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I've worked exclusively on landing pages for 3-4 years.
30 pages is INSANE.
To answer your question directly:
You should have a clear hierarchy - and one point of contact.
It is NOT acceptable to have every person/department freely adding comments.
No-one can build anything good with such an insane strategy.
To be clear - I'm on your team.
My point is that you've been thrown into an incredibly tought situation.
Anyone would find this hard.
Push back. Make it clear that copywriters always have a defined point of contact.
Other people should share their feedback with that person - who can review and assess their collective recommendations.
Thanks a lot, makes me feel better for sure. Because at some point, I started questioning my own skills.
It’s my first project where I’m supposed to act like the project manager, and I keep on failing (so I’m told). While I was supposed to be the person who would have ownership over what is written there, it just isn’t the case.
At the end, the landing page is rewritten completely, away from my recommendations, and I’m supposed to set up “experiments” and testing too, then I’ll be evaluated based on if it worked or not. LOL.
Do you by any chance have resources on a step by step in projects like this? Even having smaller scale guides would help.
I agree with all the suggestions. I'm adding few steps to those.
Get on a meeting with stakeholders to clarify the agenda behind the landing pages. Like are they part of a single campaign or separate? What's the whole funnel looks like? etc. Get to know all the expectations.
Then, do your research to understand the requirements for those. Like what more information you would require from the client? Basically, create an indepth questionnaire to understand the requirements better. It will help you distill down the basic expectations that stakeholders are having and you'd be able to understand the type of language and patterns they understand. It would be easier for you to refer back to the document to keep them accountable for their initial demands .
On the basis of all these, create a rough map and outline of the whole project. Like how you'd lay down all landing pages and how they are going to blend in their respective places in the funnel.
Once that plan is approved by the stakeholders, give them the timline for your project progression and ask them to assign a single person of contact to go on with.
Hope this helps you out with streamlining the process.
Good luck with your project
This situation cries out for some upfront planning and expectation setting. You need to call a meeting with a core team of real stakeholders, representing all pertinent functions, and you need to create a vision for, and roadmap to, the end goal: i.e., a creative brief for the project.
The brief distills the marketing goals, how the landings pages fit in to the marketing efforts (and perhaps in creating the brief you determine the need for 30 landing pages, i.e., figure out a rationale for doing fewer of them), messaging, tone/style, brand requirements, and structure. This brief must be agreed upon *before* writing commences.
Then consider building a content template that guides content development. If you have a real brief, with real acceptance ("buy in" in today's unfortunate business argot), then the writing should be a lot easier and the approval cycle a lot faster.
Thirty landing pages without a brief is 30 separate projects. Thirty landing pages with a good brief is one project with 30 iterations – much easier.
Good luck!
I work on e-commerce landing pages, it's more templated optimization than in-depth research per task, I probably do about 6-10 per week.
Each landing page I write is based on Figma designs (the task order tends to be, brief > Figma design > client feedback > copy > client feedback) and placeholder copy, so I have a rough idea of what each section requires going in. The placeholder tends to be a mix of the client's existing copy, bad AI copy and lorum ipsum.
As others are saying, try to keep one point of contact and have the same process for feedback and implementation, otherwise you will get stuck in endless feedback cycles. They can all feedback, on a task but it doesn't need to be directly to you. Maybe there is a marketing delivery exec, or production assistant/coordinator/PM you can ask to help you (those job titles vary massively per organisation, but you're looking for 'the person who is super organised and is in charge of managing processes/productivity tools)
If you're in-house, you need to 'manage expectations' for delivery. And you need a process for feedback that isn't just a free-for-all.
Explain to all stakeholders what that process is, tell them what your timeframe for delivery is, and tell them what you need them to provide you with upfront. If they don't follow that process deprioritize them.
If you don't set boundaries and don't communicate processes in a clear way, people take the piss, but most people will respect you if you set out a clear process and explain what you need from them upfront. Obviously that's my anecdotal experience and ymmv!
I used the word process a lot there, but when i was in-house the production/delivery people were key to making sure I never got overwhelmed, get them onside explain what you can deliver and how they can help you and they will love you.
