Copy And
The marketing podcast where online service providers learn how to write copy that sounds like them, but converts BETTER.
I’m Sam Burmeister, your guide on this copy adventure. As a conversion copywriter & sales psychology expert, I learned the ‘right way’ to sell in my decade-long sales career.
Now, after spending the last 6+ years writing copy for hundreds of successful launches and helping dozens of entrepreneurs write better copy every week…I know what sells and what’s working in online business right now.
And what’s working is copy AND – Copy and messaging, design, strategy, navigating AI and more...
Together, we’ll put the pieces of the marketing puzzle together - and you will write copy that both serves AND sells.
Copy And
7. How to Write Sales Page Headlines That Convert
How to Write Sales Pages Part 2
Your headlines make or break your sales page. They’re what help readers navigate your page quickly, understand what you’re offering, and decide whether it’s worth sticking around — and buying.
In this episode of Copy And, I dig into one of the most powerful parts of any sales page: the headlines. If your sales page isn’t converting, this is one of the first places I look. I’ll show you how to write scroll-stopping headlines that guide your reader, highlight transformation, and make it easier for the right people to say yes.
Key Points Covered in This Episode:
- Why sales page headlines matter more than most people realize
- How headlines guide skimmers and keep readers moving toward the buy button
- Common headline mistakes that cause readers to drop off
- How to write clear, attention-grabbing headlines that support conversions
Resources Mentioned:
Catch up on the whole series here:
Part 1 - Sales Page Best Practices
Part 2 - Headlines That Hook
Part 3 - Above the Fold Must-Haves
Part 4 - CTAs That Get Clicks
Connect with me:
Nomad Copy Services → sales pages, emails, websites, and more.
Get on my calendar → if you’d like me to write your sales copy for you!
Free Opt-In Copy Bot → Write high-converting opt-in pages in minutes
Watch episodes with subtitles on my YouTube
Nomad Copy Agency writes copy that CONVERTS for service-based businesses. Inquire about done-for-you services here.
Okay, introducing. Here's what's inside. This is not descriptive. You do not know what is on my sales page or what I'm selling based on what I just said. That's the importance of headlines is because most people will read your headlines. In fact, almost every person who visits your sales page. We'll read your headlines. However, not everybody reads all of the body text, so if people skim through your page and they read, here's your problem. Good news is, here's what's inside. Introducing. You're not telling them anything. So today we're gonna talk about headlines on your sales pages. You're listening to Copy, and this is the marketing podcast where online service providers learn how to write copy that sounds like them. But converts better. And you already know me. I'm Sam. I'm a nomad and a copywriter, and I'm your guide on this copy adventure. We are on part two of the sales page series, so if you have not listened to the previous episode, which is about what goes on a sales page and what to leave out, start there, then come back to this episode. Next week we're gonna be talking about above the fold, and then we are going to conclude this month of episodes with calls to action. These are all parts of your sales page that contribute the most heavily to your sales, and I'm here to make sure that you're writing copy that sounds like you, but converts better. So I need you to understand this before you go and write your sales page. So let's dig into headlines. Headlines are your hooks. They're what? Get people to read each section on a sales page, right? So today we're gonna talk about techniques for writing attention, grabbing headlines, and we're gonna talk about what's working and what's not. It'll be pretty straightforward. So what I don't want you to do is lose readers, because when you lose readers, you lose buyers. So your whole goal of a sales page is just to get people to do the next thing, whether that's read the next section or click through to end up on a checkout page. When they're on the checkout page, that's when they wanna click. Your goal is for them to click through because they purchased. If you're losing people on the headlines, they're not gonna read the body text. If they're not reading the body text, they're not gonna click through. And if they don't click through, they're not going to buy from you. So templates are great, but they all start sounding the same after a while. And I said in my last episode, I have a bone to pick with templates. Templates are good. Templates are great. They're going to help you get further than you would on your own for sure. But. Templates all kind of start to sound the same after a while. We've seen the introducing section like, what is this a game show from the seventies? Like, let's do something a little bit different. And some creators when they make templates, do use sales, psychology, other people, it's basically just a swipe file average of their best sales pages, but without a lot of reasoning behind their templates. And then when you write with chat, GPT chat, GPT doesn't tell a story. So every section on a sales page that it writes ends up kind of having a problem solution, and an anti solution and an anti solution. Sounds like this. Learn to sell more in this program without the fluff. I'll teach you everything you need to know about doing your own bookkeeping. Everything you need, nothing extra and no overwhelm. So these anti solutions are just kind of like naming problems as if they were solutions. And that's not what we want because we want people, as we learned in the last episode, to ride a high when they buy from you. Because when you say, learn to sell more in this program. By now people are going to take action on learning to sell more in your program. When you say without the fluff, people get confused, well, what was the fluff? And when you say buy now, you're like, well, I'm buying not fluff. It's not helpful. So that's what happens when we tell like a cyclical story in the section. We, that's the body of a section. But what about the headline? What goes into a headline? So here's what I do when I write a headline. I take a look at what your ideal client needs to know about your