Sales Page That Converts: A Beginner’s Guide


A sales page, as the name says, drives sales!

There. If we could only explain things all that simply! Naturally, there is more we learn about sales pages as we scratch their surface.

Not just a page that drives sales, the page exists for sales! You may think every page on your website ultimately has this one goal – sales.

That may be true, but what makes a sales page so different are two things. One, sales pages are basic advertisements for your products (or services), and thus, more so than your other webpages, they are strictly about the sales figures.

Two, you would realize that your website’s pages are…ON THE WEBSITE!

However, a sales page is a stand-alone webpage not to be found if you looked for it within your website; only those who see the ad/find the link of the post-click landing page can see the landing page.

Wait, POST-CLICK? What’s that, you ask?

In terms of ad visitor experience, there are usually two sorts of experiences – pre-click and post-click.

When you make a sales page, you naturally advertise it. You also use SEO to make sure it ranks high and naturally gets higher favors from the search engines.

So, before someone has clicked on the link, it comes down to can they find your link and how is their willingness to click on it doing.

This willingness is shaped by a catchy title and meta description; moreover, the keywords you use will help you rank further on top.

This is what comprises a landing page’s pre-click experience.

However, once someone clicks, what remains is the post-click experience.

We shall discuss later what makes the post-click experience better. However, now, let us dive into more depths of a sales page.

There are various formats using which you could make an effective sales page, however, two formats are most widely used:

  • A short form sales page
  • A long form sales page

How is a short form sales page different from a long form sales page?

The difference is quite literally in the name.

A short form sales page is, well, shorter in comparison to a long form sales page.

If you were to look at the example below, you would see there isn’t much text on the landing page.

Image Courtesy: Insta Page

The content isn’t so much “text-heavy”. Moreover, they have left the talking for the images, infographics, and videos.

Since in a short form sales page, you do not go excessive with your words, you choose them very carefully.

The copy has to be crisp but catchy and clear. No tall claims or exaggerations are going to help.

You have to make sure that your visitor gets what you are saying, but also that you do not bore them in your attempt to be comprehensible.

Needless to say, a short form sales page is difficult to make. You want to keep things short and sweet. Not the easiest combination to find!

On the contrary, a long form sales page does not hold back. It gives your customers every detail from A to Z.

These pages are quite literally LONG because they do not spare a scope for ambiguity.

Whatever there is to know about the product should be found on the long form sales page of that product, however, there is a catch.

Nobody has the time to read something huge these days!

Moreover, long form sales pages often end up absurd. Copywriters tend to get off the track, or worse, they will try making a conversation so hard that your page might feel unnatural, timid, and forced.

While it is true that your sales page is a sales pitch, you must do so discreetly.

Your audience needs to feel like you are solving their problem and not just selling your product.

For this very purpose, some people do opt for a long form sales page. It’s easier to connect with a person when you have more liberty with how much to write.

However, going overboard with the human touch can leave a sales page feeling like a scam page.

If you have ever come across a pyramid scheme or dubious-looking webpages, you may recall they are mainly long form sales pages. Thus, with time, we have come to associate such content bodies with scams.

But…this doesn’t mean you have to condemn the idea of an elaborate long form page altogether. You can get that right as well.

We shall discuss both these forms in detail and where should you use a long form page.

However, for now, let us first understand what separates a sales page from most landing pages.

To be specific…

How is a sales page different than a generic landing page and homepage?

Before we get straight to the point, let us address the elephant in the room!

It’s a landing page. We have just discussed above that a sales page is very much a landing page in itself, then why are we drawing a difference!

It kind of sounds like we are asking how is a tomato different from a vegetable (or a fruit, as some people believe it is!)

Yes, a sales page is a post-click landing page, however, this can be more accurately said for a short form sales page.

When you look at most landing pages, you would find certain elements there:

  • A strong title, sub-headlines, and description
  • Powerful images
  • Testimonials
  • CTAs
  • Good design

Image Courtesy: Big Brand System

All these are some elements you would also find in your proper sales page too, however, the only difference being that a landing page doesn’t have to be about “sales” particularly.

