It took me less than 1 hour to create a landing page focused on conversion copywriting.
It was my first copywriting project & I was nervous. I had just resigned from my full-time corporate job and got a major gig.
It was the first time I was creating so many landing pages (chills). I didn’t want to mess it up.
So, I started dumping all data in a single google doc.
And, my first landing page turned out to be good. My manager was impressed with the copy.
But, slowly, when the time started reducing & the deadlines started approaching, I became overwhelmed.
Ideally, I was living my dream life.
But, I couldn’t tackle the stress & it showed up in my final drafts. My manager was furious because he wasn’t receiving back the value.
So, I decided to conduct a little quality check of all the landing pages I created so far and boom… I nailed it!
This article is for all the fresh copywriters who are just beginning their journey. I wanted to share the framework that helped me create a landing page in 2 hours or less.
What’s the framework?
- Create a wireframe keeping the JTBD framework in mind.
- Add immediate social proof by showing off the logos of your popular clients.
- Make a list of features offered by the product, write the benefit (outcome) for all the features and create a different section to show this.
- Focus on the jobs that your customers are trying to do with the help of your product.
- Help them visualise it with videos, GIFs or beautiful images.
- Sometimes, customers need a quick checklist to cross-check the missing features in their previous tool.
- Highlight your wedges through your customers. (testimonials)
- In this example, I highlighted the three wedges for Vitals — saving time, easy to use, and 24/7 customer support.
- Highlight the most important benefit of your business as per your customers. This can be very different from your perceptions. For Vitals, it was the 24/7 customer support.
- Show proof by adding screenshots of customers saying it loud and clear (shown above).
- End it with a benefit and repeat the same CTA.
How did I do my research?
- I heard all the customer interviews and took notes on Notion. I also made my personal notes from these interviews.
- I manually read all the reviews in the Shopify app store and copied the best ones to an excel sheet. I successfully found the best reviews talking about average order value, sales, increased revenue, better customer experience etc.
- I joined some of the best Slack groups and followed these people on Twitter. And, guess what? I found some ideas for my copy.
- Search for the best Shopify app offering the same solution. Read their website copy and reviews. I found some lines for my copy through competitor customer reviews. No, I didn’t copy it but just took some inspiration.
- Read the meta descriptions of all the pages ranking for your products’ target keyword and make a checklist. Have a look -
- Read blogs from good websites and focus on the keywords they use.
- Read all the headlines.
- Stalk customers and track their discussions on the topic.
- Follow threads on Twitter religiously.
- Go on Reddit to see people comparing different tools.
Collect this data in a google doc before creating a wireframe & filter the best words.
I skipped this step for these 40 landing pages because I got the pulse of the industry &I was also on a short deadline.
Next, try to clear the clutter or anything that doesn’t make sense and keep the most appropriate lines in the final copy.
SEO Can Harm Your Copy Skills
It is my personal experience that when I forced myself to include specific keywords in my copy, it became overwhelming for me.
I couldn’t write a single creative word because I felt confused.
When my manager realised this, he pointed it out and told me to forget about SEO while writing the first draft.
And, it worked like magic,
Have a look -
The feedback that I got after this was — ‘wow, good work’
Here’s the proof.
And, getting this feedback from Aazar Ali shad is not easy. He is a genius when it comes to growth marketing & he constantly learns everything about copy.
All in all, I finally got on the right track before it was too late.
When I look at these landing pages, I still find changes to make them better. That’s the thing about copywriting, the more I learn, the more I grow, the more I find improvements in my work.
And that’s the right way to do it.