A Crash Course on Landing Page Copy

A landing page is defined by Unbouce as: “In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.” So in essence, a landing page is a blip of your website that is custom tailored to a specific promotion you are running.

Landing page copy is incredibly important. It is where your would-be customers go when they click on an ad, so they have to be intrigued enough to follow through on your landing page. There are 6 things that are absolutely critical to a successful landing page creation, and of course I’m going to explain them all to you.

Headline and Sub-Headline

These go hand in hand for every. single. piece of copy you write. A captivating headline should always attract your readers after less than 3 seconds, you don’t have long, especially on the internet so you better wow them from the get-go. I can promise you, if your headline sucks, your conversion rate will suck. A good headline addresses a problem that you want to solve. Today our example is going to be getting people to register for a webinar that will show them how to use their iPhone.


Endless Information at Your Fingertips

As you can see we created an intriguing headline with a problem we want to solve for them, there’s a whole bunch of information out there for them, and they don’t know how to get to it (we’ll tell them how to solve it in the sub-headline).


Learn the ins and outs of how to operate your iPhone

See, we are telling them what we’re doing, and how it directly correlates to the headline.


So now I’ve caught the attention of the reader, because I have already targeted them with ads on being a new iPhone user, or being a beginner in the iPhone realm, and they have landed on my landing page wanting to know more.


Body Copy

Body copy for a landing page should be short and sweet. Because this is a webinar, I plan to say a short blurb about the webinar and detail in bullets the topics I will cover.

During this live webinar on July 12th, 2019 at 2:00 p.m. ET, we will go into detail on how to use your new iPhone XS and the new features revealed with its release. In this webinar we will discuss:

  • How to use portrait mode
  • How to add parental controls to other devices
  • Hidden features
  • And much more!

As you can see, in my body copy I said what I’m doing (webinar), when I’m doing it (July 12th, 2019 at 2:00 p.m. ET), and what I’ll be covering (bullet list). The 3 basic things a reader would need to know in order to register for my webinar.


Form (Lead Capture)

The most important thing that needs to be on your landing page, is a method in which your users can buy/register/sign-up/download whatever it is you want them to do. Since we’re doing a webinar, we’ll be asking them to register for it. (Don’t say “sign-up” for a webinar, you sign-up to receive a newsletter, you sign-up to play tee-ball, you register to attend something). So in order to register for a webinar we have to get them to fill out a form. A form is huge in the landing page world. A form is a method in which you’ll capture the lead because they want to be captured, you don’t have to farm for these leads, or cold call, or any other grimey method. These people want to be contacted and they are giving you everything you need to do so. Form copy is super duper easy. Always remember: The shorter the form, the better it performs. Don’t make them fill out frivolous details, stick to the bare minimum.  Our form will look something like this: (please note: this is NOT a designing a landing page demo *I’ll get to that another day* this is simply for copy, so ignore the grey color and basic fonts)

Notice how my form is short, i have 3 required fields, and 1 optional field, and my call to action button stands out and tells them exactly what I want to do.


Call To Action
CTA

The 5th most important thing in your landing page copy ties in directly with your form, a call to action. A call to action is simply telling your reader/future-customer what you want them do to. In this example, I want them to register for this webinar, and I want them to do it now. So, my call to action is simply Register Now. If you want people to sign-up for your newsletter, it could be Sign-Up Today, if you want people to download your eBook it could be Download Now. You see where I’m going with this right? A great CTA is short and bossy. Don’t be afraid to tell people what to do, if you’re timid, you won’t get results. Be bossy, be blunt, and be straightforward. Don’t put a bunch of foo-foo text in your body and CTA because you’re trying to get awesome SEO, if you’re concise and direct in your body copy the SEO will come with it.


Contact Section

The last important thing to include in your landing page copy is a contact section. Give people a way to contact you if they have questions. A contact section doesn’t need to include a map with your exact whereabouts, but a simple Contact Us section with an email address (and maybe even a phone number) is the bare minimum you should include. Don’t just put a phone number, people nowadays don’t want to talk on the phone, they’d rather text. So unless you have a text bot, an email address will suffice.


