11 reasons you should hire a sales page copywriter
Writing a sales page is a much bigger deal than most people realise.
I think sales pages can be a really unappreciated aspect of a funnel or something that people kind of leave to last.
I also will be honest: there’s a lot of platforms that offered sales page templates for a long time and sort of like CRM or email service providers like Shopify and those templates basically ended up getting used so much that they really became sleazy and everybody recognises them and now people kind of hate the format.
If you’re someone who hates those super, super long weird sales pages that feel really gross, that is where that kind of stuff comes from-people selling these templates.
So now I feel like sales pages have kind of got a bad rap.
People kind of feel weird about them, but at the end of the day if you have a funnel and you do not have a sales page it’s gonna be really hard for you to sell that product, unless you’re willing to jump on 1 million sales calls during a launch.
The role of the sales page is not just nice writing or to be informational. It is to sell, which means that it relies heavily on persuasive copy and conversion copy.
But I think one of the biggest questions that people have is whether or not they should write it themselves, use a template, or hire a copywriter.
I’m obviously biased, but I do think you should hire a copywriter specifically always for sales pages and I don’t think it’s something people should DIY, and I’m gonna break down in this post when it’s time to hire a copywriter and why I think that, especially for a big launch, it is a non-negotiable if you want success.
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Hi, I’m Elle…
Website Copywriter, Unapologetic Girls’ Girl, And (According To Clients) An “Absolute Dream.”
What Does A Sales Page Copywriter Actually Do?
So the way that I always talk about sales pages is a sales page is essentially like a season finale. If the rest of your funnel is the season of a show, your sales page is a season finale that pulls out every single stop and that it brings everything together and does everything it can to get people over that finish line.
It just doesn’t make sense to have a great funnel where you’re doing all of the work and essentially everything in your funnel is coming to the end of it, right? A funnel is that shape because everything is coming to one thing, that one thing is a sales page. It makes no sense for that to be the weak part of your funnel. Everything else you put so much work into: your offer, your social media, your email campaigns, and then it comes to the sales page, that is not good and it doesn’t work and you’ve wasted not just the sales page, but all of the rest of your work has been wasted.
When you work with a sales page copywriter it is a huge difference between just writing and selling conversion copy and especially direct response copy. Sales copy is a different beast than content writing.
You have to be super educated on sales psychology, on frameworks, on exactly how to structure a sales page to get sales, what to say on what part of the page. You have to understand brand messaging, you have to understand messaging hierarchies. There is a lot that goes into that and if you do not know any of that you are going to struggle to write a sales page that works really really well.
Sales page copywriters use structured persuasion not guesswork and a good sales page copywriter is going to do a bunch of messaging and data analysis before they even jump into writing to make sure that everything is primed for conversions.
They’re also gonna know how to test a sales page ahead of the launch and they should be able to do that to make sure that everything that they’ve written is set up correctly to maximise the sales on the day.
So when you do hire a sales copywriter, you’re not just hiring a writer you’re hiring someone who understands psychology, persuasion, and how to present that ethically. If you hire someone like me who is a non-toxic copywriter, you can present everything in a way that empowers your audience, gets them excited to buy from you, and that doesn’t feel sleazy or cheap.
I’m also an ambassador for romanticizing business and making it fun, an expert in non-toxic conversion copy, a Miranda Priestley apologist, and my actual job description should really be ‘matchmaker for you and your dream clients“
If you liked reading this blog post – I would love to hang out more with you 🙂
And these, IMO, are the best ways for us to that:
The 11 Reasons to Hire a Sales Page Copywriter
So I’m gonna break down 11 reasons that I think everybody doing a launch should hire a sales page copywriter and the benefit of working with one.
1. They Understand Buyer Psychology
The number one reason is that they understand buyer psychology. Copywriters, or at least good ones, are trained to understand emotional triggers, objections, pain points, desires, decision-making patterns, messaging-everything that goes into buyer psychology and understanding how people make decisions.
