Once we had a clear understanding of each audience, we discussed other strategic considerations, like…
- Where are users coming from?
- What is there level of awareness?
- What is their level of intent?
- What is their severity of pain?
- And more…
Understanding these key points were crucial in developing a page structure that would appeal to each of the unique audiences that would be visiting our landing pages.
And while the copy would be unique, the page structure had to be flexible enough to be used across all of the topics — which was a challenge when each topic is completely different.
But with a little strategic thinking, I was able to come up with a foundational structure that incorporated a classic copywriting formula (PAS or “Problem, Agitation, Solution), social proof, desirable outcomes, a money-back guarantee, and more.