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
24. Checkout Page Copy Essentials and Upgrades - Funnels 101
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Samantha continues her Funnels 101 series by breaking down one of the most critical and underestimated pieces of copy in any funnel: the checkout page.
Checkout pages are where a buyer is seconds away from handing over their credit card, which makes this page less about persuasion and more about clarity, trust, and momentum. Samantha explains why checkout pages should avoid excess copy, distraction, or confusion, and instead focus on reinforcing that the buyer is in the right place making the right decision.
She walks through the non-negotiable elements every checkout page needs, including clearly restating what the buyer is purchasing, reinforcing the value and intended transformation, and making pricing and payment options fully transparent. Trust signals, such as secure checkout indicators and testimonials, are also discussed as subtle but powerful confidence builders at this stage.
The episode also explores how checkout pages can increase average order value through thoughtful order bumps and VIP upgrades. Samantha explains how to position add-ons that naturally support the buyer’s next step, without disrupting the checkout experience or feeling out of alignment with the original offer.
Finally, she emphasizes the importance of mobile optimization and technical ease, noting that a clunky checkout process can signal a messy client experience overall.
This episode is a must-listen for service providers and digital product sellers who want to improve conversions without rewriting their entire funnel, simply by optimizing the page where decisions are finalized.
Check out the Pricing Episode (Episode 17) here
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Hello friends and welcome back to Copy and the marketing podcast where I help you write copy that sounds like you, but converts better If we haven't met yet, my name is Sam. I'm the founder and lead copywriter at Nomad Copy Agency, and I write all of the copy that helps you sell the copy. And I write the words on the internet that help you sell AKA, the copy. So today in Funnel 1 0 1, welcome to Lesson, I believe this is for I Am Your Teacher, and we are talking about checkout pages. Again, I think people think of funnels and they just think that they need emails and a couple of landing pages, and that hopefully someday, maybe people are gonna buy from them. And that is. At its core, true. However, there's a lot more copy that goes into things and a lot more opportunities to upgrade the copy that we already have. And that's what I want to encourage you to do with your checkout pages is really think critically. Is it just a checkout form or are we giving them an opportunity to go deeper into our world? So today I'm gonna cover what goes on a checkout page. What copy do we need? I wanna make a couple notes here about checkout pages. This is where people are about to hand over their credit card and give you money. This is not a place to tell them what it's not, what they're not getting. We do not want to distract people when they are on your checkout page. So there's actually minimal copy that I would add to this page other than just encouraging them that they're absolutely in the right spot. For what it is that they want to accomplish. So we don't wanna overwhelm them. We don't wanna tell them what it's not. Okay. So what do we do on a checkout page? Couple of things we wanna reiterate. What is the name of the product? I see so many people send them to a checkout page and it's just like. The price and put in your credit card information. We need to tell people what they're getting so that they know without a shadow of a doubt that they're in the right place. Then we wanna tell them why it's so important that they get it. This is the thing that is going to help you accomplish. What if there are payment plans? We wanna make those very clear. The goal here is transparency. We wanna be super transparent with pricing, and there's also an opportunity to build trust. I would make anything secure, visible. So that says something like, if you do have a virus detector or if there is an opportunity to do that, like check here if you are not a robot. I would add that I would make that visible to them and potentially also add language around a guarantee. I personally don't use guarantees because people tend to say like, if you hate it, you can have your money back. There's no risk in giving me all your money. Honestly, most of my listeners are selling digital products. They absolutely should not get their money back if they have already consumed your intellectual property. The outcomes are not your responsibility, and I firmly believe that. So personally, I don't add guarantees onto my website and onto my checkout pages, but it's something to consider depending on your industry. Then there are a couple of opportunities to add some things, make it fun, reiterate what's included, especially if you're offering a course or if there was a bonus or something like that. Make it clear that you're getting the core thing, which includes X, Y, and Z, or a fast action bonus. One-on-one coaching, something like that. Don't shy away from putting that on the checkout page. Typically what I see is that a checkout page when on desktop is gonna be two columns, side by side. The left hand column is gonna have the details of why you should