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Top Copy Resources for Beginners and Beyond, Part 1: From Nailing the Fundamentals Before You Write a Single Line of Copy, to Creating Emails, Landing Pages, & Websites That Convert

Author

Kimberly Houston
January 18, 2025

In my bi-weekly newsletter every other Sunday, I share the top copywriting resources I’ve found over the years that are especially helpful for folks writing their own copy.

Because let’s be real, hiring a copywriter to create the multitude of copy assets you need in business to call in and convert your ideal clients, customers, readers or supporters – especially when you’re just starting out – can be out of financial reach for many.

The good news is, there are numerous stellar copywriting resources available that you don’t have to spend one single penny for.

Those are the kind of copy resources I share in my newsletter, and that I’ve rounded up for you here to make them easier to access.

My goal was to create a jam-packed resource you can come back to when you need to write copy, with everything organized by copy asset you need to create – headlines, subject lines, emails, CTAs, website copy, landing pages, and so on.

In today’s Part 1 post, we’ll cover the fundamentals – things to nail down before writing a single line of copy – along with resources to help you write attention-grabbing headlines, a kick-butt effective website, and landing page copy that converts.

Then in Part 2, which will go live on Sunday February 2, 2025, I’ll share the best copy guidance I’ve found for understanding email marketing, writing email copy & email subject lines, plus copy inspiration resources, copy things NOT to do (so important), and finally, how to write those ever-important CTAs.

Some of these resources come from my own blog on these topics, but most of them are OPR, i.e., other people’s resources, specifically, those that break down copywriting in a way that everyone can easily access and understand.

*A note about the links in this post: All the links in this article are operational as of the publishing date of this post, but you know how it goes … sometimes links break or become outdated, so if you’re reading this sometime in the distant future, I can’t guarantee they’ll work. 😊

The Fundamentals

The fundamentals include a few things that are essential to do before you start writing, when possible, such as research, determining your ideal client / customer, understanding your differentiating factors or meaningful difference, and so on.

Copy that converts ALWAYS starts with research

If you’re writing your own copy for a website, landing page, email campaign, or any other copy asset, the first, uber-important, non-negotiable step is research.

That is, if you want copy that converts browsers into buyers, casual website visitors into email subscribers, or any other important conversion that helps you achieve your project or business goals — then no writing happens until the research has been done.

What kind of research, you may ask?

I share my basic 101 level research process here, along with application of the process to a wedding photographer writing their own copy, so you can see it in action:

User Persona Generator

I recently took the plunge and tried an AI Persona Generator just for fun, on the recommendation of one of my LinkedIn friends.

I tested it using the target audience segment, “female founder of healthcare startup,” and even though what it generated did not blow me away, I think it could be useful as a start to figuring out a kind of top-level overview of a user persona. 

The tool claims it can help you “understand your ideal customer without running 50 interviews. Know exactly how to win their hearts.”

I’m not sure the persona it generated for me did all that, but it was definitely a good start.

Check it out below. (It’s free, by the way.)

For a different take on buyer personas, you can check out issue #12 of The Subhead, where I share what Louis Grenier of Everyone Hates Marketers thinks about them, i.e., that buyer personas (as they’re usually constructed), need to die a violent death, and what to do instead.

What a USP is, why you need one ASAP, and how to create one for your business

In this 3-part blog series, I share guidance on how to create your USP (unique selling proposition, or as I prefer to think of it, your “meaningful difference”), so you can stand out online and attract your ideal clients and customers …

… instead of drowning in a sea of sameness along with the 5,387 other people who do what you do.

(Of course, no one does exactly what you do, exactly the way you do it, my creative friend, and this 3-part series is meant to show you how to uncover and convey that fact.)

Creating what I call your “meaningful difference,” also known as differentiation, is uber-important if you want to stand out in a saturated market, which pretty much describes every all of us, including every copy client I’ve ever worked with. 😊

That’s why I write about the topic and share successful examples of differentiation done right so frequently, including this one:

Differentiation Deep Dive

Is your boring brand personality killing your sales?

