What do The Godfather, Casablanca, and Pulp Fiction movies all have in common?

Great storytelling.

After all, Alfred Hitchcock says it best: “To make a great film, you need three things – the script, the script, and the script.”

That’s because humans have been connecting through stories for millennia, making storytelling the most ancient and the most effective element of any marketing strategy. 

This means that when writing the video script for your business, you’re not just writing lines. You’re writing a powerful story that will take your viewers on an immersive journey into your brand’s universe. 

Not sure where to start with video scripting?

To help you, I've decided to share the six steps to a winning corporate video script that will dazzle your target customers and help you win them over!

Writing the perfect script for your business videos can be challenging. That’s why, here, I share the key steps you need to follow for a winning video script for your business.

Why Is A Corporate Script So Important?

A well-thought-out script will help you plan your video, ensure it matches your brand personality, and convey your message efficiently. And all these factors are key ingredients in the recipe for success!

A script will also allow you to:

• Spend less time filming as you’ve already mapped out your video content
• Craft the perfect story, and ensure it flows and is compelling.
• Grab your viewers’ attention within seconds, as writing a script allows you to spend time crafting an engaging intro.
• Promote your brand in a compelling way.
• Create a much better video than if you had shot your video on a whim.
• Produce a video that caters to your audience

Well-crafted scripts will fuel the success of your corporate videos. So, make sure you dedicate the time and resources needed to write an engaging script for your business videos.

Video Script Framework

I’ve highlighted below the main elements you need to take into consideration when scripting your corporate video.

Video Format

The video format entirely depends on the kind of video you want to shoot and the marketing channels you want to distribute it on.

For instance, the optimal length for an Instagram video is approximately 30 seconds, while YouTube videos between 7 and 11 minutes tend to perform well.

Yet, regardless of the type of videos you record and the marketing channels you promote them on, here’s a rule that you should follow when it comes to scripting:

• Video duration of 30 seconds equals 60 words
• Video duration of 60 seconds equals 120 words
• And video duration of 120 seconds equals 240 words

You get the idea 😉

Video Script Outline

Writing a video script for your business can seem overwhelming. That’s why starting by creating an outline is always a good idea. It will ensure you include all the things you want to cover in the video. 

Successful videos often follow the structure below:

• A killer hook to grab your viewers’ attention
• Problem your target customers are facing
• Solution you can provide  
• Unique value proposition
• Your company culture
• A call to action

Adding these six components to your footage will allow you to make sure your video flows and takes viewers into an exciting journey.

Video Script 

Now, time to focus on the content or meat of the video! This is the part where you need to combine your copywriting skills and creative mind to create a compelling story that resonates with your audience.

I know writing a video script for your business can seem daunting, even if you have managed to draft the outline. After all, that’s why many of our clients invest in our professional copywriting services.

However, if you’d rather write the video script for your business yourself, here are a few questions your video content should answer:

• What is your company’s mission?
• Why was your product or service created?
• How does your solution solve your customers’ problems?
• Why should they choose you over your competition?
• What emotions do you want to elicit?
• How do you want your viewers to feel when watching your video?
• What key messages do you want to convey?

How To Write A Highly-Converting Script For Your Business Videos

Want to create an amazing video that will stand out, drive traffic to your website and convert visitors into paying customers?

Here’s how.

Write A Video Brief

The first step to writing a high-converting video script for your business is to craft a detailed brief. The brief should include the key elements below:

• What makes them tick?
• Why do you want to create this video?
• What message do you want to convey?
• Who is your audience?
• What language do they use?
• Where will you promote this video?
• What’s your budget, and what’s your deadline?

This step will help you clarify your objectives, gather the information you need to connect with your audience, and fine-tune your strategy if necessary.

Craft A Killer Opening

Ever watched Inglourious Basterds, The Lion King, or Goodfellas? These movies were instant successes because they feature powerful openings that elicit emotion and instantly pull viewers in.

And even though you’re not shooting a video for Hollywood, you still need to grab your viewers’ attention quickly. That’s because the average attention span is 8 seconds these days, and competition for consumers’ attention is fierce.

Your opening scene should act as a hook by:

• Sparking excitement,
• Building suspense, or
• Making people laugh

Perfect Your Story

Your message shouldn’t feel like a corporate message. It should be conveyed as a story. 

Why? 

Because as Steven Spielberg once said: “Audiences are harder to please if you’re just giving them effects, but they’re easy to please if it’s a good story.” It’s a fact. As human beings, we’re much more likely to remember stories than facts alone.            

Keep Your Script Short And Easy To Understand 

Sometimes, my clients get caught in the excitement and start writing without a specific goal in mind. And sure enough, they often end up with pages and pages of video script for their business video. I get it, they’re eager to tell customers everything about their brand and their product and let their creative juices flow. 

But when it comes to videos, shorter is sweeter. Of course, as mentioned before, the video format you should choose depends on the channel you’re promoting your video on. But as a rule of thumb, try not to record a video over 2 minutes, or you risk losing your viewers’ interest.

Also, whether you’re writing about a complex AI-powered solution or a revolutionary fitness program, you need to ensure that the information is easy to digest. So, use simple words even though you’re explaining complex concepts.

Use Your Audience’s Language

The best way to lose your viewers’ attention is by using complex and wordy sentences. Unless your audience is highly educated and enjoys complex sentences, a best practice is to use easy-to-understand language. 

So, for your video to be successful, make sure to study the way your audience speaks and use expressions and words they tend to say. How do you find out? Browse Facebook profiles, scour forums, and peruse any other sites your audience hangs out on.

Using the same language as your audience will allow you to create content that resonates with your target customers and helps them connect with your brand.

Read Several Times And Tweak

Ok, I must warn you here: the idea isn’t to endlessly tweak your script until it reaches perfection. The reality is that you’ll never know if it’s perfect until you publish your video and gauge your audience’s reaction.

Instead, read your script several times out loud to see how it sounds and adjust to ensure it flows and takes your target customers on an immersive journey.

As an extra tip, once you’ve finished writing your video script, take a step back, do something else, and get back to it later with a fresh set of eyes. It will allow you to better assess whether the script needs fine-tuning and help you spot any syntax or grammar mistakes.

