Writing a Sales Page That Converts

Writing a sales page can be a great way to boost your business. You don’t have to be an excellent writer, but there is a standard framework for realizing the best results. Below are some suggestions for making the most of your page.

You Probably Need Long Copy

Many businesses don’t want to produce long form copy on their sales page, because it’s a lot of work, and they don’t think it’ll be read. They don’t think it’s necessary for the sale. But here’s the thing…

Your potential customer has questions. They’re not sure about your business, or how to shop in your industry. They don’t really want to be sold to, and therefore their guard is up.

It takes long form copy to put them at ease. Your reader may have come in with some extremely valid reservations. There may be some reasons they’re unsure your product will work for them. It’s up to you to show them if and how it will.

The purpose of your sales page is to convince your reader to take action.

Use Your Persuasive Powers

Writing a sales page doesn’t need to be complicated, even if the copy is long. Do you remember those persuasive essays from high school? The essence of a sales page is pretty much the same thing.

Your reader has a problem, and you are using your persuasive powers to present yourself as the best viable solution. The tone may be a little different. With a sales page, it is important that you write conversationally, in a way that your potential customer will identify with.

Another thing. People tend to buy on emotion. Make sure that you are selling them the benefits of your product, and not simply providing a list of stale features. We don’t buy the convertible for the V8 engine. We buy it for the way the wind in our hair feels at 80mph.

Powerful Headlines and Calls to Action

Your potential customer has hundreds if not thousands of options when it comes to making an online purchase. What does that mean for you?

Your headline needs to do everything possible to attract and convince people to click and read. This can be accomplished a number of ways. State a benefit. Make a promise. Use persuasive words. Give them a reason to go with you.

Let’s say you’ve done everything right through the body of the sales page. Your potential customer needs to know why they should choose you, and what to do next.

When you’re writing a sales page, chances are, you are asking them to buy something. A good way to do this is to remind them of life before your offer. Let’s take a random example of a b2b sale of an office copy machine. A good call to action may go something like this:

“You can continue waiting longer and longer for the same amount of copies, or you can decide today that you want to make a switch. You can choose efficiency and productivity. You can choose to get more done with the _______________ copy machine. Call us today!”

I just made the above example up off the top of my head, but the idea is to give people a concrete example of how you can improve their life.

Design for the Scanner

It’s not uncommon for sales pages to reach a length anywhere between 1,000 and 3,000 words. To expect someone to make that kind of commitment when the competition is tough, means you’ll need to make it easy for them.

Aside from quality content, you’ll need to make some visual considerations.

• Keep your paragraphs short (fewer than 3 sentences or so). A large block of text on a mobile device will create a stopping point.
• Use bullets to create a list. This offers an easier way to highlight the benefits and provoke curiosity.
• Use subheads to break up long pages.
• Choose more compelling, relevant photos.
• Use multiple photos.
• Graphics or infographics can help you tell a more visual story.
• Videos also help you generate more sales.

Build Social Proof

As you go about the business of writing your sales page, consider one last thing. Your reader may not want to buy solely on the basis of your word. What they are looking for is social proof.

You can go about this in a few ways. In the body of your sales page, you can tell a story of a customer who used your product to improve their life. This is a fairly common technique. A classic Wall Street Journal sales letter uses this technique perfectly.

Another way to build social proof is by using testimonials. This allows your reader to hear from the others that have used your product or service. They can create a powerful and compelling case for doing business with you.

Final Thoughts on Writing a Sales Page

Writing a sales page is the perfect combination of art and science. You can study some of the pages in your own social orbit, and take a look at some of the mail that you may typically throw away. Look for the pieces that appeal to your own emotions. Try to employ similar strategies for your own work.

What elements have you used in your landing pages? What has made them successful?

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.