how to write web copy

How to Write Web Copy

Web copy has the power to make or break your online presence.

Think about it for a moment.

When new customers find your company online, what is the first impression they get? It’s coming from your web copy, but does that copy welcome them in or push them away? Does it educate them? Is it funny and relatable and written specifically for them? If not, it’s not fulfilling its purpose.

If you want to succeed online, you need to learn how to write web copy that intrigues, delights, and inspires your readers. Only through learning how to do this will you excel at online marketing and build the reputation your brand deserves.

Read on.

how to write web copy

How to Write Web Copy (and Why it Matters)

Today, experts claim that we only have seven seconds to make a first impression. People who find their way to your website or social media profiles are developing an impression of you and your company as soon as they start reading, and that impression can either help or harm your business.

Think about the sites that publish web content that stands out in your mind. What do you love about them?

If you’re like most people, you love that these sites speak to you like a real human that wants to learn new things, rather than a “target persona” with no name or feelings.

These companies know how to create compelling web copy, and you can follow suit by paying attention to what they do so well.

How to Write Web Copy 101: 10 Smart Tips

If you want to learn how to write web copy, follow these ten quick tips:

1. Keep scanning in mind.

While people read books, people scan web copy. Because of this, you can’t write the two things the same way. Web copy must adhere to the way that people read web copy, which means it must be straightforward and easy to digest.

It must also keep the habit of scanning in mind. This means short, succinct paragraphs, headers, and subheaders that tell readers what to expect in a section, and bulleted or numbered lists that showcase must-have bits of information.

When your web copy includes these components, it will automatically become more reader-friendly, and it will perform better online.

2. Give your readers what they want.

People don’t read marketing blogs just because. In most cases, they’re looking for information, trying to solve a problem, or searching for a product to purchase. In other words, they’re on the hunt, and it’s your job to give them what they want.

The first step in doing this, of course, is to understand your readers. What do they want? If you don’t know, develop a buyer persona to help you put your finger on their top needs and desires.

Once you’ve done this, be sure that your content is positioned in such a way that it’s delivering what your customers are looking for. In addition to making your content more relevant to them, this simple step will also help ensure that your web content finds its niche and stays there.

3. Arrange your content with the most relevant information at the top.

Think about how you bait a hook to go fishing. You don’t place the bait halfway up the line, where the fish is unlikely to see it, do you? Instead, you put the bait on the hook, right where the fish is virtually guaranteed to bump into it.

The same practice applies to your web content. When you top-load your articles and blogs with the most relevant and important information in the first few paragraphs of the body copy, you stand a better chance of “hooking” readers and keeping them there.

With this in mind, add all of the most critical details of your piece to the upper portion of the web page. Depending on the topic of the page, this could include benefits of a product, detailed information about an event or launch, or statistics that illustrate your point.

To take your web content a step further, use the personal “you” voice, and a selection of facts, figures, and statistics to appeal to your readers and draw them in from the get-go.

4. Don’t try to sound smart.

One of the most-shared blogs of the year was on exactly this topic. Published by Harvard Business Review on October 5, 2016, “Stop Trying to Sound Smart When You’re Writing” is all about how trying to sound smart often has exactly the opposite effect. Instead of impressing your readers, it alienates them. Instead of boosting your brand, it harms it.

That said, start writing the way you talk. In addition to being more authentic for you and your company, this approach will also help to keep readers interested. When you don’t speak down to people, they’re more likely to want to stick around and engage with your content. This is a great thing for both you and your brand.

5. Get rid of the jargon.

If the only people who can read your web page copy are people in your industry, you’re doing something wrong. To keep your web page copy reader-friendly and accessible, get rid of industry jargon or unfamiliar words. While it may seem like this helps you sound smart or professional (see tip #4) it more commonly alienates entire segments of readers and hems your online writing in too tightly.

With that in mind, get rid of the jargon and use familiar, simple words to communicate your point. For help, use an editor like Grammarly or Hemingway to make alternate word suggestions and help you catch overly complicated sentences.

6. Research your keywords.

Keywords, once the center of on-page SEO, have fallen from grace a bit in recent years, but that doesn’t mean that they aren’t important. In fact, keywords still work hard to guide Google and your readers to understand what your content is about. Think about it: when readers search for online content, they do so using a string of keywords.

For example, if I wanted to find a business that served coffee in NYC, I’d type, “coffee shop NYC” into Google. That’s a keyword phrase, and using keyword phrases that relate to your company and offerings is an excellent way to improve the conversion rates of your web content and help readers find what they’re looking for. If you need help researching keywords, use a tool like Google’s AdWords Keyword Planner tool, or get in touch with us to discuss our keyword research services!

7. Format your content correctly.

Again, online writing isn’t the same thing as novel writing, and you need to format your online material properly to help it to convert. Do the following things before you publish your web content:

  • Break your paragraphs into short chunks. Each paragraph should have a maximum of 4 sentences
  • Shorten your sentences by eliminating any unneeded words and phrases
  • Simplify your language by removing jargon
  • Swap out passive voice for active voice
  • Delete areas of repetition
  • Use second-person voice to appeal to readers

Learning how to write web content can be tough, but these simple bullet points will go a long way toward helping you format your content accordingly. This, in turn, will make it easier for your online visitors to read and engage with.

8. Arrange your web content to be cohesive.

One of the most-overlooked aspects of learning how to write web content is that people don’t interact with web content chronologically. This goes for your website as much as it does your blogs and social media material. Because of this, you’ll need to make sure you’re not organizing your content so that people must interact with it in a sequential manner.

Arrange your content so that it is independent and free-standing. Every page of your website, for example, should have a link to take visitors to the home page. Your content should read as an individual chapter of a book and you should include your name, address, and phone number information in everything you write.

9. Include visuals in your web page copy.

Learning how to write web copy isn’t all about writing –it’s about learning to use visual content, as well. On the one hand, “visual content” refers to formatting, which we already talked about. Good formatting makes your content appealing and can help draw in readers.

The other offshoot of visuals is images. Think stock photos, infographics, screenshots, memes, and more. The reason for including these things is simple: people get exhausted by reading dense bricks of text, and adding relevant visuals throughout a piece of content can help break it up and make it more approachable for readers.

That said, use compelling and informative visuals like graphics, photos, and screenshots to illustrate points and provide a visual break for readers.

10. Keep it friendly.

It’s easy to make web content too stuffy and unapproachable. To make it as exciting and welcoming as possible for your readers, keep it warm. Write the way you talk and don’t be afraid to infuse your individual personality into the web copy. It’ll help it convert better and be more memorable for your clients.

How to Write Web Copy The Right Way

There are dozens of wrong ways to write web copy, but these ten tips will help you ace yours right from the gate!

By learning what it takes to craft compelling web copy, you can help your brand or business stand out online – both now and in the future!

Need great web copy? Trust a pro team. We can help!

