4 Keys to a Sales Page That Actually Sells

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SPOILER ALERT: If you’re allergic to writing sales pages + sharing your offer(s), this one’s for you. 

It’s interesting, isn’t it?

Despite the fact that business revolves around sales, noooobody wants to feel “salesy.”

Salesy is associated with superficial, aggressive, and cheesy. Not cute. Not effective.

So let’s flip the script and redefine salesy real quick:

In its simplest form, “salesy” means making a sale.

And making a sale is making a DIFFERENCE.

That’s not just lip service. Think about it.

When you’re able to do what you do best, your clients + customers benefit, the people they love and serve benefit, your employees and contractors benefit, your neighbors benefit via your government (heeey, taxes!), your family benefits, and of course YOU benefit.

As long as you know how to help people see why they genuinely WANT to buy from you, everybody wins.

So let’s talk (very specifically) about how to do that.

In this video, we’ll cover:

  • the 4 keys to writing a sales page that actually sells
  • why you can’t assume people know how great you are
  • when less is more (and when it’s not)
  • how to help potential dreamies SEE themselves as your customers before they buy
  • a quick mindset shift to help evict the desperate vibes from your writing experience

Click below to watch (or take a listen):

Click here to watch directly on YouTube.



Use their words to make it obvious why they want and/or need what you offer.


Use their words (start a copy bank to capture how they describe what they want, need, and/or are frustrated by).

Paint the before + after picture and make it clear that your solution can help them bridge the gap. (As long as it actually CAN help them bridge the gap, of course!)

Describe the BENEFITS of working with you: More sleep? Saved time? Less stress?



Don’t assume they know that your product, program, or service gets results. Toot your own horn!

Use facts + stats that prove your offer is needed and valuable.

Include testimonials showcasing real results people have gotten from your offer.

Include a bio that communicates your expertise and a bit more about YOU. (Again, don’t assume they know why they should trust you!)



Make it EASY for people to buy from you by anticipating any Qs they may have about your offer.

List the features of the offer (i.e. how many lessons? what fabric? how many sessions and how often?)

Tell them exactly what to expect before, during, and after your work together.

Include a FAQs section that shows them you “get” what they may be concerned about.

Get fancy with a virtual tour (video or images) to help them imagine what it’s like “on the inside.”



Show ’em what makes YOU (or your products) different from the so-and-so the next tab over. Help ’em FEEL it.


Use your voice in your copy. #thankyoucaptainobvious (I can totally help you with that, BTW ;))

Include a great, current photo of you.

Use images that showcase your brand + match the inside of the buying experience.

Design with your brand colors + flavor in mind.

BONUS (SPARE?) KEY: Please remember, you’re not desperate for this sale. Your energy is contagious. Throw yourself a dance party or pull a Tony Robbins to “get into state” before you sit down. Remind yourself how amazing this offer is by reading previous testimonials. Or asking your toddler. Whatev.

Long or short, simple or all decked out, being (the best kind of) salesy doesn’t have to be icky, awk, or complicated.

When you’ve got a great offer and communicate its value clearly, the right people will buy in the right time.

And that’s how a fun, profitable business built :)


In the comments below, share:

Which of these four keys influences YOU the most when you’re shopping for products, programs, and services online?

BONUS: How do you communicate that element on YOUR pages?

Let’s discuss.

To making sales + making a difference,


P.S. If you liked this post + want to help me spread the word by using the links below to share it with your buddies, I would greatly appreciate it! You can also subscribe to my YouTube channel if you’d like to see new videos before I’ve had time to turn them into blog posts ;)

Convo Copy Cheat Sheet



  1. Lynne

    Currently writing my Fall Sales Page.

    Thoughts on Home and Summer?

  2. Louise Innes Holistic Nutritionist

    I am just at the point of revamping my work with me page so this email is so timely!

    I first wrote this page a year ago when i just finished B-school and I pushed myself to get it done knowing that it was not perfect. I have definitely found my voice over the year by blogging regularly and I also have the words and feedback of the very happy clients that I have seen over this last year. I did ask for testimonials so I have good copy for this page from that.

    I would love to have your top three tips for me this go around. Just first impressions and any nuggets of advice you can give me.

    So appreciative of everything you do and the value you give your subscribers. Thank you and also belated CONGRATULATIONS!

    Wow, just looked at my services page again and I know it needs to connect more. There is an invisible wall there!!!!


    1. Nikki Elledge Brown

      Thanks, Louise! I won’t have time to look over everybody’s pages (hoping y’all will jump in with specific Qs and feedback for each other!), BUT at a quick glance I’d suggest making the benefits more obvious than the price.

      Super-easy to look the page, scan for the price, and decide based on that. Instead, you want folks to scan the page, see the sweet benefits of working with you, and then look for a buy button (and price).

      Make sense?

  3. scott

    Don’t have a link yet, as it’s still a draft on WP, but this hit my inbox at a perfect time to get some feedback! This is a landing page sales copy for a special our company is running in August, not the actual sales page.

    [pix of tortoise]

    The Almeida family of Realengo, Brazil was reunited with Manuela, their pet tortoise, who had been missing for more than 30 years. They discovered her when they started a long-needed house cleaning project! [link to article]

    While we may not find Manuela, your long-lost red-footed Tortoise, we can – and will – help you find some of peace of mind heading into the Fall.

    After all,you have important things to do with your time:

    * get ready for back-to-school (already!)
    * take care of an aging parent
    * connect with your family on a camping trip
    * visit friends or family out of state
    * relax, unwind, read, focus on personal growth, take a class, get centered
    * fill in your own reason here: ___________

    Few things rob your peace of mind like knowing you need to get your house clean. And few things and cause more stress, anxiety, and frustration than getting a house clean and keeping it clean. Ask the Almeida Family: cleaning the house can get away from you! (30 years is a long time for a pet to go Missing in Action!)

