Every section that has to be there, in order, with what belongs in each one, and the order to write them in, which isn’t the order they appear in.
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A sales page is a conversation. You answer objections in the order they occur to the reader, so these nine sit in that order rather than a tidy one. Skip a section and the reader answers it for themselves, and their answer is nearly always worse than yours.
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Sections 1–3 · the whole offer in one line, their situation clearer than they’d say it, and the blame taken off the reader.
This is the whole offer in one line, and if it comes out weak then nothing underneath it can carry the page, so it’s worth spending about a third of your writing time on this one line and leaving the rest until it’s right.
Describe their situation more clearly than they would describe it themselves, in two or three sentences, because the accuracy is what does the persuading here, and melodrama is the thing that tells a reader you’re guessing at a life you haven’t lived.
This is the sentence that takes the blame off the reader and puts it on something a product can actually fix, so name the real mechanism in plain words and resist explaining it for three paragraphs, because one clean turn does more than a lecture ever will.
Sections 4–6 · the countable list, one real quote with a name, and the number in its own short sentence.
Then the countable list underneath it, so every item is a noun with a number attached wherever you can manage one, because a reader can hold onto a number and can’t do much with an adjective.
One real quote with a name beats five anonymous raves, and if you don’t have a quote yet then skip the section entirely rather than inventing one, because an empty space here is honest and a fake one poisons the rest of the page.
Give the number its own paragraph and its own short sentence, with no “investment” standing in for the word price and nothing apologizing in front of it, and if a bit of context helps then it goes after the number [“less than ‹relatable comparison›”] rather than before, because that reads as context and anything earlier reads as an excuse.
Sections 7–9 · the section that builds the most trust, the ones people genuinely ask, and one button that says what happens next.
This is the section that builds the most trust on the whole page and it’s the one almost everybody leaves off, so give it two exclusions and make them real ones, because an exclusion that’s secretly a compliment does nothing and a reader can feel the difference straight away.
Four to six questions, and they have to be the ones people genuinely ask, so how long does it take · what if it doesn’t work for me [your refund line] · do I need ‹prerequisite› · when do I get access. What doesn’t work is the invented question that only exists so you can answer it flatteringly, because a reader spots that one immediately and then stops believing the answers around it.
The button says what happens after the click rather than “submit”, and the one line under it gives the unsure reader somewhere to go that isn’t away, and that’s the whole close, because by this point the page has either done its work or it hasn’t.
This is a made-up brand designer called “Fern & Frame” selling a fixed-scope package, and it’s here so you can watch all nine sections carrying their weight together in one page rather than reading about them one at a time. Notice how short the whole thing is, because length was never the part that sells.
Take the shapes rather than the sentences, because yours has to carry your own numbers and your own receipts and the price you flinched at typing, and those are the parts that make a reader believe any of it.
4 → 6 → 7 → 2 → 3 → 5 → 8 → 1 → 9, so you start with the offer and the price and work outwards from there. The promise gets written LAST, because it’s a summary of everything else on the page and you can’t summarise something you haven’t written yet, which is the same order that works on a homepage and it holds up here for the same reason.
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v1.1 · 2 September 2026 · labels and buttons brought in line with the site; nothing in the material changed.
v1.0 · August 2026 · first version.
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