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how to write a press release for a business

How to Write a Press Release for a Business

If you run a business, press releases are a critical way to spread the word about your happenings and events.

Unfortunately, many people don’t know how to write press releases, and they wind up missing out on important media opportunities as a result.

In this article, we’re here to help you learn how to write a press release for a business, and what you need to expect in the process. Read on.

how to write a press release for a business

10 Tips to Help You Learn How to Write a Press Release for a Business

1. Understand the format of a press release.

To write a great press release, you need to master the structure. Format keeps a press release organized, and helps ensure that it touches on all the needed points.

As a general rule, the opening of your press release should answer what Business Insider calls the “five W questions.” Here they are:

1. Who

2. What

3. Where

4. When

5. Why

When you answer these questions, you help place your audience and let them know what they can expect from your press release.

2. Keep your press release short.

Press releases aren’t the place to mimic the novel. To keep yours interesting and useful, keep it short. The press release should cover the essential details of your announcement, but they shouldn’t go over the top with information. Bear in mind that the primary purpose of a press release is to make a statement about something and that the media can contact you if they want to learn more. That said, resist the urge to get overly wordy in your press releases. You readers will thank you.

3. Write in a professional tone.

A press release is a professional document, and it’s important that your voice reflects this. To get the most traction possible from your press release, write it in a very professional tone. Again, a press release is meant for your colleagues and reporters, and it’s important that the material and tone you include in it reflect that level of professionalism and intelligence. Anything less will result in lost readers.

4. Write it for the media.

While most marketing copy is written for your clientele or audience, press releases should consider the media, first. Think about the document the way a reporter would: where is the hook? What is interesting about the story? Where are the “must-have” facts?

By making these things as pronounced as possible, you can ensure that your press release does what it’s supposed to do – appeal to reporters and journalists. When you consider a journalist’s outlook on the piece, you can write it more efficiently and help it cater to its needed audience.

5. Make it readable on all devices and platforms.

Today, people view press releases on desktop computers, phones, tablets, and more. With that in mind, be sure that your press release is readable on all devices. This means the text should be large enough to read on a small screen, buttons should be clickable, contact information should be simple to find, and the press release should be easily shareable and downloadable for your viewers.

6. Optimize for SEO.

Yes, even press releases need to be optimized for SEO. While they’re meant to be picked up by the media, they’re also intended to appear in search engines and, when they do, they can be a fantastic form of advertising for your company. That said, optimize your press releases for your target keywords, target visuals, and keywords that are relevant to your business or niche. This will make the press release easier to discover and can broaden its reach with your audiences.

7. Cut the fat.

A press release isn’t for “fluff,” either in content or tone. Your press release will automatically become less compelling if it features repetition, unneeded words and phrases, or a joking tone that misses the mark. With this in mind, trim the fat and ensure that the material included in your press release actually needs to be there.

8. Time your press release correctly.

A press release is only as good as its timing, and timing your release correctly can make the difference in its performance. According to Business Insider, the time that you send your release depends in large part on the channels through which you’re sending it. If you’re sending it via email, for example, you’ll want to aim for a time between 2-3 pm, since people are typically at their desks then. If you know that there is a day and time that performs best for your audience, consider pushing your press release out at that point, since it’s likely to get more traction if you publish it at a high-volume moment.

9. Use quotes.

Quotes are a powerful tool in the world of press releases. In addition to helping draw out important points, well-placed quotes also showcase your voice and help establish you as an authority. Don’t be afraid to sprinkle some original quotes throughout your press release. The media will have a chance to pick them up, and they won’t have to work hard to do so since you made it easy for them.

To make sure that they can find more or take a further interview from you, include your contact information within the press release, where journalists can easily find it.

10. Find a distribution partner.

Once you’ve written and organized your press release, it’s time to consider distribution. Today, though, that’s tougher than it used to be. PR syndication is dead and the key to getting your press release found today is localized distribution in local media. Here at Express Writers, we don’t offer press release distribution because the benefits for a typical “syndication network” don’t outweigh the costs.

That said, localized distribution in your local media system can help make your press release distribution more effective and enjoyable than before.


Learning how to write a press release for business is an ongoing process, and these ten tips can help you manage it, step-by-step. Whether you’re unleashing a new product or announcing a new partnership, knowing how to write a press release for business is a critical skill that can take you far in the world of online business.

Not sure you can tackle running your business AND writing the press release for it? That’s why we’re here! We have a 100% acceptance rate with talented team journalists on staff to write your PRs. Check out our press release services.

how to write a press release for a nonprofit

How to Write a Press Release for a Nonprofit

While they are typically considered the domain of companies and individuals, press releases can be extremely helpful for nonprofit organizations.

By spreading the word about community services, charity events, and more, a press release can serve to boost attention and increase attendance for a charitable event.

If you’ve ever wondered how to write a press release for a nonprofit, here’s your complete guide!

how to write a press release for a nonprofit

How to Write a Press Release for a Nonprofit: 5 Key Components of a Successful PR

Knowing how to write a press release for a nonprofit, and being successful at it in getting the word out and publicizing your organization or event successfully, stems around five key components.

Since a press release is a very professional document, there’s not much wiggle room in the formatting standards. Journalists and other organizations expect to see a particular layout, and it’s in your best interest to abide by this. With that in mind, here’s a brief breakdown of how your nonprofit press release should be formatted:

1. The headline

The headline is the first and most visible portion of your press release. It should be centered across the top of your company’s letterhead and should contain information including the city of origin for your press release, the state of origin, and the date of publication.

The next piece of the headline should be a two-sentence paragraph that offers a brief overview of the press release content, and why it matters to readers. It should be exciting and intriguing to the audience.

2. The intro

The intro is a few-sentence paragraph that offers relevant background information regarding your nonprofit’s program or event.

It should be written to a general audience and should be as succinct and targeted as possible. This is not the place to go into the “why” or “how” of the event. Instead, it’s just the place to offer some background information surrounding the event and your nonprofit.

3. The body of the press release

The body of the press release should be 2-3 paragraphs in which you explain the purpose of your nonprofit’s events and compel your readers to want to learn more about it. Here is where you provide relevant details regarding the time, place, name, and sponsors of the event. Again, write this section of the press release to a general audience and give your readers a reason to get excited.

4. Boilerplate information

Boilerplate information is an official bio that offers detail about your nonprofit. It’s a common practice in press releases for nonprofits and is the content that a journalist will likely pick up to introduce your organization to readers should he or she decide to publicize your press release. The boilerplate should be a paragraph long and should offer some brief background and relevant information about your nonprofit organization.

5. Contact information

The final component of the press release is your contact information. This allows journalists and other interested parties to contact your organization for details, and is a critical part of the media release. For best results, include your current phone number, website URL, and mailing address. You may also choose to include links to two or three relevant social media profiles.

