Most sales pages fail because a block is missing, not because the writing is bad. Below is a free sales page template you can copy: 14 blocks in the order buyers need them, each with its job, a fill-in-the-blanks script, a worked example for a fictional business coach and the common mistake. There is also an outline table and an honest answer on length.
A sales page template is a fixed sequence of blocks you fill in: headline and subheadline, the problem, the cost of staying stuck, a new way to see it, the offer, what's included, who it's for, proof, how it works, price, guarantee, FAQ, a final call to action and a P.S. Fill each block with your buyers' own words.
Who this is for: Coaches, consultants and founders who need to write or fix a sales page and want a ready structure to fill in.
A sales page template is a fixed order of sections with blanks for you to fill in. It saves you from staring at an empty page and makes sure you do not skip the parts buyers need, like proof, price and a clear next step.
This page is the copy-paste skeleton. If you want the thinking behind each part first, read our guide on how to write a sales page that sells, then come back and fill this in. The order below follows the questions a buyer would ask you in person, from "is this for me?" to "what do I do now?"
Copy these 14 blocks in order and replace every [BRACKET] with your own words. Each block has one job. The examples are for a fictional business coach selling a 12-week programme to freelance web designers, so you can see how the brackets turn into real sentences.
Job: Tell the right reader, in one glance, what they get and that this page is for them.
[GET THIS RESULT] without [THE THING THEY HATE OR FEAR]
A [LENGTH] [FORMAT] for [WHO] who want [OUTCOME] by [TIMEFRAME OR MILESTONE].
Example: "Get a steady flow of clients without cold pitching." Subheadline: "A 12-week programme for freelance web designers who want a full calendar by spring."
Common mistake: Being clever instead of clear. If a stranger cannot say what you sell after reading the headline, rewrite it. Run drafts through the headline analyzer.
Job: Show you understand their situation better than they could explain it.
You [WHAT THEY DO EVERY WEEK]. You [WHAT THEY HAVE ALREADY TRIED]. But [WHAT STILL HAPPENS], and you are starting to wonder if [THE FEAR THEY WOULD NOT SAY OUT LOUD].
Example: "You post your work, you ask for referrals, you say yes to every small job. But one month is full and the next is empty, and you wonder if you should just get a job."
Common mistake: Using your words, not theirs. Lift phrases from sales calls, emails and DMs. "Inconsistent pipeline" is your word; "feast or famine" is theirs.
Job: Make the price of doing nothing feel real, so your price stops being the only number on the page.
Every [MONTH OR QUARTER] this carries on, it costs you [MONEY, TIME OR SOMETHING PERSONAL]. In a year, that is [SIMPLE SUM].
Example: "Two quiet months a year at your usual rate is a lot of lost income, plus the evenings spent worrying about the next job."
Common mistake: Scaring people. Name a cost they already feel. Doom and invented figures make a sceptical reader leave.
Job: Explain why what they tried did not work, and what has to change instead.
The problem is not [WHAT THEY BLAME]. It is [THE REAL CAUSE]. Once you [THE SHIFT], [WHAT BECOMES POSSIBLE].
Example: "The problem is not your portfolio. It is that clients only find you by chance. Once you have one simple way to start conversations each week, work stops depending on luck."
Common mistake: Skipping it. Without the turn, your offer sounds like one more thing to try, just like the last three.
Job: Name the offer and the specific result it is built to deliver.
[OFFER NAME] is a [FORMAT] that helps [WHO] go from [BEFORE] to [AFTER] in [TIMEFRAME].
Example: "Booked Out is a 12-week coaching programme that takes freelance designers from waiting for referrals to a weekly routine that fills their calendar."
Common mistake: Describing the format before the result. People buy the after, not the number of calls.
Job: List what they get, with the reason each part matters to them.
[ITEM 1]: so you can [BENEFIT].
[ITEM 2]: so you can [BENEFIT].
[ITEM 3]: so you can [BENEFIT].
Example: "Weekly 1:1 calls: so you never get stuck for more than a few days. Message support: so a client email does not sit unanswered while you second-guess it."
