Last week, I wrote the first sales page for a client.
He is in the wellness space and is selling a new workshop.
After clocking in all the time learning, planning, doing, and, to be honest, procrastinating, writing this page took me around five days.
I learned a few actionable and useful lessons in the process:
1/ I already knew how to write it - I just needed a framework 🏗️
I have written many landing pages and emails in the past, but never a sales page. So, I spent a day learning about sales pages and created a plan.
It turns out the only thing I was missing was the structure.
Once I got this, I had everything I needed to start the process.
The structure of a sales page involves all the basics of copywriting in a specific order.
- I try to hook the reader with a good headline.
- Reviews and testimonials are just social proofplugged in throughout the page.
- It’s the same for CTA, features, benefits, and pricing. I did all of these before , just not in this specific order.
2/ Good research makes everything easy 🧪
In every project, my first instinct is to start writing as soon as possible. This is not how copywriting works.
There was a lot of stuff I needed to understand first:
- What are all the details of the workshop?
- What are the main benefits we are trying to communicate?
- What is the pricing structure?
- What are people saying about this experience (reviews and common objections)? Having all this information ready streamlined the entire project.
It’s easier to write when you have the structure and main points ready.
Imagine doing this with a blank page. Scary.
3/ ChatGPT is an amazing companion - but not a copywriter 🤖
I always felt like ChatGPT was a friend with many good insights and wisdom. But he is not good at producing high-quality copy.
That is why I never ask him for a straight-up copy. Instead, I have a conversation with him.
- I tell him what I know and ask him to structure the page for me.
- I shared what people said about the product and asked him to extract the main talking points.
- I use him to brainstorm, ask for his opinion on the general message, and fix grammatical errors. It’s a back-and-forth to refine the copy.
4/ Building a basic website is a useful skill for copywriters 🌐
This client needed to build this sales page using Wix.
I know it’s a completely different skill, but I wanted to impress this client, so I offered to do it.
It was worth it.
It took a few hours, but I learned that building a basic webpage wasn’t hard.
The page design is not amazing, but it gets the job done. Plus, I added a useful skill to my toolbox in the process.
I brought more value to the client, and I might offer this service as a part of a “complete package” offer in the future!
5/ I should build systems 👷🏽♂️
I learned a lot creating this page. I now have a better process for writing another one:
- Many tips on how to write a good sales page
- Good sales page examples on my Ultimate Swipe File
- A custom GPT will help me write a good sales page.
- Page template and checklist for the entire process. The next time I write a sales page, it will be much faster! I’ll use my templates, run through the checklist, consult with my GPT, and get inspiration from my swipe file.
I realized that if I had the same process for other types of copy (like writing a newsletter, for example), I would become unstoppable!