6 Things to do When Writing a Press Release for a Nonprofit

While 50% of writing a nonprofit press release is nailing the formatting, another 50% is making it interesting and compelling for readers. Here are six things you need to do every time you create a press release for your organization:

1. Hook the reader in the first sentence.

While a “hook” is commonly written off as the stuff of novels, it’s critical in a press release, as well. To grab the reader and keep him or her there, you’re going to need to provide a reason for them to stay. This is where your hook comes in.

For best results, make your first 1-3 sentences catchy and compelling, and arranged so that they inspire curiosity in your audience. This will enhance the likelihood of your readers staying with you all the way to the end.

2. Structure your press release like an inverted triangle.

An inverted triangle is widest at the top, and narrowest at the bottom and your press release should follow suit. Keep people interested by top-loading the body of your press release with the most relevant information, and narrowing down to the least valuable information as you conclude the body paragraph. This will ensure readers don’t miss your most critical points and will help people stay attached to your press releases.

3. Tell the story of your nonprofit.

It’s easy to get dry and dull when you start talking about your nonprofit. Instead, seek to tell a story that keeps readers interested. For best results, start with the “why” of your nonprofit – why it does what it does and where that mission came from – then branch out to the how and the where. This will help people make an emotional connection with your organization and will increase the likelihood that the media will pick up your press release.

4. Stay brief and focused.

A press release is not a place to ramble on and on, and you’ll lose your readers if you do. For best results, keep your press release focused and succinct. This will help readers stay on-topic and will allow the most important components of your press release to shine, instead of being bogged down by unnecessary information.

5. Keep it realistic.

A press release is a document designed to be picked up by the media, so it’s critical that everything in it be news-worthy. This means that exaggerating and using hyperbole are both strictly prohibited. In addition to harming your organization’s credibility, this will just reflect poorly on the writer if the press release does get picked up by the media.

6. Optimize for SEO.

Optimizing a press release for SEO will improve its chances of succeeding. With this in mind, add relevant keywords and target phrases throughout the body content of your press release. It will help your press release rank more efficiently and increase its likelihood that the document will appear in the search results.

The Dos and Don’ts of Writing a Press Release for a Nonprofit

To make your press releases as successful as possible, follow these dos and don’ts:


  • Write your press release to a general audience
  • Give readers a reason to get excited about your press release
  • Provide some background information about your organization
  • Give readers the specifics (where, when, why, and how) of your event
  • Be targeted and precise in your language
  • Top-load the body content of your press release with the most important details
  • Be realistic with your language
  • Use storytelling language to draw readers into the story of your nonprofit 
  • Optimize your press release for SEO


  • Ramble through your press release – only offer what is relevant to your readers
  • Forget to include the current contact information for your organization
  • Target PR syndication for your press release. This is an ineffective method of distribution (which is why the team at Express Writers doesn’t do it anymore), and you’ll be much better off reaching out to local news agencies instead.
  • Forget to put the most relevant details in the top of the press release

A Better Press Release, Made Simple

If you’ve always wanted to learn how to write a press release for a nonprofit, now is your chance. From publicizing an upcoming event to showcasing the unique offerings of your organization, press releases provide many benefits for nonprofit organizations. By becoming familiar with the standard format, layout, and content of a nonprofit press release, you can write compelling and exciting press releases that help further the mission of your organization.

Not sure you can nail all of these (many) aspects of writing a great press release? Let our PR writing pros help!

writing a press release for a fashion brand

How to Write a Press Release for a Fashion Brand

It’s finally here: the big launch of your new line. You’ve spent countless hours working on it, and the time has arrived to share it with the world. You couldn’t be more excited. To showcase all of your hard work, you decide to learn how to write a press release for a fashion brand. The only problem is that you’ve never done it before.

Fortunately, this next step isn’t nearly as tough as it might sound.

Today, we’re going to walk you through the process of how to write a press release for a fashion brand, in hopes that these simple tips will have you on your way and writing your own press releases before you know it.

Read on!

how to write a press release for a fashion brand

Why Learn How to Write a Press Release for a Fashion Brand?

When you’ve poured thousands of hours into a new line, just hoping someone will notice its release isn’t enough.

Instead, you’ve got to make a concerted effort to spread the word, and a professional press release is one of the best ways to ensure that your big launch finds its way into the mailbox of big-time fashion editors.

While learning how to write a press release may seem hard, it’s a worthwhile expenditure to ensure that your big launch goes off without a hitch.

How to Write a Press Release for a Fashion Brand: 5 Actionable Tips

A press release for a fashion brand is different than one for an album launch or a new product. To ace your press release, follow these top tips:

1. Be as specific as possible.

When it comes to your press release, specificity is your best friend. You need to tell people exactly what is exciting about your fashion launch, and why they should sit up and pay attention. Bear in mind that, within your press release, you’re speaking to content editors, PR executives, and editorial assistants at various outlets and each wants to know why, exactly, picking up your press release is a good idea. The more specific you get, the more you can help convince them.

With this in mind, be sure to answer the where, when, how, why, and who questions about your new launch. Provide some detail about the inspiration for the line and how it came to be. Tell your readers where they can find it and where it will first debut.

In addition to giving people something to get excited about, this level of specificity also makes it easier for journalists and other content specialists to pick out the relevant portions of your press release and share them with the public.

2. Provide clear and actionable details.

For your press release to succeed, it needs to be clear and actionable at every step of the process. This means that you’ll need to answer exact questions regarding where your launch will happen and why it matters to people.

You should also consider adding an image to your press release to underscore your point further and make it more exciting for people to interact with. Because fashion is a highly visual industry, an image in your press release can help grab a reader’s attention and keep it throughout.

3. Provide all the needed information throughout your press release.

If your press release is going to be useful for journalists, it needs to provide as many specifics as possible so that they don’t have to dig for additional information. In the realm of fashion, this detail-rich structure should include a discussion of who the brand is that’s launching the product, the season the line is designed for, when the launch will happen, and where.

Only once you’ve done all of this should you dive into your “why.” In any press release, you want to top-load the document with critical information, so it’s easier for journalists to access. This helps them pull out the most relevant information and get on with reading, rather than having to wade through lots of unnecessary information to locate your key points.

In addition to making it easier on journalists, top-loading your press release with relevant information can help make it more useful for readers from all walks of life, since readers who can’t find what they’re looking for (such as the venue your launch will appear at, for example) are likely to leave.

4. Include boilerplate content.

Boilerplate content is essentially a standardized breakdown of who you are, what you do, and where people can reach you. It’s meant for editors and journalists and can serve to streamline a reporter’s job massively.

To show that you’re thinking of the journalists reading your press release, include a boilerplate piece at the end of the press release that includes a short bit of background information on your brand, your contact information, a phone number, and an email address. This will make it easier for interested parties to communicate with you, and can also be used in future media to feature your brand and company.

