Most sales pages I review have the right ingredients in the wrong order, or skip two of them entirely. Here's the order that works for coaching programmes, courses and consulting offers.
1. A headline that names the result, not the product
“The Leadership Accelerator” is a name. “Lead your first team with confidence in 90 days” is a result. Put the result first and the programme name second.
2. A first paragraph that describes the problem better than they could
Describe where your reader is right now, in their words. When someone thinks “that's exactly it”, they keep reading. This is the section most pages skip.
3. What's included, in plain words
Sessions, modules, calls, templates, community, length and format. Be specific. Vague promises make people wonder what they're actually paying for.
4. Proof
Testimonials with names, real results and, where you can, screenshots or short videos. A specific result from one named client beats ten generic “it was amazing” quotes.
5. The price, or a clear reason to talk first
Show the price if you can. If the offer is high-ticket and needs a conversation, say so plainly and explain what happens on the call.
6. Answers to the questions people are too polite to ask
Is this right for me if…? What if I fall behind? Can I get a refund? How much time does it take each week? An honest FAQ removes the last reasons to wait. This is the other section most pages skip.
7. One button, repeated
Use the same call to action throughout the page, and make it say exactly what happens when they click: “Book your intro call” or “Join the programme”, not “Submit” or “Learn more”.
Before you send traffic to it
- Check it loads fast on a phone.
- Test the checkout or booking flow yourself, start to finish.
- Make sure the page matches the ad, email or post that sends people there.
- Ask for as little information as possible at checkout. Every extra field costs buyers.
If your audience likes your content but doesn't buy, the gap is often between “I like this” and “I'll pay for this”. A free lesson, quiz or short guide can bridge it before they reach the sales page.