You would find that certain landing pages, although found in a similar fashion as that of your sales pages, do not make a sales pitch as proactively as sales pages.

They simply do not focus on sales.

Some landing pages just want to educate the masses about the product, whereas most just want to capture new leads.

This difference can be found in their page layout.

You would find pop-ups asking you to subscribe or landing pages with forms, which require you to fill your email id, phone number, and other plausible details.

These are your lead generation pages.

As the name suggests, these landing pages want to get a business more ground to play. This is right at the beginning of your marketing funnel.

However, with a short form sales page, you would find the pitch is more direct and the CTAs here are more sales focused.

You may find a “call now” or “enquire” button here as well, but if you have been shared a sales page, it’s obvious that you as a prospect are further down the marketing funnel.

It’s understood that you have shown a little more inclination towards buying the product than leads do, and you know about the product and brand to a point where you need just a little help in making your decision. Sales Pages more so pursue a prospect than a lead.

That’s what separates a lead generation landing page from a sales page.

However, people often confuse a sales page with the final payment gateway page. That’s not true!

Once you choose to buy a product, only then are you transferred to the cart and the gateway.

Another misconception is the interpretation that a home page can part-time as a sales page.

If we have to find the obvious reasons, we should first quote that a home page does not feature one product in particular. It floods the users with all that is to know about you. Thus, if you were to draw a similarity between a home page and a sales page, there won’t be any.

Even the long form sales pages restrict themselves to the thing or service, which they have to sell in particular. Naturally, it goes without saying that you can decide which and how many products do you want to sell at a time, you can even make customizable clusters/packages/ groups of products and sell them as “kits”.

Long form sales pages become more useful when they are selling multiple products since it’s hard to sell more in lesser blocks. But even then, a long form page does not distract itself from the core principle of “sales”.

It’s another thing of course that they dwell too much on the details of the process or service they are selling, but they don’t dwell upon the brand or the core members, etc.

A home page just paints a picture of the brand’s vision, mission, goals, team, history, present, etc.

Home pages or “About Us” sections are weak as sales pitches.

Tonality differences can make or break your sales pitch, and when you use your sales page, you are making sure the language is just right to convince a lead.

However, a home page just wants to give an over-all idea of what the brand is.

Most home pages feature a catalog or display of all the products that a business has, but even then, not even one product gets the right amount of attention to coax a sale.

When you make a long form sales page, you have more space to give more details. You give away stuff like USPs of a product, how the product is made, what your customers have to say, conceptual details, what’s new, etc.

Here too, you may utilize your parent brand’s image to further your sales but that does not mean you remove the attention from the product itself.

Thus, if we are to find any similarity between sales pages and landing pages, it can be found between sales pages and product landing pages only.

A product or sales landing page is like a short form sales page in design and format.

So, you could say the former can dual up as a short form sales page, however, what if you want to go for a long form page, and more importantly, should you go for a long form sub-type?

Should your sales page be long or short?

Now, that’s what I call a million-dollar question!

To short form or not to short form?

To long form or not to long form?

They both have their own catches.

When you go for a short form sales page, you are short of space. You require amazing copy-writing skills and design to compliment what you have written and your media should be able to impeccably describe everything without even writing it down.

That requires creativity, time, and patience.

You may just be throwing one draft after another straight into the bin till you find the one that works.

This is a lot of work but studies hint that for e-commerce websites or stores with regular items, short form pages do much better. A sales landing page should only be elaborate when it needs to be! We’ll see where it needs to be longer.

However, in most cases, short form pages have a much higher conversion rate than long form sales pages.

Reasons as to why that is the case would include:

  • More stylized in appearance
  • Does not beat around the bush
  • Portrays a more confident brand reputation
  • Nobody has the time to read; so the shorter, the better!

Since nobody has the time to read anymore, what is even the point of making a long form sales page, you may ask!

The point is that a short form sales page, while it does amazingly for most products and services, may not suffice many.

What if your product is too complicated? What if your product and your BRAND too is new in the market?