Find this guide helpful? Share us on Facebook & LinkedIn. Have a comment you’d like to add? Go to the Contact Page above and let me know!

Is there a Revolving Door of Teachers in your Kid’s Daycare Class?

Is there a Revolving Door of Teachers in your Kid’s Daycare Class?

There are probably a lot of reasons why teachers quit working at daycares, but, 3 of the main reasons why are situations outside of their control.

Management


Parents


Pay


A lot of the time parents will pull their children from a daycare (or preschool if you want to be that guy) for one of three reasons: their kid got hurt, they didn’t like the teachers or administrators, or there was a high turnover of teachers. I want to focus on the third, a high turnover of teachers. If you’re unfamiliar with the word turnover as it occurs in the business world, turnover is the issue of people coming and going from jobs creating an unstable work environment. I am a previous daycare/preschool teacher. I worked with children from 6 weeks, to 5 years old. I have potty trained kids, and taught them how to write their name. I’ve seen it all, heard it all, and experienced it all (for the most part). One thing that still rings true even though I no longer teach is that daycare workers are severely underpaid and underappreciated. You want to know why your child has had 5 teachers in the span of 6 months at his daycare? Here’s why.


Bad management can ruin a great business

This is true at any place of employment, but weighs a little heavier when you factor everything else in at a daycare. Bad management can be anything from overbearing owners, uninterested directors, and brown-nosing assistant directors. All of them have a detrimental effect on a teacher’s brain, and thus, makes them want to leave. I’ve seen owners tower over a crying girl, yelling at her to “confess” that she had witnessed another teacher do something wrong (when the poor girl didn’t know anything), but when you have a man and a woman standing over you while you’re sitting down, berating and yelling at you, you tend to break down. I’ve also seen directors that are barely there, maybe show up for a couple hours every few days. I’ll be honest, I’ve never met my son’s daycare director, and he’s been there for over a month now. I honestly thought the front administrative assistant was the director. Seeing the director responsibilities fall on someone who isn’t a director, is strange, but it seems to be working for them so – more power to ya. Then of course we have the brown-nosers. The ones who are so ready to tattle tale on you for having your phone, for posting a picture on Facebook, for talking to an ex-employee. These brown-nosers make it to where you constantly live on eggshells, afraid to say and do the wrong thing when you aren’t even doing anything wrong. This is true for all businesses, but especially true for daycares: Bad management can ruin a great business.

“Not my perfect little cherub!”

The next reason why there seems to be such a high turnover in daycare teachers is “bad” parents. If you have any of these traits, and you exhibit them in your kid’s classroom, go ahead and pump the brakes. Bad parents do a lot to ruin a good teacher’s morale, but the main issues are: being condescending and acting like your kid hung the moon. I get it, I have kids, and my kids are great (most of the time), but I’m never under the impression my kids are perfect and do no wrong. For example, the parents that say “oh he never does that at home!” or “did you do x,y,z to be sure he doesn’t do this awful behavior?” Those kinds of parents are the ones I say are “bad” Let me give you an example of a parent I encountered. Her child, Beckett (that’s not his real name, because she seems like she’d sue, she was a real peach), was the worst kid I have ever encountered. He hit, kicked, screamed, refused to listen, refused to do the work with us, called little girls fat and ugly, and when we told his mother about it she literally responded with, “not my Beckett! He does none of this at home, what are you doing wrong?!” Let me just preface this by saying, I know there are some terrible humans out there, but treating your children’s teachers like dog poo just because you don’t want the world to see how your child truly behaves, isn’t ok. And please note; when your kid gets hurt by one of these terrible kids with perfect-parents, the school will more than likely do nothing about it, unless the owner/director doesn’t like the child/parent. In this case, Beckett’s mom had another child in the school ($$$) and another one about to join, so the owners didn’t want to lose that profit, so they let him stay, and make everyone miserable without any kind of help from the parents.

Did you know, daycare teachers get paid around $9.50/hour?

