Know your headlines will
convert before they even go live
The Headline Lab teaches you a proven process for writing high-converting headlines.
And it's the only course that shows you how to predict headline success — without A/B testing. Ideal for B2B marketers & copywriters who write copy for landing pages, homepages, ads and more.
PRE-LAUNCH OFFER: $127 $49
*We're currently building this course. You'll get a free one-hour live copy review session while waiting. ($200 VALUE - read reviews).
One headline Dustin wrote increased paid conversions from the homepage by 16%. Just by changing 22 words!
John Procopio
Director of Marketing,
Palo Alto Software
Dustin is an absolute genius when it comes to headlines and brand messaging.
Joe Trewick
Founder of GrubSEO
Dustin is probably one of the people I've learned the most from in my copywriting career.
Kelly Dunning
Copywriter with 14 years of experience
Get The Headline Lab + live copy review for $127 $49
THE PROBLEM:
Coming up with headlines that stand out and convert can feel like guesswork
Even if you use copywriting formulas and AI prompts, you still
don't know what will actually resonate with your audience
Should you convey a benefit? Or a pain point?
Should your headline be clear & concise?
Or unique & attention-grabbing?
How do you use emotion without sounding...weird?
The Headline Lab guides you through a proven process for writing high-converting headlines and testing them before they go live…
...so you can be confident that your copy will drive clicks, leads and sales.
Created by a copywriter who
spent 8+ years testing B2B copy
I'm Dustin Walker. And I've spend nearly a decade writing and A/B testing conversion-focused copy at SaaS companies and startups.
Throughout my career, I've been constantly surprised by what types of headlines generate the most clicks, leads and sales. That's why I created the Headline Lab — it's the exact process I use to write effective headlines for my clients.
Dustin Walker
Creator of the Headline Lab
What's inside
The Headline Lab
You get video lessons, copy examples and worksheets that cover how to:
Turn your customers'
words into powerful headlines
The best headlines come straight from your customers — not from a copywriter's imagination!
You'll learn how to mine product reviews, survey results and more to uncover copy inspiration.
Use stages of awareness to write copy your prospects can't ignore
Is your audience looking for a specific solution? Or are they unsure how to solve their problem?
Learn the essential's of copywriting legend Eugene Schwartz's Stage of Awareness framework to write more relevant landing page copy.
Avoid AI copywriting mistakes that can hurt conversion rates
AI prompts can help you write 3X faster — if you know how to use them properly.
Learn how to use AI so that your headlines don't end up sounding like cookie-cutter copy.
Write landing page headlines to generate more demos & sales
Get no-fluff lessons on how to ensure your ads and landing page headlines work together like finely tuned machine.
Write homepage copy
that's clear and compelling
Do prospects understand what makes your solution unique? Do they understand exactly what you do?
Get a crash course on how to write data-driven homepage headlines that appeal to your ideal customers.
Predict headline success with user research tools
You can't tell if a headline will 'work' just by reading it. But your ideal customers can help.
Learn how to get quick, low-cost feedback on your copy using user research tools. It's all about selecting the right audience and asking the right questions.
Revise your headlines
so they convert 3X better
Understand how to turn good headlines into high-converting ones. You'll learn the right way to form hypotheses, run A/B tests and use feedback to generate constant wins.
SPECIAL BONUS FOR EARLY ADOPTERS
(available only for the first 20 students)
Get a one-hour copy review session worth $200
I charge marketers and B2B startup founders $200 an hour for my advice on the platform Clarity.fm.
You can get 60 minutes of my time for free as part of this special pre-launch offer. Ask me anything!
What some of my clients
& students have to say:
Dustin's impact on our business over our 8-year collaboration was transformative. His expertise in B2B copywriting and messaging strategy consistently delivered tangible results, including increased conversion rates, higher average order value, and overall revenue growth.
John Procopio
Director of Marketing,
Palo Alto Software / LivePlan
Dustin has given me incredibly valuable, high quality, in-depth feedback on my work and his coaching and insights have helped me hone my techniques and writing style. In fact, he's probably one of the people I've learned the most from in my copywriting career.
Kelly Dunning
Expert Marketing Copywriter with 14 years of experience
Dustin's work helped guide our AI startup, Meera, to early success. He figured out our initial positioning and messaging, determined which audiences to focus on first and played a key role in developing an effective go to market strategy.
Vivek Zaveri
Founder & CEO of Meera.ai
The research Dustin did into who our customers are was probably the biggest breakthrough I’ve had in understanding our customers in ten years.
Bob Kaufman
Owner of Alaska.org
Super insightful and gave me some actionable advice. Highly recommend getting Dustin's two cents on a landing page or funnel.
Ayhan Isaacs
Head of Global Growth Founder Institute
Dustin really helped us think through some copy ideas we had been tossing around and simplified the choices via some great insights. We were overcomplicating it and needed the clarity he brought as an outsider.
Eric Hinson
CEO of Explainify
Your questions, answered
The estimated release date for The Headline Lab is early 2025.
You will get lifetime access to The Headline Lab. This includes all future content updates as well.
Yes. If you're not 100% happy with what you learned from The Headline Lab — after going through the entire course — I'll refund your money. No questions asked.
The Headline Lab is designed for marketers with a novice to intermediate level of understanding of copywriting.
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