They’re gonna understand what stage of sophistication your audience is, what they care about, what is going to trigger a buying decision, what might stop a buying decision, and they also are going to understand how to present all of the information that needs to be presented across the page in the right order, in the right flow, to get people to feel safe and excited about buying from you.
If you don’t have a strong understanding of buyer psychology and you haven’t really studied it or the frameworks or the data behind it, it’s gonna be hard to build a sales page in the right way, in the right order, that’s gonna get conversions.
2. They Know How to Structure for Conversions
The next reason a copywriter is they know how to structure for conversions.
One of the issues with sales pages is people don’t know how to structure them or they follow extremely templated structures that do not work for every audience and every offer.
Which is why I’m not a fan of templates and why a lot of people end up with sales pages that are way too long for what they need or what their audience needs.
A copywriter is gonna be able to analyse an audience, analyse an offer, and understand what the structure needs to be. How long the sales page needs to be and what information it needs to include.
They’re gonna know when they need to add extra sections, when they need to take a section off, if they need to move a section to a different place, and they know in terms of psychology the flow that somebody’s decision-making process needs to take, and everything that somebody needs to know in what order for them to go from being unsure about an offer to being absolutely ready to buy.
3. They Can Articulate Your Value Clearly
Copywriters also know how to articulate value clearly, which is something people struggle with on any type of copy. If you are very close to an offer, it’s really hard to step back and understand how your audience sees it and how they feel about it. Whereas with a copywriter, you are getting a pair of outside eyes on your copy-someone who can come in and find the exact messages using research into your audience as well as their own knowledge, and pick out the messages that need to be placed in your sales page across the right areas.
They also know how to take vague ideas or language and turn it into really specific, sticky language that’s gonna connect with your audience and land on a deep emotional level.
4. They Save You Time (and Mental Energy)
Another benefit is saving your time. I’m willing to bet that if you are someone who is planning a big launch you have a million different things that you’re trying to do at once. You’re super busy and the last thing that you need is to sit down and try and write a high-converting page, which could take you dozens of hours because you’re gonna have to learn how to do it, find the templates, research into your audience, understand the structure, figure out those persuasion techniques, and you know, write and edit a draft yourself.
One of the biggest benefits of hiring a copywriter in any sense is saving time, but especially with a sales page. Most people who are planning to launch have so many other things to work on, they just don’t have time to spend so much time on this, and one of the big problems with that is when people try and DIY it, it ends up becoming really rushed and people are not giving it the time that it needs.
Hiring a copywriter means that you can save time and also get a really, really good sales page and a good product within a much shorter period of time than it would take you to learn and write it yourself.
5. They Bring an Outside Perspective
A copywriter is going to be able to look at your industry the way that your audience looks at your industry. One of the issues is if you are someone who is an expert in your field and you are launching a product that you’ve been working on for years, you know everything about it so you see it from the perspective of an expert. Your audience is not an expert, that’s why they’re buying it from you, so they don’t see it from that perspective.
A copywriter is able to go into your audience’s mind and essentially “read their mind” by doing interviews, by running surveys, by doing data mining, and understanding exactly how they see your product and how they view it. And then communicate that in your audience’s language and speak to them in a way that they’re going to understand. They can offer an outside perspective on your offer and your business that you might not be able to communicate, and they’re gonna be able to pull out specific details and specific ideas that will resonate the most with your audience. That’s something that you struggle to do when you are too close to your own work.
And I know that because I sometimes find it really hard to write my own website copy too, despite being a website copywriter, because I’m just too close to what I do and it’s hard for me to sometimes see the big picture.
6. They Know How to Handle Objections
A really great sales page copywriter is gonna understand how to address doubts before they become deal-breakers and exactly what needs to be said to counter every single objection that your customers might have
It’s not about stacking benefits and talking about loads of different benefits or what they’re gonna get. It’s figuring out exactly again based on in-depth research and data not guess work. What would stop somebody from buying this offer and what we could say to convince them that they’re making a good choice and make them feel safer about that buying decision.