3 Powerful Templates Of Video Script For Your Business

Explainer Video

Upsend is a customer service platform for small businesses. Upsend knows that small businesses sometimes struggle to maintain excellent customer service due to a lack of resources and time. The company also knows that customer engagement platforms can be expensive for small businesses.

In this explainer video, Upsend establishes a connection with its target audience by immediately raising these two issues. The brand then continues by highlighting its unique solution and showing small businesses how it can solve their pain points. The video closes with a compelling call to action encouraging viewers to try the service for free. 

Explainer videos are particularly useful for SaaS companies or businesses providing complex solutions or products to their customers. That’s because videos make information easier to understand and digest while saving busy consumers precious time.

Here’s a video script template you can follow if you choose to create an explainer video:

• Show a character struggling with an issue that resonates with your customers.

• Introduce the solution by highlighting how your offering can help and how it works.

• Show your audience the results your product or service brings.

• Use a call to action to move them to action.

Testimonial Video

Video testimonials are extremely useful to build trust with your audience. They can depict clients talking about your products or services and explain how your solution helped them. But they can also show your employees talking about your unique company culture and values. The idea with video testimonials is to be creative in the way that you convey your message, ensuring the script is engaging. 

Sure, it’s a corporate video communicating the benefits of your offering, but it doesn’t have to be boring!

To capitalize on this, ensure your testimonial video creates a curiosity gap, enticing viewers to stay engaged throughout the video. You should also use the ‘’show, don’t tell’’ approach. Show your audience the impact you’re having on your clients’ lives, don’t simply tell them. 

Last but not least, a great testimonial video should encourage people to take the necessary steps to learn more about your solution or buy it without you having to explicitly ask them to. 

Here’s a great example of a video script for your business by DDP Yoga. DDP Yoga is a fitness program to lose weight and gain strength. 

Now, this video testimonial from Vance Hinds hits on all the points mentioned above. As the viewers embark on the journey of Vance’s transformation, each scene keeps on sparking curiosity, raising new questions. Following him on his journey also allows potential customers to witness his transformation and see how effective the program is.

Announcement

In September 2021, Amazon released Astro, its highly anticipated AI-powered home robot. And to announce this new product, the company created a movie-like announcement video. 

In the first scene, one of the characters is wondering what the use of this robot could be for her. As the other character asks the robot to follow him, the video takes us on a journey through the different applications for the robot, answering her original question and helping viewers better understand the value of such a machine. 

The scenario depicts a day in the lives of people from different backgrounds and generations with Astro, ensuring most consumers can relate to some of these situations.

The dialogues are short but cheerful and lighthearted, eliciting emotion and helping Amazon build a deep connection with the brand. The last scene invites viewers to learn more about Astro using #meetastro.

An engaging movie-like promotional video is a great way for brands to hook the viewers in and stand out from the online noise. They tend to make a long-lasting impression in consumers’ minds without sounding salesy.

The template for an announcement video is as follows:

• Short introduction raising the different questions consumers might have about a product or service.

• Main message explaining why the product or service was created and how it can help your audience.

• Call to action for people to learn more about the brand and product, or even a discount to coax them into purchasing.

And if you’re looking for more inspiration, Amanda Horvath provides an excellent brand video template.

Need Help Writing A Winning Video Script For Your Business?

If you’re not sure how to communicate about your solution in a compelling way or how to use the right language to elicit emotions and build a connection with your target audience, you’re not alone.

Unless you’re a video marketing expert, writing a high-converting video script for your business is challenging. 

Video marketing isn’t just about recording a video and hitting the publish button on your marketing channels. It’s about crafting the perfect story and conveying it in a compelling way through your video script. And that’s where the CopywritingCrew team can help!

If you need help writing your video script, get in touch with us. We’d be happy to discuss your upcoming video project and see how we can help!

Frequently Asked Questions About Video Script For Businesses

Question: How Do I Start Writing a Script?

Answer: Before you write your script, you need to tackle the following elements:

• Video brief
• Video format
• Script outline

These steps are an essential and integral part of writing a script, so you should cover them first.

Question: How do you write a business video script?

Answer: A lot of things go into writing a successful corporate video script, but here’s a summary of the key steps you need to take:

• Craft a powerful opening 
• Perfect your storytelling
• Keep the video short and easy to understand
• Use your target audience’s language
• Include a call to action
• Read several times and adjust

Further Reading

You should now have the tools to craft the perfect video script for your business!

If you’re looking for more tips on copywriting in general, I’d recommend that you read some of our latest blog posts, including:

• 5 SEO content writing tips you should know
• 6 reasons why you should hire a copywriter
• 15 awesome blog writing tips that top bloggers use to create quality content

LinkedIn is the biggest B2B social network in the world.

This explains why 40 million people use the platform for job searches every week.

What’s more, 80% of LinkedIn users are decision makers, making the social network a strategic tool whether you’re looking for a new job or new clients.

That’s why I recommend that you use your LinkedIn summary strategically. Your LinkedIn summary can be a powerful tool in your job search toolbox to help you uncover incredible employment opportunities!

How so?

In this blog post, I’m going to tell you why your LinkedIn summary is so important. And I’ll also share some LinkedIn summary examples to inspire you and get your creative juices flowing.

Why Is A Good LinkedIn Summary So Important?

Knowing how to write a good LinkedIn summary is critical because it can set you apart from millions of other LinkedIn users.

Make A Good First Impression

Your LinkedIn summary (or ''about'' section) sits right below your name and job title. So, when a user lands on your LinkedIn profile, this is pretty much the first thing they’ll see. This means that your ‘’about’’ section is your chance to capture your target audience’s attention and make a good first impression.

Show Your Personality

Whether you’re looking for a new job or want to find new clients, we live in an era where people want to get to know you before doing business with you. They want to know who is behind your polished LinkedIn profile. A professional LinkedIn photo and a well-written section about your professional background and goals aren’t enough anymore.

Nowadays, you need to inject a bit of personality into your LinkedIn summary while keeping it professional. You need to show prospective recruiters or clients what you’re all about and share your personal values. 