The last thing, but the most important thing, is pay. Teachers are leaving in droves from daycares all over the US because they can get paid better at WalMart and don’t have to deal with the previously mentioned problems, on top of bad pay. Did you know, daycare teachers get paid around $9.50/hour? When the daycare rakes in over $10k in ONE room, a month, and have kids driving fancy cars, but don’t pay their teachers, you know something is wrong. The highest I’ve seen a daycare teacher paid was $13 (and that’s because it was me who made that), and I had a Bachelors Degree, and over 5 years of experience. I’ve had some friends who work at the same daycare for over 5 years, with a director’s credential, making $12 an hour! You can’t provide for your family off $12 an hour. Keep in mind you also have to pay an exorbitant amount for insurance, plus childcare (because you don’t get free childcare even when you work in childcare) you’re left with barely anything at the end of the day. I also know some companies that pay an “average” amount of hours worked for “holiday pay.” So if you missed a day because your kid was sick (unavoidable), or had to go to the doctor so you left early (also, unavoidable), you don’t get paid a full 8 hours for a holiday because it takes the average amount of hours you worked over the previous 6 months. So it saves the school money, but ends up costing the teacher a part of their already small paycheck.

Have a little compassion for the person who wipes your kid’s butt while you’re at work.

Now don’t get me wrong, I didn’t consider being a VPK teacher a “career” per say, but some do. Some women (and men) make it their life’s ambition to shape the minds of small children, and that is perfectly ok, but they should be paid a meaningful salary to do so. SO please, next time you wonder why your baby has had 5 teachers all swinging through like a revolving door, remember this, and maybe you could offer a kind word to help brighten their day. A small act of kindness goes a long way when you’re in a thankless job.

How to Create the Perfect Marketing Postcard to Increase your Leads

Writing postcards is something that no one really thinks about, either you hate the little postcard that clogged up your mailbox, or it caught your attention and you actually sought out the company. Either way, postcards have made an impact on you, even if you don’t realize it.

Postcard Marketing 101

There’s a rule with postcard marketing, if it doesn’t catch the reader’s attention in under 3 seconds, you’ve lost them. So that is why I created a foolproof formula to help you get the readers to turn into customers.

Rule #1

Have an Awesome Headline

Any marketer knows, all your copy needs to have an eye-catching, super fabulous headline. Headlines should be short and to the point, and should address one important thing: alleviating a problem your customer has. Whether that problem is needing a house painter, or needing a dentist, they have a problem and you are about to provide them with a solution.


Keep your headlines on one line and as short as they can be. For example:
Chipped tooth? (headline – addresses the issue)
Quality Dental Care is right around the corner (sub-headline – provides the solution)
versus
Do you have a chipped tooth? Quality Dental Care is a great dentist that is right around the corner.
The first headline addresses the issue – and provides a solution. All with short, concise text.

Rule #2

Have a Rockin’ Body

Now I don’t mean, have a six pack with a Nicki Minaj bum. What I mean is to be sure your body copy is formulated with thought and is not filled with fluffy buzz words.
A good body copy of a marketing postcard will flow like this:
Sentence about how you can help them. Sentence about your company. Sentence about how awesome your company is at helping with this person’s issue.


Then comes an important part. Give a bullet list of services you provide. Weird, I know, but trust me it works.

So after your few sentences of body copy you provide your services like so:
– Service 1
– Service 2
– Service 3

Limit your list to a maximum of 3 things. Pick 3 of your key services you want to highlight and make sure they are pertinent to the copy of the card. You wouldn’t put window tinting as a service when you are showcasing your oil change special, so keep the bullet list relevant.

Rule #3

Give ’em an Offer They Can’t Refuse

All marketing postcards need to contain an offer. No matter how small that offer is, you need to include it. Offer 30% off, $20 off, BOGO, anything, but always, always, always include a promotional offer.

The most successful cards I have written have contained anywhere from two to three offers on the card. Give your customers options and you’ll be who they come to for that service. You can’t expect someone to hang on to your postcard just because you say you’re the best, you need to give them a reason to try you out, and for most people – that’s with an offer.

Rule #4

The Ol’ CTA Razzle Dazzle

If you work in marketing you know what a CTA is, if you don’t, you need to head on back to marketing 101. A CTA or call to action is what you want your customer to do. Do you want them to call now? Do you want them to register for something? Do you want them to sign-up online? Your CTA is going to tell the reader what to do, so make it short, direct, and bossy.


