What should a one-pager include?

The Short Answer

Five sections, one page, in this order: the buyer's problem, the outcome, what's included, the investment, and one clear next step. That's it. Anything more creates a decision barrier instead of removing one.

The Five Sections

Section 1: The problem. Two to three sentences describing the buyer's situation using language from your conversation. If they told you they can't take a week off without the business stalling, write exactly that. This section proves you listened. It's also the section the buyer uses to explain the situation to anyone else who reads the document. Write it in their words, not yours.

Section 2: The outcome. What changes if you work together. Not what you'll do. What will be different in their world. "Your team will have a repeatable sales process, documented onboarding, and a weekly scorecard. You'll stop being the bottleneck for every deal." Specific. Measurable. Connected to the problem they named.

Section 3: What's included. Five to seven deliverables. Each one a noun, not a verb. "Documented sales process" not "We will document your sales process." "Weekly scorecard template" not "We will create a template." Keep it scannable. The buyer should be able to read this section in 10 seconds.

Section 4: The investment. One clear number with a timeline. "$6,500. Includes a 21-day sprint plus 60 days of coaching." No ranges. No "starting at." No tiers on the one-pager. One number for one scope. If you need to offer a different scope, that's a different one-pager.

Section 5: The next step. One sentence. One action. "Reply to this email and I'll send the calendar link for our kickoff." The next step should take the buyer less than 30 seconds. Anything more creates friction.

What NOT to Include

No bio section. The buyer already talked to you. No testimonials unless you have exactly one that matches their situation. No methodology description. No "about us." No second page. Every extra element makes the document harder to forward and harder to act on.

Why One Page Works Better Than a Proposal

An eight-page proposal requires the buyer to set aside 20 minutes to read it, figure out what matters, and translate it for anyone else involved in the decision. Most buyers won't do that. They save the PDF and forget about it. A one-pager gets read in two minutes, forwarded in 30 seconds, and acted on the same day.

Where to Start

The Growth Navigator free tier builds your first one-pager as part of the offer clarity process. Core ($247/mo) generates custom one-pagers for specific sales conversations. This guide covers the complete structure with formatting tips and real examples. Start free.