Helps With LinkedIn SEO

The ''about'' section offers a fantastic opportunity to optimise your Linkedin Profile for searches and boost your visibility. So, it’s critical that you leverage these 2,000 words to include keywords that recruiters or clients might be typing when looking for someone like you.

Some tools can help you optimise your LinkedIn profile by analyzing it and highlighting keywords you should be using.  

How To Write The Perfect LinkedIn Summary

Like with any marketing asset, a good LinkedIn profile should include an attention-grabbing hook, a compelling career story, and optimised search terms. 

Let’s dive into the key tips on how to write the best LinkedIn summary to stand out from your competition.

Write An Attention-Grabbing Opening Statement

Your first sentence should act as a hook. The average attention span is shrinking, so you literally have a few seconds to grab your target audience's attention. 

Consider these two summaries:

When I was 18, I climbed Mount Everest. This once-in-a-lifetime experience taught me to always push my boundaries to become a better version of myself and develop a growth mindset. Since then, I've consistently overachieved in my roles.

I have over 15 years of experience in sales and I currently work as a sales manager for L’Oreal. I always strive to overperform.

Now, if you’re a recruiter, which profile would resonate with you most?

I know which person I would want to know more about 😉   

Open Up About Your Career

Sure, your LinkedIn summary should be clear and concise. Yet, adding some context to your career to date is the perfect way to help recruiters better connect with your profile. 

Try to make your summary flow and highlight the logic behind each of your job transitions. Your career should follow a thread. And if you happened to change careers along the way, your summary should touch on the reasons behind it. It should also show how your past experiences helped you succeed in your new career path. 

Use your LinkedIn summary to create a connection with recruiters and let them see your personality.

Mention Your Accomplishments

Some will call it bragging, others selling yourself. The key is to highlight your biggest accomplishments in 1-2 sentences without sounding arrogant. And the best way to do that is by stating facts. 

For instance, if you’ve been a sales manager for a few years, you could explain how you increased the bottom line of your department. Use numbers to put things in perspective.

Make It Digestible

While you can write up to 2,000 characters in your LinkedIn summary section, I’d recommend following the best practices below to make your summary easy to read:

• Use bullet points to break down the information.

• Write short paragraphs (3-5 sentences max).

• Use numbers and awards.

• Write two or three all-caps headers.

Add Relevant Keywords

Think about keywords prospective employers would be typing in the LinkedIn search bar when looking for someone with your skillset. Look at similar profiles and use keyword optimisation tools to uncover the main keywords you should be using. And once you’ve come up with a list, add them strategically to your LinkedIn summary. 

A word of advice, though: avoid keyword stuffing at all costs. Keyword stuffing will make your summary harder to read and deter recruiters from reading past the first few sentences.

Add A Call To Action

Don’t forget to share your details and let recruiters know that you’re open to having a chat. The end of the ‘’about’’ section is one of the best places to do that. After you’ve captivated your audience with your incredible career story and achievements, this will prompt them to reach out.

3 LinkedIn Summary Examples

Now, unless you’re a professional copywriter with extensive marketing experience, chances are you'll find writing a compelling LinkedIn summary challenging. Yet, as explained before, your summary is critical if you’re hoping to land your dream job.

A dull summary will quickly bore prospective employers and deter them from getting in touch with you. On the other hand, a carefully crafted paragraph with a fantastic hook and a compelling narrative can prompt them to immediately reach out. 

That’s why to help inspire you, I’m sharing my three favourite LinkedIn summary examples below.

​

Example #1: Ez Khan at Spencer Lane

​Ez Khan is the founder of Melbourne-based recruitment agency Spencer Lane. 

What I really like about his profile is how much personality Ez managed to inject while still sounding professional. 

The opening statement is quite powerful. Telling people he has a smile on his face every day when he goes to work helps potential employers and employees better connect with him on a personal level. Plus, I don’t know about you, but it makes me want to smile too!

Also, throughout the first paragraph, his passion for his work is transparent.

The rest of the paragraph gives a great overview of his skills, what makes him tick and the value he brings to a team and to his clients.

​

Example #2: Katrina Ortiz at Crown Data System

Katrina's LinkedIn Summary is snappy, compelling, and professional. She tells a story and does it well. Indeed, the software developer uses a metaphor as a hook and continues on the same theme, linking it back in the second paragraph. As soon as she clicked the play button on her first-ever Python tutorial, the spark ignited and she caught fire. This narrative instantly grabs her audience and pulls them into her universe. 

Her summary feels authentic, using colloquial language such as ‘’meh’’. She even uses humour, adding a lot of personality to her ''about'' section.

I particularly like this example because software developers are usually considered geeky and even sometimes awkward. Yet, Katrina shows the exact opposite. Her summary is fun and energetic while still highlighting her core skills and conveying her passion for the job.

​

Example #3: Pedro Cortes at Cortes Design

Pedro Cortes is an independent consultant specialising in helping SaaS companies improve their branding and increase their sales.

Pedro’s summary is designed to appeal to his target audience: SaaS companies that struggle to convert their web visitors into paying customers.

He clearly highlights their pain points, ensuring his LinkedIn summary perfectly resonates with his readers. What’s more, he also explains in detail how he can help them and even creates FOMO by only working with a few select clients. 

Last but not least, Pedro includes a call to action in his summary to let people know what they should do next if they want to work with him.

I hope these three LinkedIn summary examples will help you better understand how to make yours eye-catching and compelling. 

Need more inspiration?

Here are 80+ professional bio templates to help you create a compelling narrative for your LinkedIn summary.

Where To Find An Experienced Copywriter For Your LinkedIn Summary

Now, writing a great summary requires skills. Whether your goal is to attract qualified employees, land new clients, or a new job, our experienced copywriters can craft the perfect LinkedIn Summary for you. 

Also, content creation has increased by 60% in 2020 on LinkedIn, placing quality content creation at the heart of a successful LinkedIn marketing strategy for millions of businesses. 

And the great news is that our versatile wordsmiths can also craft high-quality blogs for you to publish on your LinkedIn profile. Regularly posting native content will make potential clients, employees, and recruiters see you as an authority in your field.

If you’re not sure how a copywriter can help you, here’s a post I wrote providing 6 reasons why you should hire a copywriter.

