One page, and nowhere for the reader to go but a decision.
A single asset, written long, where the entire argument has to survive one scroll. No navigation to escape into and no second page to finish the job.
What the page is made of
- The lead
- The first eighty words, rewritten more times than the rest of the page put together. They have one job, which is to earn the next eighty.
- The offer, stated once and plainly
- What they get, what it costs, what happens after they click. Stated early rather than withheld as suspense.
- The proof section, built from what you actually have
- When the honest answer is “not much yet”, we write the page that works without proof instead of inventing some. That is a real technique, not a consolation prize.
- Objections in the order they occur
- Not an FAQ at the bottom. Each one answered at the point in the scroll where the reader thinks of it, which is a structural decision more than a writing one.
- The price justification
- What somebody has to believe before your number reads as reasonable, and the paragraph that gets them to believe it. Most pages set a price and hope.
- The close, and the second close
- Anyone scrolling back up has already decided and is looking for permission. The second close gives it without restating the page.
- Risk and guarantee language
- Written conservatively. Ask for a promise we think you cannot keep and you will get the reason in writing instead.
- Every call to action on the page
- The same action each time, worded for how far down the reader has got. A button near the top cannot say what a button near the bottom can.
- Checkout and form microcopy
- The three lines beside the button that decide whether it gets pressed, plus the one that heads off the refund request before it is made.
- Two headline alternatives, with the reasoning
- The only place on this site we hand over options. A headline is the one element cheap enough to test properly, so the second one differs in argument rather than in wording.
- A layout note for whoever builds it
- Where the page needs air, what must not be moved, and which section can go if it runs long. Sales pages get shortened by designers; better that it is planned.
Written to show method. Not delivered client work.
Invented subject: an eleven-room hotel on the Black Sea coast, selling a September rate. The move on show is the price justification, which is the part most sales pages skip.
before
Discover unparalleled luxury at our exclusive seaside retreat, where every detail has been tailored to perfection and no request is ever too much.
after
Eleven rooms. No conference suite, no wedding packages, and nothing on the sand with a speaker in it. In September you can hear the sea from every room, and that is the only thing we are charging you for.
The first version asks you to feel something about the place and gives you nothing to check. The second names three things the hotel refuses to be, and the refusals do the work: they explain the quiet, and the quiet explains the rate. No adjective was upgraded. One claim was traded for three exclusions.
demonstrates sales page copy
10 days, in three moves
The offer gets fixed first
Price, inclusions, deadline, and what happens after purchase. A page cannot be written against an offer still being negotiated internally, so we stop rather than guess.
Structure before sentences
The order of the argument is agreed as a bare outline you can read in two minutes. Cheap to change at that size, expensive later.
The long draft, then the cut
The first draft runs long on purpose. Round two takes out roughly a fifth, and the page gets better in exactly the places where it gets shorter.
Price and turnaround
- Sales Page Copy€5,600one page
10 business days from sign-off, which is short because it is one asset. It stays short only if the offer is settled before we start.
terms
- 2 revision rounds, one structural and one line-edit, against the brief as signed off.
- 50% to start, 50% on delivery, and the published figure is the final amount payable.
- €85 an hour beyond the included rounds, or if the offer itself changes after sign-off.
Before this page can work
Brand Positioning
A sales page is a position under maximum pressure. Leave the position unresolved and the page hedges, and a hedging sales page does not sell anything.
Messaging Architecture
The proof points and the objection answers come from here. Without them a page invents both, and invented proof is the one thing this studio will not write.
Send the offer
Price, what is included, the deadline if there is one, and who it is for. We reply within two business days. If the offer is not settled yet, say so — that is the real first problem and it is cheaper to name it now.