Persuasive Web Copy: Words That Make People Act

What's inside

1. Level 1: What Copywriting Is (and Isn't)Free
   You'll see how persuasive web copy differs from content writing, grammar polish and hype, and why its one job is to help a real reader take a clear next step.
2. Level 2: Researching Your ReaderFree
   We dig into your reader's problems, desires and objections, and collect the exact words they use, from reviews, forums, support emails and interviews.
3. Level 3: Features, Benefits and Outcomes
   You'll learn to turn what a product has into what it does for the reader and how their life looks afterwards, using the 'so what?' ladder.
4. Level 4: Shaping Your Value Proposition
   We pull your research and benefits together into a clear value proposition: who it's for, what they get, and why it beats the alternatives.
5. Level 5: Headlines and Subheads That Pull
   You'll write headlines that grab the right reader and make a clear promise, plus subheads that keep them reading.
6. Level 6: Structure for Scanning
   We look at how people really read on screen and how short paragraphs, front-loaded sentences, bullets and descriptive subheads help them find what they need fast.
7. Level 7: Calls to Action and Microcopy
   You'll write buttons, links, form labels, error messages and reassurance lines that make the next step feel clear and safe.
8. Level 8: Social Proof Used Honestly
   We cover testimonials, reviews, case studies, numbers and logos, and how to choose, edit and present them so they're persuasive and genuine.
9. Level 9: Landing Pages, Section by Section
   You'll build a single-goal landing page from hero to final call to action, putting together everything you've learned so far.
10. Level 10: Home and About Pages
    We tackle the two pages that have to serve many visitors at once: a home page that points each visitor the right way and an about page that builds trust instead of bragging.
11. Level 11: Product and Service Pages
    You'll write product pages that sell a thing and service pages that sell expertise, handling specs, pricing context and the questions people ask before buying.
12. Level 12: Tone of Voice and Brand
    We define a brand voice you can actually use, with traits, do's and don'ts and examples, so every page sounds like it came from the same place.
13. Level 13: Emails That Get Opened and Clicked
    You'll write subject lines, preview text and email bodies built around one clear click, for welcome, promotional and follow-up emails.
14. Level 14: Ads and Social Captions in Outline
    We cover the basics of short-form copy for paid ads and social posts: hooking fast, fitting the platform and staying consistent with the page you send people to.
15. Level 15: Writing for Search Without Stuffing
    You'll learn to match search intent, use keywords naturally, and write title tags and meta descriptions that earn the click.
16. Level 16: Plain English, Accessibility and AI Drafts
    We edit for plain English and accessibility, with clear words, meaningful link text and useful alt text, and use the same editing eye to turn a generic AI draft into copy that's accurate and sounds like you.
17. Level 17: Testing Copy and Staying Within UK Rules
    You'll learn how to set up a simple A/B test on one piece of copy, and how the ASA and the CAP Code expect your claims, prices and comparisons to be honest and backed by evidence.
18. Level 18: Final Challenge: The Complete Campaign Exam
    In this final challenge, you'll bring the whole course together by researching a reader and writing a value proposition, landing page, email, ad and search snippet, then editing, testing and compliance-checking it all.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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