If you’re ready to boost your LinkedIn profile, don’t hesitate to get in touch with me. My team and I will be happy to help!

Frequently Asked Questions About LinkedIn Summaries

Question: How do I write a good LinkedIn summary?

Answer: Great LinkedIn summaries share a common denominator. They follow the best practices listed below.

For your summary to stand out and fulfill its purpose you should:

• Write an attention-grabbing opening statement
• Open up about your career
• Mention your accomplishments
• Make your summary digestible
• Add relevant keywords
• Include a call to action

Question: How do I describe my role on LinkedIn?

Answer: While your summary is a great way to grab recruiters’ attention, the job section is the next section they’ll check after reading your summary. Therefore, you need to spend time crafting each job description and make sure they’re engaging and relevant to the role you want next.

Here is how to describe each of your roles on LinkedIn:

• Write a sentence or two to describe your employer and the industry you were operating in
• List your duties and main responsibilities: limit your duties and responsibilities to 10 and focus on the ones that are most relevant to the type of role you want next.
• Add 3 achievements for each of the roles

Question: How do I optimise my LinkedIn profile?

Answer: Optimising your LinkedIn profile can make all the difference between having to job hunt for weeks and waking up to a full inbox.

Here are ten steps to optimise your LinkedIn Profile:

• Use a professional profile picture
• Add a relevant background photo
• Write a compelling LinkedIn summary
• Add relevant keywords to your summary
• List your main duties, responsibilities, and achievements under each job and add relevant skills
• Ask for recommendations and work hard to get endorsements
• Take a skills assessment
• Regularly publish and share relevant content
• Don’t add every single job you’ve had if you have a long job history. Focus on the most relevant ones.
• And any certifications, degrees, or awards

Further reading

Now that you know how to write the perfect LinkedIn summary, here are some additional resources to help you land your dream job:

• This 9-Word Email Works Like MAGIC!
• 99 Best Power Words For Sales Pitches To Land New Clients 
• 5 SEO Content Writing Tips You Should Know

You know you have a fantastic product or service. 

You know your offering solves your customers’ pain points. 

And you know your website is user-friendly and provides all the information your potential customers need. 

But, what you don’t know is how to convince the rest of the world!

Well, the answer is that you need a sales page.

A well-optimised sales page will help convey the benefits of your products or services efficiently and convince your target audience to buy from you.

What is a sales page, and how can you make sure it turns your visitors into loyal customers, you ask?

In this blog post, I’ll explain what a sales page is and why you should have one. And I’ll also share some best practices to craft a sales page that converts.

What Is A Sales Page?

As the name suggests, a sales page is a web page designed for the sole purpose of selling a specific product or service. This standalone page is the key to converting your target audience into loyal customers. A sales page should feature a few key elements, including:

• Clear value proposition that instantly shows your target audience how your product or service can help them
• An easy way to learn more about your offering
• A strong call to action

The question is, do you really need a sales page?

Here are two major benefits of creating a sales page for your business:

Improving Your SEO 

Creating a dedicated sales page for each product or service you offer will allow you to boost your Google rankings. When your website features a sales page for each one of your products, it allows search engines to index and rank each page separately. What’s more, having a dedicated page allows you to fully optimise it best. For instance, you’ll be able to use relevant keywords strategically and customise the URL. And this, in turn, will help rank your page higher when a customer searches for these specific keywords. 

The higher you rank on search engines, the more organic traffic and conversions you’ll get.

Note that if you’re struggling to craft an SEO-optimised sales page, hiring a professional SEO copywriter might be the solution. Here are 5 top reasons why you should use SEO content writing services.

Enhancing The User Experience

Imagine you’re looking for a specific product. You land on a website you’ve never visited before after typing your keywords in the Google search bar. You quickly get overwhelmed by the number of products on offer, can’t find the information you’re after, and decide to exit. How frustrating! 

Since the average attention span is 8 seconds these days, you need to make sure to immediately provide your visitors with the information they need. They should know the benefits of your product, how it can help them and how to buy within a few seconds. 

Creating a dedicated sales page will allow you to do just that, enhancing the user experience for your potential customers and increasing your conversions.

The Ultimate Sales Page Template

Over the years, I’ve helped countless clients create high-converting sales pages. And if there’s one thing I’ve learned, it’s that you should always implement the tips I’m about to share with you. They’ll help turn your visitors and readers into paying customers in no time.

Here’s an infographic showing you exactly the elements your sales page should include. Each of these components is important and I’ve gone into detail into each one below. 

​

1. Your Page Headlines Should Match Your Ad Copy

If you’re running an ad on Facebook or Google and sending the viewers directly to your sales page, you need to ensure your page headlines match your ad copy. Indeed, delivering what you promise is critical if you want your visitors to stick around and buy from you. 

While it might sound obvious, some companies fail to be consistent. 

For instance, Coursera, a popular online course provider, mentioned social media courses in their ad headline as per the example above. However, when potential customers clicked on the link, they were taken to a page where the headline was about digital marketing specialisation. This tends to create a disconnect and confuse the target audience. 

Since website visitors spend an average of 10 seconds on a website, this mistake could cost you a lot in sales and credibility, turning your marketing efforts into dust. Your sales page headline is the first thing your target audience will read. It needs to be clear, concise, and act as a teaser, compelling your website visitors to learn more about your offering.

Here are some tips on how to write high-converting headlines:

• Clarity! It can be read and understood in about 5 seconds.
• Avoid hype (like ‘amazing miracle product’). 
• It states the benefits the visitor can expect.
• Promise to solve a pressing problem the visitor is facing
• No confusing jargon (like ‘value-added interactions’) is used unless it’s technical details the target audience would understand.

2. Sub-headline and Value Proposition 

The purpose of the sub-headline is to further explain the headline and to motivate the visitors to continue reading the page. 

But most importantly, the sub-headline should also include the value proposition. In a nutshell, a value proposition is a clear statement that:

• explains how your product solves customers’ problems 
• delivers specific benefits 
• tells the ideal customer why they should buy from you and not from the competition

3. Include an Eye-catching Hero Image Or Video

Using relevant, high-quality imagery on your sales page will help grab your visitors’ attention and break up the text, making your offer more appealing. But it will also help them better understand what your product or service is all about and how it works. 