Common mistake: A long list of bonuses that pads the page. Five clear items beat twelve vague ones.
Job: Help the right people say yes and the wrong people leave before they book.
This is for you if [SITUATION], [GOAL] and [WILLINGNESS]. It is not for you if [WRONG FIT 1] or [WRONG FIT 2].
Example: "For you if you have at least a few past clients and can give it three hours a week. Not for you if you are still learning to design or want leads handed to you."
Common mistake: Making the "not for" list a disguised compliment. It should rule real people out.
Job: Show that it has worked for someone like them.
"[CLIENT'S OWN WORDS ABOUT THEIR RESULT]." [FIRST NAME], [ROLE OR SITUATION]
Before: [WHERE THEY STARTED]. After: [WHAT CHANGED, IN THEIR TERMS].
Example: Our fictional coach would paste a real message a past client sent, with their permission, and add one line on where that client started. Leave the block empty until you have it.
Common mistake: Inventing or polishing testimonials. Use real words with permission. If you have none yet, use a short story of your own work or offer early places in exchange for honest feedback.
Job: Make the path feel simple and finite.
Step 1: [FIRST THING THAT HAPPENS]. Step 2: [WHAT YOU DO TOGETHER]. Step 3: [WHERE THEY END UP].
Example: "Step 1: we map who already knows you. Step 2: we build your weekly outreach and follow-up routine. Step 3: you run it with me checking in until it runs without me."
Common mistake: Seven steps with jargon names. If it does not fit in three plain steps, the reader assumes it is hard.
Job: State the price clearly and put it next to something fair. If you have not settled the number yet, our consulting rate calculator helps you find your floor.
[OFFER NAME] is [PRICE], or [PAYMENT PLAN]. Compare that with [COST OF THE PROBLEM] or [THE OTHER WAY TO GET THIS RESULT].
Example: "Booked Out is $2,400, or three payments of $850. Compare that with one quiet month, or months of trial and error on your own." (Fictional figures.)
Common mistake: Hiding the price or apologising for it. Our guide to handling price objections covers what to say when it still feels high.
Job: Take some of the risk off the buyer, in terms you can actually honour.
If you [DO THE AGREED WORK] and [THE RESULT DOES NOT HAPPEN] within [TIMEFRAME], [WHAT YOU WILL DO].
Example: "If you do the weekly routine for 12 weeks and have not had a single new client conversation, we keep working together for free until you do."
Common mistake: Promising a guarantee you cannot afford, or one so hedged it reads like a trap. Check it with your terms before you publish.
Job: Answer the questions that stop people buying, in their words.
[OBJECTION THEY RAISE ON CALLS]? [HONEST ANSWER IN TWO SENTENCES].
Repeat for time, money, "will it work for me" and "what if I fall behind".
Example: "I'm too busy right now?" "The routine is built for three hours a week. If you cannot find three hours, it is better to wait."
Common mistake: Filling it with easy questions. Use the real objections from your sales calls, even the awkward ones.
Job: Tell them exactly what to do next and what happens after they click.
[ACTION VERB] [WHAT THEY GET]. Button: [BUTTON TEXT]. After you [CLICK OR BOOK], [WHAT HAPPENS NEXT AND WHEN].
Example: "Book your intro call. You will pick a time, answer three short questions, and we talk within the week."
Common mistake: A vague button like "Submit" or "Learn more", or three different actions competing for one click.
Job: Catch the skimmer who scrolled straight to the bottom.
P.S. In short: [OFFER] helps [WHO] get [OUTCOME] in [TIMEFRAME], for [PRICE]. [ONE LINE OF RISK REVERSAL]. [CTA LINK].
Example: "P.S. Booked Out helps freelance designers build a weekly routine that fills their calendar in 12 weeks. If you do the work and get no new conversations, we keep going for free."
Common mistake: Adding a new idea. The P.S. repeats the offer; it does not start a fresh argument.
