I’m working right now on a massive landing page copywriting project. This is for a company that has locations in Texas and NJ, but they’re franchising to a whole bunch of US states. To get massive exposure and expansion for their company, they’ve invested heavily in organic SEO. Organic SEO is of course, the best way to go (as opposed to cheating your way to rank via paid ads).
Some things they’re doing to crank up the landing page copywriting momentum:
- Buying tons of URLS to create landing pages and micro-sites that function as stand-alone landing pages.
- Heavy keyword research, strategizing the SEO for each URL and each page of content.
- Setting up tech-based lead capture (if you don’t have this, what’s the point?).
- Rounding up a team of contractors (copywriters, designers) to hammer this out at top speed (but also make it about QUALITY).
- Investing in the marketing (this is what compounds the success – they’ve actually treated this as a massive build-out project, and gathered a team of producers).
- Incentivizing the folks working on this with good, fast pay. Nothing else motivates people like cash – especially in these shaky times.
Their Landing Page Strategy Uses Original, Non-Repeating Copy for Every Page
I don’t know if they’ll eventually do paid ads also… but creating original content will establish you as a niche authority. There is room right now in their field to do exactly that — the need for what they offer is there, and everything is wide open with possibilities. I’m excited for them, but that’s just me. I get like this when peeps tell me about their biz plans. They say “Can you write us some landing pages” and I’m all HELL YES I CAN, and I only grow more obssessive about it with every completed page.
::shrug:: (Get used to me, okay?)
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So, for this landing page project, it’s myself and about 5 or 6 other, dedicated copywriters. Everything’s been set up on the Monday.com platform. All landing page links have been organized into individual projects – with a Google Doc for the writers to enter content into, and a coordinating web page that the designers will tweak after we hand them copy.
How to Create Multiple Landing Pages that Repeat the Same Message, but Make the Copy Unique Each Time?
For each page, we have a main keyword phrase, and then we have secondary keywords.
Each page is also purposed for different goals. The section of landing pages I’m working on right now includes different variations of the same message, but it’s targed lead-gen for different cities all over the US.
So… I have one main message that I must tailor for local keywords for that page, with the following goals:
- Keep the messaging consistent, but change the wording to something unique for each page.
- Include the primary keyword in the H1, H2, H3 headings… yet also slip in some clever or exciting phrases that speak to human emotion.
- Include area-specific references. So we research each city and grab some stats to source which make the message relevant.
- Target the copy for lead capture. Every time someone lands on/reads the page, the copy should compel them to sign up for the email list.
- Utilize all the information and copywriting gold that exists on other pages of the site that were already created.
- Drive traffic to different, relevant pages of the site by including internal links – a few on each landing page we write.
What Copywriting Strategies are We Using to Keep Each Landing Page Fresh and Original?
So far, I’ve written 13 landing pages. When I started on the first one, it was more about figuring out what this company is all about, what the basic landing page copywriting formula was going to be for each one, and so forth. But now I’m gaining momentum on the copywriting itself, playing more with the message. It’s fun, and envigorating.
(I know that’s hard to believe, but people who are truly writers at heart ENJOY and thrive with this type of challenge. I get to peek at what the other writers have created, so we can all build on each other’s ideas. I see that everyone’s doing what I’m doing. It’s really cool to me.)
- Go with different learning themes. I won’t say the niche here, but as with all good web copy, you want to build out content on a variety of sub-topics from the main subject matter.
- Make use of quotes and statements from the company principals. They have already showcased a bunch of these really nicely, which we pull from to smatter on a landing page here and there.
- Drill down into the demographics and psychographics of each city – make the copy speak to that.
- Write to different, common problems and questions the reader is likely to have.
- Try for different hooks and angles – not every potential customer will have the same, cookie-cutter issue they’re looking for support on.
- Play with different emotions on different landing pages – I try to be subtle with this, depending on the main hook for that page.
- Using industry research to bring depth of information to the message on a particular landing page, and crediting our sources.
- Dig into the educational video content that their team already worked hard to create – clicking play, pulling good lines from there, and quoting or re-wording these where applicable.
- Swap the order of points, on any sections that seem recycled or repetitive.
Other Tricks We Use to Crank Up the Pace on Landing Page Copywriting
- Keep little swipe files of quotes, stats, links and power phrases to pull from.
- Batch like pages together so we can roll out different landing pages with similar messages.
- Tackle the most difficult sections to write, first — then fill in the cut-and-dry content. (That’s me — I don’t know what other copywriters are doing.)
- Use a word counter, and pay attention to “how many lines is 15 words” so we can lean less on looking things up.
- Refer to the visual of each page template (in my normal life, I write directly into each HTML page, but we don’t have that option with this project.)
I might be weird to some, but writing landing page copy, even as repetitive as it is, feels like a challenge to me. If you’re a writer who also welcomes this type of project, email me and I’ll add you to my list of keepers, in case a massive landing page copywriting project like this comes up again soon.
Contact Us for a Project Quote or Partnership
If you’re a web developer interested in working with me or a group of writers, contact me from this page and us the form to tell me a bit about you and what you do/are working on.
If you’re looking to hire writers for landing page copywriting of your company websites, contact me here for a quote.
I look forward to helping you dominate the web for your primary keyword phrase!! 😀