How to Write Sales Copy that Actually Converts
Writing engaging, stand-out content for your website is a crucial route to success that must be considered across wide range of disciplines including SEO and CRM to name just a couple. Too often, brands will neglect this crucial element of the website design and development process. Despite having a fantastic design or UI experience, not giving site content the attention and care it deserves will see your site suffer when it comes to ascertaining necessary visibility and drawing new customers in to convert.
But of course, it’s not just a case of writing content for content’s sake in order to populate white space on a page. Sure, this will be good for search engines to crawl the content on your page and taking that first step to improved visibility, though anything generic will have limits on how it performs in your external channels and will of course fall flat once it reaches the eyes of a potential consumer. Keep in mind that the average click through-rate is a mere 1.91% on average, however this is where sales copy can come in and help.
In this guide, we’ll take a look at what it takes to write compelling sales copy that strikes that perfect tone of being warm, personal and encapsulating without coming across too pushy. Of course, each brand will have their own tone and voice, brand guidelines and stylings that relate to the product they are selling, though we hope to strike upon some universal truths here.
What is the Difference Between Sales Copy and Web Copy?
First and foremost, let’s get the record straight with regard to what sales copy actually is. Sales copy relates to content that aims to persuades consumers to buy into a brand and eventually make a purchase. Sales copy can come in the form of written text on any given product page (such as spec and feature details), to overlaying content on an image or copy being featured in a blog post.
As we mentioned above, it’s important to ensure that sales copy doesn’t come across as too pushy and entices the user to want to find out more by converting. It should ideally look to answer questions in line with user intent which can be ascertained through various methods including keyword research.
This serves a different purpose to web copy, which can encompass a wide variety of purposes such as general information on a site or focus around a certain blog topic, though may not have the primary focus or objective of sales.
How to Write Good Sales Copy: Case in Focus
Let’s look at an imaginary product you’re trying to sell to help frame our guide. Assume you’re looking at launching a brand new tech product that you believe answers a specific pain point and fills a unique gap in the market. Let’s say a super ergonomic keyboard for left-handed people (granted these already exist but it certainly solves a common pain point for some!)
What’s the overarching story behind the creation of this? Is there a fun, relatable human story behind the formulation of the product and how it was genuinely created in order to solve a real-life issue and not just to make money? If the ecommerce site of the product has its own “About” page where consumers can read all the about the product before being prompted to buy, use this real estate to flesh us much of the story as possible before getting into the technical details and nitty gritty of the product.
One important thing to remember is to keep on putting yourself in the shoes of the consumer when you’re writing sales copy. Remember what made you conceive the product in the first place and keep on referring these key points when writing your sales copy:
- What difficulties do your consumers face?
- What are they trying to achieve?
- How does your product help?
You can gather this exact type of data and pinpoint your target audience from keyword research, or carrying out focus group research on what interests people and what perks their interest in the context of the problem your product aims to solve.
Consider Your Writing Formatting
Having spent a lot of time, blood sweat and tears on creating your product, it can be very easy to get lost in the passion and detail of everything behind the product when writing your sales copy. As we’ve mentioned, the story behind the product is key, but consider the formatting of what you’re actually writing and how this figures in terms of readability.
Stick to shorter sentences. Keep your content short, snappy and sharp. Insert frequent breaks between content and consider regular subheadings and larger font to highlight key points and grab attention. Going back to our left-handed keyboard example, consider these two examples:
- The Leftonatron 2,000 is a super powered left-handed keyboard that has a sleek, modern design and is easy to use for all the left-handed people out there that feel neglected. Lightweight and with a built in mouse wheel, it’s ergonomically designed to help you crack on with all the important stuff without worrying about feeling uncomfortable.
- Imagine a world where left-handed people aren’t left behind. Bad puns aside, we’ve created the Leftonatron 2,000 to help with just that. Slick, light, stylish and easy to use, keyboards don’t come much more tailored this. Enquire now to find out more.
While there’s nothing that much wrong the 1st example, it reads quite predictably and follows a very straightforward approach when beginning to describe the product. The 2nd example refers back to the issue around why the product was created, is tongue-in-cheek, light-hearted and a lot more punchy and digestible.
Consider curating a personality when writing sales copy to tie in with all your CTAs to get people to convert. Check out advertising legend Dave Trott’s blog for some further tips on great sales writing form and register. If you’re not a copywriter by trade and would rather leave this to the experts, consider hiring a freelance copywriter as an option to create killer sales copy on your behalf.
Keep on Mixing it Up
Once you’ve got your sales copy in order and have built out a product information landing page with the goal of getting your site visitors into the sales funnel, it doesn’t end there. Using Google Analytics or whatever monitoring tool you’re using, keep a close eye on how customers interact with your money pages. Do they drop off all too quickly? Do they continue their journey through your site to find out more and eventually end up converting? It’s vitally important to continue tweaking and improving your sales copy for purpose in order to maximise interest and eventual conversions.