My Luxury Website Copywriting Checklist
Are you a luxury business owner trying to write high-converting luxury copy that makes people desperate to work with you?
Then you need my luxury website copywriting checklist.
As a sales page copywriter, this is the simple checklist that I use every time I sit down to write a landing page for my clients.
It’s a process that I subconsciously use to achieve powerful results for my luxury clients but to help you, I thought I would extract the steps out of my head and down onto paper so you can use this winning process too!
What Will My Luxury Website Copywriting Checklist Help You Do?
It will stop you from writing aimless waffle which has no impact on the reader and instead will teach you how to write targeted copy which persuades your audience to take some kind of action.
It will give you more structure when you sit down to write your luxury copy so you don’t have to guess about what you should be writing or the tricks you should be using to inspire people to buy from you.
You’ll have a proven step-by-step formula which makes it effortless to write an eloquent, persuasive and sophisticated sales page for your luxury brand.
The result? More sales of course!
Why is Luxury Sales Copy So Crucial For Business Success?
As a professional, passionate and experienced luxury copywriter, and sales page copywriter, I could give you an endless list of the reasons why luxury sales copy is VITAL for business success.
But I don’t want to bore you, so here’s a list of the main ways luxury copy can take a luxury brand from average to exceptional:
It improves your perceived value. When copy is written well, it can quadruple the amount that people are willing to pay for your luxury services. Fact! It’s happened with many of my clients and it can happen to you too.
You can build an emotional connection with your dream customers because luxury sales copy can tap into the emotions of potential customers and create a sense of desire or aspiration. By using evocative language and imagery, sales copy can help customers imagine themselves enjoying the luxury lifestyle that the product or service promises.
Luxury sales copy can help businesses stand out from competitors by emphasising the unique features and benefits of their high-end products and services. By crafting a distinctive voice and message, sales copy can help a brand create a strong identity that resonates with customers.
Luxury sales copy can help justify the higher prices of luxury products and services by framing them as investments in quality and exclusivity. By positioning luxury items as worth the cost, sales copy can help customers overcome objections related to price and make a purchase.
Without it, you’re just another generic brand, who’s slapped the word luxury in front of their services and now expects more money, more status and more respect.
Sorry, that’s not how it works and if you can’t be bothered to invest in your copy, don’t expect people to invest in your business.
So without further delay, let’s get to my winning luxury website copywriting checklist.
5 Checks to Follow When Writing Luxury Website Copy
Step 1: Establish The Tone of Voice
Establishing a consistent tone of voice is crucial to build a relationship with your audience. They need to know what to expect from you and if you diverge from that tone of voice, they’ll start to question your authenticity.
Just because you’re a luxury brand it doesn’t mean you need to sound boring and corporate. Luxury brands can adopt any tone of voice, it just has to be articulated in a way that still conveys an air of luxury. And most importantly, it has to be consistent.
Before you sit down to write any copy, establish your tone of voice to ensure it remains consistent throughout the entire page.
How to write in your brand's tone of voice?
Are you sophisticated, conversational, warm or elegant? Choose the style and stick with it.
Now use language that reflects that tone. For example, a sophisticated website would use phrases such as ‘decor that denotes timeless elegance.’ Whereas a conversational website would use a phrase such as ‘indulge in classic chic decor and wow your guests.’
Step 2: Write Down Your Customer Persona
Who are you writing the luxury copy for?
Now, this isn’t the part where we write their age, job, or marital status because we don’t actually care about that information and it’s not helpful when writing high-converting sales copy.
What we do care about is their desires, motivations, pain points and common objections to what you sell.
So write a list with answers to all of the above and keep it handy when you write your luxury website copy.
What would my list look like to target my ideal audience? Let me show you an example below.
Desires - My audience wants to build a successful luxury service-based business that people are desperate to work with. They don’t want to keep worrying about where their next sale is coming from they want a predictable process which will help them reach their revenue goals.