A good CTA makes the reader act immediately.
Give these a try:
Call Today!
Don’t Wait – Register Now!
Stop Waiting – Take Action & Call Now

You see, I’m bossy, I’m brief, and I tell them what to do. A good CTA shouldn’t be some long drawn out phrase. Hit ’em with the quick 1-2.

Rule #5

The Grand Finale

Finish up your marketing postcard with these absolutely essential items. Your contact info. If you don’t include your information, how are they going to reach you? I know it may seem like common sense but you wouldn’t believe how many times I’ve looked at a postcard and had to guess how to contact them. Also, a logo is not contact information.


Necessary information to include would be:
Company Name
Phone Number
Website
Always include your website. Some people (like myself) don’t like talking on the phone for an answer I can just look up online.

Rule #6

I Shouldn’t Even Have to Say This

Please have branding. Have a logo (a professional logo, not one you created in your free trial of Photoshop), have company colors you follow, have a style guide of fonts, all of these things will set you apart from your competition. Why else would you invest in marketing if not to get more customers, so invest in yourself, create a company you would patronize. Branding goes a long way in marketing, you want to set yourself up as a front runner, an expert in your field; with a sub par logo and random branding, you look like an amateur.

5 Things Never to Say to a Mom of Boys

I’m going to preface this with, this may not be everyone’s cup of tea but it is certainly some phrases that have driven me nuts while I’ve been raising my two boys over the years. Raising boys has been the hardest, grossest, weirdest, but fun time of my life. I never knew a small person could smell so bad after only being outside for an hour. I also never knew so many people would have an opinion on the aesthetic appeal of my newborn’s penis. *shrug*

Please stop commenting on the look of my son’s penis…

“You know he’ll hate you when he’s older because you didn’t circumcise him”

Ok, I’m going to start with this one because it’s a hot topic right now. With the new documentary on Netflix, and people beginning the anti-circ movements, this seems like a great starting point. I chose not to circumcise my son *gasp* I know. My reasons were private between my husband and I, and we came the agreement that the choice was not ours to make. If my son wants it later in life, I’ll happily take him to have it done, but I couldn’t do it. I’m not putting anyone down who has done it, but for me, I just couldn’t and honestly it has nothing to do with the documentaries, or other people’s opinions, I simply didn’t want to have my baby cut on. Which leads me to my first thing to stop telling moms of boys, “You know he’ll hate you when he’s older because you didn’t circumcise him.”

Honestly, I’m sure my kids are going to hate me for a lot of reasons, and I doubt the look of his penis will be the top of those reasons. Making him do his homework? Probably. Telling him he can’t have a new iPhone? Definitely. And I’ll be real with you, if he hates me because I didn’t cut his penis, I will happily offer to pay for the procedure for him to do it. But telling me my kid is going to hate me later in life because I didn’t do it isn’t conducive to anything. It’s done, I didn’t do it, making me feel like crap because I didn’t do it isn’t going to change anything. You may not agree with my choice and that is A-OK, what is not A-OK is you having a comment on my son’s body and my choice not to alter it. Mind your penis (or lack thereof).

Boys will be boys is not an excuse for boys will be little jerkoffs.

“Boys will be boys”

Y’all I could literally SCREAM every time someone says this to me. This is the ultimate slap in the face when raising boys. You are telling me that there is no way to stop the behavior, and that because he was born a male, he is allowed to behave this way. First of all, no. Boys will be boys is not an excuse for boys will be little jerkoffs. Boys will behave the way in which they are raised to behave. If they are raised that, because they are a boy, they can do whatever, whenever they want, that is exactly how they will behave (*gasp* it’s the same for girls). Kids mimic what they see, so if you allow their behavior, they’ll continue to do it. I’ve vented to some people on the terrible behavior of P, and all I get is “boys will be boys,” do tell me how that helps the situation? You essentially just told me to let it go, let him continue this terrible behavior, because, innately, he’s a boy and he’ll continue to do this. If you don’t have anything constructive to say when a woman tells you about her son’s behavior, don’t. say. anything. It isn’t hard, just zip the lip and smile and nod, it’s better than being condescending.