Personality in Marketing for the Win

Adding authentic personality to your marketing, messaging, copy, and anywhere you come into contact with your audience, is a tried-and-true way to differentiate your brand, stand out in a sea of sameness, and stay top-of-mind to your ideal prospects and customers.

In this post linked here, I share the story of how Bolthouse Farms used personality in a super creative way to position baby carrots to compete with cheetohs, potato chips and other junk food as a snack alternative.

Baby carrots, say what? How is that possible, you ask?

Read the post to find out. (It’s short, unlike a lot of my other blog posts.) 😊

Websites

Ah, websites.

Very often the bane of our existence as freelancers, solopreneurs, small business owners, newsletter operators, and anyone else who knows they need a persuasively written online home, but feels overwhelmed by the prospect of writing one.

If that’s you, never fear, my friend! These resources will help:

The Complete Guide to Website Copywriting

This is probably the single best no cost resource I’ve ever seen for writing your own website copy, if hiring a professional copywriter isn’t in the cards right now.

It was created by Jacob McMillen, a successful freelance copywriter who’s made heaps of money for both himself and his clients over the years through his copywriting.

I was in Jacob’s Write Minds paid writing community for a bit, and I can tell you, he’s the real deal.

So, if you’ve been looking for a comprehensive guide, at zero cost, to writing a website that converts, here you go:

5 Ways to Improve Any Webpage by Adding Specificity

Next, we have a short and straightforward article about improving any web page using our good friend, specificity (includes stellar before and after examples).

If your web copy lacks clarity, it won’t convert, simple as that. If you want to avoid that fate, then apply the 5 simple tips here:

7 Simple Website Copywriting Best Practices That Won’t Make You Cry into Your Corn Flakes (but will help you get more business, bookings & sales)

If your website needs optimizing, but you don’t have the bandwidth to rewrite the entire site from top to bottom yourself, a dedicated copywriter on your staff to do it for you, or the time to vet and hire a pro copywriter …

… but you do want to get more email subscribers, book more complimentary consults or strategy sessions, or make more sales, then these seven simple website copy tweaks can help.

Because as “they” say, your website is your 24/7 salesperson.

And that means that while you’re tending to the other parts of your business, or simply off living your life, your website should be doing at least some of the heavy lifting for you when it comes to generating new business.

Improve Your Website in 5 Minutes with These 7 Tips

In the brief video linked below, Gill Andrews, copywriter, web consultant and all-around website expert extraordinaire, shares 7 quick tips to reduce your bounce rate and keep web visitors on your website longer.

Your website About page is a conversion tool

The article linked below on website About pages fills my heart with joy, because it reiterates what I’ve always known, believed and shared with clients about this uber-important website page hundreds of times over the years:

:: The About page is one of the most read / viewed pages of any website, hands down.

And because of that, it’s prime real estate to convert website visitors into email subscribers or service inquiries, or whatever your goal is for your website overall, and for your About page in particular. (Each website page has its own goal, and your website overall has a goal.)

The entire article is an absolute goldmine of excellent information about what to include on your About page and importantly, WHY.

The About page is a vital part of your website’s marketing, significantly impacting sales if done correctly, so don’t treat it as an afterthought.

Learn more here:

And because your tagline and your headlines are part of your website copy … let’s talk about those, too.

Easy Tagline Template

Wanna fight about taglines?

I say that because I remember reading something a few years ago that declared taglines on a website aren’t that important.

I disagree.

And while much of it depends on how well you’re already known in your industry, in a world where you have between 3 – 8 seconds to grab someone’s attention online, a tagline can quickly convey what sets your business apart from all the other folks online who do what you do.

It’s your opportunity to signal something that compels your ideal client or customer to stay on your site and explore what you’ve got going on.

👉 Something to keep in mind: we’re not writing copy for all web traffic, only for the percentage of visitors who are likely to be just right for your products and services.

When I consult with folks writing their own copy, I tell them while there are many tagline frameworks to consider, the simplest, especially if they’re just starting out, is:

👉 [What you do] + [who you do it for]

For example:

:: Wedding Photography for Punk Rock Brides

:: Life Coach for Gutsy Entrepreneurs

:: Minimalist Silver Jewelry for the Style Savvy

Are those wildly creative? No.

