WORKSHEET

BUILD A BETTER
SALES PAGE
  

ABOUT THIS WORKSHEET 

 

Your sales page is your grand proposal; all your cards are on the table and you’re asking your leads to make the 
leap with you.The sole purpose of your sales page is to inform visitors of the full value and numerous benefits 
of your product, thereby encouraging them to make a purchase.  

This worksheet will guide you through how to write sales page copy that speaks to the heart of your target 
customers. It will give you a formula for how to structure that copy and will address how to design page layout 
so that your well-crafted copy and structure pay off.  

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TABLE OF CONTENTS 

 
CHAPTER 1 

Developing Your Sales Page Messaging    

 
CHAPTER 2 

Putting It All Together: The Anatomy of a Sales Page 

 
 
 
 

   
  

CHAPTER 1 

DETERMINE YOUR SALES PAGE MESSAGING 

 
Before you begin to build your sales page, it's important to have a clear understanding of who your audience is, 
what their pain points are, and how your product or service will provide the solution for them. Use the following 
worksheet to better understand the makeup of your customer profile so that you can write a sales page that 
hits home every time.  

Audience 
Who is your target audience? Consider all aspects of your customer demographic: profession, personal 
interests, income level, geographic location, even emotional needs — anything about your target customer that 
would be useful for you to understand when communicating your marketing messages to them.   

A thorough understanding of your audience is key to forging a connection with your customers and ensuring 
your offer speaks to them on a personal level. Try to step into the shoes of your average customers. You can 
gather this information from a variety of sources and in a variety of ways, including customer surveys, web and 
social media analytics, and statistical research.  

Based on your research and data using some of the techniques listed above, as well as any pre-existing 
knowledge, write some key attributes of your target audience below: 

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Main Pain Point 

Identify your target audience’s central pain point. This is their main reason for visiting your sales page in the 
first place. What is the problem they’re looking to solve? What are their biggest challenges to solving this 
problem? What motivates and influences them? 

Your ability to articulate this pain point in your messaging assures your site visitors that you relate to their 
frustrations. It helps establish trust and your authority on the subject. It’s important to note that one particular 
pain might not be relevant to all of your leads, which is why segmenting your lists and creating multiple sales 
pages that cater to different audiences is often necessary for optimal results..  

Write the key problems or challenges your audience is facing: 

The Offer/Solution 
In your ads and other assets leading to your sales page, you’ve set the stage to introduce your product/service 
as the solution to the challenges your target audience is facing, so once they land on your sales page they are 
well primed for your offer. On your sales page, simply state why your product or service will be the permanent 
solution to their problem. Use language that is straightforward, engaging and honest. Avoid over 
embellishment and overly “salesy” copy because your leads will see right through it.  

In the space below, come up with several different ways to position your offer as the ultimate solution. It may 
help to create a detailed list of what is included in your product so you can break down how it solves particular 
issues, keeping in mind the pain points you determined in Part 2 above:  

Call to Action 
Now that you have clearly established that you understand your customers’ pain point and have the perfect 
solution for them, you can ask them to take the action that you desire them to take. This is your call to action 
(CTA). The call to action is the sole purpose of your sales page. Make your CTA clear and simple: What specific 
action do you want your visitors to take? Is it to opt in to your email list in exchange for a download? Is it to 
subscribe to your membership site? Is it to make a purchase? Your call to action should be the driving force 
behind everything else on the page.  

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Consider how to phrase your CTA based on your goal and your target audience. Calls to action might include 
phrasing such as “Register Now,” “Get My Ticket Now,” or “Buy Now.” They are usually in the form of a button or 
a form which makes the desired action very obvious. No matter what, the CTA should be enticing, simple and 
present a sense of urgency.  

Write out a few calls to action that make sense for your product or service offer: 

Feature-Benefit Statements 
A feature is a tangible thing or skill that your product or service offers (e.g., a zoom lens, a fitness diagnosis, a 
one-on-one tutorial). Benefit statements tell your leads exactly what they will get from your product or service 
and how it will benefit their lives or solve their problem. When writing feature-benefit statements, be sure to 
separate the feature from the benefit. The benefit is the impact that feature will have on their lives (e.g., take 
higher-quality photos, improve your fitness level, learn a new valuable skill).  

