Website Copywriting
KODA Lighting: B2B Trade Program Landing Page
Project: KODA wanted a gateway to expand its mid-market sales channel – where HOAs, contractors, and resellers could buy our lights in bulk / palletized quantities. I managed every aspect of the KODA PRO launch, including writing copy and leading creative direction on landing pages, exit pages, triggered emails, and physical flyers.
Strategy: For the main landing page, I dissected dozens of other trade program landing pages and funnels. We wanted the program to be as self-serve as possible to reduce employee involvement. The copywriting aims to answer a B2B prospect’s most important questions quickly and efficiently (who is this for, how does it work, what’s the discount…). We also put an extensive accordion-style FAQ section to answer more esoteric questions.
Orbit Industries: Prefabricated Services Landing Page
Project: This manufacturer wanted to launch a new service division aimed at commercial contractors. I wrote all the copy and provided creative direction for the both the PROFAB landing page and brochure download. The landing page’s goal was to provide a high-level overview of the service, as well as a contact form / quote request gateway.
Strategy: I attended several meetings between our Sales leaders and Service Division Manager where they discussed how the service would function. I then researched the landing pages and sales material of similar prefab service divisions. In the beginning, the service was very open-ended, as we were still evolving our offerings and discovering where our strengths and weaknesses were. So we kept the opening copy very high-level and aspirational, emphasized the Orbit brand as a way to convey trust.
Orbit: User Generated Content / Photo Contest Blog Post
Project: Orbit wanted to collect more photos from end-users installing our products in the field. Previously, we would get a couple photos per year by happenstance, but there was no official collection system. So I developed a quarterly photo contest program to incentivize UGC submissions.
Strategy: We needed a landing page who’s URL would not change (as it was printed on flyers), but had to be easy to update on a quarterly basis. So we decided to use a blog post instead of a dedicated landing page. The copy is decidedly “un-sexy” and reads more like legalese, as we discovered there are A LOT of potential legal snafus when it comes to corporate-sponsored contests.
Orbit: Ready-To-Install Lead Gen Landing Page Concept
Project: Orbit wanted to promote its new family of pre-assembled bracket boxes, and wanted a landing page concept that encapsulated the main selling points. Usually we would only list the products in a catalog-style product listing page, with little context unless you drill down into each product.
Strategy: For this concept landing page, I was inspired by Russell Brunson (of ClickFunnels) to incorporate an offer / lead gen mechanism (order a free sample kit). I structured the copy in a very benefit-heavy way, starting with the most important / impactful selling points first. These selling points were synthesized from interviews with the Product Manager (who designed the products) and Sales Engineer (an industry veteran who interfaced with lots of end-users).