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What is Sales Page Copywriting?

Whether you’re a seasoned marketer or new to the industry, you’ll need to define what sales page copywriting is before you start implementing and optimising your strategy. In this article, we’ll go over the basics of what makes up a sales page and the most important elements to include when writing your copy.

The Importance of a Killer Headline

A headline is a phrase or sentence that is used to grab the reader’s attention and compel them to click on your content. The headline for your sales page should be engaging enough to make the reader interested in your product or service but not so strong that it becomes obnoxious or difficult to read. When used effectively, headlines can help you gain the upper hand in presenting information to potential customers.

In his article, “Writing Winning Headlines That Convert”, Paul Bradfield highlights the importance of keeping your headline relevant and engaging:

“Your headline needs to match the copy you write surrounding it. When someone clicks on an article with a headling [sic] that doesn’t match the article, it usually means the headline is ineffective. If a reader isn’t expecting to read about python programming languages, theywill likely be confused when they arrive at your site, and confused people aren’t easily convinced to make a purchase. Similarly, if your headline doesn’t match the content surrounding it, the reader is probably going to be confused as well. Make sure that your headline reflects everything that is important about your content. If it doesn’t match up, you’ve probably got problems.”

The Structure of a Sales Page

In general, a sales page is composed of three major components: the headline, the body, and the conclusion. The first two elements are usually short and sweet, while the conclusion is often longer and more detailed.

The body of your text is usually a list of reasons why the reader should click through to your website. The goal is to persuade the reader to take action and hopefully make a purchase. You’ll want to keep the reader’s eye moving by using different methods such as repetition, question and answer, or comparison.

The Three Types of Copy

Your sales page could fall into any of three categories: