How can you write effective SEM copy for every stage of the customer journey?

1 Awareness stage

During the awareness stage, prospects are searching for information, solutions, or answers to their problems or goals. At this point, they may not be familiar with your brand or product yet, so your SEM copy should focus on educating them, building trust, and generating interest. To do this effectively, use keywords that reflect the search intent and pain points of your audience. Your headlines should be clear and catchy, promising value and relevance. Additionally, include benefits and emotional triggers that appeal to your prospects' desires and fears. Lastly, provide a clear and compelling call to action that encourages them to learn more or sign up for a free offer.

2 Consideration stage

At the consideration stage, prospects are aware of your brand and product but may not be ready to buy yet. Your SEM copy should focus on persuading them, differentiating yourself, and nurturing the relationship. To do so, use keywords that reflect the search intent and preferences of your audience. Write specific and benefit-oriented headlines that highlight your unique value proposition and competitive edge. Additionally, include testimonials, social proof, or authority signals that build credibility and trust. Finally, provide a clear and compelling call to action that invites them to try a free trial, request a demo, or download a case study.

3 Conversion stage

The conversion stage is when your prospects are ready to make a purchase decision, sign up for a subscription, or take another desired action. At this point, they have evaluated your offer and are convinced it is the best solution for them. Writing effective copy for the conversion stage requires the use of keywords that reflect the search intent and urgency of your audience. Your headlines should be direct and action-oriented, conveying value and confidence. Guarantees, discounts, and bonuses can help address any remaining doubts or concerns. Finally, provide a clear and compelling call to action that invites them to buy now, join now, or claim their offer.

4 Landing pages

Your landing pages are essential for converting prospects into leads or customers, so it's important to optimize them for each stage of the customer journey. Match the headline, copy, and design of your landing page with the message and tone of your SEM ad. Use language that speaks to your prospects' needs, wants, and emotions, and highlight the benefits and outcomes of your offer. Consider adding persuasive elements like images, videos, bullet points, testimonials, or trust badges. Minimize distractions by removing unnecessary links, fields, or steps. Finally, test and measure different versions of your landing pages to find the best performers.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?