3 tips on high-conversion copy from a sales page specialist

3 tips on high-conversion copy from a sales page specialist

reader comments (19)

  1. i like this approach. outlining the product’s benefits is critical, but i think clarity comes first.

    i find that many sales pages i visit, especially for apps/software, are too light on practical info. they have beautiful graphics, but i’m left visiting their user documentation to figure out the specifics i need to consider the purchase.

  2. so many people afraid of writing a long page… when infact they work and it should be tested.

    if it does the job, why would you not write a long page?!
    at least give it a test

    • i often have to convince my clients to invest in a long-form sales page. when i complete the page, most of them say, “i think it’s way too long, but i’m willing to try it out and see how it goes.” so far, they’ve always been delighted with the results. i’m not sure why people seem to hate them so much, but they really work.

  3. “longer copy sells because it provides all of the right information”
    i just loved this line

    some marketers think brief description/ sales page is smart but i think the description should cover every necessary point.

    it’s clear to me that long sales page is effective but, how long a product description should be? what a product description should cover?

    thanks

    • honestly, i’m not sure, nazmul – it depends on where the product description is being published, whether you’ve been given a word limit, who your audience is, etc. i would imagine a lot of the same guidelines apply, though.

  4. hi beth,

    solid advice! my favorite is #3. i repeat it often to clients that ask me how many words long the copy that i wrote is 🙂

    i would like to add one thing though:

    a copy on your sales page can only do so much. if the people who land on your page are not your target audience, or if the page alone is not enough to make them trust your offer, the page won’t convert, regardless of how compelling and persuasive the copy is.

    in some cases, for example, if you are a solopreneur in a saturated niche, it means you need to build an audience who knows, likes and trusts you before launching a product.

    in other cases, if you are a bigger company, for example, it means making sure that you get quality traffic and don’t have a mismatch in expectations between your ad and your page.

    otherwise, great advice. i’ll make sure to pass it along.

    gill

    • couldn’t agree more, gil – well said. i always hound my clients about this point! it’s never a good idea to try to launch an online product when you don’t have an audience.

  5. thanks beth, this is solid advice for a noob like myself to lap up. i would love to see one in action, so do you have an example, or two, of a sales page that you have come across recently that you could share?

  6. thank you beth, geat read. what do you think about using your personal story to promote your offer? can people relate to that or that’s not the right angle?

    • absolutely – if your personal story helps explain the benefits, etc. and/or would help to grab attention at the beginning of the sales page, i say go for it!

  7. i love writing sales letters. if i’m ever stuck, i just use perry belcher’s 21 point guide as a checklist and just go right from #1 to #21.

    it’s a great rough draft, then i’ll just clean it up.

  8. hey, beth,
    first of all, a good read!
    writing a long page maybe is not my favourite thing, but in some cases, it could be beneficial. i would say, the length totally depends on the product. if you have a detailed description and it is interesting, yea why not. make it long. and vice versa 😉
    cheers.

  9. sales pages are something i struggle with. when i first started blogging back in 2009 i actually seemed to have a knack for it. now, for whatever reason, i struggle. so, i found these 3 key points to be very helpful and useful. thanks for sharing!

  10. thanks beth. great article.

    ‘spill all the beans’ caught my attention. all this time, i have been following the policy of providing teaser and keep the best part to the end. but after reading this, i am thinking if i would be giving away too much before letting the potential client in the door.

    also, length of the sales page has always been conflicting w.r.t the product or service being offered. but got some excellent tips here.

  11. as you say, i think there is a mis-conception when it comes to the length of high-conversion copy. when it comes to this type of copy, you have to include adequate detail by thoroughly explaining yourself.

    this was a really interesting read, beth. good job!

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