Turning pain points into conversion copy.

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Conquering the Blank Page
Turning Pain Points into Conversion Copy

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What Does a Great Landing Page Do?

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1. Reflect visitor pain points
2. Speak to them directly
3. Compel them to action

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What Is The Copywriter’s Biggest Fear?

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What Kind of Copywriter Are You?

10. a. The Thinker - Build a page from start to finish. Start with the Hero/Intro and work
down the outline, pulling in high-level messaging and the most pertinent
information to answer readers’ questions. Then, organize those messages across
the page and start to fit content into potential/existing blocks.
b. The Architect - Start with your assets and work backwards. Identify visual
components you would like to use - videos, images, graphics, or featured content
assets - and use those to tell the story. Use the blocks to create the framework,
and then match content and keywords to those elements.
c. The Driver - Start with keywords. Use primary and secondary keywords to create
headers. Then, add content to explain or elaborate on each header. Fit that
content into blocks.
d. The Weaver - The Anansi of the bunch combines these different methodologies.
Identify the primary keyword, move down the page and outline messaging, start
to capture words, images, or other elements that resonate, and start mapping
those to the most effective blocks.

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LIVE PAGE BUILDING!
(...hopefully)

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13. STEP 1: KEYWORDS

14. STEP 2: Ask the Right Questions
✔ Who is the visitor for this page?
✔ What actions do you want them to take?
✔ What messaging gets them to these actions?
✔ What are their pain points?

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Who Is the Visitor to This Page?
✔ What is their role? (Job, position, duty to household, etc-
what are they doing on the page)
✔ At what point in the sales funnel are they coming to the
site?
✔ Who are they answering to?
✔ What are their pain points?

16. Pain Point Interlude: Pain is Good

17. How Do We Find Pain Points?
✔ Subject-Matter Expert Interviews (including sales!)
✔ Client Interviews
✔ Customer Service Rep Interviews/Transcripts
✔ Competitor Research
✔ Market Research
✔ Just use Google (vs. is a great example)

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What Actions Do You Need Them to Take?
✔ What Are the Conversions?
○ Contact
○ Buy
○ Donate
✔ Other actions
○ Download
○ Read an Article
○ Learn more about services/features/team
○ Cross-link to other pages

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What Messaging Drives That Action?
✔ Use empathy
✔ Incorporate Pain Points
✔ What does this audience respond to?
○ Fear?
○ Excitement?
○ Pressure?
○ Sympathy?
○ Humor?
○ Expertise?
✔

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STEP 3: Architect Your Information
Understand the Conversion Path

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Step 4: Turn Solutions into Problems
em·pa·thy
/ˈempəTHē/
cop·y·writ·ing
/ˈkäpēˌrīdiNG
/
Using language and images to make your solutions
mirror their problem

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1. Answer questions they have
2. Answer questions they don’t know they have
3. Demonstrate your expertise
4. Make it easy to find the action they want to
take
5. Form serves function: if page is easy, your
solutions seem more in reach

23. Make all writing SCANNABLE and
ACTION-ORIENTED and APPEAL
TO AUTHORITY
Siobhan Climer
Authority on Things

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1. Is the focus on them or on you?
2. Is it about what you do or what they’ll get?
3. Are they overwhelmed with choice or bereft
of choices?
4. Are they looking for information or
reassurance?
5. Do they want guidance or affirmation of their
expertise?
6. Do they want to be sold or educated?