The Highest Converting Long-Form Sales PageYou’ve Ever Built
Tired of Having This Annoying Problem?
This Sub-Heading Has One Job: Make Your Visitor Want toKeep Reading!
This is a „Hybrid” long-form sales page where we combine the best qualities of classiclong-form sales letters with some visual aspects that the most successful online salespages make use of. At this stage of the page, we want to arouse the reader’s curiosity,so they want to keep reading.
If you use the page well, there will be a lot of text and a lot of content. And that’s agood thing: it gives you the opportunity to tell a story, connect with your reader andexplain your offer in great detail.
But no one wants to read that much text!If that’s something you’re worried about with a sales page like this, keepin mind that the closer someone gets to making a purchase decision, the morelikely they are to hunt for specific information. Your most valuableprospects are more likely to leave when there’s not enoughinformation than if there’s too much
By the way: short paragraphs and highlight boxes like the one above are a great way tokeep the text light and easy to read. Don’t overwhelm your visitors with a „wall oftext”.
Use Sub-Headings Like this One Frequently. This MakesYour Page „Skim-Friendly”.
Some of your visitors will be readers andothers will be scanners. The readers will start at the top and read every. single.word. until they reach the end of the page (or until they can’t wait any longer anddecide to buy). The scanners, on the other hand, willskip about looking for things that catch their attention.
Keep in mind: the scanners want to be convinced just as much as the readers do, they are just looking for information in a different way.
What you’re reading right now a text block consisting of a heading anda section of text. Break up all of your content intoblocks like this to make everything easier to read, easier to understand and easier tonavigate. You’ll also notice that none of the paragraphs here are more than 4-5 lineshigh (on a large screen, anyway. Yes – this page is fully mobile responsive).
Don’t Jump to the Sale too Quickly: Long Form is All AboutBuilding Rapport
This dark background is another way to create visual variety on your page and keep itinteresting. If you use a dark background with light text, keep it short. Light text ona dark background is harder on the eyes than dark text on a light background.
The Simple Storytelling Rule for Sales: Convince First,Sell Second!
Remember that long form sales pages are about relating to your reader. Don’t jump rightin and start talking about your product.
Instead,tell a story. Write about how things feel. Write about problems, frustrations,experiences, triumphs. Think about a movie or TV series – it’s all about the charactersand how much you care about them. And you only care about them if you can relate to them.
Trying to sell too soon is the most commonly made mistake- not only on long form sales pages. Even if your page is short and visual,without relating to your customer, you can’t make sales.
Alsoremember that what you’re looking at is only a template. Maybe you want to spend moretime on the story. Maybe you want to add several more headline + text blocks, to reallyelaborate and evoke emotions. With Thrive, you can easily do so (just duplicate some ofthe existing blocks). Let the template inspire you, but don’t let it limityou.
Using Image Sections to Add a Visual Element
Below isan example of a simple image section: use images or icons to illustrate a point you’remaking. This can assist in your story telling or be used to showcase features (althoughonly if you use it further down the page, after the product reveal).
Keep it simple. You can use the icon feature in Content Builder for the images.
Don’t over-explain in these text sections below each individual image.
Let the images do the talking. If something needs more explaining, add a textblock below.
Get YourPoints Across by Using Lists
- Create a nice list of points here. Whatare the points about? Anything you want. This could be a summary of the page so far,for example (remember those scanners?).
- Make your content easy to digest.Youcan think of the layouting/formatting task on a sales page in this way: the goal isto present nice, appetizing, bite-sized morsels for your reader. Don’t hit them overthe head with big words or long paragraphs. Make it easy and fun to experience yoursales page.
- Once you know this, you’ll want my product.That’sthe result you should aim for with your content. Once your reader understandsthe story and all the points you’ve made, they will truly understand the value ofyour product (or service, or whatever you’re selling).
In thisText Block, Start Transitioning to the Solution You’reOffering…
You’ve set the scene. You’ve captured your visitors’ attention. You’ve related to themand told them everything they need to know to truly understand what your product isabout. Now it’s time to start introducing them to the product.
