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The 5 Components of Compelling Sales Page Copywriting

POP QUIZ! Have you ever landed on a webpage that gripped your attention immediately, pulled you into its world, and convinced you to take some action by the time you reached the end?  That’s the magic of a compelling sales page––and, more specifically, effective sales page copywriting.

In today’s ever-changing, attention-grabbing digital landscape, crafting persuasive and engaging sales pages is a big part of a powerful sales and business strategy––especially as a business owner or service provider.

So, if you’re looking to boost your sales, but you’re still a lil’ unsure of how it all goes… you’ve come to the right place, friends!

Let’s take a closer look at the key elements that make a sales page truly shine: from top to bottom, from headline to CTA, from “Maybe…” to “Heck yes, I AM IN!”.

Getting down with sales page copywriting

Let’s start with the basics: What is a “sales page”? How is it different from my regular website pages? How is copywriting different from sales page copywriting? 

WHAT DOES IT ALL MEAN?!

What is a sales page?

Simply put, a sales page is a standalone webpage crafted with a singular objective: to encourage visitors to purchase a product or service. 

Think of it as the “pitch” of your business in the digital world, and the deciding factor of whether a potential customer will make a purchase or not.

Ok, so what about sales page copywriting?

With that in mind, sales page copywriting, then, is the art and science (and a touch of magic, why not!) of planning and writing the content that will appear on this sales page. 

It’s the carefully-chosen words and phrases, the inspiring narrative, and the compelling arguments that guide a visitor through (or down) the sales page toward that final call-to-action button and *angelic choirs*…. making a purchase.

The top 6 benefits of a well-crafted sales page

So, why does a sales page matter? And what exactly can it do for your business? We’re glad you asked. 😎

Generally speaking, sales pages are designed to do one thing: make a sale. 

That’s the golden nugget of a job “well done”––but, there’s also more to sales pages than meets the eye… which doesn’t necessarily end with a customer making a purchase.

Let’s take a look:

1. Boosts conversions:

The primary aim of a sales page is to convert visitors into buyers. With engaging, well-written copy, you can encourage your readers to take the desired action––leading to an increase in conversions and overall sales.

2. Builds brand image:

Your sales page often acts as a first impression of your brand for many readers. With thoughtful, well-crafted copy, you can tell your brand’s story and convey its unique values, building a strong and distinctive brand image.

3. Develops trust:

Trust is one of the most important aspects of any successful relationship, right? By delivering clear, honest, and compelling sales page copy, you can foster trust with your audience––making them more likely to engage with your business.

4. Enhances customer engagement:

Effective copywriting isn’t just about selling––it’s also about creating a meaningful connection with your audience. A well-written sales page can captivate your audience, encouraging them to interact with your brand more deeply and authentically outside of this sales page.

5. Creates a 24/7 salesperson:

Your sales page is like a dedicated salesperson working round the clock. Regardless of time zones or business hours, it continues to communicate your value proposition to potential customers, leading them down the path to making a purchase.

6. Transforms leads into loyal customers:

With the right sales page copy, you don’t just acquire new customers––you also foster loyalty. By continuing to meet your community’s expectations and address their needs, your sales page can turn one-time buyers into repeat customers that keep coming back for more.

The 5 components of sales page copywriting

Now that we’ve covered the basics of sales pages and sales page copywriting… it’s time to get down to business. When writing a sales page, there are a couple of things to remember: from the headline to the offer, the CTAs, and more.

All of this can seem like… a lot. And that’s totally understandable––that’s why we’re about to break it down for you.

Component 01: Headline

The headline is the first thing that your potential customer reads––which means it can make or break the impression of your sales page. Basically, a good headline is your first shot at grabbing the reader’s attention and getting them to read on.

According to copywriting legend David Ogilvy, on average, five times as many people read the headline than the body copy. Basically, a catchy and compelling headline can significantly increase the odds of your sales page being read… and acted upon.

Tips for creating a powerful headline

Here are 4 actionable tips if this is your first time writing headlines (or sales page copy for that matter!):

01. Highlight the benefits: Your headline should quickly communicate the main benefit of your product or service. What problem does it solve? How does it improve the customer’s life? Make your value proposition clear before expanding in the rest of the copy.

02. Spark curiosity: While you want to be direct about what you’re selling, and how it can help, you also want to use the headline to pique the reader’s curiosity. Whether it’s with a question or a bold statement that encourages people to keep reading, it’s OK to keep things a little intriguing.

03. Choose your words carefully: The words you choose for your headline matter. Instead of using hyped-up “power words,” focus on words that genuinely communicate the benefits of your product or service and evoke a sense of understanding and trust among your readers.

04. Keep it simple: Clarity trumps cleverness when it comes to headlines. Make sure your headline is concise, straightforward, and easy to understand.

By crafting a headline that grabs attention, communicates your value proposition, and ignites curiosity, you can set the stage for an engaging sales page.

Component 02: Subheadings

When it comes to sales page copywriting, subheadings play an important role in shaping the flow and readability of your sales page. 