What if you sell a service and you need to break it down into steps?

When you find long form pages, you find concepts that are relatively new written all over them. Yes, most examples you may be able to recall would resemble a scam but when pharma firms or scientific centers produce a patent or research papers commercially, the sales page is a long form sales page.

Since the item has never been heard of before, just a few catchy sub-headlines and descriptions within 50 words may not impress.

You need to elaborate! This is where you get a long form sales page on the roll.

Remember that long form sales pages often include material that’s technical or “boring” in nature. So, if you want to produce something easy and breezy, this may not be for you.

However, you should also remember that depending upon the industry you’re into, this may be the right choice for you.

But even then, you should go about copy-writing and designing any page like it was to be a shorter page.

One of the biggest roadblocks in the conversion rate of a long form sales page is the poor readability and monotone:

  • You would find large chunks of text splattered around the page.
  • The language is dull and unbinding.

This way, an already boring topic, becomes a horrific deal to even sit through.

What you could do to improve upon this is even out the content.

These are a few things you can do to make sure that your content does not seem like a drag.

  • Use more bullet points
  • Make sentences with less than 15 words.
  • Do not make paragraphs with more than 2 lines
  • Make as many sub-headings and taglines as possible
  • Be creative with the design, since a vibrant and pretty looking webpage can beat the odds of a long description
  • A long form sales page can also have images, infographics, videos, and media files. Use these. Since they lower your dependency on textual prowess and get the work done as well, they can make a long form sales page look shorter.
  • Use testimonials: people will judge a long form sales page!

These are just a few things you could try when it comes to making immaculate long-form sales pages. All these points can be used to make your short sales pages even crisper.

However, there are certain basic rules to making any sales page immaculate.

What are they?

How to make sales pages that convert

There is no point in making something that fails your expectations, while also wasting your time.

When you make something like a sale page for growing your business, you want to make sure that you make everything right!

You want to make sure that leads drop on the page but leave as happy customers.

Here’s what you can do to make a sales landing page that strikes your rivals out:

Write like your life depends on it

It really matters a lot on how your page reads. You want to inspire your visitor.

You want to connect with him, and most importantly, you want to help.

People only buy what is useful for them, so your page copy needs to reflect your usefulness.

You may not be doing this part yourself, which is why it becomes all the more important that you instruct your copywriters right. You should tell your writer the format, the specifications, and the length of the sales page you’re looking at.

Give them as many details as you can to get a page with no ambiguity, mistakes, and failed expectations.

Social proof

A lot comprises social proof. You could give out some testimonials from your older buyers or customers of your parent brand (in case you are launching a new sub-line), but a recent improvement has come in the way companies are now giving live tallies of the number of clients, happy customers, and services offered.

If you have any big names in your kitty from your previous products, services, or company, you should make sure to display those names.

What looks good is likely to be purchased.

Use images

Looking good is not just about looking reliable, it sometimes is just about looking good literally.

Products deserve visual representation at the least. Make sure your products are photographed nicely, especially if you deal with items that are bought on the first impressions – like clothes, jewelry, and gifts.

You should use features that allow visitors to shift the colours and sizes of your product on the website. Maybe even introduce a button that lets them “try it on”. The more accessible your product is virtually, the more likely it is to be accessed physically by your buyer.

Pay attention to design

Looks sell!

You want to look good, and that’s why you should go for a breathable design. What a breathable design means is something that doesn’t look too cluttered or short of blocks.

Write only what offers relevant details and skip the rest. Maybe you could add pop-ups or CTA for that, but to populate the page thoroughly would be a harmful step!

Use pop-ups

Pop-ups will help you add the right element to your sale pages at the right time. Say, you want to get a form on your landing page, but you do not want it to be this permanent element raking in space and distracting people from the matter.

You can add the form as a pop-up, which only appears when someone has read through your sale page’s first two sections. Those who do not want to fill the form can just cross the pop-up off their screen.

Capture leads directly from your website using EngageBay’s web pop-ups. Pick from any pre-configured form styles and customize them or create a custom one.