This is one of the most important parts of the sales page because everybody thinks that you know it’s enough to just tell people you’re gonna get this really cool thing and this is everything you’re gonna get but really one of the hardest things you’re competing with in any sales funnel is people’s fear that it’s not the right choice for them or that something’s gonna go wrong so having someone to understand exactly how to counter those without fear or shaming or being sleazy and to empathise and empower people to overcome those objections is one of the biggest values of hiring a sales copywriter
7. They Use Proven Copy Frameworks
One of the best things about hiring an experienced sales copywriter is you get to remove the guess work so when you are writing yourself if you’re not a sales copywriter there is always gonna be this feeling of guessing or not knowing what you’re doing
Really good sales page copywriter should have a background in brand messaging and they should understand how to do research into your audience and build those brand messages and those key sales messages in order to never have to guess what they are doing
Not only will people be using actual real world data that has been pulled from your audience but they’re also gonna be using frameworks and formulas that they have learnt that have been tested 1 million times and because they’re educated about all the different frameworks and formulas they know the right one to use with your audience and your offer to get the best results not just some random template that they found online but the exact structure and frameworks that will work for what you’re doing and who you’re working with
8. They Optimize for Conversions, Not Just Readability
A copywriter is gonna know how to optimise for conversions not just readability so as important as it is to have a great page that is very readable, on brand, and in your voice, it’s also really really important with a sales page more than any other type of copy for it to sell; it has to be written with the goal of clicks, sign-ups, and purchases
And a really good sales page copywriter is going to know exactly what to put and when; they are gonna know when you need an extra bonus. They’re gonna know when you need a quick trigger. They’re gonna know when you need to add social proof and what kind of social proof to add. They’re gonna know when you need an extra section or when you can take something out. They’re gonna know how to balance benefits versus
They are gonna know how to write your page in a way that is primed for sales and clicks versus just information or education, and that can be really hard to balance if you are not educated about direct response copy and you’re not educated about sales pages
9. They Know How (And When) To Use Social Proof
A sales page copywriter is going to know exactly how to use social proof effectively.
They’re gonna know all the different types of social proof that you can use.
They’re gonna know which social proof is going to be the most effective for your offer.
There are some sales pages where statistics and credibility in terms of awards or certifications are important.
And there are some sales pages where a testimonial is going to work better.
There are some pages where a video testimonial is gonna work best, or DMs.
There are some pages where you’re gonna need more social proof and some pages where you’re gonna need less.
They’re also gonna know where to put the social proof and exactly which testimonials to map against each piece of text because I will tell you something about social proof: not every piece of social proof makes sense on every page.
A big mistake people make with social proof is they just put everything they have randomly and they think it sounds great but actually even the way that you structure social proof, you need to use it strategically to prove points and a sales page copywriter knows exactly how to do that and get the best out of all of your social proof and maximise social proof, even if you don’t have a lot, to help build that trust and get those conversions.
10. They Help You Stand Out
A great sales copywriter will know how to position you as different and better than anyone else in your audience. One of the biggest things that you’re facing as a business especially when you’re running a launch is the fact that most people are competing with someone who’s doing something similar and it is really hard to stand out in today’s market where everything is oversaturated and crowded.
A good copywriter is going to understand how to show exactly how your offer is different and make that specific and believable instead of generic. They’re gonna understand your audience and brand messaging and figure out how to position you as the best possible solution to your audience and as somebody who is very different to everybody else in your industry and better than everybody else in your industry.
You are able to do that yourself but it can be a struggle to pick out the exact things and know exactly what you need to say and not get lost in all of the technical things that you know make your offer really amazing but maybe are not gonna resonate with your audience the best.
The great thing about a sales page copywriter is they are going to be able to find everything that makes you different and then analyse your competitors in your industry to understand which messages they need to pull out and push forward to get results.
