How To Become a Great Sales Page Copywriter | Brafton

In his series of Provincial Letters in 1657, Blaise Pascal wrote, “I have only made this letter longer because I have not had the time to make it shorter.” 

It’s a message that still painstakingly resonates with copywriters nearly 400 years later. The shorter the copy, the harder it is to write. And when it comes to writing high-conversion sales copywriting, there’s a catch-22 — two of them, in fact: 

1. You need to convey your whole message. 
2. You need to do it clearly. 

Short, hard-to-write copy that lacks a clear message and doesn’t tell the whole story won’t drive action. And if it’s not driving action in some form, it’s not meeting business goals. But luckily, you’ve still got a seat in the game: Writers and even business owners produce effective sales copywriting every day. 

In this guide, we’re going to learn how to be (or hire) one of them. 

What Is Sales Page Copy and What’s It Used For?

Sales page copy is a set of clear, concise messages that persuade potential customers to take a desired action. It’s commercially focused, encouraging purchases, rebuys and upselling. Copywriting exists alongside its sister, content writing, which is more informative and explanatory. Both have their place in the customer journey, with sales copy usually pushing customers over the buy line. 

To show the difference, this article is an example of content. If I’d written the introduction with a copy mindset, I might’ve said: 

“The fewer words you use to convey your message, the greater clarity you can achieve. Learn how to write clear, high-conversion sales copy here.” 

See how that carries landing page energy? That’s because landing pages (alongside emails, some short-form videos, product pages and other copywriting formats) are written with the intent to inspire action. And inspiring action carries a wealth of benefits.

Benefits of Writing Really, Really Good Sales Copy

Well-crafted copy pays dividends in SEO. The No. 1 result in Google’s SERPs averages a click-through rate (CTR) of 27.6%. For context, a 3% CTR in the SERPs is considered solid. Meeting your audience with a clear, concise message also does wonders for your brand image, because when people know what to expect, they’re more likely to trust (and buy from) you. 

Which brings us to the next win, ROI: Well-written copy is instrumental in securing conversions and boosting your return on marketing investment. 

So, what does it take to move your audience through the pearly purchase gates at the eleventh hour? Let’s investigate.

What Does a Sales Copywriter Do?

A professional copywriter is someone who produces persuasive copy for a range of media assets in your sales funnel. High-converting sales material comes with a series of goals, and a copywriter delivers on those objectives with a set of specialized skills. 

Goal No. 1: Capture and Hold Attention

Copywriting lays out a sequence of logical arguments that capture and hold an audience’s attention, while guiding them through the sales funnel toward the call to action (CTA). However, in a saturated market, audiences are more discerning about who they choose to listen to. 

Effective copywriters understand that the benchmark for a compelling headline is constantly shifting — and have the wherewithal to consistently spike engagement anyway. 

Goal No. 2: Establish Authority and Build Trust

Audiences are more likely to give up their time, money and attention when they: 

a) Know a brand, and 

b) Trust that the brand and its products are credible. 

The professional copywriter is tasked with conveying authority, credibility and authenticity in the market in a way that’s both accurate and compelling. 

Goal No. 3: Communicate Value

Organizations are currently prioritizing go-to-market initiatives such as upselling and cross-selling (53%), and new messaging and positioning (44%). A copywriter understands how to position a product or service’s benefits and values so they resonate with an audience to generate emotional buy-in. 

Goal No. 4: Drive Conversions

To raise conversions and boost ROI, a copywriter must know their audience, including demographics, goals, challenges and buyer objections. They then personalize the messaging to make the audience feel seen throughout the copy, all the way to the final CTA. HubSpot found that personalized CTAs increased conversions by 202% compared to generic ones. 

So, now we know what a copywriter does — how do they do it? Glad you asked. 

How To Write Great Sales Copy

Here’s where things get fun — we’re going to spill tricks of the trade to produce high-conversion copy like it was the Barney Bag of 1993. If you don’t have space to write copy yourself, we’ll also explore other avenues. 