    So, if cleaning your house is stealing some of your peace of mind, we’ll help you get it back!

    Take advantage now of our August special:

    10% Off One-Time / First Time Cleaning

    This is a deep cleaning, nooks and crannies kind of clean, completed by a team of cleaners and supervised by a manager to make sure we get it right. This often represents 10-20 hours of cleaning!

    Ready to claim the August Special? It’s simple:

    Call the office today: 541-601-6236

    …and ask for the “Tortoise Special.” Plain ole’ “August Special” will work too!*

    We’ve been helping the fine folks of Southern Oregon find peace of mind for more than 27 years, and we have hundreds of ecstatic customers. [link to testimonial page]

    When you call, we’ll provide a free no-hassle, no-obligation quote and get you on our “find some peace of mind” calendar.

    While we may not find a long-lost pet, we will help you find the peace of mind that comes from a clean house!

    Call today for more details: 541-601-6236.

    (* Work must be scheduled and completed in the Month of August.)

    1. Nikki Elledge Brown

      Disclaimer: I won’t be able to help everybody like this – but since you’re one of the first to comment, Scott, you win a mini style sesh! ;)

      I’d just edit that baby down and keep it REALLY simple. (If your dream clients are super-busy, they appreciate it when you get right to the important details!)


      If cleaning your house is stealing some of your peace of mind, we’ll help you get it back!

      Take advantage of our August Special now:

      10% Off One-Time / First Time Cleaning

      This is a deep cleaning, nooks and crannies kind of clean, completed by a team of cleaners and supervised by a manager to make sure we get it right. (This often represents 10-20 hours of cleaning!)

      Ready to get started?

      Call us today at 541-601-6236 and ask for the “August Special.”

      When you call, we’ll provide a free no-hassle, no-obligation quote and get you on our “find some peace of mind” calendar.

      Talk soon!


      Wanna know more about us?

      We’ve been helping the fine folks of Southern Oregon find peace of mind for more than 27 years. Click here to see what our ecstatic customers are saying. [link to testimonial page]

      1. Paula Roelands

        Like Scott, I have a long standing BAD case of diarrhea of the keyboard! LOVE LOVE LOVE this sample, your vid, all you have to share….and just in time for my re-do on my website. THANK YOU THANK YOU THANK YOU! On my way to conveying clarity.

      2. scott

        just wanted to pop back in and say thanks! appreciate it muchly.

        1. Nikki Elledge Brown

          You’re so welcome, Scott! Thanks for the thanks :)

  4. Diana Malerba

    I love this video! It really goes straight to the point!

  5. Alysa

    Nikki, I love your bonus tip – which is that your energy makes the difference. I can literally FEEL your energy when I read your work. I hope one day I can write in a way that lets people feel what I’m about.

    Thanks so much for your great tips!

    1. Nikki Elledge Brown

      Thanks so much for sharing that, Alysa! What a great compliment <3

  6. Ophélie

    Hi, :-)

    Thanks perfect timing for me, working on improving my sales strategy, I was listening to a program and thought I would take a little e-mail brake and yours popped into my eyes.
    I think I look for clear value and ultra clear expectations, and usually go by intuition in the end…. But I realise from your vid that as I am selling something not tangible but spiritual, I need to work more on the credibility and the why what I am doing is different. I think people sense that I am bringing something new and get scared a bit… so why not even playing on that aspect and emphasise on the fact that yes what I do is different and there is good reason for it…!
    Thanks for the hint!:-)<3

    1. Nikki Elledge Brown

      Love that aha moment, Ophélie! It’s always worthwhile to show what makes YOU/r program different from the rest. Helps them make the best decisions :)

  7. Maria

    Thought I’d stop by – after watching your most recent beach ‘scope where you said you had a record low number of comments on this post – and say HEY!

    Thanks for all your awesome tips, always.

    Your son is so cute!!

    Can’t wait to see more!

    Maria xx

  8. Kaye Putnam

    Nikki, this post is pure GOLD. I’ve already referred back to it 3 times since you posted it! I’m surprised this post is lower than usual on the comments (for you.) That’s certainly not indicative of its value.

    I’ve always been in awe of your pure-baller sales pages, and it was lovely to read your recipe behind the genius.

    I especially love the part about adding in your brand personality. :) That’s the icing on the cake!

    I have it queued up to share. Thanks for writing this.

    1. Nikki Elledge Brown

      Aw thank you for the feedback, Kaye! So glad it’s been helpful :)

  9. Dawn

    Thank you Nikki. I first heard about you from Carrie Green last year, but was not ready for your amazing coaching in this area. Since then I have created a rough draft of my course and I am participating in the 90 Day Year with you now. Fun. When I saw you were a part of the 90 Day Year community I knew you were the perfect fit for me. I’m going to focus on your blog content first. Run what I put together by my we master. Ride this experience with you of just launching my course to show that I can do it. Thank you for being on the same page I am right now. It’s a privilege to know all you successful online gurus are human too. Sincerely, Dawn

    1. Nikki Elledge Brown

      Oh Dawn – human is my middle name. (Actually it’s Elledge, but really it’s Danielle…just didn’t wanna completely lose my maiden name when I got married so it got the boot…but I digress.)

      So glad this post was helpful for you – join me on Periscope to catch the even HUMANIER side!


  10. Julie

    The element most key to my decision making is Clear Expectations so I rarely want to spend a ton of time on the other elements. This post was helpful to me to remember that I am not writing to sell to myself — my dreamies may need the other elements too. ;)

Comments are closed.