Is Your Sales Page Leaving Money on the Table?
4 Common Mistakes that Could Be Costing You Clients… and How to Fix Them
You’ve spent weeks—maybe even months—building out your program, validating your offer, and perfecting it. You know it like the back of your hand and believe in it with all your heart.
But the sales just aren’t coming in like you thought they would.
Like you need them to.
Like you know they can.
That’s because creating a valuable offer is wonderful. (Seriously, pat yourself on the back for that!) But it’s not enough. You also have to know how to sell it. And that’s where the cornerstone of your sales funnel comes in: your sales page.
The sales page is (or at least should be) one of the hardest-working parts of your business. If it’s not converting, it’s not necessarily a reflection of your program’s value. But it does mean it’s time to evaluate the page and optimize it for your ideal customer.
In this post, I’ll walk you through the four common mistakes I see on sales pages… and how to fix them—so you can stop leaving money on the table and start seeing the results you dreamed of… all while getting your course or product into the hands of the people who need it most.
Win-win, right?
Let’s dive in.
Mistake #1: Talking Too Much About Your Program
I know your program is full of amazing features and exclusive content.
But when it comes to your sales page, you need to take an approach that might feel counterintuitive: Don’t lead with your program.
Now, hear me out.
Your ideal client didn’t wake up this morning thinking, “I wonder if I can find another course or program to buy today.”
But what they are wondering is…
“How do I start eating healthier?”
“How do I stop yelling at my kids all the time?”
“How do I get started on this big [fill in the blank] goal that I have?”
They’re not looking to buy another course. They’re looking for a solution—something that will make their life easier, better, or happier.
So instead of leading with your program and all its bells and whistles (even though I know they’re amazing), focus more on the transformation your program will lead them through. That’s what they really want.
That’s not to say your sales page should have no mention of the content or features of your program.
But people don’t buy programs or courses or memberships because of their features. They buy because they believe their purchase will help them reach their goal better, bigger, or faster than they could on their own.
How will your client’s life be different after they go through your program?
Will they feel more confident?
Finally tackle that big goal?
Save time or energy?
That transformation is what your sales page needs to sell.
How to Fix It:
Start by identifying the core transformation your offer promises. Then reframe your messaging to lead with that.
Instead of saying…
“This course comes with 10 modules, a workbook, and 4 group coaching calls…”
You could say…
“In just 10 weeks, you’ll go from overwhelmed to confident, with all the tools you need to take charge of your calendar—and your life.”
See the difference?
Pro Tip:
Testimonials from past clients are the gold standard for showcasing transformation. They let your audience see the transformation that could be possible for them—through someone else’s success story.
Make a habit of regularly collecting testimonials from past clients. Create a system for it so you always have fresh success stories to share with new prospects.
Mistake #2: Using Lingo Your Customer Doesn’t
Your ideal customer should land on your sales page and feel like you’re speaking directly to them.
They should think… “Dang, she just read my mind… Was she listening in on that conversation with my friend last week?”
But of course, you weren't. You just heeded the most basic, cardinal rule of marketing: Know your audience.
This is where a lot of sales pages can go off track. It’s tempting to try to showcase your expertise or authority by throwing around industry jargon and fancy terms.
But part of knowing your audience is knowing how they talk about their problem.
What words and phrases do they use?
Chances are, they’re not using the same terms and lingo that you are.
When you talk about the challenges of your clients in the same way they do—with their own terms phrases, and jargon—it’s a mental trigger signaling to them that you understand their problem—and you can help them.
How to Fix It:
One of the best ways to avoid making this mistake on your sales page is by conducting voice-of-customer research. Check out reviews of similar programs, survey your audience, or scroll through social media posts and forums where your ideal customers hang out.
For example, you might describe your program by saying it helps women overcome fatigue and achieve a balanced lifestyle. But is that really how your audience vocalizes their problem?
