We’ve been talking a lot lately about whether “Sales pages” are even relevant to our audience.

Our clients are founders who are building communities around their work – so they range from nonprofit directors to online course creators.

They have a LOT more in common than they know. I actually believe learning from each other will give them an advantage. This becomes more and more clear as folks get to know each other in our weekly events.

Our clients don’t just have products, they have projects.

And when they invite someone to visit their website – they often struggle to communicate the value of their work. I can relate. It’s taken me years to get clear on my offers, and I still have a lingering “to do list” of website edits to narrow the focus on our own website!

Whether or not an offer is “for sale”, the page components are roughly the same.

In our coaching program we unpack these questions, working to get crystal clear on the details.

1. Who is the offer for?
2. What problem does the offer exist to solve?
3. What solutions do you recommend?
4. What are the typical barriers that come up?
5. What is the unique opportunity?
6. What is the experience others have had?
7. What is the measure of success? (aka, guarantee)

When you answer these questions – your offer becomes clear.

So that’s just it.

If your website is offering anything at all, it has a sales page.

Applying the elements of sales page design might be exactly what you’re missing on your website. So we did a little experiment and asked our readers to send us their pages.

Here’s some of the pages subscribers sent in for review;

• A collection of math puzzles for elementary school teachers by Steve Wyborney.
• A membership page for Business Leaders of Colors a small business network that provides an online directory, member opportunities, and networking events.
• Services page for adults with ADHD from Dr. Matt Jarman, Productive for Good.
• An outdoor education program open for enrollment for kids at Sage Mountain Sanctuary in Vermont.
• And more…

Liz sent some quick feedback videos with tips on how the copy could bring more connection and trust. Then, we did a more in-depth review of Steve’s website, live on Zoom.

Steve is enrolled in our professional care plan – and is attending our next sales page makeover lab on September 6th 2025.

We also knew enough about his backstory to really dig in. Liz brought the narrative writing approach and I brought connection-based design elements.

🍐 Key Takeaways from Steve’s Page

• Tell the story. First time visitors won’t know the deeper purpose behind the math puzzles Steve shares with his list of over 50k teachers.
• Feature the benefits (not just the features). It’s not just a series of puzzles, it’s a whole way of teaching math that gets kids excited, included, and working together. Just wait until you see the videos of classrooms reacting (adding this alone would increase sales by no small measure!)
• Group sections on the page with background colors, headings, and spacing. This builds consistency, accessibility, and comprehension. This level of design polish also communicates trust and care.

If we implement these changes, we’ll do a full before-and-after comparison so you can see the difference it makes.

Thanks everyone who sent us their page!

We’ll definitely do this again – we love to nerd out on stuff like this.

Now that we’ve defined “sales page”, I hope you’ll reply with a link so we can give you feedback the next time we do this!

If you have a page that isn’t getting the results you want, please reply and let me know. We have a small group workshop coming up – and would love to include you.

Sincerely,
Ryan Clover 🍀

P.S. The in-depth workshop where we work closely with you to improve your most important offer pages is September 6th, and another October 11th.

More details coming this week – but as usual, our “sales emails” will include 100% free education and recommendations you can apply any time.

Want me to coach you on your website?

My schedule is open every Monday to help founders turn their website into a hub for connection. Let’s talk about your project!

Book a 15 minute call