10-step formula for writing the high-converting sales page

Want to know how to grab your readers attention, invoke their desire, pique their interest, clear their doubts, get them curious and ready to buy?

Keep reading to learn my time tested 10-step formula for writing the high-converting sales page… 

Hey, Mate! How're you? It's Teslimat Ishaq.

If you’re new to the club – welcome!

This blog is here to teach you the ins and outs of all things about copywriting, freelancing, sales and marketing…

Learning how to write powerful and compelling sales copy is a priceless skill for all copywriters.

Sales copy can take the form of emails you send to your list, posts on your social media, services pages, sales page or sales sequence on your sites.

A good sales copy does not only help you sell your products or services, but also transform.your products into must-haves, differs you from your competitors and mark the beginning of a long-lasting relationships with YOUR customers...

Before we dive into the 10-step formula, let’s quickly talk about WHAT a sales page actually is and what are the different types of sales copy…

A sales page is a page on your website that has one goal: Convince people to buy.

A sales page must provide an offer so grand your target audience can't help but say “Yes, please.” 

A well-written sales page will be presuasive and it will take your readers from their problem, their  unawareness, their doubts and their uncertainty to their solution, their awareness and their purchase.

It can be used to persuade readers to buy a product, sign up for a mailing list, or take any further action that will help your business achieve its sales goals.

When written correctly – sales page are more like total guide telling, convincing, proving and selling your readers on your offer, instead of just you saying, “Hey I am sell this PRODUCT and offer that SERVICE …”

When you know your readers' problems and needs more than they do themselves and you were able to show them how you can help them solve it - and why exactly they should trust you- it’s more convincing and easier to buy from you.

They go thing is that you don't have to always use one writing style when writing a sales page, here are the

4 Types of Sales Page you should try

Type #1: Plain sales page. 

Plain sales copy reflects the main features and benefits of a product without making big promises, creating an enchanting story or trying to maintain a conversation; it's of facts and not else.

Type #2: Storyselling sales page. 

Actually it's Storytelling sales copy but since we are using it for sales let's call it Storyselling sales copy. 

The success of a Storyselling sales copy would depend on the level of creativity of the Copywriter and her profound research. 

This is appropriate for landing pages and email series. Storyselling sales copy would always have 4 distinctive elements: opening, conflict, dialogue and solution

Type#3: Conversational sales page.

 The conversational sales copy shows a healthy yet presuasive conversation between 2 individuals: the prospect and the copywriter. 

The ability of the Copywriter to anticipate and answer objections would guarantee the success of this copy.

Type #4: Expert sales page.

Buyers need to rely on an expert opinion before making a final call. This is why expert sales copy is always extremely effective, it's tells people exactly what they need to know about a product (No gimmicks!).

Now that you know what a sales copy is and different types of sales copy, let’s dive into my 10-step formula for writing the high-converting sales page…

#1 – Research

Conduct research about your customers, your products and your competitors

You can only write fiction without researching about your customers, your products and your competitors

❌ Don't assume you know all these. 

❌ Don't write to everyone 

❌ Don't discard your competitors ideas

If you want to get to know with certainty the problems, needs, pain points and emotion of your customers (and all other juiciness that makes a high-converting sales page) then you must conduct an in-depth research. 

You also want to know what your competitors are doing and what is working for them so that you can be able to best them and get the best pay.

Because your customers would only buy from the best and you only have to convince and prove to them that you are the best:

Your job is to gather as many information as possible about your customers, your products and your competitors.

Take action: Research your ideal customers, study your Top 3 competitors, identify your market level of awareness, study products and identify its Unique Selling Point. 

#2- Leverage on the power of one

Now that you know your ideal clients, their needs and their pain point. It's time you write to one of them, about one specific pain point, one goal, one desire and one solution. 

You might add secondary pain points, goals, and desires, but you need to wield the power of one to get the message across.

Just gather your research from #1 in a place and pick the strongest of them all.

You might mention almost every from your research, but you need to, have to, focus on one. That way you would not overwhelming your customers with too much information and get it all messed up.