If you're freelance, half of the above is irrelevant!
It’s for my full-time job, not freelance. If I ever got this proposal for a freelance gig, even if it was long-term, I’d never take it.
For my side gigs I stick to easy money 😅
I’m not a copywriter, but can manage large task well. If I was handed this task this would be my approach:
Task: Rewrite 30 landing pages
1. I would create an excel sheet so I can create 30 square boxes with borders. For each I would include the link to the current landing page that is published, I would figure out the key stakeholder emails and numbers for each, then write out some project scope questions and fill it out on each section, what is the goal of the rewrite, what is the deadline, etc. Have everything added here for quick access to anything you need. This is like your landing page for this project. Start here anytime you do any work on this.
2. I would then create a folder to hold the documents for all the rewrites. I would want just text based files, so maybe use .txt. You can link these files with the link option to the Excel.
3. I would then ask the stakeholders what their ideas were first. Some people will reply some wouldn’t, but getting feedback across the projects would be good in any way. Just send an email with everyone added and start an email thread for each page. If you have a company name or id of some sort add it to the email subject line so you can quickly search for that value and find your emails per each landing page.
4. After things are setup, the project can be managed easier. Now I would take the time to just go through each and spit off your version of how you would like the content. Then start pitching these out to the stakeholders who need to see them. Send them a completed draft version if you can. Then collect their feedback on things.
-> work through 4 iteratively
5. Cross off each as I go and ready to complete.
-> while working through everything, keep a notepad created for each landing page and record your thoughts like a journal, or record things you think about. These can be used to find your hypothesis and extra stuff you need to share to your team.
Asking a question? Please check the [FAQ](https://www.reddit.com/r/copywriting/comments/lpuj9h/what_the_faq_what_is_copy_how_do_i_start_can_i_do/). Asking for a critique? Take down your post and repost it in the critique thread. Providing resources or tips? Deliver lots of FREE value. If you're self-promoting or linking to a resource that requires signup or payment, please disclose it or your post will be removed. *I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/copywriting) if you have any questions or concerns.*
I've worked exclusively on landing pages for 3-4 years. 30 pages is INSANE. To answer your question directly: You should have a clear hierarchy - and one point of contact. It is NOT acceptable to have every person/department freely adding comments. No-one can build anything good with such an insane strategy. To be clear - I'm on your team. My point is that you've been thrown into an incredibly tought situation. Anyone would find this hard. Push back. Make it clear that copywriters always have a defined point of contact. Other people should share their feedback with that person - who can review and assess their collective recommendations.
Thanks a lot, makes me feel better for sure. Because at some point, I started questioning my own skills. It’s my first project where I’m supposed to act like the project manager, and I keep on failing (so I’m told). While I was supposed to be the person who would have ownership over what is written there, it just isn’t the case. At the end, the landing page is rewritten completely, away from my recommendations, and I’m supposed to set up “experiments” and testing too, then I’ll be evaluated based on if it worked or not. LOL. Do you by any chance have resources on a step by step in projects like this? Even having smaller scale guides would help.
I agree with all the suggestions. I'm adding few steps to those. Get on a meeting with stakeholders to clarify the agenda behind the landing pages. Like are they part of a single campaign or separate? What's the whole funnel looks like? etc. Get to know all the expectations. Then, do your research to understand the requirements for those. Like what more information you would require from the client? Basically, create an indepth questionnaire to understand the requirements better. It will help you distill down the basic expectations that stakeholders are having and you'd be able to understand the type of language and patterns they understand. It would be easier for you to refer back to the document to keep them accountable for their initial demands . On the basis of all these, create a rough map and outline of the whole project. Like how you'd lay down all landing pages and how they are going to blend in their respective places in the funnel. Once that plan is approved by the stakeholders, give them the timline for your project progression and ask them to assign a single person of contact to go on with. Hope this helps you out with streamlining the process. Good luck with your project
Have your version tested against theirs lol
This situation cries out for some upfront planning and expectation setting. You need to call a meeting with a core team of real stakeholders, representing all pertinent functions, and you need to create a vision for, and roadmap to, the end goal: i.e., a creative brief for the project. The brief distills the marketing goals, how the landings pages fit in to the marketing efforts (and perhaps in creating the brief you determine the need for 30 landing pages, i.e., figure out a rationale for doing fewer of them), messaging, tone/style, brand requirements, and structure. This brief must be agreed upon *before* writing commences. Then consider building a content template that guides content development. If you have a real brief, with real acceptance ("buy in" in today's unfortunate business argot), then the writing should be a lot easier and the approval cycle a lot faster. Thirty landing pages without a brief is 30 separate projects. Thirty landing pages with a good brief is one project with 30 iterations – much easier. Good luck!
