What’s the real value and benefit of a sales page copywriter? In short, whenever you decide to purchase a high-ticket product or a service like a program, membership, or online course, you’ll likely encounter a sales page – and the best of the best are written by skilled sales page copywriters.
The whole purpose of a sales page is to turn browsers into buyers. Because just posting an “add to cart” button won’t make people want to drop hundreds or thousands of dollars on your offer.
There’s a mindset shift that has to happen for people to invest time and hard-earned money into your service. And a successful sales page will encourage people to buy by clearly defining the value your offer provides and why your target customer needs it now.
What Does a Sales Page Copywriter Do?
A great sales page copywriter crafts sales pages that get people to buy into your service. Sales page copy is strategically written not only to inform your customer about your offer but to promote the value embedded in your offer.
Sales page copywriters create an emotional connection with your target audience to draw them in, position your offer as a solution to your client’s problem, and promote the benefits of your product or service and why it’s beneficial for them to snag your deal now.
Elements of a Great Sales Page
Whether you realize it or not, you’ve probably been on countless sales pages. And while they’re for different products and services, all great sales pages contain the following elements:
#1 – Intriguing Headline
Here, you’ll include the primary benefit of investing. You can do this either in the main headline or by anchoring the headline with a subheadline.
Your headline MUST be powerful and benefit-focused if you want this formula to work for you.
#2 – Pain Story
In this section of the sales page template, you’ll identify the pain/struggles your prospect is experiencing. The point is to let your prospect know you can relate to what she/he is going through.
You do NOT want to send your prospect into a deep, dark depression here. You want her/him to visualize their pain and realize they can overcome their struggles with your help.
#3 – Pain Reliever
This section of the sales page template focuses on introducing your irresistible offer as the “pain reliever.” Here, you’ll also want to reveal the “promised land,” which is what life will look like AFTER the reader uses the solution.
In this section of the sales page template, it’s vital that you get to the point of why the product or service will relieve your prospect’s pain. The key here is to be straightforward, concise, and persuasive. Understanding how to infuse emotion into your writing will come into play in this section.
#4 – Call to Action
This section of the sales page template is vital because it’s where the transaction happens! Make your button text short and fun and tied to an “I-want-it” statement. For example, “gimme my spot,” “let me in,” “I accept the challenge …”
When it comes to writing a sales page, one button is NEVER enough. That’s because as your reader moves down the page, they’ll find themselves at different stages of the buying decision process.
And the last thing you want to force a reader to do is to search for a button to smack when they’re ready to bust open their wallet. So, be sure to insert CTA buttons throughout the sales page.
While the CTA button will vary depending on your offer, an example placement of CTA buttons includes above the fold (before readers start to scroll), after revealing the offer, near the testimonials section, and one to end the page.
#5 – Testimonials
Choose at least 3 of your best testimonials that speak to a specific result your
clients have been able to achieve by working with you.
Now, “speaking to a result” is NOT, “Sarah is amazing” but rather, “After completing Sarah’s course, I was able to immediately apply what I learned and landed a $10K client!”
If you’re launching a new offer, the testimonials do not have to be specific to the program being offered, but they should showcase a result that your company has achieved for customers/clients.
#6 – Street Cred
This section of the sales page template highlights the background, skills, talents and accolades of the individual behind the product or service. Here, you’ll showcase your street cred so the reader trusts you as the expert.
If you’re speaking directly to the reader on the sales page (and you should), be sure to write this in the first person so you’re building a bond between you and the reader.
All persuasive sales page templates include these core 6 elements. An additional element you may consider including on your sales page is price. You can choose to add it directly on the sales page vs. the payment page or you can tease to it.
Example teaser copy could be, “tap the button below to claim your exclusive, limited-time rate.”
Sales Page vs. Landing Page
A landing page is a brief page you use to attract qualified leads into your business – leads who you can ultimately turn into buyers. Here, you’ll offer a valuable lead magnet, which can be an eBook, free training, guide, or an intriguing something in exchange for your ideal client’s email address or other contact information.
A persuasive landing page template includes a headline, an irresistible offer, lead magnet benefits (typically in the form of bullets), and an opt-in button. While not required, it’s also a good idea to include a few sentences about the background, skills, talents, and experience of the expert making the offer.
