Sales Copy Formula for Websites

Sales Copy Formula for Websites

Would you believe that all great websites that sell products or services follow a formula? They all use the tried and tested acronym AIDA. This stands for Attention, Interest, Desire and Action.

You grab people’s attention with a headline or catchy product title.

You see. You need to stop the reader from just scanning over the content in their tracks, with a curiosity attention grabbing, benefit driven main headline with sub headlines.

Headline examples are:

Discover why…. Who else Wants…. How to….., etc. For sales copy it is a good idea to test out your copy by using different headlines and sub headlines. A sub headline is a line of copy that is next to importance for your sales letter or advertisement. They expand the theme of what the headline is about and xxxx. Sub headlines are of a smaller font size and text of different color.

Your can have up to 5 sub headlines and this is known as stacking the deck. Another thing that can be added is a pre headline. This is a line of copy that goes above the headline in a smaller size font and text of different colors. This copy is like a lead in to your bold statement headline. Example: Warning: Do not read this unless you’re……..


Implementing this in to your sales copy can be very affective. If you are able to, use the person’s name. An alternative is to address the letter to Dear Friend: or Dear Fishing Enthusiast: as an example.

Opening Paragraph:

The first paragraph is an important element. This is where the transition takes place tying in your attention grabbing headline to the body of the copy. Follow along with 3 more paragraphs describing the solutions you are offering.

Story Telling:

Another important element for your copy. These can be based around personal experiences relating to the product, a celebrity that has used the product or a customer you know that is using the product. For the example of a customer using the product this can be built around a case study. You can create an engaging problem solving story from the customer’s successful experience from using the product.

Bullet Points:

Hear you will be building the readers interests by describing what your service or product does. Grab a list of all of the benefits of your offer and create bullet points around them. Bullets can come in other forms like feature bullets, curiosity bullets, self interest bullets and giveaway bullets.


This is where other customers who have used your product and speak highly of it giving a glowing recommendation. Testimonials can be in the form of text or video.

Creating an Irresistible Offer:

Here is where you give bonuses, limited availability stack on the value and also giving deep discounts.


Offer a compelling extended full money back guarantee without question or hassles.

Call To Action:

Now is the time to tell and explain to the prospective buyer the procedure that they need to take with purchasing and receiving your product/service.

The PS:

Here is where you remind them about your irresistible offer, great guarantee thanking them for making a wise decision. Also you can put another call to action here.

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