Let’s be real—sales pages are intimidating. You’re selling something deeply personal (your work, your offer, your process), and you’re supposed to somehow not sound pushy while doing it. So how do you structure a sales page that actually sells?
Here’s the good news: A well-structured sales page doesn’t shout “BUY NOW OR ELSE.” It calmly walks your dream clients through everything they need to know to say yes with confidence.
If you’ve been staring at a blank Google Doc wondering, “What do I even say on this thing?”—this is for you.
How to structure a sales page for your coaching offer
1. Start with exactly what problem your offer solves and a relatable hook (the ‘Oh my god, she’s in my head’ moment)
Your opening section should speak directly to the problem your dream client is navigating- it’s about them. Use strong language, paint a vivid before picture, and show them that you understand exactly where they’re stuck!
Start with a bold headline followed by 1–2 short paragraphs or bullet points.
2. Introduce your offer clearly (and name it confidently)
Now that they feel seen, it’s time to show them the path forward: your offer. Tell them what it’s called, who it’s for, and what outcome they can expect.
This is where you make the transformation crystal clear. You’re not just selling a product or a service—you’re selling transformation clarity, momentum, freedom, boundaries, insert-your-magic-here.
Say it like: “Introducing [Offer Name], a [length or format] designed to help you [main result].”
3. Lay out who it’s for (spoiler: it might be you)
This is the “am I in the right place?” checkpoint. Speak directly to the mindset or pain points that your ideal client is in or going through—because sometimes people need permission to say yes to themselves.
This is for you if:
- You’re done spinning your wheels and want a clear, proven path forward
- You’re coachable and ready to do the work (even if it’s a little uncomfortable)
- You’ve got big goals, and you’re finally ready to move
This is not for you if:
…Honestly? Unless you’re deeply committed to staying stuck, there’s not a huge “not for you” list.
4. Break down what’s included, why it matters, and the pricing
Unpack the juicy details. Break your offer into modules, phases, or neat packages or payment plans. For each one, explain not just what it is—but how it helps them.
This section should do two things:
- Answer the “what am I actually getting?” question
- Build trust that you have a process, not just vibes
5. Meet the Coach (why YOU are the perfect person for this)
Once your offer is clear and your reader is nodding along, it’s time to say, “Hey, I got you.” This is where you introduce yourself—just enough to build trust and credibility, not an autobiography.
Focus on:
- Your lived experience
- Your credentials or results (only if relevant)
- Why you care about this work
Talk like a human, not a resume. Think: “I built this offer because I’ve been where you are—and I know how hard it is to get momentum without support.” This section is the heart of your know-like-trust factor. It’s where your reader says, “Okay. She gets it. I want to work with her.”
6. Share social proof (aka “This worked for someone like me”)
If you’ve worked with clients before, this is the spot to show it off. Testimonials, screenshots, case studies—all of it builds credibility. If you’re newer to coaching, highlight results from free clients, beta testers, or even DMs you’ve received. I put multiple testimonials in 4 different spots on my sales pages!
7. Make the call to action crystal clear (and low-friction)
Don’t bury the buy button. Give it space, repeat it throughout the page, and make it super clear what the next step is—whether it’s booking a call, enrolling now, or joining a waitlist.
Bonus points if you create urgency with a bonus expiring soon or limited spots available—but only if it’s true! Fake urgency kills trust fast.
Looking for a sales page web designer to build it right?
At SO Digital, we build landing pages and sales pages that do the hard work for you. Whether you’re launching a new offer or finally ready to ditch the DIY headache and stop googling “how do you structure a sales page,” I’m here to help! The best part? It will be ready in just 1 day.
Ready to make it happen? Let’s talk!
