Tag Archives: however

Infographic: How to Create Content That Drives a Lot of Organic Traffic

Wouldn’t it be nice to publish something on your website that will bring in visitors for years to come? Just one blog post or video (or infographic)? It certainly would be. That’s why you need to always ask yourself: What content can I create that people will link to from their website? Is the answer to getting tons of organic traffic really that simple? Basically, yes. However, it’s easy to jump into a content project without asking this question and spending a week on it, only to find out it’s a dud in terms of SEO. A lot of us…

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Infographic: How to Create Content That Drives a Lot of Organic Traffic

Building Inclusive Toggle Buttons

Some things are either on or off and, when those things aren’t on (or off), they are invariably off (or on). The concept is so rudimentary that I’ve only complicated it by trying to explain it, yet on/off switches (or toggle buttons) are not all alike. Although their purpose is simple, their applications and forms vary greatly.

Building Inclusive Toggle Buttons

In this inaugural post, I’ll be exploring what it takes to make toggle buttons inclusive. As with any component, there’s no one way to go about this, especially when such controls are examined under different contexts. However, there’s certainly plenty to forget to do or to otherwise screw up, so let’s try to avoid any of that.

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Building Inclusive Toggle Buttons

The Crazy Egg Guide to Landing Page Optimization

When it comes to increasing conversion rates, few strategies are more effective than the implementation of landing pages. Yet, these crucial linchpins to the optimization process are often rushed or overlooked completely in the grand scheme of marketing. Here at Crazy Egg, we believe it’s past time to give these hard-working pages a little more attention, which is why we’ve created this complete guide to landing page optimization. Even if you consider yourself a landing page pro, you’ll want to read this guide to make sure your pages are on track and converting as well as they should be. Why…

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The Crazy Egg Guide to Landing Page Optimization

Infographic: The Scientifically Proven Best Time To Write Content

best time to write featured image

I had a thermodynamics professor in college that would have something to say about this infographic: Entropy increases throughout the day. Therefore, in his view, it’s better to wake up early to focus on your most important work. He was right. Early in the morning, you have: No phone calls No text messages No emails No distractions Everything is quiet. If you wait until the end of the day to write (or get anything done for that matter), the chances of distractions and having to put it off another day increase to some degree. However, there are two schools of…

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Infographic: The Scientifically Proven Best Time To Write Content

Building an App or Online Business in 2017? Here’s A DIY Resource Kit of Free Tools & Tips!

building an app

Last year, I started working on an idea for a platform, called Counsell, currently available as an app on iOS and Android devices, that lets all professionals give and get paid advice. As a designer, I was fortunate to be working with an incredible developer from the very start so we knew we could turn the idea into a working product. However, it was only when I, bolstered by my marketing background, decided to build a business around the app that I realized how haphazard and unsystematic the realities of setting up a new online business could be. Thanks to…

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Building an App or Online Business in 2017? Here’s A DIY Resource Kit of Free Tools & Tips!

5 Overrated & Dangerous Conversion Tactics (and How to Think About Them)

There are good conversion tactics, and then there are great conversion tactics. We have seen some of the best methods at work helping marketers achieve their goals. However, not all conversion tactics are as good as they seem to be. Some of these tactics are in practice, partly because of FOMO and partly because of over-enthusiastic marketers who are ready to climb on any bandwagon. We will discuss five overrated CRO tactics, some of which are expensive, some outdated and some which can prove to be stunting. Also, we will discuss ways to get around these tactics and find a…

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5 Overrated & Dangerous Conversion Tactics (and How to Think About Them)

Creating A Living Style Guide: A Case Study


Living style guides are an important tool for web development today, especially in large, complex web applications. They help document styles and patterns, keep designers and developers in sync, and greatly help to organize and distill complex interfaces. Indeed, living style guides remain one of the best ways to communicate design standards to an organization.

Creating A Living Style Guide: A Case Study

Recently, our company went through the process of creating a living style guide. This is the story of how we developed our living style guide, the mistakes we made along the way, and why the current landscape of style guide generators did not suit our needs.

