The Simple Sales Page Formula I Use for Every Product

I used to approach every sales page as a blank canvas.

New product, new structure, new format, new attempt to figure out the right thing to say. It took forever. Each page felt like starting from scratch. And the results were inconsistent — sometimes it worked, sometimes it didn't, and I couldn't always tell why.

Eventually I stopped reinventing it and started systematizing it. I studied pages that converted well across different price points and product types. I identified the patterns. I built a formula I could apply to anything.

Here it is.

The Formula: 9 Sections in Order

Section 1: Headline + Sub-headline

The headline names the outcome or the transformation. The sub-headline adds specificity or answers the first "but what is this?" question.

Example:

• Headline: "Launch Your First Digital Product in 30 Days — Even Without an Audience"
• Sub-headline: "The step-by-step system I used to go from zero to my first sale, without running ads or going viral"

Together, these two sentences should tell the right reader: "This was made for me."

Section 2: Empathy Opener

Two to three short paragraphs that describe exactly where the target reader is right now. Specific struggles, specific frustrations, specific thoughts they've probably had.

This section does not pitch anything. It just says: I know what you're going through. I've been there.

When someone reads this and thinks "how does this person know that?" — they're now invested. They're reading everything after this.

Section 3: Turning Point + Credibility

One or two paragraphs that tell the story of how the product came to exist. This is where you establish why you're the right person to teach this or solve this problem — not through credentials necessarily, but through experience and results.

Keep it short. The goal is to bridge from "you understand my problem" to "you've actually solved it." That's all this section needs to do.

Section 4: What It Is

A crisp, jargon-free description of what you're selling. What is this? What does it do? Who is it specifically for?

Not a list of features. Not a bullet-pointed breakdown. Just one or two clear paragraphs that establish the product's identity.

"This is a self-paced guide that walks you through the entire process of building and launching your first digital product — from picking the right idea to writing the sales page to making your first sale. It's designed for people who've been stuck in planning mode and need a clear, actionable path forward."

That's it. Clean and direct.

Section 5: Outcomes and Benefits (Bullet Points)

This is the conversion engine of the page. Bullet points that describe the transformation — what the reader will walk away with, what they'll be able to do, what problem gets solved.

These are not a table of contents. They're outcome statements.

Strong format: "Finally understand how to [result] — even if [common objection]" Strong format: "The exact [method] that [specific result] in [timeframe]" Strong format: "Walk away with [deliverable] — ready to [action] without [barrier]"

Write 6–10 of these. Each one should add something new, not repeat in different words.

Section 6: What's Included

Now — and only now — you list the actual components of the product. Modules, pages, bonuses, formats, access terms. This is the evidence that backs up the benefits you promised.

By the time someone gets here, they already want what the product does. This section just confirms they're getting it.

Section 7: Social Proof

One to three testimonials from real buyers — specific, result-focused, attributed. If you're launching and don't have testimonials, use your own before/after story with specific numbers.

If you have more than three testimonials, don't dump them all here. Pick the strongest three. Save others for FAQ or email follow-up.

Section 8: Price + Primary CTA

State the price clearly and directly. Don't bury it. Don't apologize for it.

Below the price, put a clear, specific call-to-action button. Not "click here" — something that names the action and reinforces the outcome. "Get Instant Access" or "Start Building Today" both work better than generic labels.

If there's urgency — a genuine discount, a limited cohort, a price increase coming — state it here clearly and honestly. Fake urgency damages trust. Real urgency drives action.

Section 9: FAQ

Five to eight questions that address the real objections keeping people from buying. Not softballs. The actual hard questions.

"What if I don't see results?" "Is this right for a complete beginner?" "What if I don't have an audience?" "Is there a refund if it doesn't work for me?"

Answer them honestly. A transparent FAQ builds trust in a way that no amount of polished copy can.

Close the FAQ with one final testimonial and one final CTA button.

How I Use This Formula

Every product I launch on MadeThis follows this structure. I don't deviate from it, and I don't skip sections. The sections exist because each one does a specific job — building belief, handling doubt, closing hesitation.

If I'm in a hurry, I might write shorter versions of some sections. But all nine show up in every page. The formula is the thing.

What I love about MadeThis is that their product page builder is laid out in a way that naturally accommodates this structure — there's a clear space for the headline, a content section that handles long-form copy, and a checkout flow that doesn't interrupt the momentum you build through the page.

One Thing to Remember

The formula is a starting point, not a ceiling.

Once you have a page live and generating some traffic, use real data to improve it. Where do people stop reading? (Heat maps help here.) What objections come up in support emails? Where's the bounce rate highest?

The formula gets you to a solid baseline. Real traffic and real buyer feedback get you to a high-converting page.

Start with the formula. Then let the data tell you where to push further. You can see how this structure comes to life in my post on sales page mistakes that kill conversions — it's worth reading alongside this one for the full picture.