You’ve been there—you click on a sales page, start scrolling, and 10 seconds later you’re thinking:

So… what is this, exactly?

That’s usually when you close the tab.

When someone’s deciding whether to buy from you online, they’re doing a quick gut-check. They might not even realize it, but their brain is running through a mental list of “Do I know enough to feel good about this?”

If your page doesn’t answer those unspoken questions, they’ll leave. Not because they didn’t like you. But because they didn’t feel certain.

And certainty is what gets them to click “purchase.”

This isn’t about writing pages and pages of copy. It’s about giving the right information, in the right order, so your potential buyer can relax into a yes.

We’ll walk through the nine things your sales page should cover—and at the end, you’ll get a full copy-and-paste checklist of buyer questions so you can keep it handy when you write or review your own pages.

1. Clearly State What You’re Selling

If someone can’t tell what your offer is within seconds, they’ll bounce. Spell out exactly what it is, who it’s for, and what’s included.

💡 Pro Tip: Add a hero section with a headline like “Get X Result Without Y Frustration” so visitors understand the offer immediately.

Say it plainly:

• What is it?

• Who’s it for?

• What’s included?

Skip vague promises like “transform your life” without context. If it’s a course, show the modules. If it’s a product, show it in action. Make it impossible for them to wonder, Wait… what am I actually buying?

2. Explain Why It Matters to Your Buyer

Facts are fine. Feelings are better.

Instead of just listing features, talk about what those features do for them. How will their day-to-day change? What will be easier, faster, or more enjoyable?

Specific examples land best. “Get organized” is vague. “Have a simple, repeatable 15-minute Sunday planning ritual that keeps you sane” is vivid and believable.

3. Show Price Clearly and Justify Its Value

Don’t make them dig for the number. Tell them—and then put it in context.

Is it a one-time payment? A subscription? Do you offer payment plans? Bundles?

If your offer replaces another expense, spell it out. “One private coaching session is $200—this entire program is $197 for lifetime access.” That little shift reframes the decision instantly.

4. Provide Proof You Can Deliver Results

If they’ve never bought from you before, they need to feel safe.

Give them reasons to believe you can deliver:

• Testimonials or client stories

• Screenshots of results

• Industry endorsements

• A quick note about your background and why you’re the one to guide them

This isn’t about bragging—it’s about removing doubt.

5. Outline the Post-Purchase Process

Anxious brains love a clear plan. Give buyers a clear roadmap of what happens immediately after purchase to remove uncertainty. This works especially well alongside a “What to Expect” section with 3 simple steps.

Lay it out step-by-step:

1. You place your order.

2. You get a confirmation email.

3. You get instant access / it ships within X days.

It’s a small thing that keeps people from second-guessing at checkout.

6. Be Transparent About Support and Policies

Make your refund, support, and onboarding policies easy to find. Clarity builds trust.

Include:

• Return/refund policy (even if it’s “no refunds”)

• How they can get support

• Any onboarding or training

• Usage limitations

Clarity here signals you’re confident in your offer and care about their experience.

7. Reduce Buyer Risk with Guarantees or Trials

The bigger the price tag, the more their brain is thinking, What if it’s not worth it?

Ease that fear with:

• A money-back guarantee

• A free trial

• An easy cancellation policy

It doesn’t have to be all risk-free—it just has to feel safe enough to try.

8. Cover All Practical Details Upfront

Small details can make or break the sale—especially if they find them after buying.

For physical products:

• Shipping costs and timelines

• International options

• Tracking info

For digital products:

• How they’ll access it

• Device or platform requirements

• If any extra tools or purchases are needed

Answering these upfront saves you support emails and refund requests later.

9. Use Social Proof to Build Trust and Community

We trust people more than brands. Show that other people have purchased and loved your offer through reviews, social shares, or media mentions.

📌 Pro Tip: Consider embedding Instagram posts or tweets from real customers to make this section dynamic.

Share social proof:

• Photos or videos from customers

• Social posts

• Press mentions

• A peek into the community they’ll join

It’s more than just a product—they’re joining a group of people who’ve already made the leap.

Bottom line:

A good sales page isn’t a hard sell. It’s an easy, grounded conversation that answers every question your buyer might have—before they have to ask.

The more you meet them where they are, the more “yes” feels obvious.

Full Copy-and-Paste Buyer Question Checklist

Product Clarity

• What exactly is the product or service?

• What’s included in the purchase?

• What makes this different from other options?

• How does it work or how is it used?

• Are there examples, demos, or previews?

• Are there clear specs, features, or capabilities listed?

Benefits & Outcomes

• What problem does it solve for me?

• What results can I expect, and how quickly?

• How will this make my life easier, better, or more enjoyable?

• Are there before/after examples or success stories?

Price & Value

• How much does it cost?

• Is the price a one-time payment or subscription?

• Are there discounts, bundles, or payment plans?

• Why is it worth the price compared to other solutions?

Trust & Credibility

• Who created this and what’s their expertise or track record?

• Are there testimonials, reviews, or endorsements?

• Is there proof that it works (case studies, screenshots, metrics)?

• Are there guarantees or warranties?

Purchase Process

• How do I buy it?

• What happens after I purchase?

• Will I get instant access or shipping details?

• What formats or delivery methods are available?

Support & Policies

• What’s the return, refund, or exchange policy?

• How do I get help if I have a problem?

• Is there onboarding, training, or customer support?

• Are there terms, conditions, or limitations I should know?

Risk Removal

• What happens if it doesn’t work for me?

• Is there a money-back guarantee or trial period?

• Can I cancel or downgrade easily?

Logistics & Details

• If it’s physical: What’s the shipping cost, time, and tracking process?

• If it’s digital: How do I access it, and is it compatible with my devices?

• Are there hidden fees or additional purchases needed?

Social Proof & Community

• Are other people buying and loving it?

• Is there a community or network I’ll join?

• Have influencers, experts, or media featured it?

If you haven’t already, check out:

Sales Page Copywriting Tips for Coaches & Healers

Sales Page Photography: Shot List for Coaches & Service Providers

Together, these three resources will help you align your words, images, and strategy so your sales page not only looks beautiful—but actually works.