Hey Digital
Conversion copy, landing pages and paid social creative for Hey Digital clients, working closely with clients and designers across static ads, GIFs, videos and landing pages.
The job
More than just writing the words
As a Conversion Copywriter at Hey Digital, I worked directly with clients and designers to develop landing pages and paid social campaigns designed to turn clicks into action.
For landing pages, I didn’t just write the copy. I wireframed the pages too, working out the structure, messaging hierarchy and user journey before design began.
I used CRO frameworks and techniques including AIDA, PAS, objection handling, social proof, message matching and friction reduction to decide what each page needed to say, where it needed to say it and what the visitor should do next.
The process
From wireframe to finished creative
I took briefs from initial messaging through to finished creative, shaping landing page structures, writing the copy and collaborating with designers to bring everything together.
For paid social, I wrote both the copy around the creative and the words within it, including hooks, headlines, CTAs and messaging for static ads, GIFs and video.
Campaigns could then be tested across different hooks, angles, value propositions and calls to action, with the results feeding into the next round of creative.
The outcome
Copy that went into the wild
The work went live across paid social campaigns and landing pages, generating thousands of collective impressions across different clients and campaigns.
Working alongside performance data meant there was always something to learn. Stronger angles could be developed further, while weaker messaging could be dropped or reworked.
It was conversion copywriting in the proper sense: not just making words sound good, but figuring out what the page or creative needed to do and building the messaging around it.
Selected work