Modern shopping

How can you make your page right for a shopper of the modern age?

By personalizing the experience for them.

Let’s say I want a good that’s out of stock, but I personally insist that you remind me when it comes back in.

Now, you may encounter more than one buyer like me, who need this product from you.

These are people who are SURELY going to buy, so don’t lose them.

You can do that by making a separate prospects’ list with the names of those, who are looking at buying products you may soon get. You can in a similar fashion make lists for different purposes.

You should also offer your visitors personalized solutions. For instance, I have searched for “lipsticks” on your e-commerce portal. I may also be interested in a lip balm or a lip gloss, so that should come up when I scroll down and find the “recommendations” section. Based on my, a buyer, preferences, you should make personalized recommendations to further your sales.

Make sure you ask for feedback

This is key to future growth.

You should get tools, which help you analyze what items sell the most and which ones do not sell on the luckiest day!

You can make use of great CRMs such as EngageBay that not just make reports for your business, they also keep sending real-time insights so that you can monitor your strategies better and faster.

Image Courtesy: EngageBay

You can send automated mails and forms too asking for your customers’ valuable feedback.

Give them an option

Killer CTAs are a must. Everyone is bored of reading the same old “buy now”, and that shouldn’t be the CTA you choose for your landing page, if you are serious about registering sales.

You should give your customers more options.

Let there be a CTA, which stimulates a call, let there be a button for keeping items on watch, a CTA for requesting demos will be helpful, give them a button that enables your customers to leave their opinion.

These many CTAs may sound over-bearing but they are not!

They give your public more choice.

You should put 5-6 CTAs on your sales landing pages, and make sure they aren’t all placed populated-ly.

They should be spread across the page and should naturally lead to a click.

Live chat

While there are so many ways for your customer to reach out to you, none quite as effective as live chats have proven to be. The world no longer wants to speak on a call, if something’s textable, people would rather like to chat it out.

Give your customers that option when they shop with you too. You would need chatbots that are reliable and fast. Your customer support team needs the right software for this facility to work out beautifully. You can get them a CRM tool as equipped as EngageBay, and never annoy your lead again.

Take customer experience to the next level with EngageBay’s free live chat software!

Be mobile-friendly

You need this simply because most of your customers will find you while surfing the internet via their mobile phones. So, you need to design a page that looks smart on laptops, tablets, and phones alike.

You can find some highly responsive templates on EngageBay.

How EngageBay can help you make high-converting sales pages

  • The first thing you need to do is sign up on the EngageBay website, and log in.
  • Head to Marketing Bay, where you will find an option to create landing pages.
  • There you can either choose from so many of our highly customizable appealing themes or you could make your template too.
  • You can create your own template using HTML or coding.
  • You are most likely not going to need that since our ready-made templates are exactly what your dreams are made of. You can just pick one to begin.
  • Now, you will be adding elements that you want to appear. You can just hover your cursor over the elements of the chosen template and edit them.
  • If you want to edit the heading or description following them, just click on the edit icon and you will find a standard text editor to format your copy.
  • Once you are done making all the changes, just click on save.
  • Now, you head over to settings and do your landing page’s meta description, title, keywords.
  • You can use pop-ups and forms that are in-built for your sales page too, you will find this option within the elements section.
  • Whatever element you want to add to your page, you just drag and drop it to your page from the elements section.

That’s pretty much all about that!

However, if you would like a more detailed step-by-step direction for sales page creation, please watch this video:


A sales page is to-the-point and wants to bring you more sales. Depending on the nature of your product, you could choose between a short form or a long form sales page.

A short sales page is the same as a sales landing page. Usually, crisp and presentable sales pages sell your products at a much higher rate. However, that does not mean that certain products like researches or patents would not require long form pages.

You should choose wisely, and make sure that your sales page is designed to perfection. Smart all-in-one tools like EngageBay give you a CRM, a landing page builder, and so many other cool features to further up your business performance.

Try now!

Akanksha Holani

Akanksha Holani is a multimedia content creator. She writes informative, research-based guide blogs for EngageBay about all things CRM.

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