Unlike the landing page, a sales page template includes the core elements needed to intrigue people to not simply drop their contact information, but instead smack the buy button®️.
In short, on landing pages, you collect contact info. On sales pages, you collect money.
What Is a Long-Form vs. a Mini Sales Page?
Brands and buyers have been debating the effectiveness of long-form and short-form (or mini) sales pages for years. On one side of the argument are the brands and buyers who say, “people aren’t going to read all that,” “it’s too long-winded,” “nobody needs that many words to make a decision …”
While more experienced marketers say, “long-form sales pages give people the option to skim and find the information they need to make a buying decision, “mini sales pages don’t leave enough room for emotional copy,” “short-form sales pages are simply too short to be effective …”
While both arguments are valid, it doesn’t come down to IF you need a long-form vs. mini sales page, it’s WHEN to use the best sales page template to sell your product or service.
A mini sales page performs best when you want to provide your audience with straightforward, “need-to-know” information that will help them make a buying decision. These situations can include:
#1 – Promoting an Offer to Warm Leads
Warm leads are those individuals who are already familiar with your offer or brand. You’ve built some type of relationship with them – be it via an email newsletter or social media connection and they trust you as a reliable expert.
As previously mentioned, a long-form sales page is longer and more detailed than a mini sales page. Long form sales pages are for products and services with a high price point because they give you the space and time to explain what all is included with your offer and why it’s a must have for your customer.
#2 – Promoting a Straightforward Offer
Long-form sales pages help to explain and break down the features, benefits and results of complex offers.
When your offer is straightforward and can be explained easily, you can use a mini sales page to uncover who the offer is for, what’s waiting inside for them and the outcome they’ll achieve.
#3 – Promoting a Low-Cost, Low-Commitment Offer
When you’re offering a product, service or program that costs up to $197 (and definitely no more than $500), prospects typically have less to consider. It’s not a sizable investment that might require a family discussion or extensive research to make a commitment.
Typically, at this price point, also known as the “no-brainer price,” a mini sales page will provide the information needed for readers to overcome the few sales objections tied to low-cost and low-commitment offers.
Lastly, deciding between a long-form vs. a mini sales page also comes down to who you’re targeting because every audience has a unique buying behavior.
Sales Page Copywriting Examples
Example #1 – Limitless by Mobe Founder Matt Lloyd
Now this is what we mean when we say, “a headline that stops them in their tracks.” This headline not only gets readers’ attention, but it gives us the title of the book and positions it as a solution to the client’s problem. Well done!
Example #2 – Social Triggers’ Seven-Figure Courses
This sales page copywriter did an excellent job of leaning into the emotional aspect of buying and creating a sense of suspense that makes the reader want to know more.
Plus, buyers will enjoy when businesses make something that’s been hard for them (earning more money) surprisingly simple to acquire.
Example #3 – Brightpeak Financial’s Better Halves
This is another great sales page example where the sales page copywriter seized their prime opportunity – the headline – to speak directly to the target customer’s problem and position the offer as the solution.
Want to check out more irresistible sales page examples? Gain access to a sales page copywriting example that helps our clients sell out their offerings.
Hire a Sales Page Copywriter
And there you have it … a full explanation of the burning question, “what does a sales page copywriter do? If you’re looking to boost your sales and increase your revenue and profits, hiring a sales page copywriter is a lucrative move.
A professional copywriter can help you create a compelling and persuasive sales message that resonates with your target audience and motivates them to take action.
As you’ve just read, a sales page is a powerful marketing tool that can help you increase conversions and drive more sales. It can be used to promote a specific product or service and pull in revenue while you focus on other aspects of your business. With a well-written sales page, you can attract more customers, increase brand awareness and rev up your revenue – all without having to hop on a call with every prospect.
But writing a sales page on your own can be time-consuming and challenging, especially if you’re not a professional sales page copywriter. That’s where working with Word Stylistz comes in.
Our team of professional copywriters have the skills and experience to craft a persuasive and effective sales message that will help you achieve your business goals. But don’t take our word for it, check out the 5-star reviews our sales page copywriters have pulled in.
Translation: Hiring a sales page copywriter is an investment that will pay off in the long run. It’s time to take your sales to new heights and start seeing real results. Don’t wait any longer, step inside the Product Lounge and start reaping the benefits of a well-written mini sales page!