The purpose of creating a sales page isn’t to stop at getting traffic to your site. Truth be told traffic is ineffective if they don’t convert and buy what you’re selling. This is why optimized landing pages are an essential part of your marketing strategy. They come in as your passive sales force that sells your brand during every hour of the day. Amongst the type of landing pages we have, your sales page is the most essential page for driving sales on your website.

In this guide, I’ll be explaining what a sales page is, why it’s important, and how to go about creating a sales page that drives conversions.

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What is a Sales Page?

A sales page is a single page on your website or funnel that uses compelling text to convince your leads to buy your product/service. Its function is to ensure that no person leaves the sales funnel. Sales pages might not just be a single page on your website. They could be up to three even. 

What determines the number of sales pages on your site isn’t defined. So, you create them based on the type of service you’re offering and how you want to position them on your site. Although the key here is to change the format or layout so it can hold the attention of your leads and make them take action.

The target of a sales page is your leads. There are no guidelines as they are out to get a sale. So your product or service can change over time, but your sales page remains a page set to get conversions.

Types of Sales Pages

There are two known categorized types of sales pages. These types are the same in function.  As for design, they are quite similar. So basically the only thing that differentiates them is the length and number of texts. Based on this difference, the types of sales pages are called long-form and short-form sales pages.

1. Long-form sales pages

A long-form sales page like the name depicts is a long sales page that explains the elements and features of a brand in great detail in a bid to convince a visitor to buy. The essence of explaining in detail is to ensure the lead makes an informed decision by choosing the product/service. 

The long-form sales page contains a headline, an image, CTA, hero and a lot of text. Also referred to as a sales letter, the long-form sales page can be quite overwhelming if not properly arranged. Because of how overwhelming the details can be, leads meet long-form sales page with very poor reception. Another reason could be that the page isn’t catchy in design or that a lot of people have been scammed through long-form pages in the past. Plus, there are just so many distractions on this type of page that makes it’s credibility questionable. 

Now, these are all valid situations but when properly crafted, a long-form sales page does its magic by getting leads and sales even. The key is using elements and design to your advantage. By placing them to compliment each other, it won’t look overwhelming.  

Videos come in handy in this type of sales page and if you won’t be using a video, create a hidden text with an icon or ‘learn more’ button. So, when a lead gets on your website, they can simply navigate to the part of the text, they are interested in. Your sales page navigation panel could also achieve this. Your long-form sales page will give an organized first impression and it’ll be easy to consume all the information listed.

2. Short-form sales pages

Short-form sales pages are a shorter version of its long-form counterpart. These sales pages are direct by highlighting the most important features of a product/service. Along with this, the points are accompanied by a headline, CTA, a form, graphics or an image and other elements. 

The reception of a short-form sales page is great because it is simple ad direct. Also, there are verified logos, testimonials and partner brands at the footer. This reinforces the trust leads will have in using that product/service. They also have their navigation panel that helps leads find their way around the page.

How to Choose the Right Type of Sales Page For Your Product/Service 

If you’re confused on what type of sales page to use that’ll drive conversions on your page, don’t fret. I’m here to help.

Now, from the above description of the two types of sales pages, you’d probably be inclined to use a short-form sales page. However, your product/service determines the type of sales page that’ll be the best for you.

So when do you use a short-form sales page? If you are marketing to leads who are already aware of your brand, and you need them to signup for a specific part of your product, a short-form is your best bet. Let’s say you’re advertising a free trial or a launch of a new feature. You don’t need a long-form page to explain the entirety of your product again. A simple text explaining why this is worth signing up for is all you need on your page.

Also, when you’re in e-commerce or your product doesn’t need a lot of convincing, opting for a short-form sales page is the perfect approach for your business.

For long-form sales pages, you’d need it if your product is very expensive. You have to explain why it is worth that much. Another instance is where your service is complex to understand. You can’t just jot down jargon in a short-form and expect it to convert leads who don’t understand what you’re talking about. Also, if your leads need to invest or have to commit to using your service/product, you’re going to need a very long-form sales page.

These instances are why you’d need a long-form. To explain why they need to give in so much and better understand what you’re about. That being said, you cannot use a long-form to release an added feature from a well-known brand or a free trial.

How to Create a Sales Page Using Funneljoy

With Funneljoy, creating a sales page is easier because there are many templates to select from. You no longer need to hire a web designer to create a sales page for your website. Simply follow these steps below;

  1. Sign up and create an account with Funneljoy.
  2. Select a template of your choice.
  3. Design your sales page.
  4. Merge with other analytical tools or third-party apps you’d prefer.
  5. Publish your page. You can either use your website.

It’s really that easy.

Creating a Sales Page That Converts (Step-by-Step)

Deciding what type of sales page and the sales builder you want to use is the first step. However, the work is in creating the actual page. This is the most important factor because it will make or mar your entire sales plan. Hence, I’m showing you a step-by-step way to create a properly designed sales page that’ll drive conversions to your website.

