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What Makes a Sales Page Work (Without Sounding Salesy)
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Hey Reader, This is the third and final tip on sales page design. Then we're shifting focus to supporting clients in our pro-workshop this weekend. Details below.
When someone lands on your page, they need you to answer these questions:❓ “Is this for me? Can I trust this? Do I want to take this step?” And if your page doesn’t answer those questions in a way that feels grounded, clear, and supportive, people will hesitate—even if your offer is a perfect fit. That’s why the structure of your sales page matters. It doesn't matter how thoughtful you are, or how valuable your program is. The same patterns show up again and again. Good news though, all of these issues can be solved.
The result? Not fewer visitors. But fewer connections. Fewer people recognizing themselves in the offer and feeling ready to join. It's called a low conversion rate—but I prefer to think of it as a low connection rate.Because this isn’t about pushing people to change—it’s about creating a clearer path for the right people to say yes. You create the path to connection by joining the conversation they're already having. The best way I know to do this is to spend time with people you serve – and really immerse yourself in the struggles and experiences they're having. With a community organization this could be a listening project. In 2009 I participated in one of these, knocking on doors in our rural community to ask questions like "what do you love about living here" and "what do you wish was different". This helped us grow our movement to win local bans on fracking with culminated to a statewide win. With a business you could have office hours, or offer free consultations. I call this a feedback loop (it's just one of many types of loops). For example, I schedule time every Monday to offer free coaching, no strings attached. It's a win-win. I'm always in touch with what my audience is working on and thinking about, and it helps me refine my offers. Sales page "tactics" by themselves just give you an annoying and "Salesy" website.Just because everyone's doing it doesn't make it any less embarrassing. If you're thoughtful and caring like many of our clients, you don't want to have a salesly sales page. The quickest way to avoid this is to ignore all the mainstream tactics. Focus instead on principles of human connection. In our website strategy workshop, I lead an exercise where we identify our values first – then build from there.
Using these same methods, I worked with John Meese to create a new sales page for his group coaching program, Sell Your Smarts, and I'm so proud to say this website was selected as a finalist in the Circle Website Design challenge! That’s what we’ll do together in the Sales Page Makeover & ROI Strategy Lab.This is the most direct and personal way I can help you refine your message, increase your connection rate, and grow your business in a way that still feels like you. The workshop is $295 – and the outcome should be an easy 10x return on investment. If it's not, I'll give you a checklist of prerequisites to gather and you can join the next workshop in October. Apply today by sending me your website for review. I'll give you feedback even if it's not a fit. If it is, I'll send you the details to reserve your spot. There's just two spaces left! Best, Ryan Clover ☘️ P.S. See this, and all upcoming events on our website here. |
Ryan Clover
Websites are more than a layout – it's your opportunity to make a connection! Join our newsletter tips and strategy to transform your website into a hear about free workshops and posts to get more from your website.