How to Structure a Sales Page for Your Coaching Course or Program

Hey coach, let me guess…

You need a sales page written like yesterday.

Maybe you have an upcoming launch for your signature program or brand-new course, or maybe you had a past launch that didn’t go as well as you thought, and you’re ready for a revamp.

Whichever boat you’re in—this is for you!

In this blog, I’m gonna cover all of the essentials for a sales page that leaves your reader with no question on whether your offer is for them or not.

Because when it comes to your course or program sales page—the offer needs to sound:

✔ Clear

✔ Compelling

✔ Concise

(Or the 3 C’s, as I literally just realized as I typed that out. 😂)

What Is a Sales Page?

First, let me quickly cover what a sales page is, because even though it’s such a used term (especially in the coaching world), some are unsure of the meaning.

The simple explanation → A sales page is a page used for selling a product or service. Its *sole purpose* is to convert visitors into customers. Basically, your 24/7 online salesperson.

And I get this question all the time too: what’s the difference between a landing page and a sales page? 🤔

Essentially, a sales page is a type of landing page. 

A landing page is a page used to capture a lead. 

A sales page is solely meant to make a sale. 

So, while every sales page is a landing page, not every landing page is a sales page. Hope that makes sense! 

How to Write a Sales Page That Converts

Now that you know what a sales page is, let’s break down how to craft one that actually sells—without sounding salesy or pushy. Because if you’re like me, you keep your guard up and never open the door for salespeople.

1. Hook Your Reader With a Strong Headline

Your headline is the first (and sometimes only) thing people read. If it doesn’t pull them in immediately, they’re out. Make sure it clearly states who your offer’s for and what transformation they can expect.

Example:

• "Finally, a Step-by-Step System for Female Entrepreneurs to Sign More Clients—Without Burnout"

• "Ditch the Diets: A Simple Plan for Lasting Weight Loss for Busy Moms"

2. Follow Up With a Compelling Subheadline

Your subheadline supports the headline and provides a little more context.

Example:

• “Join 500+ coaches who have scaled their businesses using this proven framework.”

• “Get the exact meal plan and mindset shifts that helped me lose 50 lbs without giving up my favorite foods.”

3. Showcase the Transformation

People don’t buy products—they buy outcomes. Use storytelling to paint a vivid picture of what their life looks like after they invest in your offer.

Before: You’re spending hours trying to craft the perfect sales page, second-guessing every word.

After: You have a high-converting sales page that does the heavy lifting for you, freeing you up to focus on what you do best—coaching.

4. Differentiate Yourself

What makes your offer unique? Why should they choose you over someone else?

Your differentiator could be:

• A proprietary method you use

• Your personal success story

• The level of support you provide

5. Features vs. Benefits

Features explain, but benefits persuade. Show people how your offer improves their lives, not just what it does!

Feature: 6 live coaching calls

Benefit: Get personalized feedback so you can implement with confidence

6. Address Objections

Your potential clients have doubts. Tackle them head-on with an FAQ section or guarantee.

Common objections & how to address them:

• “I don’t have time.” → This program is designed to fit into your schedule with bite-sized lessons.

• “I’m not sure if this will work for me.” → See testimonials from people just like you who have gotten results (and then go on to include specific testimonials that banish an objection).

7. Include Social Proof

Testimonials and case studies provide credibility and build trust. If you don’t have client testimonials yet, use your own success story or industry statistics that support your method.

8. Call to Action (CTA)

Don’t assume people know what to do next—it’s best to tell them straight up.

Your CTA should be clear, urgent, and easy to follow.

Example:

• “Join the waitlist now to be the first to access my sales page template!” (ahem, my actual CTA for this very blog)

• “Sign up today and get instant access to the proven framework!”

If you include all eight of the above, you’ll have the blueprint for a winning sales page!

The Exact Sections to Include on Your Sales Page

To make it super simple, here are the must-haves for a high-converting sales page:

✅ Headline 

Grab attention and communicate the value

✅ Subheadline 

Provide more context and intrigue

✅ Transformation/Outcome 

Show them what’s possible

✅ Your Unique Differentiator 

Why should they choose your offer?

✅ Features & Benefits 

Make it easy to see the value

✅ Pricing & Guarantee 

Remove hesitation and be transparent

✅ Introduction of Yourself 

Build trust and credibility

✅ Testimonials

Prove it works

✅ CTAs Throughout 

Guide them to take action

✅ FAQs 

Overcome objections

And there you have it, coach! Your checklist for DIYing your course or program sales page.

If all of this sounds overwhelming, don’t worry—I’ve got you covered!

Your Coaching Program Deserves a Sales Page That Works

I’ve put together a plug-and-play sales page template that walks you through the entire process—headlines, sections, examples—it’s all laid out for you. All you have to do is fill in the blanks. I created this one just for coaches!  

✨ Join the waitlist now to be the first to grab it when it launches! Coming very soon. 👀