Let’s Be Honest: Most Landing Pages Don’t Sell
You’ve got the traffic. The offer. The social proof.
But if your landing page still feels like a wall of text, you’re probably missing your best opportunity to convert.
Enter the Video Sales Letter, or VSL.
It’s a simple but powerful shift: from telling people about what you do… to showing them, through a well-crafted video that builds trust and drives action.
At JSB Video, we help businesses use video to solve problems—and VSLs are one of the clearest, most effective tools in the toolbox.
What Is a Video Sales Letter?
A Video Sales Letter (VSL) is a short, structured video that explains what you do, who it’s for, and why it works—all while making a strong case for action.
It’s more than just a promo. It’s part story, part strategy, and part proof of concept.
The best VSLs:
- Grab attention in the first few seconds
- Speak directly to a clear pain point
- Frame your product or service as a unique solution
- Show real proof that it works
- And lead viewers toward a specific next step
Used right, a VSL becomes the most persuasive asset on your website or in your sales funnel.
Why VSLs Work Better Than Static Pages
Video is naturally more engaging than text. But a VSL isn’t just engaging—it’s designed to convert.
Captures attention instantly
People are more likely to watch a video than read a full landing page. Especially when the video opens with a strong, problem-driven hook.
Builds connection and trust
When people hear your voice, see your face, or watch you confidently explain your process, it shortens the distance between “just looking” and “I’m in.”
Explains your offer clearly
Whether your process is technical, creative, or consultative, a well-structured VSL breaks it down into something easy to understand—and easy to say yes to.
Includes social proof
VSLs allow you to show testimonials, data, or before-and-after stories in a more compelling way than static text ever could.
Drives action
By ending with a clear CTA (“Book a Call,” “Download the Guide,” “Sign Up Now”), VSLs give viewers a path forward—at the exact moment they’re ready to act.
What Goes Into a Great VSL?
At JSB Video, we follow a proven framework to craft VSLs that feel personal, persuasive, and perfectly aligned with your brand.
1. Hook
Grab attention with a bold question, statement, or challenge.
“Still struggling to convert traffic into clients—despite doing everything right?”
2. Identify the Pain
Speak to the problem your audience is already feeling. Show empathy, not hype.
“Most websites talk about the business. Very few speak to the buyer’s problem.”
3. Present the Solution
Introduce your product or service—but position it as a framework, not just a service menu.
“We use our 3-step Video Clarity Method to help service-based businesses turn confused leads into loyal clients.”
4. Show the Proof
Now you back it up—with results, testimonials, case studies, or on-screen stats.
“After switching to a VSL, our client’s conversion rate jumped from 1.8% to 5.6%—without changing anything else.”
5. Call to Action
Close strong. Be clear. Don’t make people guess what to do next.
“Click below to schedule a call—we’ll walk through your current page and show you what a VSL could do instead.”
Where to Use Your VSL
Your VSL isn’t a one-and-done asset—it’s a versatile, high-impact tool that fits into every part of your funnel:
- Homepage: Make it the first thing visitors see
- Email sequences: Add it to onboarding or follow-up flows
- Social ads: Trim and repurpose the VSL as a paid campaign
- Lead magnets: Use it as a video-based opt-in
- Proposals: Embed it for cold or warm leads reviewing your services
- What Makes a VSL from JSB Video Different?
We don’t just press record and wish you luck. We walk with you through every step:
- Strategy-first scripting — We help distill your offer into clear, persuasive language
- Professional filming (or remote direction) — We’ll match the vibe to your brand, not a template
- Clean, branded editing — With captions, cutaways, and light animation
- Final formats for web, email, and social — One video, multiple uses
Our VSLs are designed to sound like you, speak to your audience, and deliver real results.
Ready to Replace Your Landing Page With a VSL?
If you’ve been relying on text-heavy pages that aren’t converting, it might be time to shift how you tell your story.
Your offer might be amazing. Your service might be life-changing. But if your page doesn’t sell it clearly, you’re working harder than you need to.
Let a video do the talking for you.
We’ll walk you through what your VSL could look like—and how to make it your best-performing sales tool.