Use this table as your outline before you write, or as a checklist once a draft is done. If a block is missing, the reader has to guess, and most people who have to guess leave.
| Block | Job it does | Typical length | Mistake to avoid |
|---|---|---|---|
| 1. Headline + subheadline | Stops the right reader | 1 to 2 lines | Clever over clear |
| 2. The problem | Shows you understand | 1 short paragraph | Your words, not theirs |
| 3. Cost of staying stuck | Makes doing nothing feel costly | 2 to 3 sentences | Scare tactics |
| 4. The turn | Explains what has to change | 1 short paragraph | Leaving it out |
| 5. Offer and outcome | Names what you sell and the result | 1 to 2 sentences | Format before result |
| 6. What's included | Shows what they get | 3 to 6 items | Padding with bonuses |
| 7. Who it's for / not for | Filters the buyers | 2 short lists | A fake "not for" list |
| 8. Proof | Shows it worked for others | 2 to 4 pieces | Invented testimonials |
| 9. How it works | Makes the path look simple | 3 steps | Too many steps |
| 10. Price | States the cost fairly | 2 to 3 sentences | Hiding the price |
| 11. Guarantee | Lowers the risk | 1 to 2 sentences | A promise you cannot keep |
| 12. FAQ / objections | Removes the last doubts | 4 to 8 questions | Only easy questions |
| 13. Final call to action | Asks for one action | 1 button + 1 line | Vague button text |
| 14. P.S. | Catches skimmers | 2 to 3 sentences | Adding new ideas |
You can move a block up or down if your buyers need it sooner. Proof often works higher on the page for people who already know the problem well. Keep the headline first and the call to action last.
As long as it takes to answer the reader's questions, and no longer. There is no ideal word count. Length depends mostly on two things: the price, and how much the reader already knows about you and their problem.
A low-priced offer sold to people who already follow you can work with a short page: headline, offer, what's included, price and a button. A coaching programme in the thousands, sold to people who found you last week, usually needs every block above, because they have more doubts to settle before they will book a call.
The honest test is your sales calls. If people keep asking the same question before they buy, the page is too short or that answer is buried. If they arrive at calls already sure, your page is doing its job, whatever its length.
Start with blocks 2, 7 and 12, not the headline. Read back through your last ten sales calls, emails or DMs and copy the exact phrases people used about their problem and their doubts. Those phrases fill the problem block, the who-it's-for block and the FAQ almost on their own.
Write the headline last, once you know what the page actually promises. Then read the whole draft out loud. Anything you would not say to a client across a table, cut or rewrite.
Once it is live, measure it. Our conversion rate calculator shows how many visitors take the action and what a small lift would be worth. If you are sending people to a shorter opt-in page instead, the rules in what makes a landing page convert apply there too. And if you have not settled what you are selling yet, shape the offer first with our coaching package examples.
The template gets most coaches and consultants to a solid first draft. It is worth getting help when the page is live but calls are not coming in and you cannot tell which block is the problem, or when you are launching a bigger offer and do not want to guess. Our funnel leak calculator shows whether the page or a later step is the problem.
That is the work we do at Unbury: we find where the page and the funnel behind it lose people, rewrite and rebuild it, then keep improving it with real numbers. If that sounds useful, start with a free audit and we will show you what to fix first.
Yes. Copy the 14 blocks into your own document or page builder and replace the brackets with your words. You do not need to sign up for anything to use it.
Lead with a clear headline, then the problem in the reader's words, the cost of staying stuck and a new way to see it. Follow with the offer, what's included, who it's for, proof, how it works, price, guarantee, FAQ and one call to action. Move proof higher if your readers already know the problem well.
For most offers, yes, because a hidden price makes people assume it is higher than it is. Some high-ticket coaches send people to a call instead. If you do that, say so plainly and give a starting price or range so the right people still book.
Do not invent them. Share a short story of work you have done, explain why you built the offer, or offer a few early places at a lower price in exchange for honest feedback you can use later with permission.
Partly. An opt-in or webinar page asks for less, so it usually needs only the headline, the problem, what they get, a little proof and the call to action. Use the full 14 blocks when you are asking someone to pay.
Send us your setup and we will tell you honestly where it is leaking customers and what to fix first. Free, no pitch.