10 Tips for Writing Compelling Sales Page Copy

If you're running an online business, you know that a sales page is crucial in turning your website visitors into paying customers. But actually writing a sales page that converts can be really tough - especially if you aren’t a natural writer.

That's why I’ve put together this handy guide of 10 tips to help you write sales copy that will grab your readers' attention, build trust and ultimately make them hit the "buy" button. Whether you're just starting or are a seasoned pro, these tips will help you up-level your sales pages!

Tips for Writing Compelling Sales Page Copy

1. Use a strong headline on your sales page

First impressions count! Your headline is one of the first things a potential customer will see, and can make or break the success of your page. That's why it's crucial to craft a headline that will grab your reader's attention while clearly communicating the benefit of your product or service.

Your sales page headline helps to set the tone and focus of the rest of the copy. It should be attention-grabbing, clear, and concise and communicate the main benefit of your product or service. Clarity is key, because if your potential customers can't understand your headline, they're a whole lot less likely to read on and learn more about your product or service.

When writing your headline, keep your target audience in mind and make sure to focus on what they are looking for. You cal also think about the pain points and problems that your target audience is facing and use your headline to show them how your product or service can help solve those problems.

2. Highlight the problem your product or service solves

When writing your sales page, one of the most important things to remember is that your potential customers are looking for solutions to their problems. They want to know that your product or service can help them overcome the challenges they are facing. That’s likely what brought them to your sales page in the first place, so acknowledging that is super important.

But to highlight the problem your product or service solves, you’ll need to identify and understand the specific pain points of your target audience. Start by asking what challenges are they are facing. What are their needs and wants? 

Once you clearly understand your target audience's pain points, you can use your sales page to show them how your product or service can help solve those problems!

When addressing the problem your product or service solves, it can be really helpful to use concrete examples. Instead of making general statements, see if you can use specific details and statistics to demonstrate the effectiveness of your product or service. 

For example, if you're selling a productivity tool, you could mention the number of hours users have saved using it.

Another critical aspect of highlighting the problem your product or service solves is to use language that resonates with your target audience. Use words and phrases that they will understand and relate to. For example, if your target audience are new to your field you’ll likely do well to avoid using technical jargon that they may not be familiar with.

3. Use persuasive language on your sales page

Persuasive language is a powerful tool that can be used to build an emotional connection with the reader and create a sense of urgency and is vital in convincing potential customers to take action.

Using persuasive language on your sales page involves more than just listing the features of your product or service. It's about tapping into the emotions of your target audience and showing them how your product or service can actually help improve their lives. Storytelling techniques are a great way to do this. See if you can paint a picture of how your product or service can help them overcome their challenges and achieve their goals in their real lives.

And don’t be shy to tap into emotion as you write! For example, words like "amazing", "revolutionary," and "life-changing" can help to create a sense of excitement. And adding active verbs like "achieve," "transform," and "accomplish," you can illustrate the positive results they will get from using the product or service.

4. Focus on the benefits of your product, service, or offer

When writing your sales page, it's important to consider the problem your product or service solves and its benefits to the customer. Instead of just listing the features of your product or service, focus on how those features will help improve the customer's life.

For example, instead of just saying that your product is waterproof, focus on the benefit that it provides, such as the fact that it can be used in any weather condition.

This often pops up in your "features” lists or for service providers the “what’s included” list. An easy tweak to share more of the benefits your offer holds for your clients, is to list next to each feature why that element is helpful, interesting or beneficial to your ideal client.

5. Use social proof to build trust

Social proof is a very powerful tool that can be used to build trust and credibility with your potential customers. It involves sharing the experiences and testimonials of other customers to show that your product or service is trustworthy and effective.

One of the most effective forms of social proof is customer testimonials. These can be written reviews, videos, or even photographs of satisfied customers. By including customer testimonials on your sales page, you’re showing your potential customers that other people have had positive experiences with your product or service.

Another very effective form of social proof is case studies. By providing detailed examples of how your offer has helped other customers, you can demonstrate the effectiveness of your product or service.

You can also include badges, awards, and other forms of recognition that your company or product has received to show that it is reputable and credible.

6. Include a clear call to action

A clear call to action is critical to the success of any sales page. Your call to action literally tells your potential customers the next step to take, and it makes it easy for them to make a purchase.

Using action-oriented language, such as "buy now" or "sign up" you can encourage the reader to take the next step.

Your call to action should also be prominently placed on the page, ideally above the fold, so that it's the first thing the reader sees - and repeated frequently throughout the page to catch your reader’s attention whenever they might be ready to buy.

Making the call to action stand out visually is also very important. Using high-contrast colors and an obvious button design will make your call to action stand out and catch your reader’s attention - thus increasing their chances of taking action.

Learn how to create compelling Calls to Action in this blog post!

7. Use images, videos, and white space

The visual design of your sales page is another critical factor that often gets overlooked. Images, videos, and your use of white space can help break up the text, add visual interest, and make the page more engaging.

Images and videos are a perfect opportunity to showcase your product or service, provide examples of how it works, or even tell a story. It's important to use high-quality images and videos that are relevant to your product or service and align with your sales page's overall message for them to work to your advantage!

White space, aka negative space, is the empty space on a page that surrounds text and images. Using white space effectively can help make your sales page more visually appealing and easy to read. You can also use white space to draw attention to specific elements of the page, such as your call to action.

See how to optimize your images in this blog post!

8. Optimize your sales page for mobile

With the popularity of mobile devices, it's more important than ever to ensure your sales page is optimized for smaller screens.

When optimizing your mobile sales page, there are a few key things to keep in mind. The first is to ensure that your sales page is responsive, which will adapt to the size of the screen it's being viewed on. This will ensure that your sales page looks and functions well on various mobile devices, including smartphones and tablets.

Another critical aspect of optimizing your mobile sales page is ensuring the layout is clean and easy to navigate. This means using larger text and buttons that are easy to tap on with a finger. Additionally, ensure the most important elements, such as the call to action, are easily accessible on mobile devices, even if the users have to scroll.

9. Try A/B testing and track your results

While you can follow all the best practices when creating your sales page, it's essential to test and optimize different elements of the page continuously to see what works with your specific audience to sell this specific offer.

One of the most effective ways to do this is through A/B testing, also known as split testing. A/B testing involves creating two versions of your sales page, with one small difference between them, such as the headline, and then seeing which version performs better. By tracking the results, you can see which version of your sales page is more effective and make adjustments accordingly.

You can A/B test various elements on your sales page, such as headlines, images, call to action, and even the color scheme. It's important to test one element at a time so that you can determine which change made the biggest impact. Once you find what works best, you can use that information to optimize your sales page further!

10. Keep it simple

Simplicity is vital when it comes to writing a sales page. Use everyday, approachable language that is easy to understand and avoids industry jargon. This will make it easier for potential customers to know what you're offering and why they should buy it. Additionally, use short paragraphs and bullet points to break up the text and make it easier to read.

Another aspect of keeping your sales page simple is to use a consistent design and layout throughout. This will help make your page look organized and professional, making it easier for the reader to navigate and find the information they need

Final Thoughts

There’s a lot that goes into creating an effective, compelling sales page and writing great copy is a huge part of it’s success. If you’re looking to shortcut your writing time and craft a connection & conversion-focused sales page (and entire website) make sure to check out Work Your Website which not only walks you through optimizing your entire website for better connection & conversions but also includes my copywriting course and full website copy template kit specifically for online service providers!