3 Things Your Sales Page Needs to Convert in 2026
APPLE PODCASTS | SPOTIFY | YOUTUBE
Over the last few years, I’ve seen entrepreneurs turn sales pages into the enemy… it’s almost like we think they’re these big scary tasks that we have to get ‘perfect’ before someone buys from us.
I think it’s an exposure bias – We’ve seen other people’s launches. We’ve bought from long pages. We’ve downloaded templates. So now we think a sales page needs a full novel, twelve emotional arcs, and every single thought we’ve ever had about our offer.
Most of the time, it doesn’t.
My goal, whether I’m writing for clients or helping someone write their own copy, is to make the sales process simpler. Simpler for you so your business has less friction, and simpler for your buyer so they land on your website and immediately feel, “Oh. This person is clear. This feels easy. Working with them will also be clear and easy.”
Clarity is one of the strongest buying signals you can send to build trust with your readers.
So before you refresh a sales page or sit down to write a new one, I want you to understand what a sales page actually is, what it needs to do tactically, and what it needs to do emotionally.
NOTE: You can listen to my thoughts on this in podcast form. Listen here, or keep scrolling to read the full post.
What a Sales Page Is (And What It Isn’t)
A sales page is a page on your website with one job: Sell one thing.
It usually lives at its own URL, something like yoursite.com/offer. It is dedicated to one service, one program, one course, or one offer.
It is not the same as your services page, which typically lists multiple ways to work with you. It is also not an opt-in page, which is usually short and designed to collect an email address in exchange for a free resource.
Your client’s ending, and the story you should be telling, is the transformation like:
“I don’t dread tax season anymore.”
“I’m not buried in admin tasks every day.”
“I feel confident selling this offer.”
Tell that story. Over and over. In their words. They will trust you because they’ll sense that you understand them.
3. Anchor to Identity, Belonging, and Self-Actualization
Previous blog posts have touched heavily on sales psychology, and Maslow’s Hierarchy of Needs.
A sales page sells something of monetary value, and it has one clear call to action throughout the page. That call to action leads to a checkout page or the next step in purchasing that one thing.
The Three Things Every Sales Page Needs
Let’s talk structure first.
There are three things people want to know when they land on your sales page, and they want to know them in this order.
What/Why/How
First, your visitors want to know what the offer is, why they should want it, and how to get it.
That all needs to happen above the fold, meaning the very first scroll of the page. When someone lands on your sales page, before they touch anything, they should immediately understand what you are offering, what changes for them if they say yes, and what action they can take next.
That action is a call to action button. Every sales page needs one above the fold. Even if your offer is high-ticket. Even if people don’t buy immediately. The people who are ready should never have to hunt for how to take the next step.
Above the fold copy does not need to be long. In fact, it works best when it’s tight. Think a clear headline, a supportive subheader, and a button. Roughly forty words or less. The goal is not to convince them of everything. The goal is to help them decide, very quickly, if this page is for them.
If it is, they scroll. If it isn’t, they leave. Both outcomes are a win.
2. Do you understand their unique problem, and offer a solid solution?
Second, people want to see their problem reflected back to them in a way that feels specific and solvable. This is where a lot of sales pages go wrong. Instead of naming problems and moving toward solutions, too many sales pages stack problem after problem after problem.
Yes, you need to talk about problems. But problems should lead somewhere. They should tell a story and open a door to hope. Broad, generic pain points tell someone you know marketing language. Specific, lived-in moments tell someone you know them.
There’s a big difference between saying “you’re overwhelmed” and describing the moment someone realizes, two weeks into January, that the same goal they wrote on their vision board last year is already slipping away again and they have no idea how to get back on the right track.
When you can articulate the experience and the emotion, not just the label, you build trust and momentum.
3. Tell them what it costs
Third, once you’ve walked them from problem to possibility, people want to know what it costs to get there. That’s your investment section. It should not feel abrupt or scary. It should feel like the natural next step in a conversation that has already built clarity and desire.
Why Pricing Belongs on the Page
This part tends to make people nervous, but avoiding pricing does not make the sales process easier. It just pushes the discomfort to later.
When pricing is missing, one of two things happens. Either people assume you’re difficult to work with and don’t inquire at all, or you get a flood of calls from people who only want to know the number. In both cases, you lose momentum.
Including an investment section creates ease. It prepares people. It turns sales calls into scoping conversations instead of reveals. It helps the right people self-select and shows that you respect their time.
Pricing works best when it’s paired with value framing. People pay different prices for the same thing all the time based on context, urgency, and perceived value. Your job on the sales page is to make the value clear before you ever name the number.
Your Sales Page Should Build Trust
Structure alone does not convert, but emotion does. This is why you have to use emotion and personality to connect with your audience.
Your sales page is part of your relationship with your audience. It should feel like a real person wrote it. That means using your voice, including photos of yourself, and letting your personality show up. People want to feel like you understand them and that you’ve lived close enough to their experience to help them through it.
A good sales page creates flow. It helps someone see where they are now, imagine where they could be, and feel guided toward the next step. It builds trust by being clear, human, and respectful.
Your Next Steps
If I were auditing a sales page before a launch, I’d ask three simple questions:
Is it immediately clear what this is and why someone would want it?
Does the page speak specifically to the inner world of the ideal buyer in a way that makes them feel seen and understood?
And does the page build enough desire and confidence that the investment feels like a yes?
There is nuance here. A $200 offer does not need the same depth as a $20,000 year-long commitment.
Bigger investments often require more detail, more reassurance, and more space to explore the solution. But regardless of price point, the foundation stays the same.
A clear above-the-fold section. Thoughtful movement from problem to solution. And an investment section that feels aligned with the value being offered.
Done For You Copywriting For Service Providers
If reading this makes you think, “I get it, but I don’t want to do this alone,” that’s completely fair. This is what I do for a living.
You can always find me on Instagram @nomad.copy or at nomadcopyagency.com.
Helpful Resources:
See my services → sales pages, emails, websites, and more.
Learn about Copy On Demand (only open 1x/year!)
Get on my calendar → if you’d like me to write your sales copy for you!
Connect with me here:
To view the podcast episode with subtitles, visit my YouTube channel here
