Is your sales page failing to bring in the customers? Then, it’s time for a fresh perspective with some expert conversion-inducing copywriting tips.
If you’ve been putting off revamping your sales page, it’s time to get serious and take the proverbial bull by the horns. It’s one of THE most significant pages on your website, and it might be your bland sales page copy that’s letting you down.
Luckily, we have some pro copywriting advice for a fairy godmother-style ‘sales machine’ makeover.
Firstly, a quick refresher on why a well-written sales page is a smart move.
If you’re selling anything – a service, product, course, etc – a sales page is your unique platform to speak to customers directly and convince them to buy.
It’s your 24/7 online salesperson.
Yes, design and style elements are super valuable for visual appeal, but with the wrong words… it’s pointless.
Copywriting is the art of crafting engaging, informative and persuasive copy that’s to the point and easy to read. No faff here….
Done well, the copy should create a natural flow through the page, sparking intrigue and emotion as you safely arrive at an irresistible call to action (CTA).
If you’re unsure of the ideal layout for a sales page, using a template offers a ready-to-go format, creating a smooth flow. The Showit sales page template is a perfect example – incredibly stylish and optimised to guide visitors to click that “buy now” button.
But, every stylish sales page NEEDS excellent sales copy to get the job done.
How do you begin writing a sales page that converts?
Arguably, an attention-grabbing headline is one of the most crucial parts of your sales page.
Don’t get me wrong; the page needs to work as a whole but to get readers to move beyond the headline and buy, it MUST be good.
Appeal directly to the reader’s problem and offer a clear solution. Keep it direct and easy to read.
You want to create intrigue and skim briefly over the benefits of your offering. Ensure that reading on is a no-brainer.
For example:
Bad Heading – ‘Welcome To Our Website’.
This offers zero information or temptation whatsoever.
Better Heading – ‘The Game-Changing Instagram Stories Toolkit For Entrepreneurs Who Want To Work Smarter Not Harder.’
This highlights who the service is for (entrepreneurs), the solution you offer (Instagram stories toolkit), and hints at the outcome (work smarter).
The hook creates a sense of trust and assures readers that you really understand their problem.
Use words that evoke emotion and provoke an urgency to learn more.
Start by addressing their problem directly and use personal experience to create a connection:
‘Don’t know what to post on your Instagram story to get people to buy? Trust me, I’ve been there.’
Elaborate, highlighting their potential struggles:
‘The feeling of overwhelm when you see it on your to-do list so you end up just posting another testimonial…’
The aim is to evoke a feeling of ‘this person truly gets me’.
End with a suggestion that you know the answer to all their problems and want to share:
‘The good news? We have the entire playbook; designed to do the heavy lifting for you and drive sales on your stories in just 15 mins a day’
….to all their problems. (well, one of them at least)
It’s key to highlight the benefits of your product, not just the features.
Yes, you need to be clear around exactly what your offer is (let’s say, stunning website templates). But, the benefits will ultimately keep the reader on the page (a magnetising digital presence designed to catapult your sales, for example).
It’s not about you, it’s all about them. And how they will benefit from your service.
Keep the language clear and specific, it is better to be clear than clever when it comes to your sales page.
Bullet points are a great way to get straight to it without lengthy (nap-inducing) explanations. Let’s not lose that potential customer now….
Once you’ve dazzled with the transformative benefits, let’s introduce them to some happy customers.
Onto one of the most important factors on your sales page; your reputation AKA praise from others.
Have you ever been swayed by a Trustpilot review or used TripAdvisor to see if a hotel is really worth the money?
Showcasing reviews and testimonials on a sales page is a fantastic way to back up your claims (i.e. ‘the beach is just a stone’s throw from the hotel’ – is it? Or is it, in fact, a 2k walk down a steep dirt track?)
I personally just decided against a 5* hotel that I was about to book when MULTIPLE reviews mentioned a bedbugs problem that was “nothing to worry about” according to the staff – no thank you.
I was also on the fence last week about a Facebook ads course and the reviews are what made me purchase it in the end even if I didn’t think I needed it.
It works both ways.
So don’t be shy; be loud and proud, and include your glowing success stories that highlight positive outcomes so you can build trust and credibility because people are more likely to follow if others before them paved the path.
In sales copywriting, all paths should lead seamlessly to this final gateway to conversion—the Call to Action button.
So now you’ve built excitement and anticipation, and your reader is eagerly looking for what to do next. Let’s make it clear and enticing.
Hit that button!
Make your copy immediately understandable, no fluffy jargon; keep the language simple:
‘Learn More’
‘Buy Now’
‘Yes, I’m In!’
Or you could expand with a little more detail:
‘Sign Up For Exclusive Access’
‘Secure Your Spot Now’’
‘Book Your Free Call Today’
An irresistible CTA is the key to a results-driven sales page. Make it the last thing they see on the page and dot naturally throughout, giving multiple opportunities to buy.
Using these tried and tested copywriting practices will maximise the conversion potential you have right at your fingertips.
So fully armed with a clear outline of your offering and ALL its valuable benefits, remember to:
And if you’re serious about writing superbly engaging sales copy:
The best way to start writing successful sales page copy is to get something down, anything (even your name – trust me, it works). You got this!
Once you’ve written your heart out, our VIP Experience delivers a semi-custom website, including a killer sales page design, in just a week. Sound good? Book Your VIP Experience.