefits and reasons why they should buy.1
Purpose
The main purpose of a sales page is to turn website visitors into paying customers.
A typical sales page also performs these functions:
- Grabs Attention: It uses a catchy headline and eye-catching visuals to make visitors want to learn more.
- Explains the Product: The page provides a clear description of what the product or service is and how it works.
- Highlights Benefits: It focuses on how the product can solve problems or enhance the customer’s life beyond just listing features.
- Overcomes Objections: The page anticipates and addresses any doubts or hesitations a potential buyer might have.
- Calls to Action: It includes clear instructions on what to do next, like “Buy Now” or “Add to Cart,” guiding the visitor towards purchasing.2
Key Elements
Here’s what you typically find on a sales page:
- Headline: This is the big text at the top that catches your eye and tells you what the page is about.
- Sub-headlines: These are smaller headlines that give more details or show the extra benefits of the product.
- Product Description: This section explains what’s being sold, what it does, and how it can help.
- Images or Videos: Pictures or videos that show the product or explain how it works help you understand what you’re buying.
- Benefits: This section does not list the product’s features but instead tells you how it will improve your life.
- Social Proof: Comments or stories from other people who have bought and liked the product can make you feel more confident about buying it.
- Guarantees: If there’s a money-back guarantee or warranty, it makes buying less risky.
- Call to Action (CTA): This is a button or link that tells you what to do next, like “Buy Now” or “Add to Cart.”
- Pricing: It shows how much the product costs, including any special deals or discounts.
- Urgency or Scarcity: Sometimes there’s a note saying things like “Only 2 left!” or “Sale ends tomorrow!” to encourage you to buy quickly.3
Usage
A sales page is used in various online settings where the primary goal is to convert visitors into customers.
Here’s where you typically find sales pages being used:
- E-commerce Websites: These sites use sales pages to promote and sell products directly to consumers. Each product typically has its own sales page detailing its features, benefits, and price.
- Digital Products and Services: Websites selling software, e-books, courses, or subscriptions often use sales pages to explain the value of their offerings and persuade visitors to purchase.
- Event Registrations: Sales pages are used for workshops, conferences, or webinars to provide event details and convince people to register or buy tickets.
- Marketing Campaigns: When businesses launch specific marketing campaigns, they often create dedicated sales pages that are tailored to the audience of that campaign and designed to convert traffic from ads, emails, or social media.
- Landing Pages for Lead Generation: Businesses use sales pages to convert leads from promotional or informational campaigns, guiding them towards purchasing or signing up for more information.
- Affiliate Marketing: Affiliate marketers use sales pages to promote products and earn commissions on sales generated through their referrals.4
Example
Consider a sales page for an online course on digital marketing.
The page starts with an engaging headline, such as “Master Digital Marketing in 30 Days!”, and subheadings outline the course modules.
The value proposition highlights how this course will enhance users’ marketing skills and career prospects.
Testimonials from past students add social proof.
High-quality images and videos preview course content.
A prominent CTA, such as “Enroll Now,” encourages immediate action.
The page might also include a limited-time discount offer to create urgency.
Related Terms
References:
1. Sales pages: What they are and how to build one that converts – copyblogger –. Copyblogger. (2021a, April 26). https://copyblogger.com/sales-pages/
2. Barua, S. (2024, January 29). What is a sales page – Beginner’s guide with blueprint 2024. WPFunnels. https://getwpfunnels.com/what-is-a-sales-page/
3. Fraser, N. (2019). How to Write the Perfect Sales Page (Even If You’re Not a Copywriter): The 12-Step Sales Page Template. (n.p.): INDEPENDENTLY PUBLISHED. https://www.amazon.com/Write-Perfect-Sales-Youre-Copywriter/dp/B081ZFJLT7/
4. What is a sales page? (with content, directions and tips). (n.d.). https://www.indeed.com/career-advice/career-development/what-is-a-sales-page