Will they win any awards? No.

But what they do is signal to the person this site is right for – punk rock brides, gutsy entrepreneurs, the style savvy, etc. – that they’re in the right place.

And that’s what gets them to click around the website and check things out.

Also, a tagline doesn’t have to define your business now and for all eternity.

So, if you’re trying to create yours, you could simply start with [What you do] + [who you do it for].

Headlines

Headline Analyzer

If you do any kind of writing online – and if you’re reading this, I suspect you do – then you know how critically important compelling headlines are to everything you write.

But only if you want folks to read your articles/blog posts/landing pages/sales pages or pretty much anything else you write. 😊

I’ve played around with many a headline analyzer over the years, but this one is a favorite:

Simply enter a headline in the space provided and click on “analyze.”

You’ll be given an overall Headline Quality Score, along with individual scores for things like relevance, punchiness, clarity, catchiness, context and emotional impact.

And the great thing is, you’ll also get a breakdown of why you received the scores you did – which is super helpful for your writing going forward, so you’ll know what to replicate, what to improve and what to ditch.

Headline Formulas That Work

FYI, there’s some overlap between this resource and my blog post linked below, which just goes to show you that most headline formulas and templates are evergreen.

If you spend as much time online as I do, you might find some of the examples here tired and played out.

That said, something I have to remind myself of all the time is that regular, everyday people, i.e., non-copywriters, aren’t as focused on copy elements as I am, so what feels tired to me could easily seem “fresh” to others.

Find out for yourself here:

How to Write Headlines That Don’t Make You Cringe with Embarrassment

Formulas. Blueprints. Templates. Rules.

I tend to dislike most of these things. And so do most other business builders I’ve talked to.

But when it comes to writing headlines, templates and formulas can help if you’re experiencing a rough patch while trying to create magnetic headlines, especially when you’re first starting out.

Besides, templates and formulas are just a starting point, a way to get the creative juices flowing. You use them to get something down on paper, then you tweak from there, depending on your personality, your business, and your service offerings.

By the way, I wrote this blog post in 2015, and looking back on it, a couple of those headlines would make me cringe a little.

But I stand by at least 90% of the suggestions here:

Landing Pages

Great Landing Page Copy

Here’s a super-handy resource all about landing pages, full of top-notch examples you can use for inspiration to write your own landing page copy.

Now, what this person’s definition of what a landing page is may differ from yours. In fact, when I think “landing page,” I think of a page with zero navigation to distract, and a single focus or goal, the way Unbounce defines it here.

When you click on the link below, though, you’ll notice lots of website Home page examples, which I don’t consider a landing page, in the true sense of the word.

But not everyone is a copywriting nerd like me (PTL!), and you’ll still discover some great copy tips & TO DOs.

There are plenty of excellent copy examples here to get the ol’ creative juices flowing, no matter what kind of page you’re writing.

How to increase your newsletter landing page conversion rate

This is one of the best resources I’ve seen for writing a newsletter landing page, specifically.

It’s from Matt McGarry who writes Newsletter Operator, a weekly newsletter about, you’ll never guess … newsletters!!

It includes 10 simple steps, with examples and helpful visuals, and 20+ links to great newsletter landing pages you can use for inspiration. [The landing page examples are so darn helpful.]

Check it out here:

Newsletter Landing Page Library

If you’re writing a newsletter, you likely already know that one way to increase your number of subscribers is through a compelling, conversion-focused landing page.

I think this resource is pretty darn stellar.

What I love about it: you can see conversion rate data and even the main traffic source for each landing page. How great is that?

Get inspired by 300+ landing page examples from top newsletters. Including screenshots, easy filtering, and conversion rate data!

But don’t stop there!

There’s a treasure trove of other newsletter resources on this site as well, including monetization examples, a paid growth library, free growth methods, and more.

And that’s it, for Part 1, my friends! Part 2 of my Copy Resource Extravaganza, lol, will publish on February 2, 2025. Come back for that or sign up for the newsletter and I’ll send you an email when it goes live.