Many people spend money on ads, but they don’t always get good results. They think the problem is with their ad or who they show it to. But that’s not the real issue. The real problem comes after someone clicks on the ad.
Clicks are easy to get.
But making someone trust you enough to buy?
That’s harder.
If your sales page does not make people believe in your product, your ad will not bring sales. You’ll just waste money.
Over the last 10 years, I’ve spent more than $70 million on Facebook ads. I’ve helped many companies grow.
How?
I learned how to make great sales pages. These are pages that don’t just give information. They make people believe.
In this article, I’ll teach you how to write a sales page that turns clicks into real sales. You’ll also learn about three quiet problems that can stop people from buying—and how to fix them.
Why Most Ads Fail
Anyone can make an ad. Even your grandma can post something and get a few clicks. But clicks alone don’t help your business. The real job starts when someone lands on your page. If your page is confusing, boring, or not clear, people leave. That means your ad did its job, but your page didn’t.
People who click your ad don’t know you. They are busy and distracted. They might be looking at other websites or texting someone. They don’t read every word. They scan your page quickly. You have to catch their attention fast and earn their trust.
The One Skill That Makes the Difference
Today, running an ad is easy. Many tools can do most of the work for you. That’s why so many people can do it. But the real test is your sales page.
Can your page make a stranger believe in your product?
The best marketers know how to write strong words. These words make readers trust them. But very few people know how to do this well anymore. Good writing that makes people want to buy is still one of the best ways to grow a business.
The 3-Part Formula for a Great Sales Page
Every good sales page should do three things:
- Give them what they want – Show them the result they came for.
- Make them believe – Prove that your product or service works.
- Get them to act now – Make them want to buy right away.
Think of your sales page like a movie trailer. First, it shows the cool parts. Then, it builds the story. Finally, it ends with a big moment that makes people say, “I want to see this!”
A Simple Example
Let’s say you’re selling a tool that helps people write better emails.
Here’s what your page could look like:
- Step 1: Show a picture of someone’s inbox before and after using your tool. That shows the result.
- Step 2: Share a short story and screenshots from a happy customer.
- Step 3: Offer a free trial and say, “Get your first 1,000 subscribers in 7 days—or get an extra week free!”
This simple setup hits all three goals: want, belief, and action.
Talk Like Your Customer
When someone visits your sales page, they ask questions in their head like:
- “Does this really work?”
- “Will this be too hard?”
- “Do I have time for this?”
You need to answer these in your copy:
- Show real results and happy customers.
- Explain how easy your product is.
- Offer a free trial or setup help.
Many people make a big mistake here. They try to talk about everything—lots of features, promises, and audiences. This only confuses people. When people get confused, they leave.
Focus on What Matters Most
Find the one big thing your customer really cares about. Build your whole message around that.
Let’s say your software helps with marketing. You learn that most customers just want something simple. Don’t say “20 powerful features.” Say “Start in 60 seconds. No tech skills needed.”
Use real words from real customers. Instead of saying, “This tool is great,” share a review like, “Our team used it the same day. It was so easy!”
How to Handle the 3 Big Objections
Even if people like your product, they might still say no.
Usually, they don’t buy for three reasons:
- They don’t believe you – Fix this with proof. Use reviews, logos, screenshots, and case studies.
- They think it’s too hard – Use simple words. Check that a 6th grader can understand it. I use a tool called the Hemingway App for this.
- They think it will take too much time – Offer help, like free setup, fast onboarding, or no-risk trials.
Think of your sales page like a bucket. If it has holes, money leaks out. Your job is to fix those holes by answering all the customer’s doubts.
Make Your Message Clear
Some websites are like big buffets. Too many links, buttons, and ideas. A good page keeps things simple.
Show the big promise first. Then explain why it matters. Add proof. End with a strong call to action. That’s it.
Make sure your reader thinks, “This is exactly what I need.” If you try to speak to everyone, you speak to no one.
Speak to Different Groups the Right Way
Even if your audience is full of business owners, they care about different things.
- Local small business owners want more appointments. So, say: “Fill your calendar every day.”
- Online business owners want more digital sales. So, say: “Sell more courses without tech headaches.”
Use their words.
Show reviews from people like them.
Final Two Problems: Doubt and Delay
At the end of every sales page, two problems remain:
- Doubt: “What’s the catch?”
- Use strong guarantees like: “If it doesn’t work, you don’t pay.”
- Show proof that others got results.
- Delay: “Maybe I’ll buy later.”
- Remind them that waiting costs time and money.
- Say things like: “Every day you wait, you lose more sales.”
The Bottom Line
If your sales page sounds too fancy or hard to read, people won’t buy. Make it simple. Make it clear. Talk like Google Maps: “Do this. Go here. Win.”
That’s how you write a page that gets results.
