How to write effective sales pages as a marketing copywriter

Marketing copywriters know the stakes are high on this job, because a sales page often serves as the final nudge that convinces your audience to take action. But what’s the formula for a page that gets results?

This guide will walk you through the 4 essentials of crafting a sales page that resonates with readers, builds trust, and drives conversions. First of all, here's what the fuss is all about:

Why do marketing copywriters worry so much about sales pages?

A sales page, also known as a landing page, plays a critical role in the customer journey. It’s the bridge between a reader’s interest and their decision to make a purchase. The purpose of a sales page is simple but profound: to convert website readers into buyers by addressing their needs, showcasing the benefits of a solution, and guiding them toward a decision with confidence.

Good sales pages demonstrate how well you know your audience

A great sales page is more than a pitch; it’s a reflection of your understanding of the audience. Here are the 4 things marketing copywriters must do to create an effective sales page.

1. Don't skip this: research your audience

To resonate, you’ll need to know the specific problems your audience faces, their motivations, and any buying objections they may have.

Conduct customer interviews: Speak directly to people who are already familiar with the product or similar offerings. Ask them about their challenges, preferences, and what they wish was different.

Employ social media listening: Monitor social platforms and forums where your audience interacts. Look for repeated questions, complaints, or topics that come up frequently.

Carry out a competitor analysis: Review how competitors talk to the same audience. Identify gaps in their approach where you could better address customer pain points.

Creating personas based on this research will allow you to tailor your message effectively, ensuring your sales page speaks directly to your ideal customer.

2. Write empathy-driven body copy

Once you know your audience, it’s time to write with empathy. Use your copy to validate their struggles and show you understand what they’re going through.

3 tips for empathy-driven language and tone:

1. Use relatable language: Avoid jargon. Speak to your audience as though you’re having a one-on-one conversation.
   

2. Acknowledge their challenges: Open with a relatable statement about the issue your product solves. Let them know you see their pain points.
   

3. Show you have a solution: Lead naturally from the problem to your product as the solution, emphasizing how it directly addresses their concerns.
   

When transitioning to your solution, keep the tone optimistic and action-oriented. Use formatting techniques like bold text or bullet points to emphasize key benefits.

2. Build trust by providing reasons to trust you

Trust is a critical element on any sales page. By offering proof points, you give readers the reassurance they need to feel confident in their choice. Including testimonials, case studies, or product reviews can make a powerful difference.

Some brands use these creatively. For instance, Casper incorporates customer stories that highlight specific benefits of their mattresses, while Airbnb uses verified user reviews to establish credibility for new properties. By selecting social proof that’s authentic and varied, you can better address potential objections from different types of readers.

5 copywriting tips for presenting trust elements without overwhelming the reader:

1. Keep testimonials short and to the point. Select key quotes that emphasize benefits rather than long paragraphs.
   

2. Use real names and images when possible. Visuals help personalize and humanize your testimonials.
   

3. Highlight relevant statistics. Percentages or data points from surveys can offer quick, convincing proof.
   

4. Add badges or seals for awards and certifications. These can subtly assure the reader without distracting from the copy.
   

5. Consider a “customer stories” section. This can work well as a mid-page segment to support credibility without being intrusive.

3. Ensure you include a clear call to action

Calls to action (CTAs) are vital because they guide the reader from interest to action. A great CTA is specific, actionable, and positioned strategically within the page.

3 tips to write effective CTAs:

1. Make the CTA relevant to the reader’s state of mind. If the reader has just learned about your product’s benefits, use language that acknowledges they’re informed, like “Start your journey today.”
   

2. Differentiate button placement and colours to make them noticeable but not overwhelming. Buttons should contrast with your page’s primary colour palette for emphasis.
   

3. Differentiate CTAs in the text vs. on buttons. Text CTAs can be softer (e.g., “Learn more” or “See how it works”) to build curiosity, while button CTAs should be clear and definitive (e.g., “Get started,” “Buy now”).

4. Craft a magnetic headline

Your headline is the first thing readers see, so it needs to capture attention instantly. It's advisable to write the headline last after you've solidified the direction and thesis of your article. Effective headlines speak directly to the reader’s needs, spark curiosity, or make a bold claim.

3 copywriting strategies for crafting effective headlines:

1. Use benefit-driven language.  Rather than simply describing a product, outline a clear advantage, e.g., “Get your best sleep ever with our award-winning mattress.”
   

2. Create curiosity hooks.  Pique interest with an incomplete thought, like “Finally, a solution for…” or “The secret to…”
   

3. Avoid jargon or overly clever phrasing.  Your headline should be direct and easy to understand.

Common sales page mistakes to avoid

Even experienced marketing copywriters can fall into common traps when crafting a sales page. Avoid these pitfalls to keep your copy focused and effective:

• Overloading with features instead of benefits. Readers want to know how the product will improve their lives, not just a list of specs.
  

• Focusing too much on the product rather than the customer.  Make it about the reader—how your product solves their specific problem.
  

• Ignoring SEO.  Well-placed keywords help bring organic traffic to your page, which can be as valuable as paid ads.
  

The benefits of writing an effective sales page as a marketing copywriter

A well-crafted sales page not only boosts conversions but also establishes your brand’s authority. By understanding your audience’s needs and speaking directly to them, you build a foundation of trust and credibility as a marketing copywriter.

Effective sales pages combine strategy with creativity, and as you continue refining your approach, you’ll see just how valuable this skill is in driving real results for brands and clients alike.