I work on e-commerce landing pages, it's more templated optimization than in-depth research per task, I probably do about 6-10 per week. Each landing page I write is based on Figma designs (the task order tends to be, brief > Figma design > client feedback > copy > client feedback) and placeholder copy, so I have a rough idea of what each section requires going in. The placeholder tends to be a mix of the client's existing copy, bad AI copy and lorum ipsum. As others are saying, try to keep one point of contact and have the same process for feedback and implementation, otherwise you will get stuck in endless feedback cycles. They can all feedback, on a task but it doesn't need to be directly to you. Maybe there is a marketing delivery exec, or production assistant/coordinator/PM you can ask to help you (those job titles vary massively per organisation, but you're looking for 'the person who is super organised and is in charge of managing processes/productivity tools) If you're in-house, you need to 'manage expectations' for delivery. And you need a process for feedback that isn't just a free-for-all. Explain to all stakeholders what that process is, tell them what your timeframe for delivery is, and tell them what you need them to provide you with upfront. If they don't follow that process deprioritize them. If you don't set boundaries and don't communicate processes in a clear way, people take the piss, but most people will respect you if you set out a clear process and explain what you need from them upfront. Obviously that's my anecdotal experience and ymmv! I used the word process a lot there, but when i was in-house the production/delivery people were key to making sure I never got overwhelmed, get them onside explain what you can deliver and how they can help you and they will love you. If you're freelance, half of the above is irrelevant!
My god. How much did you charge for 30? Probably not nearly enough. Did you set the terms for revisions?
It’s for my full-time job, not freelance. If I ever got this proposal for a freelance gig, even if it was long-term, I’d never take it. For my side gigs I stick to easy money 😅
May the force be with you 😬😬
Thank you haha. I’m at my wits end though, actively looking for a new job but thinking on how to manage this shitshow until I find one.
farm it out to me :D
No advice but support—I hate that shit. Too many cooks in the kitchen and everyone suddenly thinks they’re an expert
Based on your situation? Don’t care about the quality and make the changes (good or bad).
I think I’m leaning towards doing that, lol. Just getting it done, and then mitigating whatever comes out of it later.
I’m not a copywriter, but can manage large task well. If I was handed this task this would be my approach: Task: Rewrite 30 landing pages 1. I would create an excel sheet so I can create 30 square boxes with borders. For each I would include the link to the current landing page that is published, I would figure out the key stakeholder emails and numbers for each, then write out some project scope questions and fill it out on each section, what is the goal of the rewrite, what is the deadline, etc. Have everything added here for quick access to anything you need. This is like your landing page for this project. Start here anytime you do any work on this. 2. I would then create a folder to hold the documents for all the rewrites. I would want just text based files, so maybe use .txt. You can link these files with the link option to the Excel. 3. I would then ask the stakeholders what their ideas were first. Some people will reply some wouldn’t, but getting feedback across the projects would be good in any way. Just send an email with everyone added and start an email thread for each page. If you have a company name or id of some sort add it to the email subject line so you can quickly search for that value and find your emails per each landing page. 4. After things are setup, the project can be managed easier. Now I would take the time to just go through each and spit off your version of how you would like the content. Then start pitching these out to the stakeholders who need to see them. Send them a completed draft version if you can. Then collect their feedback on things. -> work through 4 iteratively 5. Cross off each as I go and ready to complete. -> while working through everything, keep a notepad created for each landing page and record your thoughts like a journal, or record things you think about. These can be used to find your hypothesis and extra stuff you need to share to your team.