Landing pages7 min readFinal draft,
A landing page copy guide for adult brands, written out in full
This landing page copy guide for adult brands writes a page out in full, because advice about landing pages is easy to agree with and hard to apply. So this note writes one out: a page for a fictional subscription service, section by section, with a note on why each line is there. Swap in your own offer and the structure holds.
§1The page, top to bottom
The example is a made-up subscription service for a sexual wellness brand; the names, prices and figures are placeholders.
Headline
Guided sexual wellness courses, taught by qualified educators
Ed.Says what it is and why to trust it, in the first line.
Subheading
Short video lessons you can watch privately, at your own pace. New lessons every month.
Ed.Answers "how does it work?" before it is asked.
Offer and button
7 days free, then [$X] a month. Cancel online anytime.
Start your free week
Ed.The price after the trial sits beside the button, not in the small print.
§2Reassurance and proof
Reassurance
Your card statement shows [neutral name]. We never share your details. Everything here is educational and safe for work.
Ed.Answers the worries people will not type into a support form.
Proof
Courses written with [named qualified educator]. Rated [X] by [number] members on [review platform].
Ed.Named people and checkable numbers only. No invented quotes.
§3Answers before the second button
Questions
Is this explicit? No. It is education, presented plainly.
Can I cancel easily? Yes, from your account page in two clicks.
Who can join? Adults 18 and over; we check age at sign-up.
Ed.Three real objections, answered in one line each.
Second button
Start your free week
Ed.Same words as the first button, so there is no doubt what it does.
§4Why plain words win
Readability is not a style preference. In Unbounce's 2024 benchmark data, pages written at a 5th to 7th grade reading level had a median conversion rate of 11.1%, against 5.3% for pages written at college level. Short sentences and common words also read better on a phone, a common place to browse privately. What not to put on the page, including fake timers and invented scarcity, is listed on landing page copy.
§5Adapting it
For a shop, swap the course for a product and the trial for a first-order offer; for a venue, swap it for a booking. The order stays the same: what it is, how it works, the offer and price, reassurance, proof, answers, and the button again. Write it from a brief first, using our content brief template, and match the headline to the search that brings people in, as explained in our note on search intent.
§6The page, section by section
- Headline: what it is and who it is for.
- Subheading: the single best reason to believe it.
- Offer and terms: price, trial length, renewal and cancellation, together.
- Button: what happens next, in plain words.
- Reassurance: packaging, billing name, privacy, returns.
- Detail: how it works, what is included, specifications.
- Proof: verified reviews and checkable facts.
- Questions: the four or five that stop people buying.
- Second button: the same action, for readers who scrolled.
§7A worked example
Illustrative, for a subscription box of sexual wellness products. Headline: "A monthly box of body-safe essentials, chosen by our product team." Subheading: "Each box holds three full-size products and a care guide." Offer: "$29 a month after a $15 first box. Renews monthly. Cancel online before your next box ships." Button: "Choose your first box." Reassurance: "Plain box, billed as [company name], your details never shared." Every line is specific, safe for work and checkable.
§8Questions that belong on the page
- How will it arrive, and what will the box look like?
- What appears on my bank statement?
- Can I return it if it is not right?
- How do I cancel, and when does the next charge happen?
- What happens to my data?
Answer each in two or three sentences. These are the doubts that stop adult purchases, and answering them openly removes the reason to leave.
§9Words to cut
| Cut | Because |
|---|---|
| Countdown timers that reset | The FTC's dark patterns report names false urgency as a deceptive tactic |
| Hidden renewal terms | Automatic renewal laws require clear disclosure |
| "Only 2 left" when untrue | False scarcity misleads |
| Pre-ticked add-ons | Charges people did not choose |
§10Checking the page before launch
Read the page on a phone, then ask someone who has not seen it to say what is offered, what it costs after the trial, and how to cancel. If they cannot answer all three within half a minute, the copy is not yet clear enough. Then check every claim against its evidence and every term against your actual billing setup. The service that writes these pages is described on landing page copy.
§11Matching the page to the ad or link
A landing page should continue exactly what brought the visitor. If a partner's review praised the quiet motor, the headline should mention it; if an email offered a first-box discount, the offer should appear at the top. Mismatches between the promise and the page are one of the commonest reasons visitors leave within seconds. Where a campaign has several sources, write a short variant of the top of the page for each, keeping the rest the same.
§12Writing for trust when proof is thin
New adult brands often lack the reviews, press and numbers that landing pages usually lean on. Honest substitutes exist: say who chose the products and why, state materials and certifications precisely, show the actual packaging, and explain the returns and privacy policies in full. A clear, specific page from a new brand can feel more trustworthy than a busy one full of badges that readers do not believe.
§13After launch
Watch the page for its first few weeks: where visitors come from, how far they scroll, which questions they still email about, and how many buyers cancel or ask for refunds early. Each tells you which part of the copy is not yet doing its job. Change one part at a time and keep a dated note of each change and its effect, so the next page starts from what you learned.
§14Landing pages for different adult businesses
The structure stays the same; the details change. A shop's page leads with the product and the first-order offer, and its reassurance block centers on packaging and returns. A venue's page leads with the event or night, and its reassurance covers entry rules, safety and what a first visit is like. A platform's page leads with what members get, and its reassurance covers privacy, billing name and cancellation. In each case the questions near the button are the ones that particular visitor is most likely to hesitate over, written in the words that visitor would use.
§15Keeping the page honest over time
Offers end, prices change and products are replaced, but landing pages often stay live for months. Set a review date when the page launches, and check it against the current offer, price and terms whenever any of them change. An out-of-date landing page loses sales, and it can also break the promise your terms make, which is far harder to fix afterwards.
§16Background sources
Source organizations for this guide. Check their sites for the newest version.
QQuestions
Is the example a real brand?
No. It is a made-up subscription service, and the names, prices and figures are placeholders chosen to show the structure.
How plain should the language be?
Plainer than feels natural. Unbounce found pages written at a 5th to 7th grade reading level had a median conversion rate of 11.1%, against 5.3% for college-level copy.
Where should the price go?
Near the offer and the button, including anything charged after a free trial, so nobody is surprised later.