How to Design a Sales Page: A Guide for Coaches

Dashed Line Digital
Jan 6
5 min read

You have your sales page. It draws people in, sparks curiosity, and—bam! —you’ve got a new client to join your coaching program.

But... it doesn't always work this way. Sometimes, people land on your page, glance around, and leave without a second thought.

The answer could lie in your messaging. If your words aren’t hitting the right emotional chords, your ideal clients won’t feel the connection they need to take action.

You’ve invested your heart, soul, and resources into crafting a coaching program that could transform lives. But if your sales page isn’t capturing attention and sparking an emotional connection, your audience won’t see the life-changing value you bring. They’ll scroll past, leaving your program—your passion—unseen and untouched.

Hang tight! This isn’t the end! Let's uncover what's missing and transform your sales page into a conversion machine.

What Is a Sales Page and Why Do Coaches Need It?

A coaching sales page is your secret weapon to turning visitors into clients. It’s a focused, persuasive page designed to drive one goal: action. Whether you want someone to book a discovery call, sign up for a program, or make a purchase, this page does it all.

A sales page for coaches is essential – it connects your expertise to potential clients. Here are five reasons why you need one:

Speaks to Your Client: By addressing their pain points and dreams, you make them feel heard and understood.
Clarifies Your Value: Show what you offer, who you help, and how your coaching changes lives. It’s your chance to shine!
Builds Trust: A well-crafted sales page includes testimonials, success stories, and professional visuals, all of which establish you as an authority in your niche.
Makes Decision-Making Easy: Potential clients may hesitate because they’re unclear about what’s being offered or how to take the next step. A sales page eliminates this confusion.
Works for You 24/7: While you can’t be in two places at once, your sales page can! It acts as a tireless salesperson, working around the clock to inform, persuade, and convert visitors into clients.

What Does a Sales Page Look Like?

Long story short – it’s structured to guide potential customers through a persuasive journey. Here’s what it should typically include:

A Magnetic Headline: It grabs attention instantly, promising the main benefit or solution your coaching provides.
A Punchy Sub-headline: Right under the headline, the sub-headline expands on the promise, teasing the transformation they’ll experience with your coaching.
The Pain Point: Temporarily – hit them where it hurts! Address their struggles, show empathy, and set the stage for the solution you’ve got waiting.
The Irresistible Value Proposition: Tell them exactly what they’ll get from your coaching. Make it crystal clear why your offer is the one that solves their problems.
Client Testimonials: Real results, real people. Showcase success stories and case studies that build trust.
Coaching Program Breakdown: Detail what’s included in your program – sessions, materials, bonuses. Bullet points make it easy to digest.
Pricing and Payment Plans: Be upfront about costs. Offer flexible payment options or special deals. Transparency builds trust here and clears any doubt.
Bold Call-to-Action (CTA): Make it clear, urgent, and action-driven – “Book Your Free Call,” “Join Now,” or “Get Started.”
FAQ Section: Anticipate questions and clear up any confusion with a solid FAQ. This shows you’ve thought of everything and builds confidence.
Visuals They Can’t Ignore: Keep the design clean and engaging. Use images, videos, or graphics that highlight the benefits of your program – without cluttering the page.

The Role of Copywriting in a Sales Page

Copywriting is the heart of any successful sales page. It’s what turns a curious visitor into a committed client. The right words don’t just inform—they build trust, crush doubts, and spark action. Here’s how powerful copywriting for coaches drives sales and transforms your page into a conversion powerhouse:

Grab Attention with a Bold Headline

Your headline is the gateway to your program—it’s what determines if visitors stay or bounce. It should be bold, exciting, and laser-focused on the biggest, most irresistible benefit of your coaching program.

For example, instead of “Achieve Your Goals,” try something like, “Unlock the Confidence and Clarity to Achieve Everything You’ve Ever Wanted!” A powerful headline not only sparks curiosity but also immediately signals this is for you.

Sell the Transformation

Clients don’t care about the nuts and bolts of your program—they care about how it will change their lives. Skip the laundry list of features and focus on the big wins. Will they gain confidence, finally reach their health goals, or build a business they love? Use vivid language to describe the results they’ll experience and back it up with testimonials or success stories that bring those outcomes to life.

That’s exactly what we did for Runner Lite Coaching. We sold the transformation: “Start where you are. Learn from professionals. Take on the impossible.” This message resonated because it focused on the journey and the ultimate impact—not the details.

Tap into Emotions

Your audience isn’t just looking for a program—they’re searching for solutions to their deepest struggles and a pathway to their biggest dreams.

Acknowledge their pain points: “Tired of chasing your goals and never quite reaching them? Frustrated by feeling stuck in the same place year after year?”

And follow it up with…

Hope: "Feel the pride of hitting milestone after milestone with a personalized plan tailored to your needs. Success becomes tangible, with every step bringing you closer to the life you deserve."

Keep It Snappy and Easy to Skim

Today’s readers are in a hurry—don’t make them work to find your message. Use concise paragraphs, sharp bullet points, and bold key phrases to highlight the most important information. Break your content into digestible chunks that let visitors quickly understand your offer, like:

Life-changing transformations in just 8 weeks
Step-by-step guidance tailored to your needs
Access to exclusive tools and resources

Clear, scannable content ensures your value shines, even for those just skimming the page.

Seal the Deal with an Unstoppable CTA

Your call-to-action (CTA) is the bridge between interest and action—make it unmissable! Use confident, action-oriented language that tells visitors exactly what to do next and why they should do it now. For instance:

“Start Your Journey to Success Today!”
“Claim Your Spot—Spaces Are Limited!”
“Transform Your Life—Enroll Now!”

Pair your CTA with urgency or exclusivity to boost motivation, like limited-time offers or a countdown. Ensure the button stands out visually, drawing attention with bold colors and easy-to-read text.

Design Tips to Make Your Sales Page Stand Out

A well-designed page not only looks visually appealing but also enhances the user experience and supports your message. Here are some design tips to help your sales page stand out, whether you’re using a coaching sales page template or starting from scratch:

Tip	Example
Keep it Uncluttered	Use white space to allow content to breathe and avoid overwhelming visitors.
Use High-Quality, Relevant Images	Choose images that align with your brand and resonate with your audience.
Create a Clear Visual Hierarchy	Headlines in large, bold fonts, and key points in bullet format for easy scanning.
Make Your CTA Stand Out	A bright, contrasting button like "Start Your Journey Today" at the top and bottom of the page.
Ensure Mobile Responsiveness	The page adapts perfectly to phone screens, with images and text adjusting accordingly.

Get Sales Pages for Coaches That Convert with Dashed Line Digital

Your coaching business deserves a sales page that doesn’t just inform—it connects, inspires, and converts! At Dashed Line Digital, we know how to turn your expertise into an irresistible online presence that speaks directly to your dream clients.

We specialize in crafting sales pages that highlight your unique value through our copywriting and branding techniques. With compelling copy, persuasive content, and a visually engaging design, we create pages that drive results.

Let’s make your sales page work for you. Contact Dashed Line Digital today!