11. They Can Increase ROI (Not Just “Make It Sound Better”)
And the biggest benefit of working with a sales page copywriter is they should increase ROI; they’re not just gonna make it sound better. They’re not just gonna write a sales page that sounds good. A great sales page copywriter should be making you back your investment because your sales page should be fucking selling.
They should be writing you a sales page that is gonna get conversions, that is gonna say the right things to the right people in the right way to empower and excite them about buying from you.
By working with a sales page copywriter you should make more sales than you would be able to make if you wrote it yourself or if you got it from ChatGPT or if you just used a template because their job is to maximise, test, and improve your sales page to get the best conversions.
Hiring a sales page copywriter is not about saving time. It’s about making more money. A sales page is meant to sell and a good copywriter should be able to sell through words. That is their job. Their job is to sell by writing an amazing page.
When You Might NOT Need a Copywriter
Let’s talk about when it’s right for you to hire a sales copywriter and when you maybe don’t need one
Like I said, if you have a big launch and the rest of your launch you have invested in social media, you’ve invested in getting traffic, and you have a really good email marketing campaign, then it makes sense to hire a sales page copywriter because you can’t let the end of your funnel be the weakest part of it; it needs to be the strongest part of your funnel and you can’t let the rest of your work go to waste. If you have a really great offer, a really strong audience, you’ve validated it, you know exactly what you’re doing, and you believe in your offer, it makes sense for you to invest in a sales page copywriter and then make sure that everything in your launch is worth it.
However, if you have a new offer, you haven’t really validated it and you’re not sure, it might not make that much sense to hire a website copywriter because it might be an investment that you struggle with and it also just might not have enough information about your audience or your offer to really get the best out of a sales page.
If you’re still validating your offer, still figuring things out, it’s the first time you’re launching, and you haven’t invested a lot in the rest of the funnel, you maybe don’t need a sales page copywriter to come in and write the whole thing. You might benefit from something like an audit where you write the sales page or use a template or ChatGPT and then you ask a copywriter to go over it for a fraction of the price it would cost you to hire a sales page copywriter, to tell you what you need to change, help you fix the structure, and help you add in the right things. And yes, obviously I do offer that; I specifically have sales page audits so you can go and check that out here if that’s something that you are interested in.
What to Look for in a Good Sales Page Copywriter
OK so when it comes to hiring a really good sales page copywriter, what are you gonna be looking for?
One: look for a portfolio with results where somebody can explain what they’ve done and you can see sales pages that they’ve written, but also they tell you about the results that they’ve got. A really good thing to look for here is case studies. If somebody has case studies where they show you the kind of results they got, the sales pages that they wrote, and what that looked like, then you know that they’ve done it before and you can trust them.
You also want to look for somebody that has good testimonials from actual businesses, and when you see those testimonials go and research those businesses to see who they are and make sure that they’re real because unfortunately there’s some shady people out there with some fake portfolios and fake testimonials.
Another thing is somebody who understands your orientation in industry. Ideally you want to work with somebody who has a good understanding of your audience or industry or has some sort of connection to that and is going to be able to write content that works for you.
Also work with somebody who has a clear process and somebody who understands direct response and conversion copy. A lot of people will write sales pages but they’re really content writers and they do not have a background in conversion copy or in data.
Something that I focus on is conversion copy. I have a very strong process in terms of how I put together brand messaging, messaging hierarchies, and how I do market research. And part of my process for sales pages specifically always includes doing interviews or surveys with your target audience because more than any other type of copy that is absolutely invaluable. You need that extra data and you need to know exactly what your audience is thinking from them in their specific words. You do not want guesswork.
Something that’s really important to look at is: is somebody using guesswork to write it? Are they just a creative copywriter or is it somebody who really understands data? They understand psychology, they understand persuasion, they really get the nitty-gritty behind the scenes of it. That’s who you want to work with, and that’s what you want to focus on.
