4 Secrets to Sales Page Copy That Converts
Sales pages, sales pages, sales pages.
We know we need ‘em, but actually sitting down to write one?
Yea, it can make you feel like a mere boy of 12 (*ahem* 14) who’s about to compete against three students who are not only vastly more emotionally mature than yourself, but who have mastered spells that you wouldn’t attempt in your dizziest daydreams.
Okay, I’ll stop quoting HP now (but if you got the reference, 10 points to Gryffindor).
Today I want to simplify the sales page writing process for you.
Yes, there is a LOT that goes into writing a successful sales page (and no, it isn’t just about introducing your offer and then leaving potential buyers to their own devices), but the cool thing is that once you get it, you get it.
And today, I wanna help you get it.
I’ve talked about sales pages in a post on my blog before when I broke down the biggest reason your sales page ISN’T converting. That post is a good’er, so be sure to pop that baby open in a new tab and check it out when you’re done with this one.
Now, without further ado:
4 Secrets to Crafting Sales Page Copy that Converts
Secret #1. Have a strong, clear message that’s repeated throughout your sales page.
Every great piece of marketing material — sales pages, sales emails, and social media captions alike — starts with a clear message. Does YOUR product or service have a clear marketing message?
To hone in on your message, you can start by asking yourself the following question:
Why should people care?
Look, I don’t mean to be rude here, but the simple fact is that people are busy. They’re also always looking out for their own best interests. If you want people to read through your entire sales page, you need to give them a compelling reason to do so.
By immediately letting potential buyers know what’s in it for them and what they stand to gain if they carry on reading your sales page and take action (aka, if they purchase your offer).
Before sitting down to write a sales page, you need to get clear on a 1-2 sentence marketing message for your offer. This should speak to at least one of the big benefits or results of your product and it can also tie into the product’s Unique Value Proposition.
Here are two messaging examples from some of my own products, a B2B course and a B2C course:
Your First Course Launch: “Creating an online course will allow you to help more people and make more money.”
Soulful Weight Loss: “Weight loss can be fun, intuitive, and aligned and doesn’t have to involve calorie counting or painful restriction.”
Don’t worry about making your message particularly verbose or eloquent; it’s simply a starting point to work from and it will morph into various copy nuggets that go on your actual sales page.
What do you do once you’re clear on your message?
You infuse that baby aaaaall over your sales page. Your marketing message, or some iteration of it, should be repeated at least 3-5 times on your sales page in different spots. Repetition is key here. It’s a simple copywriting hack, but one that works.
Here are a few examples of how I repeated a variation of my message throughout the sales page for Your First Course Launch:
Secret #2. Draw the right people in with a “Yaaaaas, Girl!” headline.
Whenever I teach sales page structure to my clients and students, I always suggest starting the page off with what I call a “Yaaaaas, Girl!” headline.
Qu’est-ce que le heck is a YG headline?
Simple: It’s 1 short and snappy sentence that will resonate with your target audience members and have them saying, “Yaaaaas, girl, preach!” when they read it.
There are lots of different approaches you can take when writing headlines, and I’ll definitely have to do another entire episode and blog post devoted entirely to them in the future.
For now, keep in mind the two main goals of your sales pages headlines:
1. To draw the right people and repel the wrong people
2. To get the right people to continue reading down the page
The best headlines are simple, punchy, and easy to understand. No flowery language here — remember, clarity is king.
If you can, it’s always best to use the *exact words* and phrasing that you’ve heard your ideal customers use when talking about the topic of your product. This will result in those, “Omg she’s in my head!” moments that are oh so good for conversions.
Want a little sample for some inspiration? Here are a few YG headlines from sales pages I’ve written recently:
Secret #3. Highlight the features AND the benefits of your offer.
This one is a golden standard when writing any piece of sales copy, and you may have heard it before.
Why is it so important to highlight both features and benefits? Well, because if you focus too much on the features of your product, you’ll satisfy the rational side of your customer’s brain but not the emotional side; on the flip side, if you focus too much on the benefits and don’t share the features, your potential customer won’t be able to rationally justify their purchase.
We gotta find a balance between the two. 🙌
Oh and P.S. — just in case you need a refresher:
Features: The tangible aspects of your product. That is, what’s included in the offer itself. For example: the # of coaching calls or course modules, how long the calls are, any bonuses that are included, etc.
Benefits: These are the things that your product’s features will help your customer DO and ACHIEVE.
If you want to dive deeper, I have a separate post distinguishing features from benefits, with lots of real-life examples, that you can check out here.
Here are a couple different ways to ensure you include both features AND benefits on your sales page.
Create a section titled “What You’ll Get” where you list out all your product’s features, bullet-point style. Then have a section called “What You’ll Achieve” where you talk about the benefits of your product.
Use two little magic words to bridge the gap between feature and benefit: “so that…”. In a bullet point list, each item would formula this format: (Benefit) so that (feature). For example: “8 step-by-step tech tutorials (feature) so that you can easily set up all of the tools you’ll need to launch and sell your online course. (benefit)”
Secret #4. Social proof the SHIZZ out of your sales page.
I kept this secret for last because honestly, it’s the most important one of all.
Word-of-mouth is THE most powerful form of advertising out there, and it probably always will be.
Think about a time when a friend or family member recommended a certain restaurant to you. Not only did they recommend it, they were RAVING about a dish that you just had to have when you went.
You probably made a mental note to go to that restaurant, right? This is literally word-of-mouth advertising in action.
And guess what? Testimonials are just another form of word-of-mouth. So sprinkle those bad boys aaaaall over your sales page (I wanna see at least 4-5 testimonials if possible).
Other forms of social proof to play around with on your sales page include:
Case studies where you highlight a former customer or client, briefly share their story, and talk about the results they achieved with your help.
Social proof apps like Proof and FOMO. These things are pretty neat! They add a little box in the bottom corner of your sales page that showcases recent purchases of your product. For example, the box might say something like, “Sally H. from Oklahoma City purchased the XYZ Toolkit 3 hours ago.”
Which of these 4 strategies were you already using on your sales pages? Which do you need to implement asap? Where else are you getting hung up when writing your sales pages? Let’s chat!