Ask How do you design a high-converting sales page for a membership site?

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I want to create a sales page for my membership site but I don't know where to start and I am not good at graphic design. What makes a page convert well? Should I focus on the design, the copy, or both? I also don't want it to look too cluttered or confusing. Are there must-have elements that boost sign-ups? How do I make sure visitors actually take action instead of just leaving? What's the best way to design a high-converting sales page for a membership site?