You know your new product is a showstopper, but people aren’t buying. Either your product needs some tweaking, or it’s time to learn how to write a sales page that drives serious revenue.

We caught up with Christina Lyon, Lyon Content CEO and sales-savvy copywriter extraordinaire. She breaks down the do’s and don’ts of great sales pages, how to write one, and hot tips to secure new sales with them.

Ready to make some moolah? Keep reading.

What is a sales page?

A sales page is a dedicated web page that covers the features and specs of a specific product or service. Its singular goal is to drive sales, and with enough persuasion and appeal, you can convince the visitor to buy it. But it’s not about being salesy. 

The most important element? Sales landing pages should paint a picture of how your brand makes your audience’s life better.

That’s why honesty and transparency are mandatory for every sales page. We’ll offer some ideas to channel those principles in your copy, but first:

What’s the difference between a sales page and a landing page?

Landing page goals are often more broad than sales page goals. Most landing pages have lead forms for potential customers to submit their personal information and learn more about your product. 

Even if you don’t make a sale, a landing page offers you the opportunity to remarket and potentially sell later to an interested audience.

Sales pages skip that part and sell the product to your audience right on that web page.

So, why choose a sales page over a landing page? It depends on your business goals. But sales pages are usually ideal for more dynamic products that need more space for stellar web copy to communicate value.  

blonde woman fanning cash in front of her face and looking happy to the side in front of blue and yellow abstract background

How to write a sales page that converts: 5 steps

Here’s how to write a sales page that converts in five steps:

  • Understand your target audience 
  • Determine your value propositions
  • Create attention-grabbing headings
  • Tell a story that solves your audience’s problems
  • Make sure you include CTAs (calls to action)

But among those qualities come more nuances, like how salesy is too salesy, or how you can encourage trust from your audience. Christina dives into how to write a sales page next.

1. Understand your target audience

This goes for every type of copy, but especially sales copy. Christina says you need to use words and phrasing that resonate with your audience:

“Don’t use heavy jargon or industry-speak when the sales copy should be written in the target audience’s language,” says Christina.

Here’s what we mean.

Let’s say you’re a 50-year-old professional woman in the finance sector.

Would you react well to sales language with Gen-Z slang, swearing, or a disregard for your financial values? It’s unlikely. 

gif of Stanley Hudson (played by Leslie Hudson) from The Office rolling his eyes
Source

We know how to write a sales page at Lyon Content because we take the time to understand our clients and their audiences comprehensively before we publish a single word.

That looks like: 

  • Social listening: Monitor client social media accounts and examine the language audiences use to comment or share content.
  • Customer survey analysis: Look at feedback to understand how customers feel about our client.
  • Keyword research: Analyze high-volume and high-intent keywords to see how customers search for the products they want.
  • Purchase behavior: Assess who buys what and spends how much.
  • Interviews: Talk to staff members on both the sales and marketing side to learn relevant details about your audience and customers. 

Best friends with your audience? Great. Let’s look inward and make sure you know your products, too.

2. Determine your value propositions

Your sales page isn’t the only one on Google’s block (the search engine results page aka SERP). Give us an industry, and we’ll find you 10 competitors with similar products. 

Your job? To understand what sets you apart. That’s known as your unique value propositions (UVPs). Once you know your UVPs, you can better highlight your products as the ideal option for your audience.  

Here’s a quick formula to start your brainstorm: I help A with B. In practice?

“I help busy boss babes shorten their makeup routines.”

And if it sounds too similar to your competitors? Plug in the unique credentials, affordability, easy access, natural ingredients, and any other C, D, E, F, Gs that make your product more effective than the competition.

So, what comes next when learning how to write a sales page?

3. Create attention-grabbing headings

You only have a few seconds to intrigue your audience. Keep your headings punchy and address pain points, but Christina advises against overselling yourself immediately:

“Business owners often waste the top of the fold on boosting themselves up before speaking to the pain points that brought the person to their page,” she says.

Say you’re a skincare brand that just released an affordable, hydrating moisturizer for oily skin. Your audience’s pain points might include high skincare costs and greasy application. So, you might create a sales page heading like:

Hydrate your face — without the grease or $$

Don’t stop there. Keep the brainstorm flowing with at least 10-15 variations. You’ll find the one that feels best.

This San-Francisco-based accounting firm is even more suave with their immediate solution in the first heading: 

Screenshot of accounting firm Friendland and Associates website with catchy headline demonstrating how to write a sales page
Image: Friedland + Associates

Here, we have a quick line about the main benefits of their service (Done-For-You Accounting). Then, we have another heading that clearly demonstrates the value they offer to clients. 

Slammin’ heading? Check. You’re ready to learn how to write sales page copy. 

4. Tell a story that solves your audience’s problems

Sometimes it’s hard to write about your own products. You might excitedly ramble about all their features, how you created them, and everything else that, while important to you, might not matter to your audience.

You know what does matter? How you’ll make their life easier. That’s why your sales page shouldn’t just be a product description or brand timeline. Here’s a great example from a meditation course provider: 

Screenshot of the sales page for a spiritual awareness course by Science of Spirituality
Image: Science of Spirituality, Spiritual Awareness Course Sales Page

The pain point (busy day) hits audiences right in the first line. Then, the brand walks us through a story that demonstrates how the course will solve that pain point with solutions like spiritual clarity, techniques, and affordability. 

