Landing Pages - Investing in Good Copy

Overview

The client, a marketing consultant, needed a quick turnaround on a landing page for an investment webinar.

Project Plan

My client had been tasked with promoting an upcoming webinar for a real estate investment company. In a crunch, they reached out for help with the copy. I gathered what details I could from the client, and proceeded to round out my research. I studied the webinar materials and learned everything I could about the investment company and its team from their website and LinkedIn presence.

Execution

Once I had a solid grasp of the company’s business and brand voice, I was ready to start writing. The client requested that the copy fit on one page, include space for images, and be laid out in two columns.

I approached the landing page as a piece of sales copy, with the goal of selling the webinar. The call to action was for readers to sign up for the webinar. From my research and consultation with the client, I understood our target audience to be professionals who had money (but not a lot of free time) to spend on investment properties. This dictated the general format, which I intended to be punchy and informative. The copy itself emphasized the dual benefits of the webinar as delivering a comprehensive overview of the investment landscape in a short timeframe, and offering time-poor professionals an opportunity to cash in.

Conclusion

The client was extremely pleased with the results—so much that they kept my original layout, which I had merely intended as a mockup.

Short on time, this marketer reached out for assistance, so I delivered copy that was up to the task and ready-to-publish.