4 Short Elements That Make or Break Sales Page Success [Copywriting Examples]

When it comes to creating online sales pages, you’ll want to learn copywriting techniques that boost conversions. When you understand that much of the total sales page copy is crafted from sections of short copy, it becomes significantly easier to draft a page that demands results.

Using several copywriting examples, let’s walk through 5 short copy elements that play a serious role in your sales page success.

What Is Short Copy?

In its basic definition, short copywriting is made up of snippets of marketing text that (usually) kick off some other action / process.

Short copy needs to catch attention and move people to another step/phase.

Here are some examples of short copy:

  • Headlines
  • Email subject lines
  • Blog post titles
  • PPC ads
  • Social posts (tweets)
  • Form copy
  • Book titles
  • And other types

On long sales pages, these 5 sections use strategic short copy to propel people through the page — highlighting vital information along the way — to encourage conversions.

  1. Headlines
  2. Sub-heads
  3. Bullet points
  4. Calls to action

Who Says Short Copy Works?

Your customers do! As seen in this eye-mapping study, visitors to this sales page focused intently on:

  • Headline
  • Sub-headline
  • Bullet list

Here you can see how the call-to-action captures a site visitor’s interest.

This is precisely why you want to learn copywriting strategies that will help you put well-written, short snippets of text in highly seen spots on your sales page.

#1: Headlines That Convert [With Copywriting Examples]

You’ll continually want to test headlines on your sales page to find ones that convert best. Here are a few of my favorites:

  • Ever — “Ever” is an emphasis word. Using a headline with this word is like underlining it 5 times to get your point across.

  • Use Popular Words — Insert proven words most people respond to: how to, get, instant, because, simply.

  • Do Something “Without” — Instead of saying what they will get/do, tell them what they won’t have to do.

#2: Sub-Headline Examples & Strategies

But primary headlines aren’t the only type of headline on your sales page that requires a professional touch. Sub-headlines are also tasked with guiding readers through your copy, prodding them on and slowing their gaze as they scroll.

As you write sub-heads, keep these 2 things in mind:

  1. Use the same strategies as headlines, but also create stepping stones.
  2. Construct your sub-heads so they draw the reader to the information s/he most needs to see.

The point is for your customer to be able to read only the primary headline and the sub-headlines and get a fairly solid idea of what this sales page is about.

At the same time, those sub-headlines should point out vital details you need the customer to know in order for him/her to grasp the uniqueness and benefits of your product / service.

#3: Bullet Points That Capture & Convert

You do it, too. Practically everybody scrolls through long text whether that’s copywriting on a sales page or a novel. That’s why you want to learn copywriting skills that enable you to slow the reader’s scrolling and sway them with your bullet text.

The mere design of bullet points makes them eye-catching. Taking advantage of the reader’s attention while you have it is paramount! That’s why, in my opinion, bullet points should be jazzy, informative, and enticing. Bullets ought to call out primary benefits / features and position them in the best light.

Here are a few bullet copywriting strategies you can use:

  • Highlight Features — If yours is a product or service where shoppers are seeking particular features, it can be helpful to highlight those in the bullet copy on your sales page.

[Copywriting Examples]

    • 58 fill-in-the-blanks templates for formulating attention-grabbing headlines
    • 6 steps you must take after drafting a post to fine-tune your drafts to perfection.
  • Highlight Benefits — Often, site visitors don’t fully recognize the incredible benefits behind the features. Pointing out the benefits alone or in combination with features can really open eyes.

[Copywriting Examples]

    • Proven tactics for using your posts to increase your subscriber base, make more sales, and boost your social following (you’ll see specific examples).
    • How to subtly promote your products and services in your posts without irritating your audience with a hard sales pitch (this is a vital skill!).
  • Leave Something Out — You can pique curiosity by using words including this, these, those, or nothing at all. By using this, these, or those, your reader is left wondering just which “these” you mean. That curiosity can drive sales.

[Copywriting Examples]

    • Established tips for optimizing your blog posts for Google to drive traffic directly to each one. Insert keywords in these 7 places for best results!
    • How to hook your readers with the very first paragraph of your post. Just replicate these ready-to-go ideas to ignite your creativity.
  • Use Numbers Instead of Words — Just as in headlines, digits stand out more than words. They are easier to recognize in a sea of letters. Using numbers instead of letters to spell out the number adds to the eye-catchiness (is that a word?) of your bullets.
    • 24 clever blog post types in — 2 different styles — that give you a springboard for endless juicy content ideas that readers won’t find anywhere but on your blog.
    • 22 ways to get motivated and boost creativity, including ways to inspire yourself to write.

Pull up this sales page in a separate browser window if you want to take a closer look.
(Hold the CTRL key while you click the link.)

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#4: Calls-To-Action Tips For Closing The Sale

Once visitors get to the bottom of your sales page, you would think they would be ready to buy. But many people need one final nudge before they click the buy now button.

When drafting your calls-to-action, keep these 2 tips in mind:

  • Include proactive button copy.
  • Write in either first person or second person.

[CTA Button Copywriting Examples]

  • Get Yours Now
  • Send My ___ Now
  • Order Today
  • Buy Before Midnight
  • Yes! I Want ______
  • Request Your Download
  • Send My Download Right Away

Each of these 4 short-copy elements pumps up the power of your sales page. When you learn to master each type of short copy, you’ll be better equipped to create sales pages that entice, engage, and earn you more!

Have questions about learning sales page copywriting? Talk to me below!

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