We recommend including six to eight of these statements. Brainstorm your ideas here: 

Social Proof  
The social proof section of a sales page is your chance to show your audience that you’re not the only one who 
thinks your product or service is the best solution. This section of your sales page can consist of customer 
testimonials, reviews or social media shoutouts, as well as logos from media or sites your company has been 
featured on or awards your product or service has received.  

Consider what social proof you can use, and list some sources here:  

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FAQs 
Sometimes leads are still on the fence after reading your entire page, or they may have some lingering 
questions. The FAQ section is where you’ll address the most common questions and objections while 
reiterating the reasons why your lead should buy. Things your leads may be wondering are: Is this 
product/service really right for me? What does it cost? Is this really high-quality? What is the return/refund 
policy if I’m not satisfied? Is there a guarantee? What is the shipping process and cost?  

In the space provided below, write the questions you anticipate related to your product or service and any 
notes regarding how you will answer them. 

  

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CHAPTER 2 

PUTTING IT ALL TOGETHER: THE ANATOMY OF A SALES PAGE 

 

You can now apply all of the concepts you discovered in Chapter 1 to your sales page. The graphic on the 
following page depicts the layout and key features of a high-converting sales page. Follow the guidelines and 
the layout listed below as you write and design your sales page content. 

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HEADLINE AND SUBHEAD 

This is where you’ll put your audience demographic information and main pain points. Tailor your headline and 
subhead to speak directly to your audience and the pain points they’re experiencing. What would catch their 
attention and make them want to read more? Think of something witty, surprising, funny, ironic - or perhaps 
some relatable phrase or rhetorical question. You don’t need to get too fancy, but do remember that your 
headline is what they will see first and what will make them decide weather to read on. 

SOCIAL PROOF #1 

This should be your strongest piece of social proof, whether it’s a glowing testimonial from a customer or a 
prestigious media mention that highly promotes your product. 

INTRODUCTION AND KEY FEATURES/BENEFITS 

Following your first social proof, you’ll expand upon your headline and subhead to introduce your product or 
service in a clear, direct way. You might include a few bullet points touching on overarching features and 
benefits of your product/service or use a video highlighting your product and its benefits as a compelling 
introduction. 

CALL TO ACTION #1 

This is the first chance for your leads to purchase. Make it a simple yet enticing push. Always keep in mind your 
audience and their pain point, and use that to dictate your language. 

FEATURE-BENEFIT STATEMENTS 

List six statements representing the outcomes your audience will achieve after consuming your product or 
service. These should spell out the specific ways the product will improve the leads’ life and/or business. Again, 
you want to highlight both the specific feature itself as well as the way in which that feature solves their 
problem and the benefit they’ll receive from using it. 

CALL TO ACTION #2 

This can repeat your first call to action or add further context for encouragement. 

DETAILED LIST OF INCLUDED FEATURES  

Provide a list of the 10-20 features or components that are included in your product or service.  

SOCIAL PROOF #2 

Showcase another customer review, social media shoutout, media mention or awards logo. Ensure that the 
source is in some way related to the content of your page. 

SALES PITCH 

This is where you’ll use the offer/solution information you determined in Chapter 1. State why your 
product/service is the permanent solution the audience has been seeking based on their main pain point. This 
is your big offer, so make it shine. 

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CALL TO ACTION #3 

This is the final chance for a lead to follow your call to action and make a purchase. In this third and final CTA, 
use language that increases urgency, mentions any special pricing offer, and elaborates (without getting too 
wordy) on why they should purchase. 

FAQS  

Address commonly asked questions that your leads might have before purchasing. Consider including your 
guarantee, shipping options, return policy, legal policy and any other questions addressing why your product or 
service is right for your audience. 
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Now that you’ve got all the essential elements of a high-converting sales page, you can start building it with 
your landing page building software or all-in-one automation platform. Once built, you’ll start drawing your 
audience to the sales page via ads and promotions. Go get ‘em! 

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