buy. We may also wanna have another trust indicator on here, like a screenshot of a testimonial saying that the thing is great. And then on the right hand side is all of the like, insert your credit card, your name, if there's a shipping address, things like that. Another thing to consider here, is make sure that it's optimized for both desktop and mobile. This is a page where you're building trust, and if your tech sucks, then it may signal to people that working with you is also a little bit messy. So take the time once you've built the page to make sure that it's also optimized for mobile. So to reiterate here, we wanna remind people exactly what they're getting, what the value is of what they're getting, what is the transformation that's going to happen. We wanna give trust signals like showing security on the site, or potentially trust signals, like testimonials on this page. There are a couple more opportunities, I think, to make it fun, including a progress indicator bar that's just at the top of the page that says like you're almost there and has a progress bar that's partially filled out. I'm honestly currently thinking about the Dominoes checkout process. They have an indicator bar that people are like obsessed with watching. There's entire subreddits dedicated to this indicator bar, so you can kind of gamify it that way as well if that's on brand for you. Now copy is meant to inspire action. We want people to click the buy button here. That is the primary goal, and especially if you're doing this on two columns, on the form where people are checking out, they're putting in their information, this is typically also where they choose what they are receiving. So if you're just selling a, you know,$50 PDF, they're probably only gonna choose one thing. However, if you're selling a program, they may be opting into a payment plan or something. There's also an opportunity to get them to buy add-ons. This is upselling, so this could be something. And this is called an order bump. An order bump is when they're already ordering, they're already checking out and they add something. So going back to the Domino's example, this is, do you wanna add breadsticks? Going back to my buying leggings example from the last episode, this is asking if I want socks that match my leggings. In the online business space, what we typically see is that people are buying something and they can do a VIP add-on. And underneath it it'll say, do you wanna add VIP? You get two one-on-one days with me, private coaching, Voxer days, something typically a whatever value available to you in this program to upgrade to VIP for only X amount. So we do a little bit of value framing, which I talked about a few episodes ago. I'll make sure that the pricing episode is linked in the show notes. But that is a VIP upgrade. So we could do an order bump as a VIP upgrade, we could also have an additional product. This is really great if. You're selling a digital product and it only solves one problem, you can frame it that this additional product will solve an additional problem. So in my world, if I'm selling a copy template that is for, let's say your opt-in page, and this is real, this is what I do. If you get the opt-in copy bot. It's free, but when you go to the trip wire, it offers you that, Hey, the next step you have to take is to write your welcome emails. People are gonna opt into your thing, and then they're going to want to receive some emails from you so that they get the thing to their inbox. The order bump in this scenario would be the welcome sequence, copy bot, if somebody is purchasing a low ticket item from you, what is the next natural thing that they are going to need that is gonna be of benefit to them? It should be an obvious thing that, of course, they wanna add the order bump onto their order. The great way to increase the lifetime value of each client and actually providing value to them in return. It should be super on brand. It can't be outta left field. If I were to say and grab all of my Canva templates and meet my business astrologer, that wouldn't flow. Nobody would want that order bump. But if you are placing things in front of people that actually provide them value, it strengthens your brand. It says, wow. She does more than just this one thing that I know about. And she can help me in other ways. People start to tell themselves a story about how you serve. So at its core, your checkout page should remind people what it is that they're getting, how much it costs, and give some trust indicators. However, there are some ways in which you can increase your order value and increase the branding and the amount of fun that people have on your page. So this has been your checkout pages, lesson in Funnels 1 0 1. I hope you guys are having a great time. If so, shoot me an email or a DM and let me know, or like share this episode and tag me. I would love to know what we're getting out of this and if this is super helpful, especially at the beginning of the year as a lot of people. Are systemically improving their funnels bit by bit. So I hope this is super helpful. We have so far talked about opt-in pages, thank you pages and checkout pages. Next we are going to talk about what goes in that very first email. When somebody opts into something from you, have a great week. Be sure to say hi online. Do the thing where you like and you subscribe and you share, and you tell all your friends how amazing this podcast is, and I will talk to you soon.