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This leading paragraph has a larger font-size, to make a smoother transition from the headline to the first block of text.

This is a long-form sales page (or a "hybrid" sales page, by some people's definition - more about that later). Yes, there's a lot of text here and that might look intimidating. But trust me, it's a good thing.

You may think that people won't want to read so much text, but that's not true. Don't be afraid to take your time and write everything that needs to be said, to convince even your most skeptical prospect. In fact, that's exactly what a long-form sales page is about: it's for you to say everything that needs to be said about your product.

"But no one likes a wall of text!" I hear you say.

Well, that's true. And that's why we're not presenting our visitors with an intimidating wall of text, here.

See that beautiful divider above the heading? That's just one of the ways we combine design and copy to guide the reader though our content and keep things easy to follow.

Some of your visitors will be readers and others will be skimmers. The readers will start at the top and read every. single. word. until they reach the end of the page (or until they can't wait any longer and decide to buy). The skimmers, on the other hand, will skip about, looking for things that matter to them specifically.

The skimmers want to be convinced just as much as the readers do, they are just looking for information in a different way.

What you're looking at right now is the second block consisting of a main heading and a section of text. Break up all of your content into blocks like this to make everything easier to read, easier to understand and easier to navigate. You'll also notice that none of the paragraphs here are more than 4-5 lines high (on a large screen, anyway. Yes - this page is fully mobile responsive).

Oh, and what's going on here? Below is an image block. It lets you visually communicate some of the points you are making (which is also great to get those skimmers' attention).

What is Lorem Ipsum?

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Why do we use it?

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).

Where does it come from?

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from "de Finibus Bonorum et Malorum" by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

You can use smaller sub-headings like the one above to make an important point or for quotes that relate to your story. Notice how non-fiction authors love to use quotes throughout their books? That's because quotes are a nice change of page and they lend authority and gravitas to what you're saying.

Similarly, you can use text highlights and other text formatting to draw your reader's eye to important parts of the text. This also helps break up the page, to prevent wall-of-text-syndrome.

Now it's time to be very specific. Talk about your product, what it is, what your customer gets when they purchase. At this point, after all the buildup, your readers really want to know what you have to offer, so don't hold back.

Show a Product Image: It's always a good idea to visualize your product. Even if it's a digital product or a service, find some way to make it tangible - with an image.

After the first call to action, use testimonials, case studies, more points lists and more text blocks to address all possible objections your visitors may have. Knowing these objections is very important... and you can learn all about them by talking to your customers and visitors. Give them a way to communicate with you and you'll quickly learn what's on your reader's mind as she goes through this page.

This part of the sales page can be a lot longer than it is in this template. There may be many objections that come up and you can address them all. If you dedicate a separate text block or a sub-heading to each one, your visitors can easily find the ones they have on their minds and skip the rest.

People are risk averse. We dread making a mistake and wasting our time and money on something that turns out to be rubbish. This is the part of the sales page where you can appease all those worries.

"Add a quote here (it can be a quote from yourself, from the story or an authority quote from someone else). Something that puts a nice closing line on the story above.”