And as with most things with copy, you do get what you pay for. You don’t want to look for the cheapest person or try and find somebody who is really cheap and end up getting bad work, which is why I say that it is better to book an audit if you cannot afford a sales page copywriter who you know is good at what they’re doing. It’s better to book an audit and have somebody come in and tell you what you can change or help you change it, or even somebody who can do a VIP day like myself where you can book me for eight hours and I will rewrite the copy for you and edit it for you for a lot less than what I would charge to write the sales page. Just don’t go for the cheapest option because you might get burned and end up having to spend more money or ruin your launch in the process.
And if you need help with that or you’re somebody who’s interested in working with a sales copywriter, I obviously work as a sales page copywriter and you can learn more about me and my sales pages over here. But I also know a lot of amazing sales copywriters included over here in my Rolodex that you can trust, so if you need help finding a sales page copywriter, don’t worry I’ve got you-go and check that out.
Cost vs. Value: Is It Worth It?
The main thing that you wanna basically ask yourself when you’re looking at whether or not you should hire a sales page copywriter and whether it’s right for you is cost versus value. Is it worth it?
If you don’t have a budget, if you have a very new offer, and you don’t feel like you have the money to invest in a good sales page copywriter-
If that’s the case, you can go for a cheaper option like an audit or writing the copy yourself and booking a VIP day.
But in any other circumstance, if you have a great offer, if you have invested in the rest of your sales, if you think that you can make a lot of money from the launch, if you expect to make a lot of money from the launch, and you want to take this really seriously, then it’s a no-brainer in my opinion to hire a sales page copywriter.
I know I’ve said it a lot, and I can’t say it enough. Your sales page needs to be the strongest part of your funnel. It’s where everything is leading back to. Do not let that be the weakest thing. Do not let that be the thing that you know doesn’t work in your funnel, and especially if you consider how much time working with a sales page copywriter is gonna save you and how much potential money they can make you by selling your launch really effectively. If you have the budget to work with one, it should be a no-brainer and it just makes sense to do so.
Especially if you have invested a lot of money in things like ad spend to get traffic or product development, you need to make sure that the end of your funnel is as effective as the rest of it, if not more so.
In Conclusion
So in conclusion, obviously I’m biased and I’m telling everybody they should have a sales page copywriter because I’m one and I think it’s great-but I’m just kidding.
The reality is that more than any other type of copy I don’t believe that this is something that should be DIY, and I’m giving you my very honest opinion: it doesn’t matter if you hire me or if you hire somebody else, you should hire a sales page copywriter if you have the budget to do it because without a good sales page you are going to waste all of the work that you’ve done on the rest of your launch and you might waste all of the other money that you’ve invested.
You could write your own sales page, but it’s gonna take you a long time to write one that’s effective. It’s gonna be a huge amount of work and if you’re a busy person it’s probably just not worth it.
With a sales page copywriter I will save you time, it will save you stress, it will save you peace of mind and because they are direct response copywriters-which means that sales copywriters should make you a shitload of money because that is their job from writing a really great sales page.
If that’s not an option then of course you can do an audit or a VIP day, where you have somebody rewrite your sales page for you or audit it and help you improve it. That is a great option if you are on a budget but you still want your launch to be super successful.
If you need help with any of those things, obviously I’m a sales copywriter. I also offer VIP days and I do audits so you can always book me to help you with any of those things. And if you are planning on creating a sales page, good luck with your launch.
The Hot Gossip, The 411
More from The Blog
If you loved this post, and you want to get the 411 on more things copy and marketing – here’s your next read, all lined up.
Hi, I’m Elle
Website Copywriter, Unapologetic Girls’ Girl, And (According To Clients) An “Absolute Dream.”
I’m also an ambassador for romanticizing business and making it fun, an expert in non-toxic conversion copy, a Miranda Priestley apologist, and voted most likely to over-deliver and overshare.
But — you know what else I am?
A girl who’s tired of seeing talented, creative women settling for mediocre copy and generic branding because they think they have to do it all themselves, or they’re waiting for permission to step into their It Girl era and become the hot brand they’re supposed to be.
Which is why I’d love for you to finally get copy that reflects your full potential — even if you can’t quite yet put that into words.
