Words That Win: Turning Website Visitors into Customers Part 2
This episode of the Guiding Brands Podcast features a conversation with Sarah Guliot, an expert in copywriting and website strategy for service-based small businesses and coaches. She joins Karen Vick to demystify sales pages, email sequences, and the art of using words to convert website visitors into customers.
🛬 Landing Page vs. Sales Page:
Sarah Guliot explains the difference between a landing page ("any page people land on!") and a focused sales page, designed with one clear offer and a distraction-free layout.
📑 The BOT Stack for Sales Pages: Use the BOT framework:
Benefits: Start with a hook & highlight transformations
Offer: Present the details of what’s included, pricing (keep it simple!), and specifics of the product/service
Trust: Sprinkle testimonials, bio, guarantees, FAQs & legal notes throughout💡
📧 Email Sequences: The power of welcome sequences & the importance of automating your first impressions with subscribers.
❌ What Not to Do in Email Marketing: Avoid over-emailing without opt-out options, writing off-topic, or making your emails "epistles."
🗣️ Maintain Your Brand Voice: Build a brand voice guide—capture key phrases, dos and don’ts, and revisit messaging for consistency.
✍️ Getting Started with Copywriting: Collect inspiring copy examples, use outlines, batch your writing, and don’t self-edit on your first draft!
Tools for transcribing spoken text into writing:
Google Voice Typing in Google Docs
Notes app transcription
Podcast website: https://guidingbrandspodcast.com
Batch Your Writing: Set aside time to write 6–10 pieces of content at a time to relieve pressure later.
Build a Welcome Email Sequence: Automate your onboarding with 3–5 “get to know me” emails.
Audit Your Messaging: Create or update a brand voice guide and review your site to ensure your copy fits your updated brand persona.
Simplify Offers: When creating sales pages, limit choices to reduce confusion. Provide only "yes or no" options and address payment tiers/cycles at checkout, not upfront.
Collect Good Copy: Start a "swipe file" of subject lines and email ideas that catch your eye for future inspiration.
Try Voice-to-Text: If stuck, record yourself talking through your idea—then edit the transcript for your copy.
Instagram: @sarahdesignagency
Website & new coaches’ offer: https://sarahdesign.com
Thanks for listening! For more episodes and marketing wisdom, subscribe and review the show on https://guidingbrandspodcast.com 🌟