Motivations - They are motivated by their competition because they want to outperform them and when they see them doing well it inspires them to take action and be better. They are also motivated by their customers, they love helping them and they want to help more people. This inspires them to market themselves so they can reach more people.
Pain points - They can’t wrap their head around marketing. They are frustrated that they know what they want to achieve but they don’t know how to achieve it. They’re sick of trying to learn marketing when they just want to do what they love which is why they started their business. They don’t have the time to continuously market themselves.
Common objections - Will your services actually work or will I waste my money? What if I don’t like what you write? What if I don’t like your marketing plan? Will this be a waste of my time? Will it be too difficult for me to implement?
Now I can use all of those answers to form the basis for my luxury website copy. This will ensure that I’m speaking directly to my target customer and connecting with them on a deeper level.
Step 3: Inspiration Doc and Luxury Word List
When I do my research for website copy, I always keep a list of the websites I see that have amazing copy. I have to admit there aren’t actually that many websites I am impressed by so when I do see beautifully written copy, I make sure I save it.
A few websites that have stunning luxury copy are;
I then make a list of the language, if it’s in line with the tone of voice I want to use. This helps to strengthen my creative muscle when I sit down to write and inspires me to think differently about how I explain things.
Step 4: What’s the goal of the page?
This step is crucial.
You shouldn’t be writing any luxury copy until you’ve thought about the goal of the page. Is it to persuade people to sign up for your newsletter, book a consultation, or browse your services?
Most people think ‘oh that’s easy I want them to buy’ This is the biggest mistake you can make because people don’t just buy without knowing anything about you. They need you to nurture them take them on a journey and show them that you care.
Very similar to dating, you wouldn’t ask someone to marry you when you first met them, so don’t do it in business.
For example, if you’re a luxury facialist you should be offering free skin consultations where you can provide recommendations and advice and your potential customer can get to know you.
This gives you a chance to build a relationship with them and they are more likely to agree to a free skin consultation because it's a low commitment from their side yet they’re going to get something out of it.
Always be thinking, about what’s in it for them.
Step 5: What’s The Key Message For Your Landing Page?
What’s the key message that you’re trying to convey?
This is different to the goal of the page because the key message is how you’re going to get them to perform that action.
Let’s use the facialist example from above, if you want people to book a skin consultation then your key message should be focused on the issues that arise when they use products which aren’t suited to their skin type.
You’ll want to agitate this issue and really make people realise the damaging effects that the wrong products can have on their skin. This will make them feel uncomfortable, agitating their problem and positioning you as the best answer to that problem.
Every section of the copy should hammer home that key message until the reader thinks it’s time to take action. That action is a free skin consultation.
To Summarise
Don’t just sit down and write whatever comes to mind because you’ll end up with poor-performing copy that sounds average at best.
Instead, use this luxury copywriting checklist to structure your process and ensure you’re writing luxury website copy that inspires your ideal audience to take action.
Need help writing your luxury website copy?
Writing luxury website copy takes time, patience and practice. I’ve helped hundreds of luxury brands to increase their prices and their conversions through high-converting luxury copy.
Why am I different?
9+ years working in the marketing industry.
6 years spent working as an in-house marketing manager building up a marketing department from scratch.
BA (Hons) Bachelors' degree in Advertising with Marketing comms from the top media university in the UK.
I’ve helped hundreds of luxury brands across the UK and USA to transform their brands and attract the clients they are desperate to work with.
I offer unlimited revisions because my clients LOVE what I write every time. I know you will never need many, if any revisions.
“Hayley was amazing to work with! She really took the time to listen and get a thorough understanding of my brand and exactly what I wanted to convey to potential clients. Her writing is exceptional and she was able to beautifully and succinctly sum up all of the things that I wanted to say but couldn’t quite find the right words to.
If you’re looking for a sales page copywriter who can elevate your copy and speak to a luxury client base, I would 100% recommend Hayley for the job. I’m certain I’ll be utilising her services for any future copywriting needs of my business. Thank you again Hayley!”
Abbi Bettles. Owner. All The Love Photography
Apply to work with me below and let’s take your luxury business to the next level.