5. Make it visual.

Visually exciting press releases perform best, especially in the fashion industry. With this in mind, include the best image at the top of your press release and lay out the press release in a way that will allow it to be easily digested by journalists and other content specialists. Not only will this make your press release more exciting to view, but it will also reflect positively on your brand.

The Dos and Don’ts of Writing a Press Release for a Fashion Brand

Write the best press release of your life by following these do’s and don’ts:


  • Speak directly to your target audience
  • Be specific
  • Include relevant visuals to make your document more interesting
  • Distribute your press release through local news agencies and media outlets. PR syndication is dead and this is the most effective way to get your press release out there today.


  • Go overboard with graphics, fonts, and colors
  • Forget to include relevant contact information
  • Stuff the bottom of your press release full of the most essential details

Fashion Press Releases Made Simple

While learning to write a press release for a fashion brand might seem tough, following this simple guide can help you nail it, starting now. When you write a succinct, interesting, and compelling press release, you’ll be rewarded with increased attention for your fashion launch and a place in the minds of target fashion editors everywhere.

Need professional help on your fashion press release? Our proven team can help!

how to write a press release for an art show

How to Write a Press Release for an Art Show

If you’re curious about how to write a press release for an art show, you’re not alone. While press releases are a common form of content used to announce things like new products, new company mergers, new hires, and more, many people don’t know how to write them. In fact, learning how to write a press release for an art show can seem especially daunting.

Fortunately, the process is not nearly as complicated as it sounds, and it’s easy to master in just a few simple steps. PR is the perfect channel for getting the news out about your art show!

Read on.

how to write a press release for an art show

How to Write a Press Release for an Art Show: 7 Essential Things to Include

How do you write a press release for an art show? What do you need to include in the document? How much detail is enough? What will your readers want to know? If these are questions on your mind, read on to learn about the seven critical elements you need to include in your art show press release.

1. A compelling headline

Regardless of whether the press release is for business, the music industry, or the art world, a headline is its most critical component. The headline is what grabs the press’ attention, and tells people about what is in the media release.

To ensure that your headline performs the way you want it to, keep it descriptive and concise. Some sources recommend keeping your press release headline to 120 characters or fewer. While that’s not a hard and fast rule, it is smart to keep it as short and succinct as possible.

On a formatting note, be sure to format each word in the headline with the first letter capitalized and include relevant details. When people read your press release headline, they should get an immediate value proposition that tells them what the press release covers, and what they can expect to learn from reading it.

2. An information-rich summary

The next most critical piece of your press release is the summary. The summary is the section that allows you to expand on the key details of your press release and include any relevant keywords that you are targeting within it.

This section of the press release should be short, detailed, and simple. Be descriptive about your upcoming events, and tell your readers why they should read the rest of the press release.

Keep in mind that this is one of your first opportunities to “grab” the reader, and you don’t want to waste it.

3. Relevant dateline information

The dateline component of a press release contains the date that the press release is published. While it may seem like a small detail, this is critical for the authority of the press release, since it allows the reader to determine whether the press release is new or old. This, in turn, allows a journalist to decide whether to contact the author of the press release for more information or keep looking for new news.

In addition to telling readers when the press release was published, the dateline also includes the city of the press release, which is important if you’re hosting an art show in a particular location. By including the city of origin in the dateline section of the press release, you stand a better chance to track to local news media and pick up local coverage for your event.

4. An exciting introduction

After the headline, summary, and dateline comes the introduction. While it may seem like the summary and introduction go hand-in-hand, the introduction is a paragraph meant to answer the following questions for any journalist that may be reading your press release: who, what, when, where, and why?

Think of the introduction as the component of the press release that helps journalists decide whether to pay attention. It should offer the relevant details of your art show and should be written in a clear and easy to understand fashion.

5. Informative body copy

Next, it’s time to focus on the body copy of your press release. While the introduction provides the critical details regarding your art show, the body text offers background information, further details on the artist, and explanations for the show.

Although the length of your body copy will depend on the art show and the details you need to share, it should feature at least two paragraphs. These paragraphs should both be short, with no more than five sentences in each.

Be sure to top-load the body copy with the most important details in the first few sentences. This will enhance the chance that your readers will catch them rather than skimming over them.

6. An original “about” section

The “about” section is a single paragraph that offers some relevant background information about you, the author of the press release. This paragraph should be short and should provide some needed details about you, your organization, or your company.

7. Current contact information

Last but not least, you’ll want to include your contact information in the press release. These contact details will be used by any journalist who wants to contact you for further information about the art show.

For best results, include your full name, your current telephone number, your email address, the mailing address for your company or office, and the URL of your website. You may also include two or three relevant social media links.

The Do’s and Don’ts of Art Show Press Releases

To ensure the success of your press release, follow these do’s and don’ts:


  • Keep your press release short and detailed 
  • Write like you would speak, without too much jargon or industry talk
  • Answer the questions who, what, where, when, and why?
  • Include your current contact information


  • Get too long-winded in your press release
  • Neglect to include relevant details
  • Provide current contact information
  • Forget to add a city of origin for your press release 
  • Get tied up in PR syndication. It’s dead, and you’ll be much better off reaching out to your local news agencies and media outlets to help you publicize the press release. 

How to Write a Press Release for an Art Show: The Professional Way

Learning how to write a press release for an art show is critical for the advancement of your career.

With these seven tips, it’s easy to master the art of the press release and ensure that your local news organizations pick up your press release and help publicize your next big art show.

Need some help creating your next press release? Check out our press release writing services and have our professional art press release writers help you publicize and boost engagement for your next show.

how to write a press release for a product

How to Write a Press Release for a Product

A product press release is critical to inform journalists and customers about your exciting new offerings. A professional document designed to be picked up by reporters, a press release is a fantastic way to drive attention to your new product and create a social dynamic that’s ripe for sales.

When done correctly, a press release is an excellent way to boost your business and spread the word about your newest offerings. Keep in mind, however, that learning how to write a press release for a product is a process, though, and there are skills that you need to know to execute the task properly. Fortunately, these things are easy to learn!

Today, we are going to talk about how to write a press release for products, and how to make sure that your brand aces it every time.

how to write a press release for a product

4 Things to Remember Before Writing a Product-Focused Press Release

If you’re going to write a product press release, it needs to be done well. Since the purpose of a press release is to inform the media about your upcoming product, it’s critical to ensure that every piece of the press release is newsworthy, professional, and accurate. With this in mind, here are four things to consider before you sit down to write your press release:

1. The press release should showcase your product’s unique features.

If you were going to write a press release about your new product, it needs to be newsworthy. In other words, nobody wants to read a press release that just says, “Hey, we made a thing!” Instead, arrange your press release so that it includes the most unique benefits of your new product.

