4 Critical Mistakes that Could Be Costing You Clients (and How to Fix Them)

You spent weeks—maybe even months—validating your offer, then building out your program and perfecting it. You know it’s valuable. You know it serves your ideal client.

And now you’re launching it. For real.

Only, the sales don’t come in like you expected.
Like you need them to.
Like you know they can.

So then the second-guessing starts.
Was it the timing of the launch?
The emails?
The price?
Maybe the offer is actually a dud and you should just scrap it altogether?

But if you took the time to validate it, then the problem isn’t the offer itself. More than likely, it’s how you’re talking about it.

One of the first places I look when an offer isn’t converting is the sales page. Because your sales page is more than just a copy asset.

It’s a conversion tool that acts as the centerpiece and culmination of your launch funnel.

So even if your sales page is getting plenty of traffic (which we’ll chat about in a minute), but it’s not converting — you’ll end up leaving a lot of money on the table and losing out on a lot of dream clients.

As a launch strategist and copywriter, I help my clients evaluate their entire funnel to find the gaps lower conversions.

Below are four common bottom-of-the-funnel mistakes I see on sales pages as a launch strategist — and what you can do to fix them.

Mistake #1: Leading with the Program Instead of the Promise

I know your program is packed with value: modules, workbooks, bonus calls, and insider secrets.

But I promise you: your audience did not wake up this morning thinking, “Gosh, I hope I find another course to buy today.”

They’re thinking things like:

How do I start eating healthier?
How do I stop yelling at my kids all the time?
How do I tackle this big [fill in the blank] goal that I have?

That’s why a strategic sales page doesn’t start with your offer—it starts with the transformation your offer creates.

People don’t buy programs or courses or memberships because of their features.

They buy because they believe their purchase will help them reach their goal better, bigger, or faster than they could on their own.

How will your client’s life be different after they go through your program?

Will they feel more confident?
Learn a new skill?
Build a new habit?
Save time or energy?

That transformation story should sit front and center on your sales page.

How to Fix It:

Start by identifying the core transformation your offer promises. Then reframe your messaging to lead with that.

When I map out a launch strategy with my clients, we spend time getting crystal clear on the core transformation their offer promises. That transformation becomes the thread we carry throughout the entire funnel—from opt-in to email to sales page.

Instead of:

“This course comes with 6 modules, a workbook, and 4 group coaching calls to teach proven time management principles…”

Try:

“In just 6 weeks, you’ll go from overwhelmed and overbooked to confidently setting priorities, saying no, and holding boundaries so you can take charge of your calendar — and your life.”

When I map out a launch strategy with my clients, we get crystal clear on the core transformation their offer promises. That transformation story becomes the thread we carry throughout the entire funnel—from opt-in to launch emails to sales page.

Pro Tip:

Testimonials from past clients are the gold standard for showcasing transformation. Make a habit of regularly collecting testimonials from past clients. Create a system for it so you always have fresh success stories to share with new prospects!

Mistake #2: Using Language that Misses the Mark

You might know exactly what your audience needs.

But if you’re using words and phrases they wouldn’t actually say out loud, it’s not going to land.

It’s tempting to try to showcase your expertise or authority by throwing around industry jargon and fancy terms.

But part of knowing your audience is knowing how they talk about their problem.

What words and phrases do they use?

Chances are, they’re not using the same terms and lingo that you are.

When you use the same phrases and jargon as your ideal client, it’s a mental trigger signaling to them that you understand their problem and you can help them.

This is why voice-of-customer research is a key part of my process. I listen to how your audience talks about their struggles, their dreams, and the moment they finally said “I need help.”

How to Fix it:

Conduct your own voice-of-customer research. Check out reviews of similar programs, survey your audience, or scroll through social media posts and forums where your ideal customers hang out.

You might describe your program by saying:

“We help middle-aged women overcome fatigue and achieve a balanced lifestyle.”

But is that really how your ideal client talks about the problem?

Or are they more likely to say things like…

“I just want to feel like myself again…”
”I’m tired of feeling exhausted and overwhelmed all the time…”
”I wish I had more energy to do the things that matter to me…”

Pro tip:

Past clients are a goldmine of messaging insights. In my done-for-you launch copy projects, I conduct interviews with former clients to get the insights and exact phrasing needed to create a messaging strategy that will resonate with future buyers.

Mistake #3: Skipping to the Sale + Skimping on the Trust-Building

Sometimes I see business owners rush to the “selling” part of the sales page because they’re eager to get to the point and afraid of their ideal client losing interest.

But here’s the thing: people don’t just buy programs or products—they buy from people.

People they trust.

And in today’s market, people are taking longer to trust than ever before.

While you should really start building trust from the moment an ideal client enters your world (I have a free resource to help you do just that), you can’t stop when they finally get to your sales page.

Your ideal customer wants to feel confident that:

you understand their struggles,
you have the experience to help them,
and you genuinely care about their success.

Strategic launch messaging builds this trust intentionally—through story, credibility markers, and a tone that reflects you and your brand (not some random, generic marketing template).

How to Fix it:

Ask yourself the question: What does my ideal customer need to know, feel, or think in order to buy from me?

Then infuse it throughout your sales page (and the rest of your launch funnel).

This might look like:

Sharing case studies from past clients (the more specific, the better)
Sharing your personal story or why you created the offer (this is a way to showcase your values or beliefs)
Speaking in a tone that reflects your actual vibe—warm, funny, thoughtful, sassy, etc.

Pro Tip:

Some of this might feel like fluff, but it’s not. It’s a conversion strategy based in psychology. Do not try to shortcut it!

Mistake #4: Treating the Sales Page Like it Exists in a Vacuum

A sales page can’t convert if no one sees it. And even if people do land on it, it won’t convert well if those people aren’t ready to buy.

In other words: your sales page is only as strong as the launch funnel surrounding it.

That means:

If your opt-in isn’t generating enough leads…
If your email list is full of subscribers who aren’t your ideal clients…
If your email list only hears from you when you’re launching/selling something…
If your launch strategy doesn’t create in urgency (or worse, creates fake urgency)
If your audience hasn’t been primed with the transformation they get from your offer…
If your launch emails aren’t overcoming objections, creating connection, and sharing social proof…

…even the best sales page is going to struggle to convert when the funnel leading to it has gaps like this.

An amazing, award-winning sales page is not going to save your launch because it’s part of a much larger ecosystem: your launch funnel.

How to Fix it:

Zoom out and look at your full launch strategy. You’ll need to gather engagement and conversion data from each step in your funnel. Then evaluate it to see where there’s an opportunity to close the gaps and be more strategic.

Pro Tip:

Once you’ve identified opportunities to improve, start experimenting with your launch funnel! Keep making small tweaks and testing them out until you find what works best for your audience.

This could look like…

A/B testing your emails
Testing different lead magnets
Trying out new ad targeting strategies
Creating new content that addresses common objections

When I work with clients, we evaluate the full journey: from how people first find you, to how you’re warming them up and nurturing them, to how the sales page supports that momentum and converts them into buyers. That way, your offer feels like the obvious next step instead of a jarring pitch.

Revamp Your Sales Page

If your last launch felt like a shot in the dark, or if you’re gearing up for a new one and want to actually feel confident in your messaging, we should talk.

I’m Bethany, launch strategist and copywriter for heart-centered coaches and creatives.

I can help you craft a strategy-backed, conversion-optimized sales page (and a funnel to support it) that sets your next launch up for success.

Apply to work with me here, and let’s get started. 🙌🏼