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Creating A Living Style Guide: A Case Study

Copywriting For Social Media Ads: It’s Not What You Say, It’s How You Say It

Many might say that social media ads are interruption advertising in a modern form. However, there is definitely something less abrasive about a sponsored tweet or Facebook post, than a blaring television commercial. The good news for advertisers is: the general public doesn’t avoid these ads as much as TV ads. The ROI (return on investment) for a social media marketing campaign is a lot higher (on average) than the ROI on a print or TV campaign. The goal is to blend into the news feed with something interesting and personalized to your target audience that makes the individual stop…

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Copywriting For Social Media Ads: It’s Not What You Say, It’s How You Say It

The Beginner’s Guide To Twitter Video

Video marketing is becoming an important component for online marketers and it’s growing at a prolific rate. It’s surprising that Twitter only introduced video on their platform last year. As with any new feature, Twitter video is open to change as the company works hard to deliver the best product that they can to their fans. However, for marketers trying to understand how Twitter videos are seen by their following, it can get pretty confusing. How do you upload a video? Can you only use your smartphone? Do my followers even see my video, or do they just see a…

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The Beginner’s Guide To Twitter Video

Finding Inspiration to Write Unbeatable Copy for Landing Pages

Deserted gas station
Image by Pete R. via BucketListly.

Sometimes the well runs dry.

You’re passionate about your business, and you want to create a slam-dunk landing page that introduces your product or service to the world, but the words elude you. Every stab you take at the project sounds dull and trite.

As a copywriter, it’s easy to get stuck in a literary rut. You use the familiar formulas and recipes because they’re safe. However, taking in some outside influence might provide the jumpstart you need to create truly unbeatable copy. Here are nine actionable strategies for finding inspiration.

1. Mine your memories

You might think otherwise when you watch the evening news, but human beings are hardwired for empathy.

Imagine you’re walking down the produce aisle at the supermarket and the woman in front of you slips on a puddle of spilled apple juice. Her feet fly out from under her, and she falls to the unforgiving tile floor.

Jennifer Lawrence fall

How do you respond? You cringe — either inwardly or outwardly. You imagine the pain of the impact. Maybe you even recall a time when you took a similarly spectacular fall.

It’s all because of mirror neurons, according to the American Psychological Association. When you witness an event, you put yourself in the place of the person to whom it’s happening.

This phenomenon happens with good things, too. If you witness an act of generosity, you feel gratitude on behalf of the recipient. When your best friend wins an award, you feel pride and a sense of accomplishment.

This is why your own memories provide endless inspiration for your copywriting efforts.

You create a landing page to show potential customers or clients how you can solve their problems or make their lives better. If you want to reach those readers on a visceral level, you have to tap into their emotions.


If you want to reach your readers on a visceral level, you have to tap into their emotions.
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Since humans are empathetic creatures, it’s easy to connect your own lived experiences with the challenges your audience members face. Think about why you started your business and how it influences your life.

For example, let’s say you’re marketing a financial advisement plan. You might use your own biography as a way to connect with your audience on your landing page:

I graduated college with $145,000 in debt. Some from student loans, and some from the ill-advised credit card purchases that young and stupid college students are wont to talk themselves into.

Then I realized I didn’t want to spend the next 20 years paying it all off. So I made a plan. It worked for me, and I guarantee it’ll work for you, too.

Drawing on your personal experiences can help you make connections with your readers. If they see themselves in your story, they’re that much closer to following the directive in your call to action.

2. Skim your social media feed

Parks and Rec social media

Here’s some good news: Twitter and Facebook and other social media platforms aren’t just for procrastination. They can also offer inspiration for landing pages.

A social media feed reveals conversations that are occurring in real-time. What could be more relevant to your brand message? Social media streams can inspire you with an insightful quote, a mention of a relatively new problem or a delightful turn of phrase.

Spend some time sorting through the latest conversations. Look for patterns and trending topics.

More importantly, pay attention to the language. How do the heavy hitters in social media land phrase their thoughts and ideas? The limited space on social media forces people to express themselves succinctly, and word economy is a copywriter’s most valuable tool.

Figure out how social media mavens condense their virtual speech while still getting across their meaning.

3. Flip through first lines

Belle books

Have you ever pulled a book off the shelf at the store, cracked it open, read the first line and immediately headed for the cash register?

First lines mean everything — in fiction and on landing pages. Both novelists and copywriters have to get it right every time, so the bookshelves in your living room offer plenty of inspiration.

In fact, first lines are so impactful that the American Book Review publishes a list of the 100 best first lines of all time. Give them a read when you get stuck.

You’ll notice that, when novelists nail a first line, you can immediately identify their intention. A suspense author might start a book with a foreboding or ominous statement, while a romance writer might begin a book with hearts-and-flowers imagery.

As a copywriter, you have to identify your intentions, too. Decide whether you want to push a pain point, make an emotional connection or provide a safety net for your reader. Then craft a first line that backs up your intention.

4. Set up a story

Speaking of stories, there’s a reason why screenwriters, novelists and other storytellers follow the same three-act structure — because it works.

Your landing page can also contain the three-act structure:

  • Start with a compelling setup. Illustrate the problem your potential customers are experiencing. Hit the pain points and show you empathize with their situation.
  • Create a confrontation. Show your audience what you have to offer. Make it compelling, engaging and believable.
  • End with the climax. Provide your audience with everything they need to write the story ending. This is your call to action.