A portion of the press release should outline your product’s selling points, and make readers feel intrigued enough that they want to interact further with the products. To ensure that you’re including the unique benefits of your products in the press release, consider making a list of the things that make your product stand out before you sit down to write. This helps ensure you won’t miss anything when crunch time comes.

2. Tell a story in your press release.

While some people mistakenly believe that storytelling is reserved for novels and books, it’s a critical tool for a product-focused press release. The reason is simple: people don’t want to simply hear the features of your new product. Instead, they want to hear why they should use it, how it will change their lives, how you came up with it, and what makes it so different from anything else on the market. Storytelling is the best way to achieve these things.

As you write your press release, put yourself in the reader’s shoes. Try to visualize what would catch his or her attention, and what would be compelling or entertaining enough to make them want to keep reading.

3. Stick to the point.

No matter what a press release covers, it’s no good if it wanders and rambles. To make your press release useful and compelling, stick to the point and be sure that all of the information you’re providing within the press release is relevant to your readers.

4. Edit the press release carefully.

The final thing to consider regarding your press release is how much editing it will take. Remember, a press release is meant to be picked up by the media, and pushing one out that includes errors or other mistakes can be devastating to your company. With that in mind, set aside ample time to edit your press release before you publish it.

How to Write a Press Release for a Product: 4 Essential Steps

Now that you know what to consider as you start writing a press release, let’s talk about how to navigate the writing process. Here are the steps you’ll need to follow:

1. Craft a killer headline that considers your product’s unique selling points.

Your headline is the first thing a reader sees, so it should grab attention. For best results, include the unique selling points of your product in the header.

Regardless of how you choose to structure it, it’s essential to ensure that the header stays succinct, clear, and easy to understand. This will help intrigue the reader without losing his or her attention in the process.

2. Make your target audience clear.

When people read your press release, they need to know who will benefit from using your products. Is it seniors living at home? Is it teens with ADD? Is it stay-at-home moms or college students?

No matter who your target audience is, you’ll want to target them in the body of your press release. When people know that you’re talking directly to them, they’re not only more willing to read your press release, but they’re also more likely to share it.

3. Use the body paragraph of your press release to back up your claims.

This piece is a unique to a product press release. If you are going to make claims about the product’s effectiveness or desirability, use the middle paragraph of the press release to back yourself up. An excellent way to do this is to include quotes from executives or users, or even to draw in statements made by shareholders.

While this may seem like a simple approach, it serves a critical purpose. First, it gives journalists something to pull out of your press release and use in publication. Second, it inspires confidence within the people reading your press release.

4. Finish the press release with current contact information.

The end of the press release should include your company’s current contact information, including website URL, phone number, a point of contact email address, mailing address, and links to two or three relevant social profiles.

This contact information will be critical for anyone who wants to reach out to your company for more details, so it’s essential to make sure that it is current and up-to-date.

The Do’s and Don’ts of Writing a Press Release for a Product

As with any other type of press release, writing a press release for a product comes with a set of do’s and don’ts. Here’s a breakdown of each:


  • Speak directly to your target audience in your press release
  • Keep the entire press release direct, and brief
  • Use storytelling components and a good hook to draw readers in
  • Optimize your press release for target keywords and SEO
  • Showcase the unique selling points of your product
  • Use executive or shareholder quotes to back up your claims
  • Distribute your press release to local news organizations and agencies, since PR syndication is dead


  • Be too wordy or verbose in your press release
  • Speak to too general an audience
  • Forget to craft a hook at the top of your press release
  • Include outdated contact information

Excellent Product Press Releases Made Simple!

Although learning how to write a press release for a product can seem difficult, it’s a critical skill for any company, and following these tips will help you learn to do it in your business. From crafting the hook to optimizing your press release for SEO, there are dozens of little things that can spell the difference between success and failure for your press releases. Happy writing!

Need some additional help on your upcoming product press release? Contact Express Writers to take advantage of our professional press release writing services today.

how to write cornerstone content

How To Write Cornerstone Content

I’m here with another installment of our ongoing #howtowrite series, sharing a guide to cornerstone content.

When you started your first blog, did you know about cornerstone content?

I didn’t. As a more informed SEO blogger, I’m now transitioning my digital property to include cornerstone content strategy.

When I started my blog in 2013, I grew it naturally: I wrote about the niche I liked, interacted and promoted in my niche, and enlisted other writers to grow the site. In 2015, I started to clean up and improve my SEO; I also began using the Yoast SEO WordPress plugin. This plugin told me all about cornerstone content and how to more effectively structure my site.

guide on how to write cornerstone content

What is Cornerstone Content?

Cornerstone content is strong, informative content on a keyword or key phrase relating to your site’s niche.

This is the page you want to carefully, naturally, and deliberately rank in SERPs (search engine results pages), and most other content points to it (via links) and relies on it for sustainability.

According to Marieke van de Rakt, Partner & CSO at Yoast:

“Cornerstone content should be the content that is closest to the mission of your website. I think you should take some time to think about what it is you are doing and which posts or pages on your website are the most important. If you are to point three or four texts on your website, which texts would that be? I think you should extend and improve upon those pages and posts and really make the most out of these pages.

Your text and the ideas in your text should be totally unique. Of course, keyword research is essential. You just have to make sure you are using the words that your audience are using.”

cornerstone content quote

I couldn’t run an effective WordPress blog without the Yoast SEO plugin. When I blog and schedule posts on my site, Yoast frequently suggests choosing a different focus keyword because the one I have selected is already being used as a focus keyword, often for a post that ranks well. Yoast advises me to check out their piece on cornerstone content for more information.

This has caused me to rethink my content strategy – but it’s raised more questions than answers. If I’m going for a comparatively low-competition keyword like “LARP,” should I really diversify my focus keyword selection?

I’ve since started paying more attention, and although I haven’t mapped out a detailed strategy, I’m going for long tail keywords like “LARP tips,” “LARP interviews,” and “LARP costumes” as they apply.

I created my website about women in geek culture before I got serious about my SEO game. I wrote SEO copy well – and naturally – but was using a free WordPress theme with lots of bugs and limited tools. Every week, I spend time writing and revising titles and meta descriptions that the Yoast SEO plugin identifies as nonexistent, weak, or duplicate. Little by little, I improve my SEO.

However, there’s another SEO problem: I didn’t build my site from the ground up with cornerstone content in mind. Yoast SEO encourages me to think about this whenever I use an existing strong keyword on my site. Van de Rakt offers some advice about this situation, since many looking to improve their sites are in a similar situation:

“Cornerstone content is the content you would like to rank the highest with. The content you’re the most proud of. But in order to make sure that it’ll rank the highest you should make sure that the internal linking structure of your site is awesome. We are working really hard to get more features in Yoast SEO which will help people to improve their site structure. In our Yoast SEO 4.0 update, we’ll start with adding such features and we’re planning to do much more. I hope these features will really help people to get their most precious content to rank highest!”

