Landing page copy
Adult landing page copy that persuades without pressure tricks
Adult landing page copy has one page to earn a decision: a trial, a sign-up, a first order. For lawful adult brands it also has to quiet worries about privacy and billing. We write the headline, the reassurance and the call to action, and leave out the pressure tactics regulators warn against.
HURRY, offer ends in 09:59 Try it free for 7 days. Cancel online in two clicks.
Ed.Remove the fear, not the reason to act.
The words on the page, part by part
- §1Headline
Names the offer and who it is for, in plain words
- §2Subheading
The one reason to believe it, specifically
- §3Reassurance
Packaging, billing name, privacy, returns, in a short block near the button
- §4Proof
Genuine reviews and verifiable facts
- §5Call to action
Says what happens next: "Start your free trial", not "Submit"
- §6Answers
The three questions that stop people, answered below
Deciding between versions is a job for measurement; our copy is written to be tested. The broader craft of selling copy is on adult copywriting.
Honest swaps for dark patterns
In its September 2022 report on dark patterns, the FTC described design tricks that push people into choices they would not otherwise make, including fake countdown timers, false scarcity, invented activity messages, adverts formatted as editorial content, and fees disclosed only late in checkout.
| Instead of | We write |
|---|---|
| State the real end date, or none | |
| Show stock only when it is true and useful | |
| Real review counts and ratings | |
| A clearly labeled brand guide | |
| The full price, shipping included, on the page |
This is general information, not legal advice. A fuller walk-through is in our landing page copy guide.
The reassurance block
Adult buyers often hesitate over things they will not ask aloud. A few plain lines next to the button can answer them: how the parcel looks, what name appears on the card statement, what data is kept, and how to cancel. We write that block for every page, in your voice, and keep it short enough to read at a glance.
The same reassurance belongs in follow-up emails and help pages, part of the content marketing work.
Subscription and trial copy
Subscription offers carry the most legal weight of any landing page copy. The federal ROSCA law requires clear disclosure of the material terms before billing, express consent, and a simple way to cancel, and states such as California have their own automatic renewal rules covering free trials and online cancellation. In copy terms that means stating the price after the trial, how often it renews and how to cancel, next to the button, in the same size and plainness as the offer itself. Copy that hides any of these in small print may win a click and lose the customer, the chargeback and sometimes a regulator's attention. Your counsel should check the final wording.
Headlines that hold up
| Weak | Stronger | Why |
|---|---|---|
| The best toys you'll ever own | Body-safe silicone toys, delivered discreetly | Says what and how, without a claim you cannot prove |
| Find your wild side | A beginner's set chosen by our product team | Specific about who it suits and who chose it |
| Join thousands of happy members | Membership from $9 a month, cancel online anytime | Price and terms instead of an uncheckable number |
Illustrative examples. Strong headlines for adult brands are usually plain, specific and safe for work, which also means they can run on ad platforms and in search results without trouble.
One message per source
Someone clicking through from a reviewer, someone who typed a product name into Google, and someone opening your newsletter each expect something slightly different. We write a version of the landing copy for each important source, so the headline continues the promise that brought the visitor rather than starting a new one. The design can stay the same; the first screen of words changes. Each version is measured separately, so you can see which source the copy serves well and which it does not.
Read it aloud before it goes live
- Could a stranger say, after five seconds, what is offered and to whom?
- Is every number, claim and comparison something you can show evidence for?
- Are price, renewal and cancellation stated as plainly as the offer?
- Would the page be comfortable on a shared screen?
- Does the button say exactly what happens next?
Proof that reads as proof
Landing pages lean on proof, and adult brands have fewer kinds of proof they can show. Customer photos are rarely possible, many reviewers prefer anonymity, and press mentions may be few. What remains is strong if presented honestly: verified reviews with first names or initials only, the exact materials and certifications a product has, clear returns and privacy promises, and how long the business has traded. We write these as short, specific statements near the button, never as badges or numbers that cannot be checked, and we keep the same promises word for word on the checkout page.
Testing copy without fooling yourself
A copy change is only worth keeping if it still looks good a month later. We pick one element to change, usually the headline or the line that states the offer, agree beforehand what result would count as a win and how much traffic it needs, and leave the test running across at least two full weekly cycles. Where traffic is too thin for that, we say so, make the change, and compare like with like over a longer stretch, treating the result as a pointer rather than proof. The layout side of landing pages is covered in our landing page copy guide.
Copy for a phone screen
Phones bring most of the visitors to adult landing pages, and many of them browse privately and quickly. That changes how copy is written. Headlines need to fit on two lines of a small screen, the offer and its terms need to sit above the first scroll, and paragraphs need to be short enough to read in a glance. We write and review every landing page on a phone-sized screen first, then check it on a computer, never the other way round. The product pages behind a landing page follow our product copy guide, and service pages for venues and platforms our service page guide. Long explanations, where they are needed, go lower on the page or behind a plain "how it works" link that opens on the same page.
Metrics that matter here
For each landing page we track conversion by traffic source before and after the new copy, refunds and complaints in the weeks after purchase, and for subscriptions, cancellations in the first billing cycle. A page that converts better but loses more customers in the first month has not improved. The wider copy service is on copywriting, and fees are under pricing.
Questions
Is a countdown timer ever acceptable?
Only when the offer genuinely ends at that time. The FTC lists countdown timers on offers that are not actually time-limited among the practices it treats as manipulative.
How long should landing page copy be?
Long enough to answer the questions that stop someone acting. A familiar, low-cost product needs less; an unfamiliar or subscription offer needs more.
Do you test the copy as well?
We write versions worth testing and explain the thinking behind each. Running and measuring the tests is usually done by your team or a conversion specialist.
Can you write landing pages for age-gated content?
Yes, for the open, safe-for-work pages in front of the age check, which are the ones that need to rank and persuade.
What must a free-trial landing page say?
The price after the trial, how often it renews and how to cancel, stated clearly near the button. Federal and state rules on automatic renewal apply, so have counsel check the final wording.
Editor’s note
Your copy is fine. Your copy could sell more.
Send us one page and a sentence on what it should achieve. You get it back marked up in red, with the first fixes and why, at no cost.
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