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creating high converting sales pages
Kristopher CrockettOctober 20228 min read

10 Things to Check When Your Sales Page is Underperforming

Your sales page is what's going to get you a sale. You've worked hard on your product or service, and now that it's ready for launch, you want everyone to see how great it is. The problem is that while your product might be good and useful if your sales page isn't up to par, no one will buy it. In order to get more people clicking "add to cart," check these 11 things:

Check Your Social Proof

Social proof is important because it shows you have a following and that your product or service is credible. It shows that people trust you and believe in you, which are both important factors when it comes to making sales. Social proof also helps your potential customers feel more comfortable buying from you because they know other people have already done so. If someone is considering making a purchase but isn’t sure about the product or service, social proof will help them make up their mind by showing them how many other people have already bought into what you’re selling.

Social proof should be included on every page of your site and at the end of each blog post as well. This way potential customers can see what other people are saying about whatever it is that you sell before deciding whether or not they want to buy from you themselves!

Long Form Sales Page

Most people think that a sales page has to be short and sweet in order to get the point across, but this isn't always the case. In fact, sometimes, long-form sales pages can actually be more effective because it allows you to include more information about what you're selling. This is especially true if what you're selling is complex or if you're selling to a high-end market.

When writing a long-form sales page, make sure that you include all of the important information that your potential customers need to know in order to make a purchase. This includes things like what your product or service is, what it does, how it works, and why someone should buy it.

What to Check for in a Short Form Sales Page

When using short-form sales pages, and you're selling a physical product, make sure to include high-quality images.

Product photos are important because they help your potential customers visualize what they're buying. If you're selling a physical product, include multiple angles of the product as well as close-ups of any features that are important or unique. People want to see what they're buying, so make sure the photos are clear and of good quality.

To own successful sales pages, If you're selling a service, including a video.

A video is a great way to show potential customers what your service is and how it works. If you can, create a short video that demonstrates what you do and why someone should use your service. This is a great way to give people a more in-depth look at what you're offering and can help increase sales.

When creating sales pages, always know that a successful sales page design must be clear and concise.

The layout of your sales page is important because it needs to be easy for people to read and understand. Not all sales pages are created equal, so make sure yours is well-designed and easy to navigate.

Your Headline Doesn't Mention the Benefits of Your Product or Service

  • The headline is the first thing a visitor sees on your website.
  • It's important that it includes words and phrases that resonate with people looking to purchase your product or service.
  • Your headline should clearly state what you sell, as well as why they should buy it.

Good Headlines: "I Made $5,000 in 24 Hours With This Secret Method"

Bad Headlines: "Get Rich Quick"

You've Never Tested Your Page

The most important thing to do is a test. You can test a lot of things, from the headline to the copy, from images to different offers and landing pages, or calls to action.

You're Not Marketing to Your Ideal Customer.

Before you can achieve your sales goals, you need to know who your ideal customer is. Your ideal customer should be someone who has a problem that you can solve. The best way to identify this is by identifying their demographics (i.e., age, gender), psychographics (i.e., values and interests), and behaviors (i.e., how they search for solutions). Once you've done this, it's time to target them with specific marketing campaigns so that they are aware of your product/service before they even think about it themselves!

You're Not Speaking to the Reader With "You"

It's not just a matter of grammar—it matters what you say, and how you say it. The best way to sell your product is by using the word "you" in your headline, text, and call-to-action (CTA).

You want to get your prospect's attention right away. Your first thought when writing a sales page is probably going to be about your product or service, but don't forget that people are reading this because they want something; after all, they're here for a reason! One way to get their attention is by using the word "you" in each aspect of your sales page: headlines and subheads; body copy; CTA button text; testimonial images/texts and more.

Your Benefits are Vague and the Reader Can't Emotionally Connect With Them

You've written a stellar sales page. You've got the right keywords, the right layout, and even some compelling images to get your customer excited about making a purchase. But it's not working. Why?

The answer is simple: Your benefits are vague and you don't have an emotional connection with them.

Your Value Proposition Could be Stronger

If you're underperforming on your sales page, it could be because your value proposition is too weak.

What is a sales page value proposition?

A value proposition is the unique benefit that your product offers to its target audience. If you’re making a pair of running shoes, for example, your value proposition would be something like: "I'm great for runners."

Why does this matter?

If no one knows what makes your product special, they won't buy it. Your product must stand out from all others in the market by offering an unrivaled or unique benefit for customers to care about. You need to give them something that will make them want to choose yours over all others—and tell them so in a clear way! This can be done through copywriting (the words on your landing page) and design choices ("our shoes are red!").

You Don't Have a Call to Action

If you don't have a call to action, it's time to start working on one.

What is a call to action? It's the last thing that your potential customers see when they read or scan through your page. The purpose of a call to action is to tell them what they should do next: "buy now," "learn more," and "Subscribe." You can also make it more specific by giving examples of what they'll get when they click on that button.

Here are some examples of calls-to-action:

  • Buy Now!
  • Subscribe today!
  • Learn more here!

Your CTA should be clear, concise, and to the point. The visitor should know exactly what they need

Your Imagery is Too Generic

Generic imagery is exactly what it sounds like: any image that could be used for any product or service. For example, a picture of a smiling businesswoman in a suit with her arms crossed next to a quote about work ethic may work on one sales page but won't transfer well to another. This is because there are many different types of products and services, and each requires its own unique approach when it comes to imagery.

The solution? Use specific images that speak directly to the needs of your audience and their desired outcomes from purchasing your product or service. The more targeted you can make your images, the better they'll resonate with visitors who will appreciate how relevant they are! To get started coming up with ideas for specific imagery, ask yourself these questions:

  • What beliefs do my customers hold?
  • What problem does my customer want solved?
  • What benefits do my customers hope for when using my product or service (i.e., financial freedom)?

An Excellent Sales Page Example

A great sales page example is from the home security company, SimpliSafe.

SimpliSafe's sales page is one of the best sales page examples. It is effective for several reasons:

  • The headline is clear and to the point: "Home security should be simple and affordable for everyone."
  • They use the word "you" throughout the page, making it clear that they are speaking directly to their target audience.
  • The value proposition is also clear: "Get award-winning home security from SimpliSafe."
  • Finally, the call to action is effective: "Get started now."

A sales landing page will always deliver better results if it's simple, clear, and to the point.


If you want to increase your sales and make your marketing more effective, check these 11 items first. It’s not just about having a great product, it’s also about making sure that people know what they are buying. By following these 11 steps, you can increase your sales and become more successful in the long run!

At Selworthy, we understand that your website is vital to your business. We also know that auditing your website can be a daunting task. That's why we offer our website audit service. We'll go through your entire website with a fine-toothed comb, and provide you with a detailed report of what needs to be improved. We'll also give you specific recommendations on how to fix any problems we find. So if you're looking for a comprehensive website audit, Selworthy is the perfect solution. Contact us today to get started!


Kristopher Crockett

Kristopher M. Crockett, President & CEO of Selworthy, brings over a decade of innovative, solution-centric marketing expertise to the table. His profound understanding of marketplace trends and dynamic leadership propels Selworthy's mission to deliver bespoke digital solutions, enhancing client ROI and bridging the digital divide.