How can you write lead generation copy that ranks high on search engines and social media?

1 Understand your audience and their intent

Before you write any copy, you need to know who you're writing for and what they're looking for. This will help you tailor your message, tone, and style to their needs, preferences, and goals. You can use tools like Google Analytics, Google Trends, and social media insights to research your audience's demographics, behaviors, interests, and pain points. You can also use keyword research tools like SEMrush, Ahrefs, or Moz to find out what keywords and phrases they use to search for your products or services, and what their search intent is. Search intent is the underlying reason why someone searches for something online, and it can be classified into four types: informational, navigational, transactional, and commercial. By understanding your audience's intent, you can craft copy that matches their expectations and provides value.

3 Write a compelling headline and introduction

Your headline and introduction are the first and most important elements that your audience will encounter when they find your copy on search engines, social media, or your website. These elements will determine whether your audience will click, read, or bounce. To write a compelling headline and introduction, you should include your main keyword and a benefit or a pain point in the headline. Additionally, use power words, numbers, or questions to make it more catchy and emotional. In the introduction, provide a relevant story, statistic, or problem that relates to your topic and headline. Establish your credibility, authority, or empathy with your audience and preview what your copy will cover and how it will help them solve their problem or achieve their goal.

4 Provide value and solutions in your body

Your body is the main part of your copy where you deliver on the promise of your headline and introduction. Here, you provide value and solutions to your audience by educating, entertaining, or inspiring them. Additionally, you should persuade your audience to take action by using logic, emotion, or social proof. To ensure your body is effective, use subheadings, bullet points, images, videos, or infographics to organize it into clear and concise sections. Additionally, use transition words, sentences, or questions to connect your sections and guide your audience through your copy. Support your points and claims with facts, data, examples, case studies, testimonials, or stories. Use statistics, comparisons, contrasts, or analogies to illustrate your points and make them more memorable and impactful. Lastly, use benefits, features, objections, or guarantees to show how your products or services can help your audience solve their problems or achieve their goals. Then use calls to action, urgency, scarcity, or incentives to motivate them to take action.

6 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?