Website Builder Platform
Free Trial Campaign (Spec)
Brand awareness is key to boosting conversions.
As a copywriter, I understand that you want more than clicks. You want clicks that lead to long-term use of your SaaS product. That’s why I prioritize the long game when writing copy. I want the right people to take advantage of your offer.
While conversion is one of my key specialties as a copywriter, I also prioritize the “big picture” of getting to those conversions. Branding is a key part of that big picture.
Overview & Goals
- Top-of-funnel audience (TOFU)
- Articulate brand voice
- Write inviting, relatable, value-driven copy
- Increase time on page
- Prioritize storytelling, trust-building, and emotional impact
- Get prospects to remember the brand
- Use a low-commitment CTA that's still persuasive and engaging
I would focus on...
- Telling a story (using brand details & competitor research)
- Using emotional techniques (empathy, relatability, etc.)
- Building trust, even with a low-commitment CTA
- User experience (UX) and readability
Section 1 - Hero Section
Grab attention & build trust immediately.
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.
One CTA or two?
It depends. For branding campaigns, one is ideal, since you’re not pushing a big ask (like a sale or free trial).
What about images?
I will always advocate for images on landing pages, as they bring the copy to life and help users easily visualize using the platform. You could include images of your tool’s dashboard right away (in the hero section) or save it for later on in the page for a more “big reveal” approach.
Section 2 - Social Proof
There's no better way to put buyers at ease than by letting others do the talking.
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
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Click here to view the full landing page.
How many testionials?
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Testimonial length/word count
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
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?
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Click here to view the full landing page.
Long or short button text?
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
What about the footer?
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.