eCommerce Platform
Targeted Onboarding Campaign (Spec)
The better you know your audience, the better you can communicate with them.
Targeted campaigns are super fun. I love getting to know your audience and crafting copy that’s unique to specific prospects.
Writing a landing page to get more customers is one thing. Writing a landing page to a specific buyer persona with unique desires and concerns is completely different.
Overview & Goals
- Increase sign-ups from a specific buyer persona
- Minimize bounce rate from ad traffic
- Explain how easy it is to get started
I would focus on...
- Making the reader feel seen and supported
- Accessible, empathetic copy
- Making the process of getting started feel easy
Section 1 - Hero Section
Grab attention and spark some inspiration.
Headline options
- The Agitator (highlighting a pain point + rubbing it in)
- The Value Prop (more results-focused)
- The Superlative (what the client is best at)
- The CTA (reveal your offer upfront)
Subheading options
Subheadings aren’t required, but they’re great for adding extra details without sounding too long-winded.
Click here to view the full landing page.
Why the "inspirational" approach?
If the goal is to target a specific audience, this is the time to lean into emotion, rather than sales. Pushing sales with sales-focused approaches gets repetitive (and therefore, predictable) over time. Users need to feel seen and supported, and the best way to do that is through empathetic writing that empowers, inspires, and motivates.
What if I don't have images?
If you don’t have images, that’s completely okay! While images are ideal to have, especially for landing pages, the beauty with copy is that it can work just fine on its own. This is awesome news for early-stage startups that are limited in source materials.
Section 2 - Steps to Getting Started
Show users how it works in 3-4 steps.
Headline options
- The Agitator (highlighting a pain point + rubbing it in)
- The Value Prop (more results-focused)
- The Superlative (what the client is best at)
- The CTA (reveal your offer upfront)
Layout options
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Click here to view the full landing page.
Can this section be expanded to include more details?
Yes, absolutely! As long as said details are necessary to helping users understand your product better.
How many steps?
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Section 3 - Call to Action (CTA)
Don't leave your readers hanging. Guide them to the next step.
Headline options
- The Agitator (highlighting a pain point + rubbing it in)
- The Value Prop (more results-focused)
- The Superlative (what the client is best at)
- The CTA (reveal your offer upfront)
Subheading? Body text?
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Click here to view the full landing page.
Long or short button text?
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What about the footer?
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