Keep onething in mind: your product is the solution. At first,don’t talk about it in terms of a product. Talk about how you found a solution and abouthow this same solution can help others too. Why do all this? Because if you set it upright, you will be the opposite of the slimy, used car salesman stereotype we alldespise… you will not be pushing product, you’ll be doing everyone a favor.
Here is a Smaller Sub-Heading for Extra Emphasis
Trymixing paragraphs with sub-headings of two different sizes (H2 and H3). You can usesmaller sub-headings like the one above to make an important point or for quotes thatrelate to your story.
Evernotice how non-fiction authors love to use quotes throughout their books? That’s becausequotes are a nice change of page and they lend authority and gravitas to what you’resaying.
Similarly, you can use subtle text highlights, textboxes, short paragraphs, sub-headings and other text formatting to draw your reader’seye to important parts of the text. This also helps break up the page, to preventwall-of-text-syndrome.
This is Where the BIG REVEAL happens
Here it is: YOUR PRODUCT NAME
Now it’s time to present your offer as the perfect solution to everything you’ve been talkingabout so far in your story.
Whilewe were holding back before, it’s now time to be very specific. Talk about your product, what it is, whatyour customer gets when they purchase. At this point, after all the buildup, yourreaders really want to know what you have to offer, so don’t hold back.
- Show a product image:it’s always a good idea to have a visual representation of your product. Itmakes it more tangible and more „real” in your reader’s mind.
- The power of the points list:use this list to emphasize the most important benefits of your product.
- Benefits over features:for every feature your product has, try to translate it into a benefit (i.e.a positive end-result your customer will get).
What People Are Saying About Our Solution
John DoeUI/UX Designer
“Social proof comes with customer testimonials.”
“Customer testimonials are a powerful conversion element. Display them hereto demonstrate that your product has many customers and that those customersare very happy with their purchase.
We like to do what many others have done already. There’s safety in numbers. Testimonials can be used to give your visitor that sense of safety.”
Shane Melaugh
– Job Title
“Here’s what the perfect testimonial looks like…”
“The perfect testimonial looks a lot like this one: it has a heading(this shows the best part of the testimonial), one or two paragraphs oftext, an image, a name and (optionally) a role to go along with the name.Also note the use of quotation marks in the testimonial text.”
Samantha Allen
– Job Title or Role
John DoeUI/UX DesignerJohn DoeUI/UX Designer
“Can you ever have too many testimonials?”
“It’s a fair question: can you have too many testimonials?
The answer is: you can, but the problem is usually not the amount but thequality of the testimonials. If you have good, enthusiastic and realtestimonials that mention specific details and benefits, don’t shy awayfrom adding 10, 15, 20 or even more to the page.
Just don’t add a ton of boring or generic testimonials.”
Shane Melaugh
– Job Title or Role
Welcome to the Main Purchase Section
Here we have a highly attractive purchase section. We display another paragraph of text,which is a strong call to action to your readers. In addition, we have a product image,unmissable large button and some guarantee and safety symbols.
100% SatisfactionGuaranteed
Secure Payment
A Few More Testimonials to Prove it Works for Real People
John DoeUI/UX Designer
“Keep displaying testimonials for social proof.”
“Here, we have a second testimonials section, right after the purchase section.Now that we’ve asked the reader to pull the trigger, they might feel some resistanceand testimonials can help reassure them.”
We like to do what many others have done already. There’s safety in numbers. Testimonials can be used to give your visitor that sense of safety.”
Shane Melaugh
– Job Title or Role
“Pick the right kinds of testimonials to show here…”
“If you have any testimonials that include stories of how a customer had somedoubts about your product, but was then won over by the high quality, yourfriendly support etc. those are perfect for displaying in this area of the sales page.”
Samantha Allen
– Job Title or Role
John DoeUI/UX Designer
Shane Melaugh
Creator of [Product Name]
About the Author
When selling online, it’s easy to forget that people prefer buying thingsfrom other people. If there’s any element of personal branding in your product,use this section to write a few paragraphs about yourself.