Besides, adding a video to a product page can boost your conversions by up to 80%! That’s because videos are an easy and entertaining way for consumers to learn more about your brand and your product or service. In fact, 74% of consumers report buying a product after watching an explainer video. 

So, include relevant and engaging videos such as customer testimonials or explainer videos on your sales page to boost your conversion rates.

4. Use Trust Signals In Your Sales Page Copy

First-time visitors don’t know anything about you, your brand, or your offering. And trust is one of the most important factors of any relationship, including between a brand and its customers. In fact, 81% of people need to trust a brand to purchase something from it.

That’s why building trust on your sales page is so important. 

Some of the best ways to build trust with your potential customers include:

• Using customer testimonials
• Client logos
• Including customer reviews (67% of people are influenced by online customer reviews)  
• Sharing experts, or influencers’ endorsements
• Adding certifications and guarantee seals

5. Write Compelling Calls To Action

Calls to action are crucial to any successful sales page. They make it clear to potential customers what to do next and help move them to action. Some examples of traditional calls to action include ‘’buy now’’, ‘’try now’’, or ‘’subscribe now’’. 

Here are some best practices to write calls to action that convert:

• Use strong command verbs such as ‘’buy’’, ‘’shop’’, or ‘’order.’’
• Add power words to trigger emotions. For instance, ‘’Book your dream vacation today!’’
• Create FOMO (fear of missing out). For example, ‘’Shop now. Sales end on Friday.’’
• Use numbers if you can. For instance, ‘’Shop now and get 15% off your first order.’’
• Be creative and run A/B testing to see what works best with your audience.

6. Describe The Benefits Of Your Product Or Service

Your sales page aims to sell your product or services to your visitors. Therefore, it should always feature the main benefits of what you are selling.

Now, the idea in this section isn’t to list all of the benefits of your offering using bullet points. Instead, strive to highlight the ones that will resonate the most with your prospective customers and explain why they should invest in your solution and what will happen if they do. 

This is your opportunity to show them how your offering is designed to solve their specific problem, and answer their specific needs. 

As a bonus tip, when writing this section, I’d recommend that you focus on the ‘’why’’ instead of the ‘’what’’. What I mean by that is that instead of explaining what your product can do, tell them why you created it the way you did. Always, talk about the value of your offer and let your passion for your products shine.

If you manage to convey the value of your offer and do it in a way that comes across as authentic, you’ll set yourself up for success.  

7. List Important Features

Perhaps your product is eco-friendly. Or perhaps your software allows for team collaboration and automatically generates monthly reports. Regardless of what your offering is, make sure to highlight the key features in your sales page in a clear and concise way. 

Just like with the ‘’main benefits’’ section, talk about the features you know will resonate with your target audience. This way, they’ll be able to quickly understand the capabilities of your product or service and how helpful it can be to them.

8. FAQ

This part is often overlooked, yet a FAQ can be a powerful tool if done right!

Why? Because a thorough and well-thought-out FAQ helps address any concerns your web visitors might have about your offering. 

After all, unlike in a brick-and-mortar store, there's no one around to answer their questions. And even if you have a chat function, you might not be online or they might be looking for a quick answer. A FAQ will help you win over customers that are on the fence. 

When crafting your FAQ, the goal is to make your potential customers feel more comfortable about purchasing from you. So, the more relevant questions you answer, the more they’ll trust they’re making the right decision when hitting the ‘’buy’ button.

9. Meticulously Check For Grammar and Spelling Mistakes

While not being an element of a sales page per say, this is equally important.

If you’re trying to connect with your target audience, you need to build trust. And what better way to break trust and ruin your marketing efforts than leaving spelling and grammar mistakes in your copy? Typos and bad grammar will diminish your credibility and most likely deter your ideal customer from purchasing from you. So, make sure to double and even triple-check your copy before hitting the publish button.

Note that hiring a talented copywriter will help you ensure that your sales page copy is flawless and optimised for high conversions. And if you want to know how else a professional copywriter can improve your copy, read our blog post on 5 things you should look for when hiring a copywriter.

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Compelling Sales Page Examples

I’ve included below two sales page examples from CopywritingCrew’s portfolio.

Here’s why this sales page converts well.

The headlines act as a hook. And they’re all compelling! If you’re a property investor, and read this, you’ll likely wonder whether you could make more money with your investments. Besides, the section just above the call to action clearly explains the value invested can bring to investors picking up on errors and opportunities so that they can reach their goals. 

What’s more, the hero image is on point and the call to action is appealing as it encourages web visitors to get in touch for a free discussion about their portfolio.

If you click on the link below the image, you’ll see that the page clearly lists the benefits of binvested’ services. And it also features a video testimonial and a ‘’view our results’’ option to build trust with the company’s target audience.

In this example, the headline speaks directly to coaches who want to improve their productivity. The use of ‘’10x’’ works well at grabbing web visitors’ attention. 

The value proposition is clearly stated under the headline, allowing time-poor entrepreneurs to delegate time-consuming technical tasks to a team of experts.

If you click on the link below the image, you’ll also see that the copy successfully communicates how Automation Agency’s solution can solve coaches and speakers’ pain points, making their life easier. 

There are three calls to action scattered across the copy which makes it easy for visitors to take action. What’s more, the last call to action offers a free demo and a ‘’30-day money back guarantee’’. This helps build trust and coax potential customers off the fence.

Need Help To Write A Sales Page That Converts?

Crafting a sales page that converts requires time, experience, and expertise. Sure, the tips I provided in this blog post can get you started. Yet, as mentioned before, you have seconds to convince your potential customers they need your product and should click the ‘’buy now’’ button on your sales page. So, your ad copy needs to be on point, engage readers, and immediately resonate with your target audience. And if you’re not an expert, nailing your sales page can turn out to be a lengthy and costly trial and error process.

That’s when hiring a professional copywriter for your sales page copy can help. Indeed, experienced copywriters will leverage their years of experience and unique skillset to create powerful sales copy that will significantly boost your conversions and sales. It’ll take the guesswork out of the equation, ensure you get high-converting copy and allow you to focus on running your business. 

