6 Must-Have Sections for a High-Converting Membership Sales Page

If you want your membership sales page to do the work for you 24/7 to promote your membership program, you must give it all the tools it needs to do its job effectively.

A well-designed sales page for your membership isn’t just about the design itself but also the sections that convert your visitors into paying, loyal members.

These sections must effectively communicate the value of your membership to potential customers, highlight the unique benefits they will receive, and address any objections they might have.

In this article, we’ll explore the important sections your membership sales page should have to become an indispensable marketing tool that works for you around the clock.

1. Compelling Headline

You’ve probably read dozens of articles about sales pages, and this is likely the number one thing on those lists as well, for a reason!

As it is the first thing your potential customer reads, your sales page’s headline must capture their ever-fleeting attention. It’s what makes them dive deep into your sales page or exit it. Take a look at these two sales page headlines examples:

“Speak Like a Native Italian in 30 Days”

“Master 1,500 Essential Italian Phrases in 1 Month”

If you’re looking for an online membership to learn Italian for your upcoming trip, which of these two online course sales page headlines would most likely convince you to buy? I think you’ll choose the first one. Why? Because the first one focuses on the benefit rather than just the feature.

It clearly communicates the benefit potential customers will receive from purchasing the product unlike the “Master 1,500 Essential Italian Phrases” which highlights the product’s features (which I think is tedious!).

Remember, your potential customers are looking for solutions to their problems, not just a list of features. Make it about them, not you.

2. Engaging Subheadline

You’re convincing potential members, so you have a lot to say, but you don’t want to bore them with essay-like sales copy. That’s what sub-headlines are for.

Your sales page subheadlines support and expand your headline’s message by highlighting customer pain points, as well as your offer’s key benefits and features.

Let’s use the “Speak Like a Native Italian in 30 Days” example again. The subheadlines for this might look like this:

Subheading 1 (Problem-focus): “Frustrated with Textbooks & Slow Progress? Speaking Italian shouldn't feel like a chore.”

Subheading 2 (Benefit-focus): “Imagine Ordering Food, Having Conversations & Feeling Confident in Italian.”

Subheading 3 (Offer Introduction): “Introducing "Italian Fluency Fast Track”

Subheading 4 (Benefit-focus): “Master Everyday Italian & Finally Speak Like You've Always Wanted.”

Subheading 5 (Call to Action): “Join Today & Speak Italian with Confidence in 30 Days!”

Aside from highlighting your membership’s benefits, subheadings also create a better reading flow and make your sales copy digestible for your readers, keeping them engaged.

3. Membership’s Value Propositions

This section should answer your potential member’s questions "Why should I join your membership? What value will it bring to my life?" clearly and concisely.

The core benefits of your membership and how they directly address your target audience's needs and desires should be highlighted in this section.

You see, it’s not about the product or service per se but the transformation your potential customer will gain from joining your membership.

For our Italian course example, aside from the structured curriculum inside the membership, potential members can also access a community of passionate and supportive Italian learners with whom they can connect to practice their Italian skills.

With this membership’s community, potential members not only learn the words but also boost their fluency and confidence in speaking Italian, which they cannot get from just buying an online course or textbook.
 

4. Testimonials

Encourage more potential members to join your membership by leveraging the positive experiences of your existing members through social proof.

This section is crucial for building trust in your brand. People are more likely to join your membership if they see real testimonials from satisfied members. After all, they want to ensure their hard-earned money is well spent.

Include different formats to present testimonials, such as videos and quotes, along with the members' names and photos, to add credibility.

5. Clear Call to Action (CTA)

After all the convincing your membership sales page did to your potential members, what should they do next?

Your sales page’s call to action (CTA) is an essential part of your membership sales page as it prompts your visitors on what action should they take next—in your case, to join your membership.

Strategically place CTAs throughout your sales page and use a bright, contrasting button color to make it stand out. Use action-oriented language to encourage immediate action from your readers like “Sign-up Now,” “Join Our Community Today,” or “Be a Member.”

6. Pricing Information

Once you’ve convinced your potential members of the value your membership offers, it's time to address a critical question: how much will it cost them to join your community?

This section should provide transparent and detailed pricing information. Break down the costs, specify the payment frequency (e.g., monthly or annually), and outline what each membership tier includes.

If you do not have yearly pricing for your membership here is why you should consider it.

Yearly memberships reduce churn rates significantly as it eliminates the need for members to reassess their commitment each month. As members commit for the entire year, it means they’re less likely to cancel on a whim.

You can offer a discount for yearly memberships to make them more attractive. For example, you can price a yearly membership at the equivalent of nine months' cost, giving members three months free. This not only provides a financial incentive but also highlights the value proposition.

Being transparent about your membership’s pricing builds trust and helps potential members make informed decisions about whether your membership aligns with their budget and needs.

It is essential in your marketing strategy to have a sales page that promotes your membership even while you’re sleeping.

From captivating headlines to transparent pricing, each section plays a significant role in maximizing the conversion potential of your membership.

Take a moment to review your membership sales page and ensure it includes the essential sections outlined here.

And if you don’t have a sales page yet for your membership, check out our Kajabi Membership Sales Page Template. Crafted specifically for memberships, our pre-designed sales page template has all the sections mentioned in this article and more. Click here to see it in action.

Other blog posts you may like:

• Online Course vs. Membership Site: Which One is Best for You?
• The Guide to Front-End and Back-End Memberships
• 3 Key Elements of a Membership Sales Page Needs
• Course Sales Page vs. Membership Course Sales Page: Key Differences
• Benefits of a Membership Business Model
• 6 Types of Membership Models Explained