Marketing Free course · Certificate included
Copywriting That Converts
Research-led copy for pages, ads, emails and interfaces — with proven frameworks, brand voice systems and human-led AI
- Beginner
- 6 h 35 min
- 19 lessons in 6 modules
- 2 h 35 min of video lectures
- Updated Sep 2026
About this course
Great copy is not clever wordplay. It is clear thinking about a real customer, expressed in words that help them decide. This course teaches the complete process: mining customer language (with AI to sort and humans to verify), crafting a sharp value proposition, writing headlines that earn attention, and structuring persuasion with AIDA, PAS and BAB — with before/after rewrites throughout.
You will apply those skills to landing pages, search and social ads, emails, microcopy and captions, including how Google and Meta now assemble and generate ad text. You will edit ruthlessly, build a brand voice system your writers and AI tools share, run a human-led AI copy workflow, and test copy with methods that fit your traffic. Compliance is built in: review and endorsement rules, pricing law and bulk-sender email requirements.
Ideal for marketers, founders, freelancers, creators and small agency teams in the UK, US, Gulf and Pakistan.
Tools you’ll use
- ChatGPT
- Claude
- Gemini
- Google Ads
- Meta Ads Manager
- Grammarly
- Hemingway Editor
- Lyssna
- Maze
- Wynter
- VWO
- Klaviyo
- Mailchimp
- Figma
- Python
Skills
- Copywriting
- Value propositions
- Headline writing
- Landing page copy
- Ad copywriting
- Email copywriting
- UX writing
- AI-assisted writing
What you’ll be able to do
- Research an audience and build a verified message bank using AI for tagging and humans for judgement
- Write a clear value proposition, message hierarchy, headlines and offers that pass a five-second test
- Structure persuasive copy with AIDA, PAS and BAB and rewrite weak copy with before/after reasoning
- Write landing pages, search and social ads, emails and microcopy that follow channel, platform and legal rules
- Build a brand voice system with a tested AI instruction block used across tools and languages
- Run a human-led AI copy workflow that verifies every claim and never fabricates proof
- Plan copy tests that fit your traffic, with hypotheses, guardrail metrics and decision rules
Curriculum
Syllabus
- Modules
- 6
- Lessons
- 19
- Reading time
- 3.5 h
- Assessment questions
- 25
Understand what converting copy does, research your audience properly, and translate features into outcomes.
- What converting copy actually doesVideo lecture, 8′Video · 10 min
- Audience research and voice-of-customer miningVideo lecture, 8′11 min
- From features to benefits to outcomesVideo lecture, 8′10 min
Craft a clear value proposition, write headlines that earn attention honestly, and present offers and CTAs that move people.
- Writing a clear value propositionVideo lecture, 8′11 min
- Headlines and hooks that earn attentionVideo lecture, 8′11 min
- Offers, calls to action and risk reversalVideo lecture, 8′10 min
Use classic copywriting frameworks to structure persuasive messages, and support them with proof and objection handling.
- AIDA: attention, interest, desire, actionVideo lecture, 9′10 min
- PAS and BAB: problem-led and transformation-led copyVideo lecture, 8′11 min
- Proof, credibility and objection handlingVideo lecture, 8′11 min
Apply your skills to the highest-stakes formats: landing pages, search ads and social ads — within platform rules.
- Landing page copy, section by sectionVideo lecture, 8′12 min
- Search ad copy: intent, relevance and constraintsVideo lecture, 8′10 min
- Social ad copy: hooks, formats and disclosuresVideo lecture, 8′11 min
Write emails that get opened, read and clicked — lawfully — and interface microcopy that guides users smoothly.
- Email copy: subject lines, bodies and sequencesVideo lecture, 8′12 min
- Microcopy and UX writingVideo lecture, 8′10 min
- Captions and short-form copy for organic socialVideo lecture, 9′10 min
Edit drafts (including AI drafts) for clarity, turn a voice guide into a brand voice system that people and AI tools use, run a human-led AI copy workflow, and test copy with methods that fit your traffic.
- Editing for clarity and impactVideo lecture, 8′10 min
- Defining and applying a brand voiceVideo lecture, 8′10 min
- AI-assisted copywriting with brand voice and integrityVideo lecture, 8′12 min
- Testing copy and the rewrite clinicVideo lecture, 9′8 min
- Final assessment
Your certificate
Finish with a credential anyone can check
Earn the Certified Conversion Copywriter badge: The holder can research audiences and customer language, craft value propositions, headlines and offers, apply AIDA, PAS and BAB, write compliant copy for landing pages, ads, emails and interfaces, maintain a brand voice system across people and AI tools, and plan copy tests — using AI responsibly with human verification.
Completed all lessons and scored at least 80% on the final assessment.
- A public verification page
- A PDF certificate to download
- An Open Badge you can share
- One click to your LinkedIn profile
Final assessment
- 25questions drawn from a larger pool
- 40 mintime limit
- 80%pass mark
- 3attempts per 24 hours
Start learning today. It’s free.
Every lesson is free to read. A free account saves your progress, unlocks the final assessment and issues your certificate.