At CopywritingCrew, we’re passionate about copywriting. That’s why we only select the highest skilled candidates. And when we assign a copywriter to your sales page copy, we always make sure they have industry experience. This way, we know they’ll be able to help you achieve your conversion goals.

Frequently Asked Questions About Sales Pages

Question: What Is a sales page (and why should you have one)?

Answer: A sales page is a web page dedicated to selling a specific product or service. It is specifically created to convert visitors into paying customers. That’s why sales pages are a no-brainer for businesses looking to improve their traffic and conversions. 

Some of the main benefits of a sales page include:

• Helping your ideal customer quickly learn more about your product or service
• Enhancing your SEO
• Improving the user experience

Question: How do you structure a sales page?

The sales page template I recommend using includes:

• Clear, concise, and attention-grabbing headline to pull the visitors in
• Quick overview expanding on the benefits of your product or service
• Explanatory subheadings
• Short paragraphs using bullet points to make the content digestible
• Relevant and compelling images or videos
• Trust signals to build a bond with your prospective customers 
• Strong calls to action to move your visitors to action

Question: How do you optimise a sales page?

To optimise your sales page and increase your conversion rates, follow the steps below:

• Make sure your ad’s headline matches your sales page headline
• Use attention-grabbing headlines
• State the value proposition in the headline and expand on it in the sales page copy
• Use strong call to action buttons
• Utilize high-quality images and engaging videos
• Ensure the copy is impeccable, grammatically sound, and typo-free

Further Reading

To help you skyrocket your sales and achieve your marketing goals, I regularly share tips and tricks about copywriting. 

Here are some of the latest blog posts I’ve published on the subject:

• 99 best power words for sales pitches
• 9 website copywriting secrets to boost your traffic and sales
• The ultimate guide to website copywriting for beginners

‘’Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.’’ - Leo Burnett.

Sounds pretty easy, doesn’t it?

Well, if you’ve been trying to consistently write memorable, appealing, and fun content for your brand, you probably know it’s not.

That’s right: well-written content is hard to produce.  

And we’re guessing that’s the reason why you’re reading this. 

Are you even wondering whether you should hire a copywriter to remove the hassle?

The answer is simple; professional copywriting services can help you create an emotional bond with your audience, build trust and ultimately drive your engagement and sales. 

So, whether you’ve been let down by professional copywriters before or have never worked with one, this blog post will explain what copywriters do and what you should expect from them.

What Do Copywriters Do?

Before deep-diving into what you should expect from modern professional copywriters, let’s first take a look at a typical copywriter’s job description.

The best copywriters bring companies’ ideas to life. 

More specifically, they write the words that inspire your target audience or ideal customers to take action online or offline. That action could be making a purchase, joining a newsletter, or registering for your webinar. 

Some of the key things you should look for if you want to hire a copywriter include:

A Deep Understanding Of SEO

A professional writer knows how to leverage SEO techniques to boost your rankings on search engines. A copywriter with SEO knowledge will be able to include any relevant keywords into your copy in a natural and authentic way (without resorting to keyword stuffing).

Versatility

A skilled copywriter can seamlessly write for multiple marketing channels, including social media platforms, websites, emails, Facebook advertising and more.

High Digital Literacy

Your writer needs to leverage technology to improve their copy. In other words, they should harness the best tools, such as Grammarly or Frase, to produce engaging and high-converting content. 

High-quality and Optimized Copy

A professional copywriter will consistently craft high-quality and optimized content. They’ll also use A/B testing software to ensure the copy’s effectiveness.

Adaptability and Customized Content

The best copywriters can effortlessly tailor and adapt their copy to your target market or buyer personas. Quality content written from your target audience’s perspective will help you better connect with your ideal customer.

What Should You Expect From A Copywriter?

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In-Depth Research to Increase Your Content Authority

If you’re looking to hire a copywriter, you’ll need to make sure they’re adept at researching highly relevant facts and statistics. They’ll also need to source, scan and synthesize information from different sources such as books, articles, or white papers. 

Their unique research skills should help you create and publish exclusive, value-added content that your target audience won’t find anywhere else. This will, in turn, help establish your authority in your field, increasing your credibility. It will also allow you to stay one step ahead of your competition.

That’s right. A talented copywriter can help you become the go-to for relevant topics. Once you’ve established your content authority, consumers will see you as an expert and a leader in your industry. They’ll then keep coming back to you to benefit from your trustworthy content. 

As a bonus, they’ll also share it with others!

Industry Expertise To Help You Achieve Your Marketing Goals

High-quality writers have mastered their craft through years of experience in their industry. 

From implementing effective SEO techniques and helping you find your brand voice to crafting captivating stories that will immediately draw your readers in, they have what it takes to turn your brand into a staple.

Their expertise lies in driving organic traffic, improving your engagement, and convincing people to visit your website and buy your products or services. 

But that’s not all!

The best copywriters can also develop a well-rounded content marketing strategy to help you consistently achieve your marketing and sales goals.

SEO Mindset to Boost Your Search Engine Rankings

70% of marketers think that SEO is more effective than pay-per-click (PPC). That’s because leads coming from search engines have an average close rate of 14.7% instead of the 1.7% rate for outbound leads.

Besides, 85% of consumers do online research before purchasing online. This means that your search engine rankings matter a lot if you want to increase your sales.

When you hire a copywriter, they’ll leverage their in-depth knowledge and use the best SEO tools to achieve fantastic outcomes.

Copywriters Know How People Consume Content 

An experienced copywriter can be a valuable asset to your company as they know how people consume content.

When a potential client lands on a website or blog, there are a few key things to be aware of:

• They typically read content in an ‘’F’’ shaped pattern.
• They spend 69% of their time reading the left half of a page.
• On average, web users read 20% of a web page.
• Web users spend, on average, less than​ 15 seconds on a website.

These are some examples of strategic user behavior stats you should know if you want to develop an effective content marketing strategy. And as you can see, keeping readers engaged can be challenging. 

That’s where creative and highly skilled writers come into play!

Leveraging their unique skillset, they’ll be able to keep your audience on your page for longer and move them to action.