1. Understand your target audience

creating a sales page

The essence of creating a sales page is to convince people. You need to understand who these people are, what you’re selling to them, and why they’ll need it. This is because the approach you’d use for a stand-alone customer is different from that you’d use for a B2B consumer.

Create a buyer’s persona that’ll identify the interests based on the demographics you set. If it’s a B2B consumer, you can note down what their size will be. This will help you identify what their needs are and how your product will solve these needs. You’d also know what sales pitch to make that’ll resonate with them.

2. Use a captivating headline and offer

Your headline should be direct and punchy. It should drive the entire point of your sales page. Also, your offer is the heart of your sales page. Make it clear and catchy so your leads don’t spend a lot of time deciphering what your entire pitch is about. How to create this is by using both text and design to convey your message. 

By text, focus on provoking emotion by making a story or a relatable benefit. It could be to prevent or give out something. Promise something with your sales page. However, don’t get carried away and make unrealistic or empty promises. People can smell a fraud from a mile away. The headline design should be bolder than the rest of the text. Use engaging words that’ll keep your leads hooked on the entire page.

List all the benefits of your page by painting a picture of what life will be before and after the product/service. This way, you’re giving your leads room to put their imagination to work. People also love discounts or free trials. If you’re including that in your sales page, you have to make it very visible and not lost in a lot of text.

3. Design and CTA

A call to action is the basic requirement for converting through a sales page. It’s advisable to use more than one CTA actually. You could start by placing one at the top and end of the page. That way, at every stage, your leads can easily signup for whatever it is you’re selling. This doesn’t mean you should spam the page with a lot of CTA’s.

Design is also very essential because how your page looks is going to determine the bounce rate you’d get. So the first step is to make it mobile-responsive. A lot of people use their mobile devices because it’s convenient. Picture how disastrous it’ll be if your sales page looks like an entire mess on mobile. 

Videos, illustrations and graphics are quite important on your sales page. Where you have a video that tells your entire story, consider using it instead of a lot of text. Leads will appreciate a video that’s engaging over a long page of text. Graphics are also relaxing and helps convey your message with how visually captivating they are.

A/B testing is the only way to truly decipher which design is perfect fr your audience. So you could change the colour, font, or anything you’re conflicted with on the page as a plan B. There are many tools like Funneljoy that can help you test, find out conversion rates, and the unique visitors you get. Test the two variations and see which one drives more conversions to be sure of which one your highest performing page is.

Finally, the best sales pages are the simplest. You’re trying to convey your product features in the most comprehensible way possible. Leave a lot of white space on your copy so that it doesn’t seem overwhelming when viewed. Try to use your words properly to effectively paint your picture.

4. Testimonials and social proof

The fastest way to build credibility is by showing the testimonials you got from people who have tried your brand and loved it. Leads want to be sure that they aren’t making a mistake when they choose you. The best way to reinforce the trust they’ll have is by showing that your brand is worth the try. So you can add the comments, tweets and feedback you’ve gotten from previous customers.

There’s an alternative to using testimonials and that’s adding the logo of partner brands especially when they are well known. The trust people have for the other brands will directly affect the trust they have for yours. Also, add your social media buttons at the footer of the page. This way, they’ll be able to get testimonials from other sources. If it’s possible, include a live chat to drive user engagements on your sales page. When your leads have any questions they can easily reach you and get the answers they seek.

5. Scarcity is your friend

Remember basic economics? The lower the supply, the higher the demand. Once people find out that there’s a limited supply of what you’re offering, the more your sales page will convert. The best way to drive this scarcity is by either creating a discounted price that’ll last for a certain period before it reverts. Or, alternatively, give out a free trial or extra percentage. Make sure the time is limited and your page carries the urgency.

As soon as people learn that time is of the essence, the probability of them taking time to think about it will be limited. And this is all because of the sense of urgency you’ve created. Trust me, it always works.

6. The Final Pop-up

An effective sales page doesn’t translate to converting every single person who lands there. This is where your final pop-up comes in. there’ll still be leads who won’t buy. Your final pop-up is a way of persuading them one last time. It does this by asking if they are sure about exiting your page. Put this in mind when creating a sales page.

Try to make this as creative as possible. Also, use personalized words to enhance the persuasion. You could also offer discounts to help them reconsider their choice to leave. Who knows? They’ll be interested in going back to give you that sale.


The right sales page is all you need to turn your leads into actual paying customers. These pages work 24/7 which not only helps your sales strategy but lightens the burden on your sales team. With the perfect blend of tests, visuals, testimonials, and all you’ve learned, you’ll make sales pages that’ll be sure to do the work. I can’t wait to see those conversions.

Create your sales page with Funneljoy today!