Every sales page we build follows the same five-part structure, always in the same order. It mirrors how a real buyer decides.
1. The promise
A headline that names your buyer and the outcome they want, written backwards from the one action you chose. There's no clever wordplay to decode. Visitors should know within seconds that the page is for them.
From your brief: what you sell, who buys it and the one action. Keywords are planned before any writing starts.
2. The specifics
Real facts instead of adjectives: what you do, where you do it, prices, credentials and service areas. Our QA gate requires every factual claim to trace back to a source, which is usually you.
From your brief: prices, service areas, licence numbers and hours. We use anything you send instead of guessing.
3. The offer
What the visitor gets, what it costs or how to find out, and why they should act now. We sharpen the next-step message on every order. On the Complete plan, we also frame the whole offer around your buyer's needs.
4. Objections, answered
The questions real buyers ask before they commit, answered on the page so they don't need to leave it to decide. Common ones are about price, time, risk and "will this work for my situation?"
Drawn from: your brief and our research into what your competitors promise, not a template of generic reassurances.
5. One next step
A single call to action, repeated: your phone number, booking link or wherever you want people to go. The Complete plan adds a lead capture form so the page collects enquiries itself. See Can my sales page collect enquiries?
Underneath it all
- A search-friendly title and description.
- Structured data that validates.
- Internal links to your other pages.
Two examples of the same structure
| A local plumber | A B2B SaaS product | |
|---|---|---|
| The one action | A phone call | Starting the trial |
| Promise | Names the job and place, e.g. "blocked drain cleared in your area, usually same day" | Names the user and the pain, matching the ad that brought them |
| Specifics | Call-out hours, suburbs covered, how pricing works, licence and insurance | What the product does, what the trial includes, what happens to data, real pricing |
| Offer | What happens when they call: who answers, how fast, what's included | The trial made concrete: length, whether a card is needed, first hour of setup |
| Objections | "What will it cost?", "Will you turn up?", "Can it wait until Monday?" | "How long is setup?", "Does it work with our stack?", "What happens when the trial ends?" |
| Next step | The phone number, repeated and tappable on mobile | The trial button, with no competing links |
These are illustrations, not client work. Ask us if you'd like to read a real finished piece.