Custom Content Creation

The great thing about working with a high-quality copywriter is that over time they’ll get to know your brand messaging, your goals, and your buyer personas to perfection. 

They’ll also become a part of your team, soak in your brand personality and embody your vision. This will allow them to deliver the exact content your brand needs. They’ll be able to craft carefully curated and highly-tailored copy to cater to your specific audience’s needs.

Besides, working with a copywriter long-term will help you keep a consistent tone of voice and develop in-depth, personalized, and adaptable content.

Want To Elevate Your Copy And Increase Sales?

Sure, you could spend hours and thousands of dollars on courses to teach you how to improve your copywriting skills. But as a busy business owner, chances are you don’t have the time or resources to tackle yet another time-consuming task requiring advanced knowledge. 

Crafting compelling content that will resonate with your audience, establish your authority in your field and instantly drive up your sales requires particular expertise and a specific skillset. So, why not outsource it to the professionals?

At Copywriting Crew, we’re committed to helping clients grow their businesses while saving them time and money. 

We exclusively work with native speakers and screen our copywriters meticulously, only hiring the 5% highest-skilled candidates. That way, we can ensure we deliver high-converting copy for you and help you achieve your sales and marketing goals. 

Whether you’re looking for Copywriting services to enhance your Facebook ad results or blog writing services to provide added value to your audience and improve your SEO rankings, our team of passionate copywriters can help.

Wondering where to go from here?

Frequently Asked Questions About Hiring A Copywriter

Question: Is hiring a copywriter worth it?

Answer: Hiring the right copywriter will not only save you time and hassle, but also help you boost your engagement and increase your bottom line. The return on investment can be significant as long as you find the right talent to communicate your brand messaging.

Question: What level of experience should I look for?

Answer: Ideally, you should hire a professional copywriter with a few years of significant writing experience. This will help you be more confident in their abilities. However, keep in mind that a high level of experience might be reflected in their rate.  

Question: What type of copywriter do I need?

Answer: You should always ask to see their copywriter portfolio and carefully review their experience. If you want to establish yourself as an expert in your niche, you’ll need a professional copywriter with a deep understanding and knowledge of your industry. What’s more, some copywriters can specialize in specific types of copywriting such as sales copy, websites, blogs, or email copywriting. So, make sure to select a versatile copywriter who will be able to cater to all of your copywriting needs.

Question: How much does it cost to hire a copywriter?

Answer: Copywriting is not a one-size-fits-all kind of service. At Copywriting Crew, we understand that business owners are often limited when it comes to their marketing budget. That’s why we offer affordable copywriting services starting at USD 49 for our Facebook ad copy service.

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Further Reading 

We’re here to assist you as much as we can. That’s why we have created an entire blog dedicated to answering your copywriting-related questions and providing writing tips and tricks. Don’t hesitate to browse our latest resources, including: 

What does a copywriter do? 

Why invest in professional copywriting services?

Are you a digital agency owner or marketing consultant? Do you have any idea on how to create a stand out value proposition for your digital agency? 

According to the Freelancers Union, there are 53 million freelancers operating in the world today. In Australia alone, there are 4.1 million freelancers and digital agencies with more popping up every single day. 

With the barrier to entry so low, anyone can slap up a website and start their own agency, regardless of their skills or expertise. This level of competition makes it a real challenge for established agencies and consultants to attract and retain profitable long-term clients. 

• How do you stand out from the millions of freelancers and agencies all competing for the same clients online?
• Do you answer the question every potential client is thinking: ‘Why should I do business with you and not your competition?’
• How do you cut through the noise and get their attention, when attention spans are the shortest they’ve ever been?

The best way to stand out from the overwhelming competition is by creating a powerful value proposition for your agency. And that’s what I’m going to help you create today. 

In this informative article, you’ll learn:

• What is a value proposition?
• 7 value proposition examples from digital agencies
• 7 great ideas of value that you can provide
• How to write and present your value proposition  

If you follow the steps detailed in this article and take action, then you’ll be able to create your own stand-out value proposition within one to two hours.

You’ll be able to use your value proposition on your website, in your email signature, on business cards, in marketing campaigns, and even at networking parties!

It doesn’t matter if you’re a one-person agency or a large 100-person firm, the tips shared in this article will help you regardless of the size of your agency. 

What is a Value Proposition?

Neil Patel, a leading online marketer and entrepreneur, said, ‘A value proposition is a promise of value to be delivered. It’s the main reason a prospect should buy from you (and not your competitors).’

A value proposition is a sentence that tells your visitors why they should buy from you and not your competitors. Typically, a value proposition includes the following important elements:

• How your product or service solves problems
• What specific benefits the client or customer can expect
• Why people should buy from you instead of from the competition

A value proposition shouldn’t be confused with a slogan or tagline, such as Apple’s ‘Think Different’ or Disneyland’s ‘The Happiest Place on Earth’. 

7 Value Proposition Examples From Digital Agencies

Digital Agency: Automation Agency

Value Prop: Unlimited Tasks For A Fixed Monthly Fee

Automation Agency is an online marketing agency founded by my good friend Carl Taylor. After working in the marketing industry for years, Carl noticed that most online agencies were expensive and typically experts in only one of the three areas—marketing technology, web development, or graphic design - but never all three.

Seeing a gap in the marketplace, Carl started his business, Automation Agency, and created this stand-out value proposition:

‘Get Unlimited Technical and Design Tasks Done For You By Experienced Programmers and Designers - From $249/month’

I love this value proposition! And from what I’ve observed, it’s definitely working, as Automation Agency continues to grow year after year.

Copywriting Crew (hey, that’s us! Shameless plug coming) is an Australian agency that provides copywriting and content writing services to digital agencies, coaches, consultants, and small business owners. 

After working with hundreds of clients over the last 15 years, I began to see a pattern of what people are looking for when choosing a copywriting agency.

Typically speaking, our clients want the same things: fast, affordable, and professional copy and content written by Native English writers with industry experience.

That’s a lot to say in one sentence, but we do cover many of those key points in the value proposition in the headline and sub-headline on our homepage.

‘Fast and Affordable Web Copywriting Services’

‘We provide professional, quality and affordable content written by experienced, Native English copywriters’

Lightning Sites is an Australian web design company that builds WordPress websites for small business owners and entrepreneurs. 