People don’t like incomplete stories. It’s why you stay up late watching the last episode of your favorite television series and why you can’t put down a book once you reach the last few chapters.

If you need inspiration for your copywriting efforts, turn to books, television shows and movies. Pay attention to the narrative flow and find ways to translate scene sequences to your landing pages.

5. Hoard a host of headlines

Tabloid - mine the headlines

You’re standing in line at the grocery store for 15 minutes, wondering why some people insist on writing checks (yes, some people still do this) when it’s so much faster to swipe a debit card. To curb your boredom and frustration, you shift your attention to the gossip rags displayed behind the cashier.

The tabloids might not enjoy stellar reputations for their incredible journalistic content, but there’s one thing gossip writers do better than anyone else: They write amazing headlines.


There’s 1 thing gossip writers do better than anyone else: write amazing headlines.
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Maybe you’ve even grabbed a tabloid off the rack and tossed it nonchalantly into your shopping cart. Then you read it in the front seat of your car while your ice cream melted in the trunk because you had to find out if the story delivered on the headline’s promise. That’s great copywriting.

If you feel stuck, let tabloid, magazine and periodical headlines inspire you. How do they grab your attention? What verbs and adjectives to they employ?

6. Take in a talk

Public speakers structure their talks much like copywriters structure landing pages. They front-load their speeches with compelling facts, figures and anecdotes, and then spend the remainder of their time on stage offering engaging arguments related to their ideas

Some speakers are more polished than others, but watching a talk (in person or online) can provide endless inspiration for copywriters. Take note of what works and what doesn’t, and then translate your observations to the page.

If you don’t know where to start, check out TED’s list of most popular talks of all time. Speakers like Ken Robinson, Simon Sinek and Brené Brown populate the list.

7. The emotional connection

Emma Stone being emotional

Have you ever picked up a Hallmark card in the middle of the supermarket and burst into tears? Maybe not, but you’ve probably experienced an emotional response to a greeting card’s sentiment. Human beings are hard-wired for emotion, and your viewers are more likely to buy your products or services if they feel connected to them.

Words can inspire emotion, but images accomplish that goal faster and more acutely. For instance, a friend could describe her new puppy to you over the telephone. She could tell you about its floppy ears and super-soft fur, and you might have an emotional reaction. However, if she texted you a photo of the adorable puppy, you’d instantly connect with the image. That’s how the human brain works.


Words can inspire emotion, but images accomplish that goal faster and more acutely.
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Mike Parkinson of Billion Dollar Graphics uses a photo of an infant to illustrate this phenomenon. He points out that certain colors can provoke emotional responses and that the human brain processes imagery faster than it does language.

If you want your viewers to connect emotionally with your landing page, a video offers an effective solution. You can engage your viewers’ emotions through imagery and voiceover dialogue so they understand your product or service viscerally instead of just intellectually.

8. Canvass the competition

Scoping out the competition

Never steal your competition’s words or ideas. That’s a recipe for failure (and a potential legal nightmare). Instead, get to know your competition so you can fill the gaps they leave in their own marketing efforts.

What segment of the target audience does your competition ignore? What features of their products do they leave unsung? What stories do they neglect to tell?

Since you know your industry better than anyone, you have the keenest eye when it comes to evaluating your competition. If you can find untapped resources, consumers or features, you’ll make your copy sing.

9. Kick it with the kids

Kicking it with the kids

You probably don’t need an excuse to spend time with your children, but did you know that your kids can give you inspiration for your copywriting efforts?

Start with their books and movies. Media aimed at children must be simple, concise and thorough, just like landing pages. While you never want to talk down to your audience, you do want to provide them with information that they can understand.

Simple, direct language works for picture books and marketing copy.

Check out your kids’ favorite toys. Look at the products’ design and packaging. American businesses spend up to $17 billion per year marketing products to children, and kids make excellent consumers.

Consequently, products and services geared toward children offer a goldmine of inspiration for marketers and copywriters. They might not have driver’s licenses or credit cards, but kids force businesses to pull out all the stops.

Final thoughts

If you want to create unbeatable copy, look outside the landing page for inspiration. You’ll know a great idea when you see it, and you can mold it to fit your brand’s message, image and features.

Don’t worry if something doesn’t work. The beauty of a landing page is that you can — and should — continuously test it to make sure you are getting the most out of your efforts.

Have you found success with your landing page? Was there something you did that blew away all the other advice out there? Let us know in the comments what you did to turn your beautiful landing page into a lead-driving, conversion machine.


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Finding Inspiration to Write Unbeatable Copy for Landing Pages