Example of Cornerstone Content and Related Topics

1. Resource Libraries

Keep your keyword strategy in mind as you build out resource libraries. Your on-site resource libraries are excellent inbound marketing strategies, so your on and off-site blog posts on related topics should direct readers to them.

2. Article Series

If you’re like me, you may think that building out a huge content strategy is a little intimidating when you don’t have many resources. However, even a solo act can focus on cornerstone content via an article series.

This #HowtoWrite content series, for example, is written and created by a small team. In the future, we’ll point back to this useful content, hopefully helping the #HowToWrite series pages rank as cornerstone content.

3. Evergreen content

While it’s always best practice to update your content as things change, evergreen cornerstone content is a solid strategy. If you’re going to invest time in pointing search engines towards specific content, you want it to hold value in the long run.

Should You Compete With Your Own Content for a Keyword?

What if your niche is pretty specific? What if you already dominate it? I rank pretty well for specific niche keywords, and the Yoast SEO plugin always tells me to rethink my focus keyword because one of my existing pages already has that focus keyword. I kind of want to be greedy. Why settle for the top search result if I could get more than one on that first SERP? I asked Van de Rakt if it’s better to rank multiple pages in a long tail niche keyword, or expand into ranking a more competitive keyword using cornerstone content.

“I think you should do both. If you are dominating, you could aim to rank for more ‘head terms.’ Long tail niche keywords remain important though,” advises Van de Rakt.

Long Tail or Short Tail for Cornerstone Content?

This depends on your business goal, your content spend, and the amount of competition in your niche. A careful analysis can help, but ultimately, you know your business and field better than anyone.

I aim for 75% analysis, 25% heart – that means most of my strategy is based on hard data about what works, but I leave myself ample room to explore the content and communities I’m passionate about. This is where experimentation and innovation happen – and it’s a great way to bolster less risky cornerstone content with relevant links.

cornerstone graphic

Do You Need Help With Cornerstone Content?

Express Writers can help at any stage of cornerstone content creation and execution.

Get in touch for a free content strategy consultation and learn more about our keyword research and content strategy services. Now through Christmas, use coupon holidayshop5 to get 5% off your total order.


how to write a business case study

How to Write a Business Case Study

Business case studies can have a massive impact on your marketing, done right.

While they cost time and effort to create, they can be a stellar tactic to draw new customers to your business and help you earn new clients.

Unfortunately, many people aren’t sure how to start when it’s time to write copy for them.

If you’re one of the many individuals who wants to learn how to write a business case study, but just aren’t sure where to get started, my simple guide is here to help you step-by-step – another installment of our #howtowrite series!

writing a business case study

What is a Case Study?

A case study is a piece of content, published by a company, that outlines their success or effectiveness in dealing with a client. It’s commonly used as a piece of marketing content and can be incredibly useful since it helps would-be clients understand how the agency or professional has excelled in the past.

Virtually every successful online company uses case studies, and Express Writers is no different! Earlier this year, in fact, we published a case study that showcases how we helped a client boost their revenue by 77% after creating some product descriptions for them.

Case studies are more than just a piece of self-congratulating marketing material (this is an incorrect assumption that many people hold about these unique content types), though. In fact, they’re meant less to stroke the company in question’s ego than they are to help would-be clients understand how a given company can assist them.

The Top 4 Benefits of Why You Should Learn How to Write a Business Case Study

So, why go to all the time to create your own case study? (It IS a ton of time and effort!)

If the “what is” didn’t argue in favor already, here are key reasons to spend your time finding out how to write a business case study, and putting one of your own together.

Business case studies have many advantages. The top four are as follows:

1. Case studies allow a company to use storytelling to bring their product to life

Whether it’s a service or a hard-and-fast consumer product, a case study is an excellent way to illustrate it and help bring it to life for new customers. Just like any great novel, a good case study has a beginning, a middle, and an end, with a conflict and a resolution. It’s a wildly effective way to make somewhat complex products real and can go a long way toward improving the way your clients perceive your offerings.

2. Case studies provide peer-to-peer influence

Peer-to-peer influence is a massively important thing, and case studies are wonderful at fulfilling it because they offer the view of a customer rather than a company. While it’s a company that publishes a case study, the entire thing is dedicated to recounting a customer’s experience. Direct quotes, statistics, and more are standard, and these things are fantastic for helping would-be clients to see the value in a company.

3. Case studies offer real-life examples

We’ve all heard about how critical customer reviews are for conversion rates, and case studies take this one step further. By providing real-life examples of your product at work, paired with glowing customer reviews, they can help new customers feel more confident in your company and take the leap to convert.

For an example, check out this case study excerpt (from our own clientele based case study):

case study graph

4. Case studies are powerful word-of-mouth advertising

Because a company must ask permission from a client to use his or her data in a case study, the inclusion of a customer in a case study often leads to some brand evangelism that can help boost your company’s visibility and improve your conversion rates.

How to Write a Business Case Study: Your Complete Guide in 5 Steps

So, you want to write a case study, but you’re not sure where to begin! This guide will help you get started.

1. Identify your best possible avenue for data

When it comes time to write a case study, you might have multiple cases to choose from. The first part of being successful, though, is narrowing these things down. For your case study to succeed, it must contain just the right information, and it’s critical to ensure this from the get-go. To determine which of your various cases would be the best fit for a study, look at them and evaluate whether or not they contain the following elements:

  • A significant challenge. This could be a tight timeline, a complicated issue, low sales numbers, or even a need for entirely new software integration.
  • A satisfying solution. For your case study to fall into the realm of storytelling, it needs a solution that customers can relate to.
  • A series of substantial benefits. The final component in a case study is the benefit. An excellent case study should feature several benefits that your customers can relate to deeply. The benefits will be even more compelling if they’re solid statistics like we used when we say we boosted the client’s sales by 77% year-over-year. The more granular, the better in this case.

2. Write your case study (5 key tips)

Now comes the tough part – the writing! While it’s true that writing a case study requires a different set of skills and a different voice than everyday writing, it’s far from impossible.

To ace your DIY case study, follow these tips:

  • Choose your voice carefully

Depending on your brand and the content of the case study, you can write it in either the first or third person. Either approach will work, and most case studies use a mixture of both.

EXAMPLE: Our client-based case study at Express Writers does this, and it flows quite nicely. If you’re going to use a combination of both the first and the third person, though, be sure that you’re enhancing the third-person parts with direct quotes from the client, as straight third-person voice can sound overly narrated after a while.

  • Make your title specific and attention-grabbing

The title is a critical component of the case study. To make it as attention-grabbing as possible, include percentages and strong action verbs. Here are some good examples from real-life case studies:

Remember: titles perform better when they are as accurate as possible. That’s why phrases like “by 1,000%” and “doubles yearly revenue” appear in these wide-ranging case studies.

