As the Content Director at LendingTree I write a little bit of everything--landing pages, commercials, billboards, recruiting ads, etc. I'm also responsible for the content style guide. This was a project I worked on for weeks ahead of LendingTree's rebrand launch, and I still update it regularly. Check it out!
Sample 1: This is a landing page for the My LendingTree app. Instead of kicking people straight to the download store that corresponds with their device (iOS or Android) from an ad, we decided to try a landing page to explain the app a bit more. We needed to communicate what the app does, and make it clear that it comes at zero cost to the customer. I'm a huge proponent of less is more in blurbs. I have a rule to try to keep them at three lines. I've seen some eye-scan tests that show people tend to read blurbs they perceive as short (so you know, an actual blurb), and they skim over larger ones, reading just the headline. More than three lines, and it becomes a full-on paragraph. Also, designers like when I make the text boxes nice and consistent. Always be nice to your designer.
Sample 2: This is an excerpt from one of the videos in the first course at LendingTree Academy. I scripted, co-directed, and art directed this course. LendingTree Academy is a service you get just for signing up for a free My LendingTree account. I even acted in one of the lessons. There are more videos there if you want to create an account and see more--you'll also get to see your credit score. It's a pretty good service, and I'm not just saying that because I wrote most of the copy you'll see.