Keep it short, as this page is about your product, not your life story. But afew personal details mentioned here can help build rapport with your reader.It’s a reminder that there’s a real, trustworthy person behind this productand they aren’t buying from a faceless corporation.
It’s Time to Start Addressing Your Visitor’s Last-Minute Objections
After the first call to action, use testimonials, case studies, more points lists andmore text blocks to address all possible objections your visitors may have. Knowingthese objections is very important… and you can learn all about them by talking toyour customers and visitors. Give them a way to communicate with you and you’ll quicklylearn what’s on your reader’s mind as she goes through this page.
This part ofthe sales page can be a lot longer than it is in this template. There may be manyobjections that come up and you can address them all. If you dedicate a separate textblock or a sub-heading to each one, your visitors can easily find the ones they have ontheir minds and skip the rest.
Use Sub-Headings Before Every Major Objection You Address
People are risk averse. We dread making a mistake and wasting our time and money onsomething that turns out to be rubbish. This is the part of the sales page where you canappease all those worries. One of the most important things you must learn about peoplein your market is what kinds of objections they have, so that you can effectivelyaddress them here.
Advantages vs Disadvantages
Here’s a section that you can use for many purposes. For example, you can use it to showcase howyour solution is better than other solutions out there. Or, compare the problems your reader isfacing right now with the great solutions they’ll enjoy once they purchase.
The Pros List
- Proin arcu nulla, varius sit amet ligula ut, portaconvallis dui.
- Nullam feugiat est porta, semper felis iaculis, luctusnisi.
- Aliquam ac ipsum convallis, dignissim lacus ut,maximus enim.
- Phasellus nec arcu non augue egestas
- Duis accumsan, dui et semper
The Cons List
- Aliquam ac ipsum convallis, dignissim lacus ut,maximus enim.
- Phasellus nec arcu non augue egestas
- Duis accumsan, dui et semper porttitorbibendum atmetus eu.
- Aenean sagittis volutpat lorem ut dictum.
- roin arcu nulla, varius sit amet ligula ut,
Here’s a „What You Get” Section (Plus the Second Call toPurchase)
- Vivamus sit amet lacus eu odio lacinia efficitur venenatis quis tellus. Uteget
- Sed egestas diam vel iaculis dapibus.
- Fusce tortor lorem, fringilla et tortor
- Pellentesque non facilisis purus, id
- Facilisis purus, id lorem ipsum ultrices
- Ultrices erat nubia nostra himenaeos.
100% SatisfactionGuaranteed
Secure Payment
100% Satisfaction Guarantee
You are fully protected by our 100% Satisfaction-Guarantee. If youdon’t get [a specific benefit that your product promises] by [aspecific span of time in which you guarantee your product to yieldresults], just let us know and we’ll send you a prompt refund.
Frequently Asked Questions
Why add an FAQ section like this?
A section like this is perfect for addressing buyer objectionsand smaller concerns that your visitors might still have.
How about adding a contact link?
An easy way to get pre-sales feedback is to add a „Contact Us”link to the bottom of the page, so that visitors can send youquestions by email.
What about exit intent lightboxes?
You can also use the built-in exit intent feature to open alightbox with a contact link and invite visitors to leave somefeedback before they exit the site.
What questions belong here?
A great way to populate the FAQ section with questions is toinvite pre-sales feedback from visitors. Your visitors willhappily tell you exactly what questions are on their minds.
Have you tried a chat widget?
There are also many services you can use to add a live chatwidget to a page like this. Inviting visitors to a live chat isa great way to learn about common questions and also increasesales conversions while you’re at it.
Answer questions, save space.
We’re using content toggles in this section, which allows you topresent many questions in a compact form. Your visitors caneasily read more about the questions they themselves have andignore the rest.
P.S.:: Welcome to the post script section of the page.You can have one or several of these. This part is all about loss aversion. Here iswhere you can remind your reader that if they don’t jump on this opportunity right nowthey will be missing out.
Afterthe post scripts, use the link below to link to your purchase section or the checkoutpage.
Yes, I want to start getting [benefit] now!
Copyright – Company NameInc.