Explanation of the first section ⬆️:

This is the first thing your (future) customer sees, so make sure you come in with a bang! Below the content you can start your page with:

• Quite the no-brainer, but it would be awkward if you wouldn´t put it in:
  Open with the name of your service of course!
• Below that you put a subtitle / slogan with your promise , in which it is clear :
  WHAT it is (annual program / online training / etc.),
  possibly FOR WHOM and
  what the RESULT is.If you are running out of things to do on the WAT, you can also put this in small letters above the title (where I have “NAME OF SERVICE AND SUBT…”).
• You can expand it with an additional explanation . For example: I will make sure that after reading this webpage you will know WHAT to write and HOW to present it 😃.
• For a low priced product you can also choose to mention the price here , because we all know that’s the first thing everyone looks for 🤪. For a higher priced product, in general it´s better if you enlighten the reader first.

💡You are your brand? Then how about a (supershort) video here, to set the tone?

Explanation of section 2. above ⬆️: Your Client´s Current Situation

Ever find yourself thinking, “This can’t be just me, right?” We all have those moments. In this section, I want to speak directly to you, using words that resonate. It’s about understanding where you’re at right now, without judgment—just real talk. If you’re not sure where to start, ask some of your current clients what their biggest frustrations were before they found you. Their words can be a goldmine for connecting with your ideal customer. This section is the ‘Do you recognize this?’ talk, but without actually saying ‘Do you recognize this’!

If you’ve been in their shoes, sharing a personal story can be incredibly powerful. It’s that moment of recognition where they think, “Wow, she really gets me,” and trust begins to build.

Remember to keep your customer on a pedestal. Show empathy for their situation, without bashing them. Praise them for their expertise, or how they have been coping thus far. You can even weave this into the next section if it feels right. Someone once shared a great quote with me: “Blame the situation, not the person.” It’s a perfect reminder to focus on the challenge, not on criticizing the person dealing with it.

This part is also key for defining your ideal client. Who are they right now? What’s their biggest pain point or desire? And don’t be afraid to highlight what they’re already doing well—it helps clarify who you’re speaking to and subtly filters out those who aren’t your ideal fit. Sometimes, their pain point might just be a minor frustration or irritation—so don’t make it more dramatic than it is. Think of the starting situation of your ideal customer(s).

Explanation of section 3.  ⬆️: Dive Deeper into Their Current Situation

Now, I’m not always a fan of going deeper here, but sometimes it makes sense, especially if your service isn’t seen as an immediate must-have (be honest). This section can help create a bit more urgency by painting a picture of what it’s costing them to stay stuck in their current situation. But truth be told, the previous block might already do the job well enough.

If you do decide to expand, this is another great opportunity to show empathy and strengthen that connection. Make sure your clients feel understood and safe with you—no judgment, just a helping hand.

But here’s the thing: don’t linger too long on the pain points. The goal is for your customer to recognize themselves, think “This is exactly what I need,” and then quickly transition to how you’re going to lead them to a better place. Remember, you are leading them to a solution, don´t dwell on the problem. 

Keep it real—don’t exaggerate their struggles, or you might push them away. It’s a good idea to check in with your current clients and ask them how they’d describe their situation. This keeps your messaging authentic and relatable.

To mix things up, you can use bullet points here. Consider headings like:

• Ever wonder if you…
• Feeling like you’re the only one who…?
• Does it seem like everyone else has it easier?
• What’s the real cost of staying where you are now?
• I know, you’ve got better things to do than…
• Trust me, everyone hits this roadblock at some point (share a quick example or personal story)

Explanation of section  ⬆️: The Ideal Customer Future

You’ve probably heard it before: “Imagine how it would feel if…” But let’s take that up a notch and make it even better. This is where we tap into your client’s deepest desires and aspirations. What’s that one change they’re craving? It’s crucial to dig deep here—sometimes their motivations aren’t what you expect. They might say they want a website that converts, but what they really want is a jaw-dropping online presence that makes them feel proud and confident every time they hit “publish.”

Make sure you’re speaking their language—literally. Use the exact words and thoughts they express. If your service is crystal clear and straightforward (like web design), you might want to blend this block with the previous one. Something like: “Your current website feels outdated, and it’s time for one that’s as epic as your Instagram feed.” Done and dusted—on to the next!

