Every element of your sales page is important. You should work hard on the layout, images, call-to-action, headline, and design features. But the copywriting is also vitally important. It needs to speak directly to your audience and effectively communicate the benefits of your product to them.
Take all the time you need to plan, write, and edit your sales page’s copy.
Here are 14 essential copywriting tips to help you get it right.
1. Think of it as a slide in a fairground
Your sales page is like a slide. The reader gets on it at the headline and slides smoothly down the page to the call-to-action, where they buy. Plan so that each part answers the questions or addresses the objections the person has in mind at that point.
2. Discuss benefits before features
You should explain the features of your offer, but always put the focus on benefits. The difference is that the benefits show how the product affects the user’s life positively.
3. Write conversationally
Write so that it reads like a friend talking to the reader. Avoid jargon and formal language. At the same time, avoid slang, inappropriate language, or grammar or spelling mistakes.
4. Know your audience
Copywriters spend a great deal of time getting to know their audience well. Create a persona for your audience and pay especially close attention to their pain points and problems. Address them in your copy.
5. Use your audience’s language
Write in your audience’s language. Get to know them online and see how they talk. Use the types of phrases and wording they use so you can speak directly to them.
6. Use the active voice
Use the active voice and not the passive voice. In the active voice, the subject performs the action. Active voice makes your text more interesting, makes it move, and makes it easier to understand. For example, Marilyn mailed the letter is the active voice, whereas the letter was mailed by Marilyn is the passive voice.
7. Trim your copy
After you write your copy, trim and pare it down to just the essentials. It should be laser-focused. There should be no fluff and nothing that doesn’t lead directly to guiding the person to purchase.
8. Be specific
Wherever possible, be specific. Mention specific numbers. If your product is great, explain exactly why. When you go through and edit your work, remove or clarify anything that’s vague.
9. Appeal to emotions
Which emotions are at the forefront of your audience’s mind when they look for solutions to their problems? Appeal to these emotions in your text.
10. Use curiosity
Write a headline that makes people sit up and ask, “What?” Try to make the end of each section like the cliffhanger of a novel that makes the person want to read the next part.
11. Surprise the reader
Take a left turn and say something unexpected in your copy. Throw a curveball. Surprises delight people and make your sales page interesting to read.
12. Don’t be parochial
If you want to appeal to a global audience, then don’t use jargon terms, local expressions, or typical examples from your country. These will confuse people from other countries and they won’t buy.
13. Tell stories
Wherever possible, include stories in your copywriting. People love stories and they’re memorable. A typical way to do this is to tell the story of how you suffered from the same problem as the reader but hit upon a solution (which you’re now offering them).
14. Don’t overload the reader
You might be tempted to pack every single detail about your product into your sales page, but don’t. Keep it focused and give them just the information they need to make the right decision.
Everything you write on your page should be directly related to getting the reader to buy. If your copy is geared towards this aim, you’ll see conversions.