Oh, honey, they all do that.

“That’s all children…”

Here’s another one that just irks my nerves, “all kids do that.” OK, awesome! So like, let’s stop letting them do that? I don’t care if every kid out there kicked a kitten, I would still be appalled when my child does it. Now if all kids wanted to wear polka-dotted socks, that’s harmless, wear them socks all day kiddo. But when it comes to bad behavior, just because it happens with some kids, doesn’t mean you have to allow it in your house. This comes especially into play when I talk about certain behaviors (lying, talking back, tantrums, etc.). I get all kids are going to have bad days, I’m not naive or dumb, but excessive bad behavior shouldn’t be written off simply because all kids have the tendency to do these things. Just because little Ben down the street screams in his parent’s faces and slams doors, doesn’t mean I’m going to allow it my house because, “Hey, they all do it!” I want to raise my kids not to follow the masses, not to be like everyone else, so why would I write off their behavior as OK just because other kids do it? I don’t know how other parent’s handle it, but for my sanity, I can’t just terrible behavior. We have to draw the line in the sand somewhere.

Kicking kittens is never OK.

“You know he’s like this because…”

Unless you’re a therapist, stop telling me why my kid is the way he is. Yeah he’s gone through some crap at a young age, but when do we stop letting that dictate the rest of his life? Or with BabyE, when people tell me I’m spoiling him from holding him so much. What?! He’s a BABY. Babies can’t tell you their needs, they just expect them to be met, so yes, I will hold and cuddle this tiny human I created until my arms are tired. Because one day I won’t be able to pick him up so easily. One day he won’t like my hugs. One day he won’t want my kisses. So for now, I’m living in the moment with my kids. Stop telling women how they are raising their kids is wrong. Unless she’s feeding them bleach for dinner, then of course, let ‘er know.
None of know what the heck we’re doing in this parenting thing, so unless you have some stellar Super-Nanny advice on how to handle these little creatures, keep your diagnoses, and opinions to yourself.

Stop telling women how they are raising their kids is wrong.

“Oh look, he’s got a girlfriend”

Ok, ew. He’s a child. This is another one that can be filed under stop sexualizing kids. This also makes boys think that they can’t be friends with girls because they get the “oooooh you love her.” The girlfriend thing really only bugs me when it comes to the baby, because, just no. With the older hooligan, he could very well start to get little girlfriends, but right now I want him to know he can be friends with a girl without it having some different connotation. Let kids be kids. When he wants a real girlfriend, we’ll cross that bridge when it comes, but for now I want him to be able to catch lizards and worms with the girl next door because he likes playing with her without someone commenting that they are on a “little date.”

Let kids be kids.

In summary, stop telling us everything we’re doing wrong. Parenting is hard enough without your judgement, Judy.

3 Features that Make Awesome Company Culture

I’ve spent a lot of time job-searching and looking for that perfect “unicorn” job. A unicorn job for me is a place that has amazing company culture, great work-life balance, awesome pay, and of course – what I want to do. Often times a job will come along that will fall into a few categories, rarely will it fit in all of them, but the one thing I see promoted the most (if not a little too much) is how awesome their company culture is. Now, I’ve worked for those companies that boast company culture, and some fall super short of hitting that “awesome” mark. Get rid of the “I just work here” mentality and start actually having an awesome company culture.

So, if you boast company culture, make sure you have at least these 3 things: employee perks (this does not include a close parking space SUSAN), a welcoming and unified environment, and of course, celebrating wins.

Get rid of the “I just work here” mentality…

Employee Perks

Now, I don’t mean I expect you to buy lunch for the office everyday (although my company does and it’s fabuloussss), anyway, I mean standard things like: paid vacation, the opportunity to work from home, health benefits that don’t suck, you know – nice perks. With these perks comes something else, low-turnover rates. Employees with longevity in the company alert new hires that something must be going right if other people are putting in numerous years there. That leads me to a red flag alert – if a company has all new employees, all the time, they have a high turnover rate and you should probably do your research (hello Glassdoor) before committing to the position. Just remember, happy employees perform better because they want to succeed for the company that is treating them well. A happy employee is a long-lasting employee.  Also, I understand not every position will have the ability to work from home, but if that position allows, giving your employees that freedom creates an amazing work-life balance, thus giving them a bit of energy when they return to the office after just working in their PJs the day before.


