Design a long-form sales page

1. Decide what kind of copywriter you hire based on your business needs.

For example, brand copywriters and direct response copywriters are very different.

2. Be selective when picking a copywriter and steer clear of jargon-loving professional copywriters.

Anyone worth hiring starts at $1,000, usually much more, in the $2,000-5,000 range. People who are cheap, are cheap for a reason – they usually suck, and you’re better off learning copywriting and writing your own copy than hiring a cheap copywriter. If copywriters use phrasing like leverage and our principles are standing by in their portfolio copy, run.

3. Structure your content for readability and avoid walls of text.

Most readers will only read the headlines to garner the entire story from start to finish. Readers who scan copy will scroll the page, stop at headlines that grab their attention, read that content, and resume scanning. Here’s how you structure your text: Use a large font size (minimum 16px). Keep lines short (40–80 characters per line). Start a new paragraph every 3–4 lines. Use a mix of lists, quotes, and images. Use sub-headlines every 2–3 paragraphs.

4. Change the layout constantly to keep it interesting and make it easier to digest and read.

Ever wondered why so many sites constantly alternate the position of text paragraphs, text on the left, then on the right, then back on the left, and so on? Novelty gets people to pay attention.

5. Test a video version of your sales page to find out whether video can increase conversions.

In most cases, the video should be supplemental to the text as most people will not watch the video; the most interested might. Create the text content with this in mind.

6. Add expandable or collapsible content areas, or open additional information in lightboxes instead of linking to deeper pages on your site.

This makes the page shorter, makes it easier for users to find the information they’re looking for, and increases the chances of a conversion by keeping users on the page.

7. Guide readers, highlight important information, minimize secondary content, and remove any part of your design that doesn't support your goal of getting people to buy.

Good design isn’t about bells and whistles. Make sure every aspect of your design serves only one goal: getting people to buy.