Top 5 Tips for Creating Sales & Lead Generation Pages

Granted, writing a sales or lead generation page that converts well is more complicated than following a handful of tips you found online, especially if they don’t take the specificity of your offer into account.

But if you follow these 5 tips when creating your page, you’ll already be doing 80% of things right—a much higher % of things done right compared to an average page of your competitors (in my experience of reviewing hundreds of them).

1) Have a strategic approach to the page structure

You may have a general idea about what sections need to go on a sales page (thank you, free “how to” blog posts!). So you just spill them on your page in random order and call it a day.

But the thing is, to convert a prospect, you need to tell them about your product or service in a natural order: an order those questions pop up in their heads.

A couple of don’t-do-it-like-this examples:

❌ Showing testimonials before you explained the benefits of your offer

❌ Mentioning your name or saying “I/we” before you introduced yourself

❌ Showing a call-to-action before you give them enough information and motivation to take that action

How does that natural order of sections look like?

That depends on what you’re selling and to whom. But you can find an example of a naturual order of sections that will also work for a sales or lead generation page in this article:

2) Write for skimmers

I watch a lot of session replays on client websites, and I’m still surprised by how chaotic visitor behavior often is.

One may think they weren’t quite sober while visiting those page 🙈

Because who in their sound mind would do this?

  • scroll to the middle of the page like someone’s chasing them
  • pause
  • spin their mouse cursor like mad for a minute (left, right, left, right, repeat)
  • scroll two sections further
  • pause
  • scroll up
  • do the cursor thing again
  • repeat in random order


    Skimmers, aka the majority of your website visitors, that’s who. And they hate it if your page makes it difficult for them to skim-read.

    How to make sure your pages are skimmer-friendly?

    I explain it in this video:

    3) Don’t use images and other visuals only to beautify your pages

    Eh… why? That’s literally the purpose of images: to make your pages more beautiful.

    Eh… no. Every time you use a visual, regardless of whether it’s an image of a tree, your photo, or an icon, you need to ask yourself, “How does it make my message stronger?.”

    Because if you don’t have an answer to this question you may be:

    ❌ Pulling your visitor’s attention away from the copy (so they miss important info)

    ❌ Confusing them or give them wrong ides (if it’s not clear what an image represents)

    ❌ Making a page longer (which will result in fewer people reading it till the end).

    4) Make sure your design doesn’t look messy

    Using different fonts for the same levels of section subhead?

    Can’t decide if you’re capitalizing your CTA copy or not?

    Centering several paragraphs of text at once?

    Using white space at random?

    Congratulations! You just told your visitors that you’re am amateur who can’t be trusted.

    How to make sure your web design is credible?

    This website credibility checklist will show you how to design your site so it looks professional and appropriate for your purpose.


    None of this (or any other sales page tips, really) will help if you don’t follow through with this 👇

    5) Say what your prospects need to hear to convert, not what you want to tell them.

    Wait…what? I’m the author. Shouldn’t my page reflect what I want to say?

    No. It should reflect what your audience needs to hear to convert.

    And how do you find out what your audience needs to hear?

    Right, by planting your butt into a chair for a couple of hours (days?) and writing down the following:

    • Your audience’s general profile: any characteristic of a company (if you’re B2C) and/or of a person who’ll be viewing your website that influences their buying decision
    • Problems they struggle with that you solve
    • Their awareness level: how much they know about their problems (do they realize they have a problem?) and the kind of a solution you offer
    • Criteria they use to make buying decisions
    • Objections that may preventing them from giving you their money

    Not sure how to uncover this info or whether you got it right?

    Check out my self-paced online course Business Soul Searching that helps you discover what your audience needs to hear from you to convert (psst! you can get FREE access to its 6 first lessons here).

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