Let me ask you something. If I said right now — send me the one page on your website where people go to sign up for your services — could you do it?
Not a link to your Calendly, not your Instagram bio, and not a blog post that mentions what you do. One dedicated page that explains your service, builds trust, and makes it easy for someone to buy.
If you don't have that page, we need to talk. Because without it, your business only works when you're in the room. And you can't be in the room at 1am on a Sunday when someone is finally ready to say yes.
I can't tell you how many vegan coaches and consultants I work with who don't have a sales page. They have links, blog posts, or they talk about their services on social media. But they don't have a single, dedicated page with one job — getting people to sign up.
And when they do have something, they treat it like an e-commerce product listing. A short description and a buy button. That's not a sales page. That's a checkout screen with no context.
Here's what a real sales page needs to do: answer every question a potential client has so they can make a decision without talking to you. Not because they won't talk to you, but because you don't want a call to be required. You want them to be able to go online and sign up at 1 pm or 1 am on a Sunday.
I think about it in sections:
Describe the problem you solve. What is the reader struggling with? Name it clearly so they feel seen before you ever mention your service.
Explain how you help. Not the features — the transformation. What changes for them because they work with you?
Describe the service. What do they actually get when they sign up? What's included? How long does it last? Be specific.
Tell them why this matters to you. Share your story. What's your passion around this work? Why do you do it? This is where trust gets built.
Share your credentials and experience. Not to brag — to reassure. They need to know you're the right person to help them.
Answer their questions before they ask. FAQs aren't filler. They handle the objections that would otherwise stop someone from signing up.
Explain what happens next. What does the process look like after they click the button? When will they hear from you? What should they expect? Remove every "what do I do now?" moment.
Now here's the part most people miss, and it might be the most important part of this entire email.
You need this page so you can track your marketing. Because without a dedicated sales page, you have no idea what's working.
You're sending emails, posting on social media, doing podcast interviews — but you can't tell if any of it is actually driving people toward buying from you. I hear from people all the time who say they aren't getting sales. But when I ask what's happening on their site — how much traffic they're getting, where it's coming from, how many visitors turn into customers — they have no idea.
Because there's no page to measure.
When you have a dedicated page, you can see everything. Did traffic spike after you sent that email? Are people finding you from that podcast interview? How many visitors actually converted this month? Even if you only take a few clients at a time, this information tells you what to do more of and what to stop wasting time on. Without it, you're boxed into doing everything and hoping something works.
And the tracking isn't hard to set up. Most email marketing tools integrate with Stripe if you're using it for payments. I recommend MailerLite, which has a native integration for tracking email-to-sale conversions. Google Analytics can show you traffic sources and page visits. If you're not comfortable setting it up yourself, AI tools like Claude can walk you through a step-by-step plan.
YOUR ONE THING
You're not going to build this whole page today. But you can start. Here's how:
1. Write out the sections. Open a Google Doc and create seven headers: Problem, How I Help, The Service, Why This Matters to Me, My Experience, FAQs, What Happens Next. Under each one, write whatever comes to mind. This is your first draft, not your final page.
2. Answer the midnight question. Read through what you wrote and ask yourself — if someone landed on this page at 1am with no context and no way to call me, could they understand what I offer and sign up? If the answer is no, figure out what's missing and add it.
3. Get the page live — even if it's rough. Put it on your website this week. It doesn't need to be designed. It doesn't need to be polished. It needs to exist so people have somewhere to go and you have something to improve.
4. Connect one tracking tool. If you use Stripe, connect it to your email marketing platform. If you use Google Analytics, make sure it's installed on your site. If you're not sure how, ask Claude or ChatGPT for a step-by-step walkthrough for your specific tools. One connection this week. That's all.
Do you have a dedicated sales page on your website right now?
If you want help building your sales page — what to say, how to structure it, and how to make it actually convert — a 90-Minute Strategy Fix is a good place to start. One focused session, one page that works.
FROM THE VAULT
If today's issue made you think about your sales page, this one will make you think about what's actually on it. Issue 7 is about building offers that work beyond one-to-one hourly work — worth a read if you haven't already.
Your business should be able to book clients while you sleep. That starts with one page.
— Stephanie
P.S. If you build your sales page this week — even a rough first version — reply and send me the link. I'll tell you what I think.