This is also a great spot for bullet points, but remember, variety is key. You don’t want every section looking the same. Highlight a few key elements in a bold way, maybe with an icon to draw attention.

Bring the ideal situation to life—make it tangible and sensory. Paint a scenario: “You grab your oat milk cappuccino, open your laptop, and the words just flow effortlessly. You’ve got this.” (Yes, storytelling is where the magic happens). You could even throw in a personal anecdote: “When I finally figured out HOW to…”

Explanation of section  ⬆️: How you will bring them there

What makes you the right person to guide them? Highlight your expertise, experience, or the common thread in your work—how many years have you been doing this? What types of clients have you helped?

What sets you apart from the competition? Is it a unique combination of talents, your approach, the execution of your product, a particular style, or simply your awesome personality?

Do you often encounter a specific objection or know one that’s likely to be on their mind? Address it here: “Hmm… a web designer who’s also great at copy and communication? YES IT IS POSSIBLE 😎.” Or: “I hear you thinking… Human Design, isn’t that just some woo-woo stuff?!”

If you have a popular podcast episode that showcases your unique selling points, link to it here!

By the end of this section, your audience should already be thinking, “YES, this is the one!” From there, you’ll reinforce that feeling with social proof, more practical details, and by addressing any remaining objections.

Explanation of the section  ⬆️ with logo´s, numbers, stats or Podcast or Video!

Whether or not to showcase your portfolio depends on your service or product—and if you even find it necessary. Often, strong social proof alone is more than enough.

If you do decide to feature your portfolio, only showcase the projects you’re genuinely proud of and would love to do more of. If you include less impressive work, you’re likely to attract more of the same. Not a huge portfolio yet? That’s okay! Every time you add a standout project, swap out the ones you’re less excited about.

For a logos slider, only include logos that truly matter. If you have a lot, narrow it down to the top 8 or so. The same rule applies: only feature logos from companies you loved working with—quality over quantity to attract the right clients. Remember the skimmers, there is not a lot of patience to go through your carefully crafted slider.

Highlight numbers only if they’re genuinely impressive 😜. We’ve all seen lackluster (or questionable) stats—better to leave them out if they don’t make a strong impact!

If you’re still early in your entrepreneurial journey, you can always add these elements later.

If a listing of numbers makes you cringe a bit like it does me:  This is also a great spot for a company video! For coaches, consider offering a sample of your work—maybe a quick exercise through text, audio, video, or a downloadable resource. Or include a podcast episode. Get creative!

Explanation of the section  ⬆️ on the reviews:

Avoid using a slider unless you have a ton of reviews! Ideally, you want as many testimonials visible at once without scrolling. If you do need to use a slider, consider displaying three reviews side by side. If you can showcase a client’s result along with their review (like in a portfolio), then pairing the result with the testimonial on each slide works well.

Feel free to trim down the reviews, but don’t change any wording without the client’s permission. Remember, no one’s going to read four full paragraphs, so highlight the most powerful part. Skip the “Marloes is a very nice person to work with” bits
.

Photos make reviews more convincing and credible. If your service is privacy-sensitive and clients prefer to stay anonymous, ask if you can use just their first name plus some relevant details like age, gender, profession, or even their favorite Pokémon—whatever fits! Anything is better than “-anonymous-.”

If you have video reviews, WhatsApp or Instagram screenshots, or voice messages from clients, mix it up! On this sample sales page, there are three spots for reviews, so try using a different format in each place. Variety keeps it interesting.

Explanation of section  ⬆️: The deals on offer

Make your heading something like “Sound Good?” or “Is This What You’re Looking For?” to create a natural transition into your offers.

If you only have one option, use this section to explain how you work and highlight what’s included. You could even add icons, photos, or custom images next to each item. You might also consider combining this with the “How I Work” section further down the page.

When offering packages, a common and effective strategy is to present three options: a premium (highest-priced), a mid-tier (most popular), and a basic (lowest-priced) package. The psychology behind this is known as the decoy effect. Most people tend to choose the middle option because it feels like the best balance between value and cost. It’s also important not to overwhelm your clients with too many choices—three options are ideal for guiding them towards a decision without causing analysis paralysis 😅.