offer, and this is the transformation that it provides them. And if you don't know what transformation is, go back to episode three. It was all about sales, psychology, and finding how to identify your ideal client. They're going to ask the same questions over and over. They're going to need to know the same things over and over before they purchase. So when you have transformation and you have client language, you can then understand what people need to know when they buy and when you know what they need to know. You can then turn that information into headlines. These are your new headlines. So rather than saying that, um, let's say that you're teaching people how to sell more. Rather than saying that here's what's inside, you can say you will learn to sell more with, and then you list the deliverables that are inside of the program. If you're saying, here's the problem that you have right now as a headline, versus confidence is the number one thing standing between you and making more sales. There's your headline. You're naming your ideal client's problem as the headline or the heading or the header, depending on how you're using it. You're using their language to mirror back to them, which is a sales psychology core value. We are using it to mirror back to them so that they feel super seen and super heard in every single headline. So let's take a look at an example that I did for a client recently. This client was a destination elopement, photographer. Super, super cool clients, both. She had super cool clients and I really enjoyed working with her, so we needed to take a step back and look at what her clients needed to know before booking. One of her standout factors was that her team can officiate the wedding in certain states or behave as their witness. So with elopements, this is especially important because they didn't wanna invite a lot of guests. I think most of her clients, she found her best clients, had less than five guests at their wedding. It was typically parents or siblings. So she over time had gotten to know her clients really well. And that they didn't want a parent to be the officiant or a sibling to be an officiant so they could officiate the wedding as well as take really great photos. The other thing was that they were local to Colorado, so they knew for people who were using Colorado as their destination, there are other standout factors that they could help them scout locations before the wedding so that the couple didn't have to rely on things like Google, Pinterest chat, GPT. Or having to go out themselves to find a location. So as a destination elopement to Colorado, she was the local. All of her services were wrapped up in one price. And for more adventurous folks, they could do things like helicopter trips in the mountains or do more accessible locations if that's what the couples needed. And then her photographers on her team have mostly been in the industry. The average tenure was like 10 and a half years, understanding the solutions that they provide and how unique they are, they were able to say what they get as a result. So you get the expertise of a local and an experienced photographer, you get a streamlined wedding and elopement booking experience. And then of course, there's the thing that every elopement photographer should offer, which is great photography. So her standout factors were totally different. So when we wrote her website. Our headlines were totally different than, so you're overwhelmed with booking your photography, it was, you haven't been to Colorado, like sure, you've been to Colorado, but have you gotten married In Colorado, we were able to have a different conversation through the headlines. So instead of saying, here's what you get with our packages. The heading became a streamlined experience for your photographer, efficient and elopement planner. Instead of introducing elopement packages, it said adventurous elopement photography. So we were telling a story through her headlines. My call to action for you today is to go look at your headlines. Don't come back to me and say, Sam, you're gonna hate this. I say, introducing. I say, here's what's inside. Those are not bad headlines. There's a reason that they're tried and true. There's a reason that they've been on a million people's templates and websites, but I want you to go look at them based on what you just learned about what you should be doing and how you need to implement. The transformation into the parts of the page that people are most likely to read, so that they read the body, and so that they click on your CTAs, your calls to action. Just go take a look at'em, and if you think, oh my gosh, I'm not telling a story. If I were to skim through this page, I would have no idea what I offer. Start thinking about your transformation again. You can go back to episodes three and four and figure out. What is the transformation that I provide here? You don't have to do it alone. Of course, I am a copywriter. I'm happy to help you. You can get on my calendar at the link in the show notes. We can do a quick hour where it's just a power hour. I'll do some writing for you. That's called, can you write this for me? And it's at, can you write this for me.com? Or you can head over to nomad copy agency.com/. Podcast and get the opt-in copy bot for free that will write your first couple of headlines and sections of your sales page for you. I do offer VIP days. If that's something that you're interested in, you can always reach me at nomad dot copy on Instagram, or I'm on LinkedIn at Samantha Burmeister. The next time that we talk, we will be talking about above the fold. This is the first scroll of your website and where I said that everybody who visits your website reads your headlines. Every single visitor to your page will see you're above the fold because it's at the top of the page. So this is by far the most important part of a sales page. That's where we're headed next. By the end of the month, you will have everything you need to know to go write a well-informed based on sales psychology, sales page. I am so happy for you to be writing copy that sounds like you, but converts better. If you have questions that you wanna be sure that I answer on this podcast, please reach out. You can reach me on Instagram or LinkedIn at the links below. I cannot wait to talk about above the fold. This is, this is the good stuff. I'm happy you're here.