#3- Hot Attention Grabber

Before anything else, stop your customers from walking out on you or strolling off your ads.

And how can you stop your customers and grab their attention in a rowdy market? It's easier if you know who they really are, then you can call them out and loud.

You don't just write one headline and leave it at that. No. You want to write as many headlines as possible. 

30. 50. 90. 160. It really doesn't matter how much.

Or does it?

You just have to keep writing until you craft out the most sizzling of all.

Remember, a great Headline gets you 80% of your audience

#4- The Hook

Now that you have a headline hot enough to get your customers interested you don't want to lose that interest now, do you?

Lure them into your copy with a hook.

A hook is any idea that grab the viewer’s interest. You have to open your copy with your headline, and then continue on grabbing your customers' attention with the hook. 

A hook should provoke an emotion and help the reader identify with you. This is when your audience decide if you’re really talking to them and if they should keep on reading 

If a great Headline gets you 80% of your customers then a sloppy hook loses those 80%.

#5- Address the pain

You've grab and hook your audience to you? It's time to show them their pain, tell them their fear and what would happen the pain didn't stop!

As much as you want to not do this, you must address the reader's pain. 

You want to tell them that their fears are real and show them how bad it can get without adding to it. 

You want tell them that you understand what they’re going through, that they are not alone and that you’re here to help (You want to sympathize with them using empathy). 

Yeah, a Love-Based Copywriter don't use negative emotions to conjure conversion but, address the problem is absolutely necessary, even in love, if you want to undoubtedly pass your message across. 

Remember, you can only relief the pain if you acknowledge it, do it with empathy and understanding, not with harsh word and fear.

#6- Build Desire & Give reasons

Now is the time you have been waiting for. The time to build their desire and make them want you. 

This is the time to paint the picture of what your offer is about and get your readers emotionally and logically bonded to you.

Tell them what is in it for them, what they would gain from your offer and how your offer would transform their lives. 

Explain it to them, give them reasons to act, create the motivation for them to act.

#7- Objectives and Proof

Trust me on this, no one not even you want to buy an ambiguous offer. That's why you have to include this in your sales copy for maximum conversion.

Your readers have been piling up reasons to not buy into your offer, reasons why they won't be buying from you, this is where you shoot all those reasons dead and burn them out of radar with Social Proof of why they should trust you and your solution.

Show your credibility, your stats, your testimonials, your case Studies, your white papers... 

Just give them hardcore facts about you and why you are The one for them.

#8- Risk Reversal

Even though you have proof yourself to be THE solution and offer, people won't dive in with a snap of your fingers because...

They don't want to be stuck or in any sort of disadvantage if you can't give them what they want. That's why you have to give them a risk reversal scheme to ease them up.

Yes, it's feel great to tell your readers that you have a 'No Money Back Guarantee' to show your supremacy...

But do you know that make it easier for your readers to say 'I say so, I am out' because they know they are diving head first into a boiling water and they don't want that.

You should know all the types of risk reversal schemes there is and choose which the best for your offer.

#9- Call To Action

Don't think you readers know what to do tell them what to do! 

You have to clear and concise with call to action, if you want a reply to a nail today be sure to say it and tell your reader exactly how they can go about sending you a reply.

No detail is too small, make sure to give your reader a step-by-step guide-like detail on what action to take and how exactly to go out it.

Remember the power of one? You should also only be using one call to action and be asking your readers to do one thing – and that’s to sign up or buy. 

If your sales copy is longer more than a thousand words, you should include the call to action multiple times throughout your page.

#10- Reminders

Your sales copy should have ended with a call to action but since you don't want to take any chance...

Remind your readers of their pain, their needs, the solution, their desire, the risk reversal, the offer, the bonuses and everything else that is important for them to remember.

In short, summarize your entire copy here and tell them again what is in it for them.

Okayyy, there you have it. My 10-step formula for writing the high-converting sales page.

If this is helpful, be sure to share it on Facebook, LinkedIn or Instagram and be sure to tag me @teslimatishaq when you do so I can say thank you!

Until next week, Bye for now 👋