  • Keep your language simple

Many people think that learning how to write a business case study involves incorporating jargon and corporate-speak into the writing. Fortunately, this isn’t true. In fact, writing a business case study requires you to keep your language simple rather than making it more complicated. The more you can avoid corporate jargon in your case studies, the better.

In addition to making them more natural and approachable, this will also allow non-customers to approach your case study without being intimidated away by overly complicated case study language.

  • Add real numbers to your case study

When you look at the case study titles above, most people would agree that “increased webinar sign-up rates by 1,000%” is the most memorable phrase up there. In addition to the fact that this is a shocking number, it’s also so precise that it grabs reader attention.

With this in mind, follow KISSmetrics’s lead and include real numbers in your case studies. While phrases like “doubled this” or “tripled that” are powerful, they just don’t have the added oomph they need to take your case study to the top.

  • Write from the beginning to the end

A case study is not the place to leave out critical data. Instead, write from the beginning to the end and keep it as accurate and chronological as possible. This will help flesh out the entire circumstances surrounding your interaction with the client and allow your readers to understand your impact more effectively.

3. Finish the case study with all of your relevant contact information

Since a case study is designed, at least in part, for press distribution, it should be outfitted with your contact information and details. This will allow other companies, customers, and more to contact you regarding the case study, and will help to make the information within it more accessible to other people.

While there are different standards for which information you “should” include in a case study, most sources recommend including your phone number, website, email, and one or two social profiles, along with a short bio. This will provide enough information for interested parties to contact you and can help boost the ROI of your case study down the road.

4. Hire a designer to finish the product

Don’t forget that every good case study needs a great design, and it can be helpful to bring in a designer to add some visual interest to the piece. Simple things, like using text boxes to pull out key facts, statistics, and quotes, and inputting related graphics and charts can make all of the difference in your case study and should be used liberally to enhance its value and interest.

We can help – our lead designer is familiar with how to take copy and create custom, beautiful designs in Adobe to match! Check out our case study service here.

5. Publish the case study

Publishing your case study is the final step in creating it. To get the most success from your case study, you’ll want to post it in the places your real audience and prospective customers frequent. This may mean publishing the case study on your blog, reaching out to relevant publishing platforms, or gating the case study and using it to drive email sign-ups for your company.

Alternately, KISSmetrics recommends appealing to different types of learners by breaking your case study into unexpected formats, like a podcast, a YouTube video, or an infographic!

We published ours in a few different forms.

First, as a blog post:
case study blog example

Then, as a landing page.

case study landing page example

What About Hiring a Specialist to Write the Case Study?

Writing a case study requires a very particular voice, and if you don’t have the time or confidence to do it yourself, it’s in your best interests to hire someone specifically who knows how to write case studies and has done it before. In addition to making your case studies more efficient, this will also help you create the best possible case study and not drive yourself into the ground as you do it.

No matter how good the writer you hire is, you’ll have to provide them with some specific information about your case study.

Ideally, you should give the author a very clear overview of what you’d like from the case study. This should include the following components:

  • Word count
  • The products, goods, or services you’d like the case study to promote
  • The benefits you provided for the client
  • The struggle the client faced
  • The specific way you went about resolving it
  • The result (percentages, direct quotes from the customer, and facts are helpful here)
  • The deadline for the case study

These things are critical for helping your writer create the best possible case study, and they’ll go a long way toward making the process more lucrative and enjoyable for you, as well.

The Case for Case Studies

Case studies are an incredibly useful tool and can have a massive positive impact on your content marketing.

While most companies don’t think they can create case studies, learning how to write a business case study is simple, as long as you’re willing to put in some time and work.

In addition to helping your customers understand the benefits of your services, case studies also provide an essential platform for new clients to see your products at work, which can be all they need to convert and become brand evangelists.

By following my tips above, you can learn how to write business case studies from scratch. Simple, effective, and critical for your company, this is one ROI-boosting move you simply will not regret.

Don’t want to D-I-Y? Trust our marketing team of experts: we’ve crafted successful case studies for businesses of all types. Talk to us today about your case study writing & creation needs!

how to write content for affiliate marketing

How to Write Content for Affiliate Marketing

Affiliate marketing content is a cornerstone of online marketing monetization, and it’s one of the biggest ways that many bloggers make their money online.

To do this, though, you’ve got to master the art of great affiliate marketing copy. The key to this, it turns out, is fun, relevant content that your audience can really attach to and dig their toes into.

Learn how to write content for affiliate marketing, and have fun in the process, in my next installment of our #howtowrite series on the blog.

how to write content for affiliate marketing

6 Smart Ways to Write Content for Affiliate Marketing

If you’re interested in learning how to write content for affiliate marketing, or just improving the content you already create, follow these six tips:

1. Write your own personal truth.

The biggest sin in the world of affiliate marketing is to write about a product that you haven’t tried, don’t love, or have no personal experience with. Instead of making this mistake, aim to write your truth, your whole truth, and nothing but your truth.

Here’s why: your readers trust you and they want to know that you’re recommending a product to them because you’ve tried it and loved it, not because you’re making a few bucks off of it.

With this in mind, don’t ever pitch products you haven’t used or don’t like. Your audience will be able to see right through it and you’ll lose credibility and readers.

To take it a step further, tell your readers exactly what you loved about a given product, and go the extra step to point out how it benefited your life, improved your outlook, or provided you with something special they’ll take interest in.

2. Make your affiliate marketing content reader-centric.

With affiliate marketing content, the reader is at the center of the entire thing, and it should stay this way forever. To make your affiliate marketing content as successful as possible, keep your reader at the center of it.

As you write, you should be thinking about what your readers want and how much they’re willing to invest in it. What’s more, you should also be thinking about why they want it and what’ they’ll gain from using it.

These things can have a longstanding impact on the value of your affiliate marketing content, and can also prove that you care about your readers and are willing to step into their shoes.

3. Be honest.

Just like nobody wants to try products you haven’t tried or didn’t like, nobody wants to purchase products you weren’t honest about. While it may seem smart to play up a product when it’s actually disappointing or sub-par, this will cost you trust and readers in the long run, and can have a massive detrimental impact on your readership.

With this in mind, always be honest about the products you’re pitching. While you don’t have to be mean about a product’s flaws or shortcomings, your readers aren’t going to buy the fact that every product you’ve ever tried is your new favorite item in the entire world.

What’s more, being honest makes the five-star reviews that you do give carry that much more weight.

4. Incorporate your affiliate products into stories…naturally.

When it’s done well, affiliate marketing shouldn’t feel like affiliate marketing. Instead, it should feel like a natural recommendation issued by a friend to a friend.

With this in mind, seek to incorporate mentions or anecdotes about a product, good, or service into your other content. This will help you keep your content fresh and will also go a long way toward building reader trust and making the products you mention more appealing and exciting to your readers.

