Mastering the Art of Digital Copywriting: From Landing Pages to Sales Funnels

Lewis Folkard

Lewis Folkard

Suffolk-based conversion copywriter.

mastering digital copywriting

In the good old days of billboards and large magazine circulation numbers, copywriters had to produce hard-hitting headlines and snappy standfirsts. In the current age of digital copywriting, however, they’ve got plenty more on their plate.

In addition to creating engaging headlines with the same wit they’ve always required, copywriters have to master landing page copywritingsales funnel copywritingemail newsletterssocial media ads and everything else in between these various digital copywriting disciplines.

Oh, and they have to ensure that everything they do is search engine-friendly, too.

To shed some light on how you might go about mastering the art of digital copywriting, I aggregated the top five common responsibilities that fall under this role on job boards and provided some suggestions on how to do them effectively.

Landing pages

Very much the centre of the universe when it comes to web copywriting, landing pages are where users “land” when clicking a link to your website. Crucial to conversions, it is essential that your website landing pages are finely optimised to convert the hard-earned eyeballs that are looking at them.

To do this, you’ll want to make sure that your landing pages clearly state your proposition and feature appropriate calls to action to ensure that your customers are able to easily get in touch with you or purchase your products online.

Another consideration for landing pages is keywords. Specifically, high volume, value keywords that are suggestive of an intent to buy. By making certain that your website is the first to appear when someone searches for your services, you can be confident that conversions will be on the rise.


Blogs are an excellent opportunity to capture the attention of prospective customers and convince them that you provide the best solution.

The trick to making sure that you’re writing the right kind of blogs?

Simple – data.

By reviewing common questions that your customers ask, and providing the best and most comprehensive answers, you’ll be doing everything in your power to capture the attention of prospective customers with the power of digital copywriting.

Email newsletters or sequences

Once you’ve got your landing page and blog strategy nailed down, you’ll want to give some thought to your email game.

If you’re capturing the details of your customers and they’re giving consent to receive marketing communications, email newsletters are a great way to nurture them and keep them warm. It doesn’t hurt that it’s also a free or inexpensive way of communicating with your prospects.

To make sure that your email newsletters are working as hard as possible, you’ll want to give some thought to producing digital copywriting that quickly captures the attention of someone who is working through their inbox and is less likely to be “sales-ready”.

Something of a fine art, working on captivating subject lines and snappy copy that leads to equally compelling calls-to-action will serve you well in this area of copywriting.

Alternatively, if you need sales-focused emails, email sequences can be a great way to convert ‘on-the-fence’ buyers. Your email sequences can help settle their nerves, establish trust, and offer different perspectives that, in turn, help them feel ready to buy.

Social media content

Whether it’s targeted ads or organic posts, social media copywriting is an essential skill to have in your locker when extending your marketing into the digital realm.

Key to being successful on social media platforms is the ability to be succinct and to speak in the kind of language that your audience responds to.

Though this is a principle that applies to all kinds of copywriting, it is perhaps most true in digital copywriting where the failure to be engaging and on brand can mean zero engagement.

The right message well-expressed, on the other hand, can absolutely transform your conversion rate.

Sales funnels

In a previous blog, I explored how digital copywriting, when mapped to a sales funnel, is a proven method to take customers along a journey that ends with a purchase.

Whilst this might sound like a tall order, it’s really just a strategic approach to the various kinds of digital copywriting that have been explained in this article to ensure that it aligns with your broad sales funnel.

In short, by ensuring that each piece of copy you create is contributing to a broader narrative surrounding your products, you can ensure that you are doing as much as possible to increase your conversion rate.

Whilst history has revealed that copywriters can expect to take on more responsibilities and see their work appearing in an ever-increasing range of formats as time goes by, these key assets are the ones to focus on for now when it comes to increasing conversions.

If you’re looking for some extra support in any of these areas, send me a message to discuss how we can work together to increase your conversions.

Recommended further reading: How to write a long-form sales page | 8 sinful sales page copywriting mistakes | A sales copywriter’s guide to sales funnels

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