Portfolio | Sharyn Inzunza
Web Pages
I've written a ton of web pages over the years. They're never just web pages. Creating website pages that work requires research — from analyzing competitor websites to defining the customer journey and capturing the voice of the customer. The end result is a page that speaks to the target reader, addresses their pain points, and offers a solution.
Feature Landing Page
01
Goal
Create a landing page that captures visitor emails by showing them how to convert quality marketing leads from their website.
Approach
Ditch and clunky are the stars of this H1. Ditch adds a conversational tone. Clunky (forms) speaks to the marketing persona's FUD (fear, uncertainty, and doubt) about their outdated tech (plus, clunky creates a mental image of something heavy and inefficient).
The rest of the title and page addresses the marketing leader's need to "convert the best leads." The "Request Demo" button repeats down the page, taking the visitor up to the header to enter their email.
Product Page
02
Goal
Create an H1 and subparagraph that's concise and easy to digest for hard-charging sales prospects.
Approach
The target persona for this page, the sales leader, speaks "pipeline." They want information they can grab and take to the buying committee. The H1 addresses their pain point of missed opportunities — in this case, website visitors (prospects) that "get away."
Why does this header copy work? Because each line passes the customer "I wish I could" test:
"I wish I could turn our website page views into new pipeline."
I also created alliterations in several prominent places on the page ;).
FAQs SEO Project
03
Goal
I worked closely with the SEO team to optimize our pages. That included adding an FAQ section at the bottom of each page to boost SEO and increase our organic click-through rate (CTR).
Approach
I answered each FAQ as a micro-post to increase time-on-page and CTR. I included the main keyword early in the response and semantic keywords in the body copy. I structured the answers around PAS (problem, agitate problem, solution) and included a CTA with a link to relevant content.