If you’ve ever stared at your sales page and thought “hm… it seems a little quiet on here for how good this offer is,” you’re not alone. It can be incredibly frustrating to have a great offer, a stellar design, but not the sales you were hoping to get from all your hard work.
As a website and sales page copywriter for 6 and 7-figure founders, here’s my honest answer: a sales page converts when it’s specific about the result people get and specific about who that result is for.
The good news? People probably want what it is you’re selling.
They’re just trying to figure out what the heck it is they’re actually getting when they land on your sales page. They want to know what they’re actually paying for and if it’s worth it.
So, let’s dig into how that’s done in your sales page copy so you can convert more people into your offer.
Buyers are paying for the result, not the delivery
Whether you’re selling a course, a membership, or a done-for-you service, the way you deliver isn’t what gets someone to buy — the result is.
If they want to grow their business, go viral on TikTok, or fix their acne scarring, the format of your offer matters way less than whether they believe they’ll get there.
Get painfully clear on the outcome, what they can expect, and what their life looks like after they buy from you.
The more specific you are about that, the more likely someone is to read your copy and think, “Oh wait, I actually really really need this.”
Don’t be a “trust me, bro” situation, show them the process
Once the result is clear, the next job is showing how you deliver it.
That’s where your process comes in (or pillars, modules, methodology, etc.)
Walk people through how you get them this result. Show that you have a standard operating procedure that has worked for other people. Be clear on why each part of this process matters so they see they’re not just buying a promise and good vibes.
When the gap between where they are now and where they want to be becomes three steps or four pillars, it stops feeling like some vague, aspirational someday. It starts feeling incredibly attainable for the reader.
This is also the thing so many sales pages leave out – they list the deliverables, but skip what those deliverables do for you and how it’s helped other people get results.
Your modules, your pillars, and your past results are what connect the dots for them.
Case study: My client Shannon and her 4x views promise
Shannon is an Instagram Reels expert who has run a membership for a couple of years, helping business owners with their Instagram reels. She came to me to update her email sequence and sales page for selling the membership.
One of our focus for the project was being wayyy more specific about who the membership was a good fit for and what they could expect to get out of it. She already had great testimonials and a clear promise she could deliver again and again: we can 4x your views in just a couple of months.
So we kept the promise and got specific about the person. Not just any business owner on Instagram, but business owners who think Reels are fun, who enjoy connecting with their audience, and who want to grow their page but need help and accountability to make it happen.
Just as important was who we didn’t want. Shannon didn’t want more people who thought signing up alone would do the work for them. The membership isn’t a ton of effort because she does so much of the heavy lifting, but members do have to show up.
The copy qualified people from the first line. We got more people into the membership, they got better results, and they stayed in longer because they were set up to succeed.
- In a year, Shannon grew the membership to $2 million a year.
- She also ran a flash sale one weekend that brought in $140k off the copy I wrote.
The copy was specific, fun, and clearly written for people who would be a great fit for the membership, which is why it’s been able to grow so much since we worked on it.
“I now have more clarity on my offer and can explain the benefits way better than I could before working with Delaney. It’s not a “standard” membership that people understand right away so Delaney’s words brought it to life!” — Shannon
Case study: My client Jillian and the $50k goal
Jillian is a financial coach with a year-long membership for creative entrepreneurs who want to set and achieve bigger financial goals in their businesses. She wanted the membership to attract more established people who were ready to take on bigger goals, rather than general financial coaching.
She decided that she wanted new members to set and work on a goal worth at least $50k. That could be saving $50k, investing $50k, adding $50k to a retirement fund, or buying a building or office space. Whatever it was, she wanted people who were in a position to go after a goal that size.
That’s the specificity we built into her sales page copy. We spoke to people who were at that level, answered the questions they would be asking, and showed how coaching had helped other clients achieve similar goals.
- She filled her program with a successful launch. It’s an ongoing membership, so people can join anytime, but this launch brought in lots of new members who were better qualified and better set up to hit that $50k result within a year of working with her.
Not too bad right? Her testimonials from the people who are joining now are going to be even more fire.
