How to write a sales page - the way I do (a pro copywriter)
So you need to write a sales page?
Maybe you’ve never done it before and you’re doing your research before getting started for the very first time?
Maybe you’ve muddled through in the past and you’re wondering if it could/should be easier?
Whether you’re writing a sales page for yourself or for a client, I’m confident this blog post will make the experience less stressful and more successful.
Hello there, I’m Laura, and I’ve been writing sales pages for online offers for more than 7 years.
This blog post is about writing sales pages for online digital offers like courses, programmes, memberships as well as 1-1 services. But if you might still find it useful if you need to write sales pages for physical or in-person offers.
Before I walk you through a simple process to help you write your sales page, let’s tackle a common misconception about what it’s like to be a professional copywriter.
How people think I write a sales page
When you read a sales page, the first things you notice and read (the opening hook, the sub-headers) are often the last things I wrote.
When I write a sales page it’s not a stream of consciousness passing from my brain, through my fingers, into the keyboard and onto the screen.
It’s not like when you were at school and you were told to write about your weekend.
The first sentence you read isn’t the first sentence I wrote.
The second sentence you read isn’t the second sentence I wrote.
I actually don’t even write in sentences for the bulk of my sales-page-writing process.
How I write sales pages for clients
1. I start with a sales page framework.
I developed this by combining what I’d learned in copywriting courses, and through analysis of other people’s sales pages.
This already makes sales page writing so much easier because I am never starting with a blank page. I know roughly what needs to go where on the page, and then I only need to write the individual sections.
2. I use the sales page structure to figure out what information I need, to draw up a list of questions.
I only had to draw up this master list one time. I don’t answer the questions with background research because I want to hear the answers in the client’s own words (because those are the words I will use on the sales page).
3. I interview the client.
I’ve done this so many times now that it flows much more like a conversation, and I’m able to respond in the moment rather than just sticking to the list of questions.
4. I fill out each section of the sales page framework with the information I have.
I do NOT overthink this.
If some information seems to fit multiple sections, it gets put in multiple sections.
If some information doesn’t seem to fit anywhere, I move it somewhere else for safe-keeping because it’ll probably be helpful for marketing/launch content later.
5. I write the page one section at a time, using the information that is already in the framework.
This is just a case of taking bullet points and raw information and turning that into full sentences.
6. And then I read it, and improve it, and read it and improve it, and it goes on and on and on.
I am not a good writer. I am a patient and persistent editor. I will re-write a page at least 3 times before the client gets a file labeled ‘First Draft’.
How to make this process work for you…
the free version
1. Write down everything you can about your potential customer’s current situation/problem.
2. Write down everything you can about what they would like instead.
3. Write down everything you can about the thing you are selling and how it will help them.
4. Plug the information into my free Sales Page Framework.
5. Write the sections one at a time.
How to make this process work for you…
the premium version
There’s only so much I can cover in a blog post.
Smooth Sale-ing is a self-study course for business owners who sell their expertise online as 1-1 services, programmes, courses, memberships and masterminds.
The Role Of Your Sales - Once you understand this, writing your page becomes much more manageable.
The Sales Page Story - Writing sales copy becomes intuitive when you know the story every sales page needs to communicate to encourage a successful conversion.
Worditude’s 60-minute Sales Page Process - The questions and steps you need so you quickly create a sales page from the information, knowledge, and wisdom that’s currently trapped inside you.
Hook Hunting - Discover how to generate an Opening Hook that gets the attention of the people who are Ripe & Ready to buy from you.
Friction-Free CTAs - The call-to-action you end your sales page with, and how you present it, will have a huge impact on the success of your sales page.
Polish Then Publish - The final checks and edits so you’re sales page is ready to be released into the world.