Sales pages are some of the most important copy you write in your business.  Not necessarily because the words on your sales pages can make or break your entire launch, but because your sales page copy is the core of your messaging. Writing your sales page helps you clarify your messaging, and gives you a starting point for creating everything else that goes into selling your offer. And for your audience, who are seeing bits and pieces of your messaging in different places throughout your launch, your sales page brings it all together in one place just as they’re making their final decision about whether or not to invest in you.  

So, sales pages are important, but what do you say on your sales page? The pressure to get it right can bring on the writer’s block and make getting started with your sales page so much harder than it needs to be.  

Sales Page Copy Essentials for a High-Converting Sales Page by Ellie Runkles

The best way to get started is by following a tried and tested formula that you can customize to your audience and offer, that will make getting started so much easier and will help you get even better results.

So today I’m sharing my top 5 essentials that you must include on every sales page if you want it to convert. These 5 essentials are the starting point for crafting your messaging, not just on your sales page, but in everything you create to promote a new offer. 

Grab my free Sales Page Copywriting Checklist that includes these 5 essentials + 5 more that will help you write your best sales page copy. 

1. Empathy Points

You’ve probably heard of these referred to as “pain points” or the “problem” that you solve. I like to take a different approach, and rather than picking at a pain point, use empathy points to show your ideal client that you understand their situation. You know what it’s like to be in their shoes, and you know what they’re experiencing well enough to give them a real solution. Empathy points will help your ideal client recognize the problem you solve as a real and present situation in their lives while also building trust by showing them that you understand them and their situation.

2. The Transformation

After empathizing with your ideal clients current situation, paint a picture of what your ideal clients life could look like with your solution. Don’t just tell them what you offer, show them the transformation they’ll experience by using your product or service. You’ll want to get specific here and show them what life looks like on the other side. In the best case scenario, what results will they get after working with you or using your offer?  Create a clear picture for your ideal client and help them see the positive alternative that’s possible for them.  

3. Your Offer

Obviously, you’ll want to talk about the product or service you’re selling on your sales page. There’s a way to do this strategically so that your ideal client is excited to learn about and invest in it. By presenting the empathy points first, then the transformation your offer creates, you’re able to present your offer as the vehicle to take them from where they are now to where they want to be. When talking about your offer focus on benefits (transformations) first, then features (the details of what’s included) second.  Show them where they’re going, and then tell them how you’re going to get them there.

4. The Price

Pricing your offers is tricky, and the emotional attachment that we often have to our prices and our worthiness around what we charge makes it even more complicated.  This is a huge topic that we’ll have to get into another day, but as it relates to your sales page, the way you present the price of your offer matters. Pricing is relative, and at the end of the day, whether someone thinks your offer is “a steal” or “too expensive” it all comes down to how much value they can see in your offer. Which is why the price should come AFTER you present the empathy points, transformation, and benefits your offer provides. Let people read about your offer and the way you can solve their problem before presenting the price. You’ll get much better results this way! 

5. Calls to Action

Finally, you need to make it clear what you want people to do after reading through your sales page. On a sales page, the Call to Action will typically be to buy the offer, but it could also be to fill out an application to work with you or schedule a discovery call. It doesn’t really matter what your call to action is, what’s important is that it’s clear and consistent. You’ll want to use multiple call to action buttons with consistent wording that tells your readers exactly what they need to do in order to get in on the offer you just described to them. 

These 5 elements are absolutely essential to seeing results from your sales page and will play a role in the messaging in every piece of content you create to promote your offer.  

Grab my free Sales Page Copywriting Checklist that includes these 5 essentials + 5 more that will help you write your best sales page copy.

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