From this point on, all buttons should link to your chosen Call to Action (like purchase, Calendly, or an inquiry form). Any buttons higher up on the page should direct readers here first, so they can see what’s included—except for the button in the first section, since some people are already convinced through social media and just want to get started right away.

Explanation of the bonus section  ⬆️:

This is not the moment to be shy. Offering some fantastic bonuses with your package? Don’t just mention them in passing—make sure they stand out! Great web design is all about making things visual and highlighting the right elements.

Literally make your bonuses bigger by featuring them with an icon or an image (like a beautiful live event location). Consider including things like a live day, an online course, aftercare, a fun digital product ;), extra expert sessions or masterclasses from other pros, etc.!

This is also the perfect spot to explain the value of your bonuses. Don’t just list them as bullet points—show why they’re worth getting excited about.

Explanation of the section  ⬆️ RESULTS REVIEWS:

This is an optional add-on, an extra layer of social proof. Here, you can showcase how you work with your clients and highlight your communication throughout the process. It’s a great way to give potential clients a glimpse into the experience of working with you. Use this section if you feel it adds value and want to share more about the journey you take with your clients.

Explanation of the section  ⬆️ Way of Working:

Not every entrepreneur or service needs a detailed step-by-step process laid out. You might have already covered this in the Options/Packages/Pricing section.

If you do include a way of working section, always end with the client’s results, not just with “I’ll send you the photos.” For example, say something like, “You’re shining on your socials, and dream clients are rolling in” 😉

Keep it to a maximum of 6 steps—fewer is better, so consider combining steps where you can.

Write as if your reader has already said yes 😎—“I do this, you do that,” and so on.

Adding an icon or image for each step can be a nice touch. Or even better: include a video, podcast episode, or animation explaining your process if it’s something special!

Explanation of the section  ⬆️ Expectation management – Yes Clients:

Keep the energy high here—no need to diss anyone. Elevate both your ideal clients and those who aren’t the best fit because everything you say reflects who you are and what you stand for.

If it’s tricky to phrase the “not for” section without sounding negative, you can skip it and focus solely on who you do work with and what you do offer. However, sometimes it’s important to clearly state who you can’t help or which issues you can’t address—like serious mental health conditions such as depression or panic disorders. This transparency actually strengthens your credibility and trustworthiness.

You could also include these points in your FAQs, depending on how much emphasis you want to give them. If your target audience is quite broad, a full section might be unnecessary.

But if you’re getting more inquiries than you have time for (#goals), this is the perfect place to get laser-focused on your ideal client—don’t be afraid to filter out those who aren’t a perfect match! 😅

Explanation of the FAQ-ing section  ⬆️:

Keep the energy high here—no need to diss anyone. Elevate both your ideal clients and those who aren’t the best fit because everything you say reflects who you are and what you stand for.

If it’s tricky to phrase the “not for” section without sounding negative, you can skip it and focus solely on who you do work with and what you do offer. However, sometimes it’s important to clearly state who you can’t help or which issues you can’t address—like serious mental health conditions such as depression or panic disorders. This transparency actually strengthens your credibility and trustworthiness.

You could also include these points in your FAQs, depending on how much emphasis you want to give them. If your target audience is quite broad, a full section might be unnecessary.

But if you’re getting more inquiries than you have time for (#goals), this is the perfect place to get laser-focused on your ideal client—don’t be afraid to filter out those who aren’t a perfect match! 😅

Explanation of the last pull section ⬆️:

Hit them one last time with the results you deliver (but in fresh words). Think of this as a quick summary with a burst of energy!

Make it fun after the FAQs—don’t let the page fizzle out at the footer. Keep it short and snappy, and steer clear of pain points here. We’re on an upward energy curve, moving from pain/recognition to a full-on “hallelujah, here I come!”

Throw in a fun GIF, make the call-to-action button bigger and bolder, add an animation—this is your final chance to grab their attention! 🔥GET OUT WITH A BANG

If you’re using a contact form, this is also the perfect place for it! And don’t forget to include a photo of yourself—personal touch matters.