Paid Webinar Sales Page for Photographer KT Merry

Sales page written for photographer KT Merry’s 2-part pricing workshop—a paid webinar that converted at 31.14%, with copywriting that doubled as creative direction for visual layout and brand presentation.

The Challenge

KT Merry’s 2-part live pricing workshop was a paid, mid-tier offer designed to function as a sales funnel into a higher-ticket coaching program. The page needed to attract both new prospects and returning leads around a single broad interest, helping photographers raise their pricing, while also converting cold traffic into paid registrations. With a highly visual photographer audience, a copy-only approach wasn’t going to be enough. The page had to feel like KT Merry’s brand as much as it read like her voice.

The Approach

The copywriting was developed alongside creative direction, not separately from it. Beyond the persuasive and conversion fundamentals (a clear hook, structured benefits, social proof, and CTA flow), the project included direction on formatting, fonts, suggested imagery, and the overall pacing of the page. The goal was to ensure that every section of copy was reinforced by a visual choice that felt native to KT Merry’s high-end editorial brand. For a visual audience, the layout and typography were doing as much persuasive work as the words themselves.

The Result

The page converted at 31.14%, well above the industry benchmark for paid webinar sales pages, which typically range from 5 to 15%. More importantly, it generated qualified leads who self-selected into the paid workshop, then moved naturally into the higher-ticket offer the funnel was designed to support.

This project demonstrated something I bring to visual brands: copy that doesn’t just sit on a page, but works in concert with the design choices around it.