How? Well, for one, they break up the text into digestible chunks––which makes it easier for readers to scan and absorb the information. Plus, subheadings also provide an opportunity to emphasize key points and benefits, keeping readers engaged and maintaining their interest as they move down the page. 

Basically, think of them as “mini-headlines”––each with the task of keeping the reader flowing through to the following section.

Tips for writing subheadings

When it comes to subheadings, here’s what we suggest you keep in mind:

01. Keep them informative: A good subheading should give the reader a clear idea of what the following section is about. It should be able to stand alone and still provide value.

02. Maintain a logical flow: Your subheadings are primarily designed to guide your reader through your sales page, creating a logical and compelling narrative. That said, they should build on each other and maintain a consistent theme so the copy flows well.

03. Highlight key benefits: We like to use subheadings as an opportunity to underline important benefits or compelling points about your product/service so readers can easily and quickly spot these. 

04. Keep ‘em short: Just like your headline, your subheadings should be concise and to the point. Long, convoluted sub-headings may confuse readers––and lead to a closed tab.

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Component 03: Product + service benefits

In sales page copywriting, it’s important that you learn to distinguish between features and benefits. 

Features refer to the specific attributes of your product or service––the “what” that makes it up. For instance, a feature of a smartphone might be its high-resolution camera. Meanwhile, benefits are the outcomes or results that a customer will experience from using your product or service––AKA the “why” they should care about it. For the high-resolution camera feature, a corresponding benefit might be its ability to take beautiful photos.

While features are important, it’s the benefits that truly sell. Let’s be honest: customers don’t buy products or services––they buy the improvements those products or services can bring to their lives.

Highlighting the benefits of your offer

To highlight benefits that resonate with your customers, it’s important that you deeply understand your target audience and what they value:

01. Understand your customer: Conduct market research to gain insight into your customer’s needs, desires, and pain points. Then, use this information to guide how you present your benefits.

02. Translate features into benefits: For every feature of your product or service, ask yourself: “So what?” and “How does this feature improve your customer’s life?”. This answer will lead you to the benefit.

03. Focus on emotional benefits: Beyond practical benefits, consider how your product or service impacts your customers emotionally. Does it bring them joy? Peace of mind? Confidence? Emotional benefits can be a lot more powerful.

04. Be clear: Make your benefits easy to understand by avoiding jargon or technical terms.

At the end of the day, by differentiating between features and benefits––and articulating these benefits in a way that resonates with your potential customers––you can be more compelling with your sales page copywriting.

Component 04: Social proof & testimonials 

Social proof––in the context of sales page copywriting––is the evidence that other people have purchased and found value in your product or service. 

Testimonials, reviews, and case studies are common forms of social proof in that they offer ‘proof’ to potential customers that your product or service actually delivers on its promises.

Why do these matter so much? Well, the power of social proof and testimonials is rooted in our tendency as humans to look to others for guidance––especially when making decisions that involve money. 

That way, when potential customers see that others have had positive experiences with your product or service, it increases their confidence and boosts your credibility.

To effectively incorporate testimonials and social proof in your sales page copywriting, you can:

  • Choose testimonials that address customer concerns and highlight product benefits
  • Place them strategically on your page, especially near key points or CTAs
  • Ensure they’re authentic and verifiable for credibility
  • And highlight key phrases for impact, even for skimming readers

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Component 05: Calls-to-action (CTAs)

A call-to-action (CTA) is a prompt that directs your audience on what to do next. An essential part of any sales page, it guides your readers towards taking the desired action––such as making a purchase, signing up for a newsletter, or downloading an e-book. 

That said, a clear and compelling CTA can significantly influence your conversion rates; without it, your audience might not know what to do––resulting in lost opportunities.

Writing an effective CTA

When it comes to writing CTAs that encourage people to do what you hope they’ll do, here are some of our top pointers:

01. Be direct: Your CTA should directly state what you’re expecting from your readers. That’s why it’s important to use clear, action-oriented language like “Buy Now,” “Sign Up,” or “Download Here.” Although you might feel inclined to be a little more creative, direct and clear language is the best way to go.

02. Leverage your benefits: Reinforce the value of taking action by leveraging your benefits. For example, instead of just saying “Sign Up,” you can say something like “Sign Up and Get Exclusive Access.” This way, you avoid falling into manipulative language, sense of urgency, or scarcity mentality.

03. Stand out visually: Make your CTA visually distinctive so they stand out on the page. Use contrasting colors, larger text, or distinctive buttons to draw attention.

By understanding the importance of a clear and compelling CTA and using effective techniques to craft it, you can guide your audience toward taking the desired action.

Understanding the ins and outs of sales page copywriting

Sales page copywriting might feel daunting––but it doesn’t have to be. Once you understand the foundation of a great sales page… the rest will start to follow.

That said, the 5 most important components of a sales page are:
01. The headline
02. The subheadings
03. The product/service benefits
04. Social proof & testimonials
05. The CTAs

By implementing these five components effectively, you can create impactful sales pages that engage your audience, boost conversions, and drive business growth.

All without resorting to manipulation, feelings of less-than, binary thinking, and all that gross sh*t we work to avoid.

So, without further ado… happy writing!

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