“Delaney CRUSHED my sales page. My old sales page had been endlessly tweaked and edited but still not quite there, so I knew it was time to get a fresh start. Working with her was so smooth, and I loved feeling taken care of in the process- I never felt nervous because I knew she understood my business and goals clearly. Can’t recommend her enough!” – Jillian
The common thread in both case studies is a specific outcome. When you have one, you can position the offer for the people who are actually a good fit (which will get you better results and testimonials in the long run too.)
What I’d skip on your sales page
I’m a copywriter, which means I think about the psychology of the person reading your offer on their phone at 9pm on a Tuesday after they’ve already worked a long day, but still need the solution your offer can help them get.
In this day and age, a few things that used to move the needle are actually going to end up hurting you in the long run. I can’t let you write your sales page with outdated or sketchy tactics, so here are few things make me want to punch my screen when I see them:
Fake urgency
Fake countdown timers and fake limited spots don’t work like they used to. Buyers are smart, and more of them are picking up on those tactics than ever.
If you rush people into a decision, you’re probably not getting the best people into your offer. Skip the gimmicks and be honest about how to get started and what they need to know to decide.
Writing for everyone
I see so many business owners trying to build a sales page that’s good for everybody. If you can get the same result over and over, no matter who walks in the door, sure, brag about that on your sales page.
But if you only want people who are a great fit, who will get great results, and sing your praises after, write only to them. Those buyers are ready to do the work, they’re at the right starting point, and they will make you look great.
If your page speaks to everyone, it probably won’t convert well. Or you’ll end up with a mixed bag of clients and a business that’s kind of hellish to run.
Screenshots instead of copy
Ughh, I literally hate it when people throw a wall of their DMs or Stripe screenshots on their sales page and call it a day. This is really icky, don’t do it.
Testimonials matter. But a wall of DM screenshots or income claims is not sales copy. It doesn’t connect the dots for the reader. It doesn’t allow you to connect with them on values, work ethic, or personality.
It also won’t get you better people into your offer if that’s all you’re leaning on. It will get people chasing quick validation and a chunk of change, which isn’t great for your client base or business reputation.
Long video testimonials
Videos can help, but pleaseee, make them short. Edit them down, go vertical if you can, and don’t put them everywhere.
Your readers are going to skim your page at first. If you’re expecting them to watch 15 minutes of video just to see if their question is answered or if this offer is right for them, you’ll be disappointed.
How to find what will make your sales page convert
If you want to fix your sales page, make more sales, and attract better people, start with what you’re actually promising.
Can you get that result down to one sentence you can say without hedging? That’s basically the thesis statement of your sales page.
Then work backwards:
- What position would someone have to be in to get this result?
- Who would be genuinely interested in this?
- Where would someone be in their buyer journey so they’d nod along to every point on your page?
From there, you can start looking for signals. This is what I call Signal Mining, and it’s the first step when I write a sales page for a client.
I go through their existing materials, current marketing assets, testimonials, and the questionnaire and conversations we have together. I’m pulling out the things in their business that actually move people toward buying.
What I end up pulling is a lot more specific than “person needs result, I can help.” For example, here are some of the things I’m looking for:
- Can they trust you to deliver the result? Testimonials and case studies help with this, but are you also someone they like, trust, and share values with? Those are signals too.
- Do they see themselves in your copy? Not just someone who wants the result you’re selling, but are you a personality they’d love to be around? Do you share a sense of humor or life stage, or at least address that in your copy?
- What’s the reason they’d hesitate? What we don’t want is them liking you, saving your page, and then forgetting you exist. If they’re hesitating, why is that? Can we address that head-on?
- Why now? What are they making harder for themselves by waiting? What do they have to lose if they hold off?
I have a list of 11 beliefs that need to shift for someone in order to buy from you, and the signals I pull from your business are what we use to shift those beliefs for them while they’re reading the page.
Really want your sales page to convert? Get a copywriter
So, by now, you’re probably realizing some things that you have to fix about your own sales page if you want it to convert better.
Heck, if we were sitting down for coffee to talk about sales pages, I’d probably yap for 2 hours about all my sales page copywriting hot takes.
But if you have an offer that works, great testimonials, and really just want copy that works so you can get results like Shannon and Jillian, you can hire me to write the whole thing for you.
Check out some more information here on what it’s like to hire me as your copywriter or just go ahead and inquire here, saying you came from this blog post.
