I know I don’t have to tell you that better copy makes a website more effective. If the copy is better, visitors to that site will be more likely to interact, more likely to do what the website’s owner wants them to do.
But not all copywriting projects are created equal. Some copywriting projects are ones that are a higher priority than others for clients. And there’s one copywriting project in particular that is one of the highest priority projects for clients, which is why it’s an effective one to pitch to prospective clients.
Why Certain Copywriting Projects Are Easier Sells Than Others
But it’s not always easy to draw a straight line between new, more effective copy and more sales. A better-written homepage or a better-written About Us page is going to improve the business, but they may not immediately increase the business’s income.
Which means that it’s easier for a client to put off improving them. When a client comes to you for new web copy, more often than not, they’ll tell you that they’ve been meaning to get around to this project for a while.
It’s not a priority to them because they can’t directly connect it to revenue. Which means that the project with you is not going to be a high priority until a fire is lit under them to take care of it. And you may not be able to control this.
Before I go on, let me be very clear: Website pages and all other kinds of copy projects are still very important and still very much worthwhile to offer as services. Clients need them and you should be offering them.
But there’s one kind of project that’s naturally more urgent to clients, that’s naturally more of a priority, and that directly impacts a customer’s revenue. Which, in turn, means that it’s easy to make it clear just how valuable you writing that project is.
What am I talking about? Sales pages.
Why Sales Pages Sell Themselves
Sales pages are the landing pages your clients use to sell their big-ticket products or services. They convey the benefit to consumer (of course!) but they also cover a huge range of other things—pain points, features, testimonials, about the creator/company, who the product/service is and isn’t for, guarantees, case studies, FAQs, ideal outcomes, risks of not purchasing, and so on and so on.
A sales page conveys everything someone needs to know in order to decide to make a purchase. Which, of course, can make them long—which, in turn, means they’ve got a lot of copy.
And what’s better is that it’s not hard to draw a direct correlation between a better sales page and increased sales. The money a client puts into getting a sales page written will come back to them exponentially in sales.
Sales pages are large, lucrative projects that many clients know they need done well and are also ready and willing to pay well for.
How to Pitch a Sales Page Project
Now, Comprehensive Copywriting Academy students know there’s an entire masterclass on pitching clients. So, we’re just going to cover a few highlights here.
(Not in the CCA? Find out more about the CCA here >>)
Typically, you identify a client you’d like to work with, pinpoint a project you think would add value to their business, and send a pitch, making the benefit to your prospective client clear.
But the tricky thing about sales pages is they’re usually dependent on your client’s timeline. Usually, a solopreneur comes up with a program or offer and then looks for a copywriter to hire to write the sales page. So, it’s harder for you, as the copywriter, to know the program needs a sales page if it’s not even out in the world yet!
So, if you want to write these pages, connecting with entrepreneurs in Facebook groups is a great way to advertise your sales page writing services.
Once you know a client needs a sales page, use these four tactics to land the project >>
How to Write an Effective Sales Page
Again, CCA students, you have an entire course on writing effective sales pages. These are big projects and there’s no way to cover it all in a single blog post (hence the course!). But it’s important to remember a few key things.
There are many possible directions you can take a sales page. And your client may have a lot of information they want to cram onto the page.
It’s your job as a copywriter to determine the most important pieces of information that need to get included on the page. And ruthlessly cut anything that doesn’t support the objective. (A creative brief is extremely important to every project, and a sales page is no exception.)
Most copywriters focus on too many of the functional elements: pricing, features, FAQs. And these are certainly all important.
But too often they overlook the big picture. What is the client going to get if they make this purchase? What is the real deep benefit? If you’re working on a sales page (or plan to!), take a look at this post for three keys to writing a wildly effective sales page >>
Lastly, how do you determine if the sales page is effective? Numbers help. Here we look at copywriting numbers, or copywriting metrics, and why they are important to you >>
Read More: Other Copywriting Projects
As a copywriter, you’ll be given a variety of projects. Here are some other projects you’ll likely be assigned:
- Why Landing Pages Are the Perfect First Copywriting Projects
- Writing Proof of Concept Copy Projects
- Writing Subject Lines for Solopreneurs
- 4 Steps to Write a Wildly Effective About Us Page
Do sales page projects interest you as a copywriter? Why or why not? Let us know in the comments below
Last Updated on November 14, 2023