A killer sales page blends a great offer, convincing copy, and clean writing. Grab the reader with the headline, build trust in the first lines, show what the offer does for them, make the page easy to read, ask for one action only, and proofread every word.
Writing a sales page is no simple task, but it does not have to be hard either. A good sales page is more than text, and there are a few things every copywriter needs to get right. Here are 7 of them.
1. The offer
The best copywriters know that keeping the reader's attention long enough for them to read the whole offer is half the battle. From the moment a reader lands on the sales page, you need to grab their attention and keep it until the end. Speak to your audience directly, and remember that "for whom" matters more than "what".
2. The headline
There are several ways a headline can get the reader's attention:
- Ask a question. Make sure it engages the reader and that your target audience wants to know the answer.
- Write a "how to" headline. It may look like a choice only for an instructional blog post or article, but written well, it draws the reader in on a sales page too.
- Use the word "free". Everybody loves free things, as long as they give the help or information people are looking for. Give your target audience something for free with your offer.
For more ideas, see how to formulate the perfect headline in 5 steps.
3. The introduction
The most successful copywriters build trust with the audience in the first few lines. If you can, open with a story, such as a testimonial from a customer, in the first paragraph.
4. Focus on the good
Avoid technical detail about the offer: most readers don't like it. Turn the information about the offer into a positive message, and show the reader how the product will help solve their problem.
5. Make the page easy to read
Readers want information that is easy to take in. Here are a few pointers:
- Use headings to break up the information, and subheadings where you need them.
- Keep paragraphs small and sentences short.
- Add videos or images.
- Use bullet points.
- Choose a font that is easy to read, with different sizes for headings and body text.
6. One call to action
Never present the reader with more than one call to action (CTA). Choose a single call to action and stick to it: more than one only confuses the reader. The guide to writing a better call to action has tips on how to word it.
7. Proofreading
Yes, proofreading. It may seem like something you should not have to tell a professional copywriter, but it is crucial: a single typo or grammar mistake can make the reader lose interest. Before the page goes live, run the copy through the Spell Checker, which marks spelling, grammar, and punctuation mistakes for you to fix.