Finally, when people can see something in action, it’s a great way for them to build a relationship with it, which means that showcasing how you’ve used or enjoyed a product and building those mentions into your everyday content is a very compelling tactic.

5. Vary your approaches.

Affiliate marketing content shouldn’t feel formulaic, and it’s important to keep it as fresh as possible for your readers. In light of this, consider varying your approaches to affiliate marketing.

In addition to saving you from becoming a stiff, boring blogger people don’t want to read, this approach will also help you locate new audiences and showcase your best experiences with a given product, good, or service.

With this in mind, focus on what your audience loves and seek to share your affiliate experiences on all of your various platforms. This will keep things fresh and make your recommendations as authentic and unique as possible.

6. Focus on products customers love.

Again, your customer should be the center of affiliate marketing. If you’re not focusing on products, goods, and services they’ll love, you’re missing the mark.

While we’ve already covered the fact that it’s critical to feature only the products that you like, it’s also important to remember that your preferences and your readers’ won’t always line up seamlessly. When this happens, it’s essential that you put your customers’ preferences first, since they’re the ones who ultimately benefit from affiliate marketing.

With this in mind, work hard to provide rundowns on things that will actually benefit your reader’s lives. They’ll thank you for it and you’ll be a much more successful affiliate as a result.

Want more on the subject of “how to write” online copy? I wrote a book all about it! Check out So You Think You Can Write, The Definitive Guide to Successful Writing, on Amazon.

How to Write Content for Affiliate Marketing, Made Simple

While many people dread affiliate marketing, it’s actually quite simple with these smart tips.

By keeping you readers in mind, touting only the products you’ve used and loved, being honest about flaws, incorporating product stories into everyday content, and varying your approaches, it’s easy to learn how to write content for affiliate marketing and build a solid affiliate marketing strategy that benefits you and your customers, both now and in the long run.

If you need a skilled writer to help you create affiliate marketing content, contact Express Writers today to find out more about what we can offer you.

how to write content for a landing page

How to Write Content for a Landing Page

Landing pages are some of the most important pages on the web.

In addition to giving people a place to “land,” they offer information, relevance, and style that can drive people to engage and convert in ways you never thought possible. (In one post I wrote earlier this year, I showed how geo-targeted local landing pages can significantly boost your online rankings.)

So, learning how to write content for a landing page is essential. My blog post today in our new #howtowrite series is here to help shed light on the subject!

how to write content for a landing page

What’s the Purpose of a Landing Page?

Landing pages drive sales. Designed to sit out there on the web and provide a place brands can display facts and provide value for readers, landing pages are by far some of the most important sales tools in existence.

When they’re written well, landing pages produce conversions and drive a revenue stream. When they’re not written well, they collect a high bounce rate and harm your Google rankings. Because of this, it’s clear that learning to write a great landing page is a skill worth chasing. Fortunately, it’s one you can start developing today.

6 Tips for Effective Landing Page Content

To make your landing pages more effective, follow these tips:

1. Include customer testimonials.

Customer testimonials are essential to a good landing page because they make your claims more accessible, while also adding social proof. Additionally, they make it easier for readers to connect with your material.

Think about it: if you were a customer, wouldn’t you want to know that a service had been satisfactory for other people before you chose to convert? If so, how would you want to see that satisfactory evidence?

Testimonials prove that a service has worked for other people and that it can work for the customer in question, as well. As such, they have the potential to dramatically increase the effectiveness of your landing pages across the web.

With this in mind, be sure to add customer testimonials to your landing page. They’ll help boost your conversion rate starting now.

2. Showcase the lifestyle rather than the features of a product.

While people eventually need to learn about the specifics of your product and service, a landing page is the place to pull at their heartstrings by showcasing the lifestyle associated with the product, good, or service you’re offering.

With this in mind, tell your customers how the product will overhaul their existence, how it will provide an exciting new experience, or how it will offer them something they’ve always wanted. These are simple yet effective ways to invoke an emotional response, and they can go a long way toward overhauling your landing pages from the inside out.

3. Write compelling headlines targeted at your users.

With a landing page, the headline is essential. Because it grabs attention, showcases value, and tells readers what they’ll find on the page, it’s a critical part of the page itself. Because of this, it’s smart to spend some time working on your headlines as if they are the most critical component of your page – because they just might be.

Remember that people scan landing pages, and that your headline should prove to them that there’s something within it worthy of paying attention to.

To hit this nail on the head, include things like the personal “you,” action words, and compelling verbs. Headlines should be positioned in the page in a way that allows them to stand out, and should feature strong copy, and a compelling CTA embedded in the headline itself.

4. Keep it simple.

Landing pages that are too complex will drive readers away. With this in mind, here are some do’s and don’ts for your landing pages:


  • Keep it simple
  • Focus on the benefits of your product, the value it offers to the reader, and the way it will overhaul his or her life
  • Keep graphics and images complimentary
  • Make your opt-in box streamlined and easy to fill out


  • Write in jargon or overly-complex language
  • Include complex graphics users have to navigate around
  • Stuff your landing page with flashy elements
  • Be too long-winded

While you don’t want to get so bare-bones that your landing page is dry and boring, it is essential to remember that landing pages are about driving conversions, not demonstrating showmanship. Keeping this in mind will go a long way toward helping your landing pages drive conversions on a regular basis

5. Make it relatable.

Again, landing pages are a place to capitalize on a reader’s emotions, and making them as relatable as possible is a great way to prove that you’re human! When you relate to your readers, you make them want to interact with your band, which is by far the most effective marketing tactic out there.

Remember: people want to know why they should choose your product, good, or service from the wealth of offerings available to them, and writing like a real human is one of the best ways to answer this question for them.

While you don’t want to cross the line and become unprofessional, it is smart to be as relatable and accessible as possible in your landing pages. With this in mind, write the way you speak in the landing page. What’s more, keep your sentences short and feel free to break a few grammar rules here and there if it helps make your writing funny, accessible, or friendly.

6. Include stats, figures, and facts to support your claims.

Landing pages that drive a hard bargain use hard data. With this in mind, include relevant facts, figures, and statistics in your landing pages. They will help compel your readers to action and demonstrate the value of your product, good, or service more effectively.

Want more on the subject of “how to write?” I wrote a book all about it! Check out So You Think You Can Write, The Definitive Guide to Successful Writing, on Amazon.

Landing Pages: Your Primary Sales Weapon

Landing page copy is meant to be compelling and unique, and these nine tips will help you learn how to write content for a landing page.

While there are many of terrible landing pages on the web, it’s important to remember that their primary purpose is to provide value, answer questions, and provoke interest.

With these six tips, that is all easier than it’s ever been before. Whether you’re a landing page expert or a newbie learning the ropes, these tips are perfect to get you off the ground running!

If you need landing page copy that makes your readers want to click, we offer that very service. Check it out in our Content Shop today!