Behold the copywriting formula that could’ve abolished our good friend Pascal Blaise from this article entirely: 

Respect the Sales Funnel

When people make a purchasing decision, they move through different stages. A simplified version of these stages includes awareness, interest, decision and action. Figure out where an individual is in the funnel and meet them there with your messaging. Here’s a practical application:

• Awareness: You might empathize with your audience’s needs and challenges to create rapport. 
• Interest: Introduce your products as a viable solution to achieving their desired outcomes, and your brand as a credible “guide” to help them move forward.
• Decision-making: Demonstrate why your product is the most compelling way for your audience to get their needs met. Here, you’ll want to address buyer objections and differentiate your product from competitors. 
• Action: Clearly ask your audience to take action toward solving their challenges with a strong CTA. This should absolutely align with the action you want them to take. 

Be wary about trying to go from zero to hero too quickly. The bigger the decision, the more commitment and emotional buy-in is required, and therefore, the more time it generally takes. A good copywriter holds the audience’s interest and always responds to their exact stage in the funnel.

Get Your Message To Land

Terms like “relatively affordable” and “adequate solutions” don’t drive conversions; value does. Copywriters walk a tightrope as they navigate the crosswinds of authenticity, honesty and credibility. Without balance, it can create confusing messaging and ineffective sales copy. 

To get the messaging right, let’s take a glimpse through the customer’s eyes with The Lean Beef Approach*.

The Lean Beef Approach

If you’re a customer buying 85% grass-fed lean beef, are you more likely to buy the packet that says: 

• 15% fatty beef that may cause cholesterol issues for some people, or
• 85% lean, grass-fed beef that’s high in iron for healthy blood. 

Most people would lean toward the latter because it conveys benefits in a way that resonates with their values. Same product, different message. But here’s the fine print, from us here at The Lean Beef Approach: 

• Do not lie about your product, and avoid misleading messaging. 
• If you’re in a regulated industry, you may be legally required to include disclaimers or product declarations. Keep compliance front-of-mind. 

*Note: This is not an official marketing term, but maybe it should be. 

Follow TRade Secrets

Every box of tricks has a few loose nuts and bolts to pull out when you need them. To create an effective sales page, you’ve got the following:

• Be creative, but prioritize clarity: In the depths of the attention economy, you won’t get away with bland copy anymore. A skilled copywriter keeps the copy spicy and engaging while clearly conveying the message. 
• Focus on the audience: They’re at the center of your business, after all. But don’t forget to tell them who your brand is, what it stands for and what it can do for them. 
• “Julienne” your words: By that, I mean cut, cut and then cut some more. Say ciao to fluff. Every word should have a function. If Pascal Blaise had written, “The shorter the letter, the longer it takes to write,” he could’ve cut his quote word count by 45% — and still retained the message. Clarity gets conversions. 
• Tell the audience what to do: A CTA button that says ‘Buy Now’ or ‘Contact Us’ is clear. ‘Proceed To Continue’ is vague, and ambiguity doesn’t convert. 
• Address objections: You will encounter friction. Maybe it costs too much, perhaps it takes too long. Address these concerns in your copy by emphasizing value. 
• Value > price: Most people would pay some price for your products — just maybe not your asking price (at first). Quell their concerns by demonstrating the genuine benefits and market differentiation. 

As you start writing your sales copy pages, remember: You might not need all of these tools all the time, but you will need most of them, most of the time. 

Get Help When You Need It

Copywriting not your thing? You’ve still got options, including hiring a freelance copywriter, recruiting in-house or going through an agency. The top three key skills you’ll want to screen your external writer for include: 

1. Proven results and experience: Ask for samples of their writing, or better yet, request that they complete a short, non-exploitative exercise relevant to your business. 
2. A strategic mindset: If a writer excels in cross-functional collaboration, they’ll be able to make better decisions with less oversight. 
3. Research-driven approach: This applies to getting a firm grasp on your audience as much as your brand and industry.

It’s also possible to use AI tools to create a high-converting sales page. However, you’ll want to ensure you’re using the right tools for the job — and keep a close eye on accuracy and quality before going live.

Create Sales Copy That Brings You All the Conversions

Strong, effective sales copy is a powerful tool to level up your content marketing and push your sales goals over the line. But it requires a combination of skills and time investment to drive real results. 

If you’ve got a way with words, feel free to use these tips to create high-converting messaging for your website. Alternatively, if you haven’t got the time to hone the skills and do your sales pages justice, leave it to the pros.