A self-audit checklist to make sure your sales page is clear, compelling, and doing what you need it to do (ahem… sell things!).

Created for you with lots of love by Nicole Cloutier from Copy Poetics Studio. ♥️

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How to use this template:

1. Make it yours: Duplicate this template by hitting the button in the upper right corner (two overlapping squares next to the search button). You won’t be able to check off the boxes until you make your own copy.
2. Pull up your sales page: Have your sales page handy — whether it’s live on your site, chilling in a Google Doc, or saved somewhere else.
3. Hit play: Each section has a quick video where I share my best tips. Watch them one by one (or read the transcripts) to catch everything you need to know.
4. Check things off: As you go through your sales page, tick off each item on the list. (Because checking boxes is basically self-care.)
5. Make edits, see results: Anything you didn’t get to check off? That’s where you can focus your edits before your next launch! </aside>

• Accessibility & troubleshooting
• Prefer a version without the videos or transcripts? Open this.

Let’s get started… 👇

HERO SECTION

• Goal: tell them where we’re going
• Watch the video
• Read the transcript

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• [ ] I clearly state the transformation I offer.
• [ ] My transformation is specific (not abstract and no jargon).
• [ ] The reader can quickly tell if they’re in the right place.
• [ ] I have a clear CTA that tells the reader what will happen (e.g., “Book a call”) or the value they will get by clicking the button.
• [ ] I’ve included information about real (not made up) scarcity — i.e., number of spots, doors closing, etc. </aside>

SOCIAL PROOF

• Goal: build trust
• Watch the video
• Read the transcript

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• [ ] I include social proof (testimonials, case studies, results) early and often, ideally in at least three sections of the page.
• [ ] The testimonials address doubts and reflect common thoughts, such as, “I almost didn’t buy, but I’m so glad I did.”
• [ ] I anticipate what my reader is thinking at each stage of the sales page and provide the reassurance they need through social proof.
• [ ] Whenever I have long testimonials or a group of testimonials, I provide a headline that summarizes the main benefit (for the skim readers). </aside>

MIRRORING THE STRUGGLE

• Goal: prove you get it
• Watch the video
• Read the transcript

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• [ ] I use real-life, concrete examples of the struggles my reader is experiencing.
• [ ] I reflect their pain points in a way that shows understanding but doesn’t dwell too long or make their pain worse.
• [ ] I use bullet points or short, easy-to-read sentences. </aside>

FUTURE-PACING

• Goal: cast a spell
• Watch the video
• Read the transcript

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• [ ] I present a detailed, expanded vision of the future I’m promising, showing the alternative to their struggle.
• [ ] I do a good job of painting the emotional and tangible benefits of the transformation.
• [ ] I use bullet points or short, easy-to-read sentences. </aside>

CALLING TO ACTION

• Goal: reveal the ask
• Watch the video
• Read the transcript

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• [ ] It’s clear what I want the reader to do.
• [ ] All CTAs are actionable and easy to follow.
• [ ] I offer multiple opportunities throughout the page for the reader to take action. </aside>