A happy employee is a long-lasting employee

A Welcoming and Unified Environment

No one wants to join a hostile company. You know the kind, where Karen in accounting is giving Ben in Sales the side-eye because he didn’t call her back after their atrocious first date. Yeah, that kind of office. Where politics and nepotism run rampant and its just a dog-eat-dog world. Being a new person in that kind of office is no bueno. Coming in and not knowing the situation, you could inadvertently befriend the “wrong” person and from then on you join them in getting the side-eye. That’s not to say that you can’t be friends with your colleagues, in fact that is a huge thing in company culture – making friends! Who wants to go to work where it is serious all the time, with no smiles and welcoming “hellos”? No one, that’s who. So one way to alleviate this possibility of a hostile work place, is to offer a welcoming an unified group. Get rid of the drama-starting people and the “I’m better than you” people, and watch how quickly office morale will turn around. You can’t have a great culture with terrible people.

Also, don’t hire your friends, I shouldn’t even have to say that but it is so shady. There are plenty of qualified candidates out there, and everyone in the office will know when your buddy comes on staff with this great title (and we know he has great pay to coincide with that title). You lose respect that you once had because your employees now know this friend of yours has an “in” that they don’t have, has a pay and title that they didn’t earn, and now has a superiority complex because they “know the boss”. So, to summarize, don’t hire your friends, eliminate the negativity, and welcome your staff with open arms as a member of a “work family”, you’ll be amazed at how culture will change when people begin to feel appreciated.

You can’t have a great culture with terrible people.

Celebrating Wins

Creating an environment of celebration is an absolute necessity. Granted, I want to be corrected if I’m wrong and please don’t be condescending, but I also want to celebrate the wins! As a group a company should always celebrate the wins of an employee, no matter how small. This is because a win for one member of the team, is a win for the team as a whole. You can’t succeed in business thinking that the people that work for you do it to make your pockets bigger, no they work to provide for themselves and their family and if you celebrate their successes they will be more inclined to extend their goals even higher. Celebrating a win could be as minuscule as sending a company email with a “Hey, look at what Beth did!”, or could be as grandiose as throwing a party (everyone loves parties!). Either way, no matter how you do it, celebrate your employees. Make them feel important even if the win wasn’t that important. This goes back to my first point, a happy and valued employee will be willing to go the extra mile for you, so invest in them.

No matter how you do it, celebrate your employees.

What it’s Not

Company culture isn’t spirit weeks, and company cook-offs without the above mentioned items. You can throw party all day, but you can’t make people that don’t feel welcome come (and please don’t you dare make holiday parties mandatory). If you want great culture, you have to start at the top, create a welcoming and unified front, and you’ll begin to see people want to participate in company fun, because well, they feel involved.

Let the Adventure Begin

Let the Adventure Begin

I have finally stepped out from behind the curtain and made something I can actually attach my name to; welcome to Write & Highlight.

Here you’ll find:

  • Writing Tips & Tricks
  • Mom Hacks
  • Mom Fails (I have A LOT of them)
  • And an all around good time

But, first, I want to talk about ME!
My name is Siera and I am a copywriter in Tampa, Florida. I spend my days creating blog posts, social media posts, all kinds of posts for an awesome company *who shall not be named*. I have two boys, a nine year old rambunctious-loud-obnoxious boy we will call P, and a baby,  super squishy-lovebug who we’ll call BabyE. My husband and I live in beautiful Tampa, Florida with the boys and our furbaby, BD. I am a graduate of Florida State University (Go Noles!), where I received my Bachelors Degree in English Literature.

I spend my career writing for other people, putting other people’s name on my work, so I wanted something I could actually claim and be proud of, hence – Write & Highlight.

Now, enough about me. Let’s have some fun.

Make sure you click those follow buttons so you’ll always be up-to-date with the most recent posts. Write On!