Or are they more likely to say things like…
“I just want to feel like myself again…”
”I’m tired of feeling exhausted and overwhelmed all the time…”
”I wish I had more energy to do the things that matter to me…”
Pro Tip:
Talk to past clients! Set up a handful of 1:1 interviews to learn why they bought your program and how it helped them. Pay attention to how they describe their struggles and the transformation they experienced. That’s the language you want to use in your sales page!
Mistake #3: Forgetting to Build Trust
Your sales page should primarily be about your ideal client and the transformation they’re after, but don’t forget that your audience wants to get to know you too.
People don’t just buy programs or products—they buy from people they trust.
And in an increasingly crowded online marketplace, trust is not a given.
Your ideal customer wants to feel confident that:
you understand their struggles,
you have the experience to help them,
and you genuinely care about their success.
If your sales page doesn’t make your audience feel like they know you, like you, and believe in your expertise, it’s most likely causing you to lose out on customers.
How to Fix It:
Use your sales page to share a little bit about yourself. What’s your story? What experience do you have that makes you the right person to help people with the problem you’re offering to solve?
This isn’t about writing a novel or listing every credential—it’s about creating connection.
For example, if you’re a parenting coach, talk about your own experience and challenges with being a parent. If you’re selling a course teaching creatives how to start licensing their artwork, share about your own journey to building a business as an aspiring artist.
Pro Tip:
Make sure the tone of your sales page reflects your personality and aligns with your brand. If you’re laid-back and fun, your sales page should feel the same. Don’t be afraid to let your quirks show through a bit. This makes you appear more relatable to your prospects and has the added benefit of setting you apart from your competition. (After all, there’s only one you!)
Mistake #4: Neglecting Your Sales Funnel
Your sales page should do a lot of heavy lifting for your business, but it doesn’t operate in a vacuum. It’s part of a much larger ecosystem—your sales funnel.
Without a strategically built and optimized funnel, your sales page won’t have the opportunity to do its job effectively, no matter how well-written it is.
If your conversions still aren’t where you want them to be, it might be time to look beyond your sales page, further up your funnel.
Maybe traffic to your sales page is low because your opt-in isn’t generating enough leads.
Or perhaps people are landing on the sales page too early in the customer journey, before they’re ready to make a purchasing decision.
Maybe the upper parts of your funnel need more strategic content to guide the client through, build trust, and prime them for your offer.
Whatever the case, if your funnel isn’t setting your sales page up for success, your conversions are going to suffer.
How to Fix It:
Take a step back and look at your funnel. Are you consistently driving traffic to your sales page?
Are your emails, social content, paid ads, and other content warming your audience up and building trust? Are they primed for your offer before they ever land on your sales page?
Pro Tip:
Experiment with your sales funnel! Keep making small tweaks and testing them out until you find what works best for your audience.
This could look like…
A/B testing your emails
Testing different lead magnets
Trying out new ad targeting strategies
Creating new content that addresses common objections
Writing a High-Converting Sales Page
Crafting a high-converting sales page is one of the best investments you can make in your business—and one that will pay dividends again and again. When written strategically, your sales page can become just the powerful, high-converting tool your business needs.
And the best part is—it doesn’t have to be a source of stress or guesswork.
By focusing on:
the transformation your program offers
speaking your ideal customer’s language
building trust and connection
optimizing your sales funnel…
You’ll set your sales page up for success—and start seeing the conversions you knew were possible when you created your program.
That of course means more money in your pocket… and also more people getting access to the help they’ve been searching for and the transformation they’ve been needing.
I think that’s worth celebrating.
Need a High-Converting Sales Page Yesterday?
Hi, I’m Bethany, sales copywriter + marketing strategist for online service providers.
If you’re ready to implement all these strategies so your sales page can really start carrying its weight and bring in the conversions you need—then I’d love to help!
Book a free consult with me to take the next step, and we’ll dive in together to create a plan that will optimize your sales page and boost your conversions.