Here’s what we mean: 

Comparison chart with examples of dos and don'ts for addressing pain points on a sales page
  • DON’T: “Our product has only the most natural ingredients like X, X, and X. We’ve been in the skincare business for thirty years.
  • DO: “Your skin will feel smooth and hydrated after just one daily application of our skincare line.”

And if you need a little extra written content to explain it, that’s alright. Long-form sales pages are sometimes necessary, especially if your product or service is complex or has many audiences or unique benefits.

But is a gripping story enough to convince your audience? What else should you know about how to write a sales page that builds trust?

Build credibility with testimonials and case studies

Your audience might not always take your word that your product works. That’s why Christina says it’s important to build trust, too:

“Credibility is super important, especially if a person is finding your brand for the first time,” she says. “But credentials and results should be included subtly and artfully.”

Her favorite way to showcase brand reputation?

“Visually, it looks best to do this in a clean slideshow of testimonials, brand logos, or stats,” Christina says. 

Menscrafted offers a great example at the bottom of their sales page for Jacob’s Lip Balm: 

Example of customer testimonial on sales page of Menscrafted website reviewing Jacob's Lip Balm product
Image: Menscrafted Lip Balm

Another great way to showcase credibility is with case studies. These are walkthroughs of your stellar work with a client and how you supported their business goals.

Top ranking positions for long form SEO articles for hair loss and wig brand Daniel Alain

Do you have the data but struggle to tell the story? 

Lyon Content’s writers are here to breathe energy into your work so your audience can experience the same awe as your clients. Plus, you can peep our own case studies for inspo. 

Before you seal the deal, create some urgency.

Encourage but don’t push

Christina says balancing urgency with motivation is a fine line:

“Using urgency to create motivation is great, but you can’t overdo it — you have to do it subtly and with finesse,” she explains. “Even if there is a time window, you can take a more human approach.”

Here’s what we mean:

Chart comparing examples of how to write sales page copy that is too urgent and manipulative versus urgent yet balanced

Too urgent and manipulative:

Buy this online course before it’s too late; You don’t want to miss this opportunity. 

Urgent yet balanced:

Join us in this thoughtful online course to learn how to launch a revenue-driving beauty campaign. Can’t make it at the exact time? Don’t worry; you’ll have access to the webinar for five days.”

Sales copy? Locked in. Now we just need to bring it home.

5. Make sure you include CTAs

Imagine you’re at a store and see a pair of shoes that you have to have. You try them on and it’s settled, you need to buy them. But when you get to the cash register, nobody’s there. Onto the next store.

That’s exactly how your potential customer will feel if they land on a sales page without calls to action (CTAs). Even if you market your product so well that they’re dying to buy, you still need to make the transaction easy for them. CTAs are concise lines of copy that invite readers to take action, or in this case, purchase a product.

Our advice? Pepper three CTA buttons throughout your sales page, so you can capture readers whenever they’re ready to buy. 

Here are some examples:

  • Get started today!
  • Find your next fashion event!
  • Build your summer wardrobe.
  • Get your new skincare routine. 

Sales Page Mistakes to Avoid

Alright, we’ve covered how to write a sales page that drives serious results. But does every single product or service require a sales page?

Christina says no:

“Some services are a la carte or add-ons, so they don’t exactly need as much real estate on your website,” she explains. “But your biggest ticket items absolutely do.”

Still, nobody likes a pushy salesperson, right? G2 says pushy sales tactics drive 84% of your audience out the door. Now, you might not be an aggressive skincare clerk hassling passersby at the mall, but Christina says your sales pages can give a similar cringe if you’re not careful:

“Sweeping statements and promises set up false beliefs,” explains Christina. “Even if you have amazing stats, there are outliers.”

Lyon Content infographic with a checklist of the 8 components for a good sales page

Sales page template

Ready to ramp up revenue? Follow our easy-to-use checklist which walks you through every step of how to write a sales page and drive sales!

  • Headline: Capture attention with a punchy intro line.
  • CTA: Invite customers already familiar with your product to buy.
  • Pain points: Speak directly to your audience
  • Benefits: Present your product as the solution
  • CTA: Convert the audience you’ve already sold.
  • Credibility and social proof: Build trust with customer quotes, testimonials, and brand results.
  • Pricing/FAQs: Cover logistics toward the end of your sales page.
  • CTA: Just for good measure. 😉

Write Converting Sales Pages with Lyon Content!

Sales pages create an easy path between potential customers and sales. They’re the new expert sales calls in web page form. They work wonders for brand authority, audience trust, and sales for specific products.

You might be pumped to start writing, but then new client inquiries, customer questions, board meetings, and well, just life, takes you away from it. You might’ve learned how to write a sales page, but lack the time to craft them.

Don’t want your sales page to fall to the bottom of your to-do list? We’re here to help.

Lyon Content’s writers know how to write a killer sales page for any brand, whether you’re a high-end makeup line, tech SaaS brand, or individual service provider. 

We’ve spent days scouring a client’s products, audiences, brand values, and more to create sales pages that skyrocket conversion rates. 

Let’s slay those sales.

Chrissy, tech and marketing writer at Lyon Content

By Chrissy Kapralos

05/13/2024

Chrissy is a contributing writer at Lyon Content based in Toronto. She loves writing and editing tech, marketing, and lifestyle content. But her favorite part of writing is helping businesses express themselves. When she isn't writing, she's traveling as much as possible and eating a lot of cheese.