How to Write Sales Copy That Converts

How to Write Sales Copy That Converts

I’m going to show you how to write a sales copy that converts.

You’ll love the actionable copywriting tips in this post if you want to write copy that generates more leads and sales.

Let’s get started.

1. Write eye-catching leads

It’s no secret that the headline of your page is crucial.

It’s because it’s the first thing a visitor sees when they arrive at your website.

The problem is this:

Your headline is only one component of keeping someone superglued to your sales copy.

What about the other?

Your lead.

What is the significance of this?

Let’s pretend you came up with the PERFECT headline.

That drew the attention of your reader. They must, however, decide whether or not to continue reading.

And they’ll make that decision largely based on your recommendation.

As a result, devote more time to your lead as you do your headlines.

It’s easy to write a great headline.

All you have to do now is concentrate on the value your product provides. You’re now ready to go.

Leads, on the other hand, are more difficult to come by.

Your lead should make your reader think. “Interesting. I’ll scroll down to find out more.”

2. Make your copy easy to skim

Many people believe that copywriting is just a matter of stacking words on top of each other.

That is true to some extent.

But there’s one crucial aspect of copywriting that many people overlook:


The way you structure your sentences is known as formatting. As well as paragraphs.

The right formatting, it turns out, can make a huge difference in how well your sales copy converts.

You should use short sentences in particular. Also, paragraphs that are 1-3 lines long.

For long-form sales letters, this is especially important.

Many long-form sales letters are between 10,000 and 20,000 words long.

Nobody in their right mind is going to sit down and read that whole thing.

That’s why you should format your copy so that it’s simple to skim through.


When writing your sales copy, you don’t have to worry about formatting.

(Otherwise, getting into the flow can be difficult.)

Instead, I recommend that you write your copy. THEN, later, for formatting, edit it.

You’ll want to do the following things in particular:

  • Turn long sentences into 2-3 short sentences.
  • Remove any unnecessary words from your sentences.
  • Limit paragraphs to 1-3 sentences.
  • Turn a list of ideas into bulleted lists.
  • Use transition lines (like “Check this out:”) to keep people scrolling down the page.

This leads us to…

3. Focus on benefits instead of features

The copywriting rule of “benefits over features” may be the most important on the planet.


People don’t buy things because of their features. They purchase them for the specific benefit that those features will provide.

I recommend reading through your sales page right now if you already have one. Look for any features you mention. And then turn those features into benefits.

And don’t worry if you haven’t yet written your sales copy. Just keep the number of features you outline to a minimum. Instead, concentrate almost entirely on the benefits that your product provides.

4. Test your long-form sales copy

“What is the ideal length for a sales page?” a lot of people ask.

And the truth is that there is no such thing as a “perfect” length.

The length of your sales page is determined by many factors, including:

  • Your target market (B2B vs B2C)
  • The product’s type (SaaS vs course vs supplement)
  • Your price range (higher price products need more info)
  • Your company’s name
  • The number of choices (one plan vs. several plans)
  • Trial vs. no trial (offering a trial reduces the amount of copy required). It is simple for them to try it out because of the trial.)

5. Use compelling language

Many sales copy blog posts recommend using so-called “power words.”

As if there was a list of magical words that made people reach for their wallets and purchase from you.


I recommend focusing on making your overall copy SUPER compelling rather than worrying about a random list of “power words.”

You’ll want to use language that gets people’s attention.

And what’s the best way to go about it?

Use a conversational tone when writing.

Or, to put it another way, don’t speak directly to your reader. Make eye contact with your reader.

Of course, a little salesmanship is acceptable from time to time.

It is, after all, a sales copy…

The vast majority of your copy, on the other hand, should be extremely conversational.

6. Add effective social proof

Take note of how I used the word “effective” in my sentence.

Yes, some social proof is usually preferable to none.

However, not all social proof is equal.

Specifically, you should use social proof judiciously.

You’ll notice that your social proof has an immediate impact on your conversion rates once you do this.

Here’s how to do it correctly.

To begin, focus on people to who your target customer can relate to.

In other words, don’t brag about expert endorsements.

Rather, you want to use people who look, sound, and act like your target market.

Second, concentrate on the advantages that your product or service provided.

When it comes to testimonials, the “features > benefits” rule applies.

To put it another way, you want to emphasize the benefit that someone received from using your product.

This isn’t always what they liked about it.

7. Highlight common objections

People will raise objections to whatever you’re selling.

You have two options for dealing with these objections.

You can address these objections head-on.

Alternatively, you can act as if the objections don’t exist.

Which method do you believe is more effective?

8. Use a clear call to action

At this point, you should have some really good sales copy.

Copy that catches the attention of your reader.

Outlines the key benefits that your product provides.

And it addresses some of the most common issues.

It’s now time to close the deal.

You should include a clear call to action.

The appearance of this CTA is highly dependent on your product.

However, you should tell your prospect exactly what they need to do next.

Don’t be afraid to take someone’s hand as you proceed.

You may believe that the next step is self-evident. However, it is not always obvious to the person who visits your page.

In general, the more obvious your CTA is, the better your page will convert.

9. Use simple words and phrases

According to Nielsen Norman Group research, simple language works best on websites.

Even if you’re writing for your field’s experts.

So you don’t want to use any fancy words. Or jargon from the business world.

Instead, use straightforward copy that is simple to understand.

For example, jargon terms like “search engine visibility” and “link acquisition” abound in the SEO field.

However, you won’t find any of these million-dollar phrases on my sales pages.

Instead, I use simple terms such as “traffic” and “revenue.”

10. Reverse risks

Regardless of how good your copy is.

Or, the number of testimonials you add.

People will have reservations about purchasing whatever it is you’re selling.

Reverse the risk.

A risk reversal is almost always a safe bet.

This is, in my opinion, one of the most important aspects of any sales page.

(This is especially true if you sell a high-end item.)

There are a few things to keep in mind about that guarantee:

  • Terms that are crystal clear: I explain how the guarantee works in detail. How long does it last?
  • The guarantee exists for the following reasons: I explain why the product’s refund policy is so generous and flexible.
  • To encourage people to take action, I include a mini CTA that says, “So even if you think SEO That Works might be the right investment for you, don’t be afraid to pull the trigger today.”

So, yes, your guarantee is something you should emphasize on your page. This isn’t a gimmick.

The right risk reversal, in my experience, makes a big difference.

11. Write a “last chance” section

The last chance section contains sales copy that is more direct than the rest of your page.

You should continue to use straightforward language. Also, use a conversational tone in your writing.

But this time, you’re aiming for the finish line.

Emphasize the fact that either way, a decision must be made.

And, of course, tell them why they should try your product.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.