How to Write Sales Page Headlines That Convert
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This post is part two of four ‘how to write a great sales page’ posts.
When someone lands on your sales page, they might not read every word. In fact, most won’t. What they will read are your headlines. That means if your headlines are flat and say generic things like, “Introducing…” or “Here’s what’s inside”, your readers won’t be hooked – and they won’t buy.
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Consume this blog post in podcast form here:
Why Headlines Matter
Headlines are the hooks of your sales page. They grab attention, guide the eye, and set the stage for the copy that follows. If people skim and your headlines don’t tell a story, you run the risk of losing them. And when you lose them, you don’t make the sale.
Good headlines keep readers moving and clicking through to the buy button.
Should You Start With Copy Templates?
Templates and AI-written copy can be a helpful start, but they often fall flat because they recycle the same tired language and don’t actually mirror your client’s unique desires.
For example, we’ve all seen headlines that say, “Introducing…” – but this doesn’t tell anyone what is stellar about the offer, or what’s in that section of copy. And terms like, “Without the fluff” just creates confusion.
Instead, your headlines need to:
✅ Speak directly to your ideal client’s transformation
✅ Mirror their language back to them (sales psychology 101)
✅ Tell a story through the flow of your page
Real-World Example
I recently worked with a destination elopement photographer in Colorado. Instead of generic “elopement packages” headings, we highlighted her unique selling points in her headings:
“A streamlined experience: Your photographer, officiant, and planner in one”
“Adventurous Colorado elopement photography”
These headlines were not only clear for the reader, they were in line with SEO best practices as well. Plus, they told her future clients exactly what they would get without forcing them to dig through paragraphs of body copy.
Her headlines became clear, skimmable, and helped her clients be more efficient with their time on her page.
Your Action Item: Write Better Headlines
Go take a fresh look at your headlines. If you replaced them with “Introducing…” or “Here’s what’s inside,” would they still make sense? Would someone skimming your page know what you’re selling and why it matters?
If not, it’s time to weave transformation into your headlines. That’s the story people want to see, and the one that makes them click.
👉 Next up: we’re diving into Above The Fold. It’s arguably the most important section on your page, because every single person who visits your page will see it!
Helpful Resources:
Opt-In Copy Bot - to help you write an above the fold that converts
Get on my calendar - if you’d like me to write your sales pages for you!
Connect with me here:
To view this episode with subtitles, visit my YouTube channel here