If you’ve ever worked with a web developer, you know it can sometimes take forever for the developer to finish your website. Kody Thompson, the founder of Lightning Sites, addresses this common problem with a compelling value proposition his website’s homepage, which reads,

‘Your Website Built In 10 Days Or It’s Free’

‘Mobile friendly, search engine optimised WordPress websites built to deliver you more leads and customers.’ 

The sub-headline (below the headline) goes on to include some of the key benefits of his services.

Digital Agency: Design Pickle

Value Prop: Unlimited Graphic Design

Founded by Russ Perry in 2015, Design Pickle was born from the idea that companies and individuals need access to reliable and professional graphic design on a regular basis. 

With an overwhelming number of designers offering their services online, Design Pickle needed to do something different to stand out and compete in this highly competitive marketplace.

Most people are tired of searching for a designer who is reliable and affordable and who can turn their ideas into the perfect design. Russ Perry and the team came up with a compelling value proposition that has helped them grow into a hugely successful agency.

‘Unlimited Graphic Design 14-Day Risk Free Trial’

Digital Agency: Email Allstars

Value Prop: Email Marketing Machine For E-commerce

Ryan, the co-founder of Email Allstars, started his career as a freelance copywriter back in 2015. After achieving success on his own, Ryan partnered with Karly to create Email Allstars, an agency that specialises in writing and designing email campaigns for e-commerce clients.

By specialising in one type of copywriting (email copy) for one industry (e-commerce), Email Allstars has positioned itself as an authority in its industry, which means it can charge more, earn more, and enjoy predictable revenue with its monthly packages.

‘Get A Money Making Email Marketing Machine
Built For Your eCommerce Store’

Use the coupon code 'COPYWRITINGCREW' upon checkout to get a $50 discount of your first email marketing package.

Digital Agency: Bench.co

Value Prop: Affordable Bookkeeping, First Month Is Free!

No business owner enjoys tax time or bookkeeping, but both are unavoidable tasks that we have to endure year after year. There are thousands of available bookkeepers willing to do the work, but they can be costly, and their skill levels vary. There’s also an endless amount of bookkeeping software that often seems difficult and complicated to use.

That’s where Bench.co comes in. It offers affordable, hassle-free bookkeeping services prepared by real humans and software for a set monthly fee. Its powerful value proposition is presented on its website homepage and reads,

‘You run your business. We’ll do your bookkeeping.’

‘Get a professional bookkeeper at a price you can afford, and powerful financial reporting with zero learning curve.’

Digital Agency: Dollar Shave Club

Value Prop: $1 Razors Delivered To Your Door

OK, I know, I know. Dollar Shave Club is not a digital agency. But the story of how the founders created a viral video that conveyed their value proposition and sold 12,000 orders within 48 hours is simply too good not to share.

Dollar Shave Club was founded by Mark Levine and Michael Dubin. The pair met at a party and spoke of their frustrations with the high cost of razor blades. They offered something their competitors couldn’t. High-quality razors delivered to your door for $3 a month ($1 plus $2 for S&H).

They launched their Dollar Shave Club membership service in 2012, with a YouTube video that went viral. Sold 12,000 orders within the first 48 hours.

In 2016, Dollar Shave Club was acquired by Unilever for a reported $1 billion. The unique value proposition on their website homepage reads,

‘A Great Shave For A Few Bucks A Month’
‘No commitment. No fees. No BS.’

What Value Can You Provide?

​Unsure about what value to include in your value proposition? Here are 7 ideas:

1. Price (e.g., ‘we’re more affordable than the rest’)
2. One-stop-shop (e.g., ‘we can handle all your needs’)
3. Unlimited tasks for a monthly price (e.g., Automation Agency)
4. Specialists (e.g., Email Allstars)
5. Fast turnaround time (e.g., Copywriting Crew)
6. Satisfaction Guarantee
7. Free trial (e.g., Design Pickle)

How To Write And Present Your Value Proposition

Remember, a value proposition is a short sentence or statement (think 5–15 words) that tells your visitors why they should buy from you and not your competitors. If you have room to mention the problems your agency solves and the benefits you provide to clients, then that’s even better.

What you write should be short, specific and provide unique reasons why people should choose your agency over the competition, and your website homepage is a great place to display your value proposition.

1. Start by writing a short, attention-getting headline. 
2. Then write a sub-headline that expands upon your headline and mentions the specific reasons why people should work with your agency. 

If you need inspiration or ideas on how to write your value proposition, simply refer to the examples and ideas provided earlier in this article.

I'm going to answer the question that I get all the time, and that is what does a copywriter do? 

One thing's for sure, copywriting is not the same as copyright. We're not legal professionals and we certainly don't sit around drawing the little 'c' symbol on legal documents or contracts all day long. While they might sound similar, copywrite and copyright, they're spelled differently and they're completely different professions. 

As a copywriter, what we do is we write the words that inspire people to take action online and offline. Now, that action could be anything from clicking on a button, subscribing to a newsletter, purchasing a product, inquiring about a service, or even picking up the phone and calling a company. Our job is to motivate and inspire a target audience to take action and do something.

What type of copy do copywriters write online? 

We write everything from:

• website copy;
• landing pages;
• video scripts;
• email campaigns;
• lead magnets;
• Facebook ads;
• white paper reports;

          and so much more. 

What type of copy do copywriters write offline?

Well, we write everything from:

• catalog copy;
• direct mail letters;
• print ads;
• brochures;
• white paper reports;
• advertorials;

         and so much more.

Who hires copywriters? 

Copywriters are hired by a variety of different individuals and companies. It might be a small business, a medium-sized business, or even a large corporation. Really, it's anyone that needs their professional writing produced for them for their marketing, their content, or even their advertising campaigns. Myself and my team have actually written copy for over 153 different industries. 

The reason why people hire copywriters is because usually, they don' have the luxury of time. Some don't know how to write a copy that's really going to entice and engage their target audience. Or they just like to outsource it to the professionals; and that's why myself, my team, and other copywriters that are out there are often in demand, because there's always be a demand for professional writing.

I hope that this blog post answers the question what does a copywriter do, once and for all.