Website copywriting
Creating a landing page for Dutchie’s latest payment processor, Dutchie Pay.
The situation: Dutchie was gearing up for the launch of Dutchie Pay, an ACH-based cannabis payment processor for dispensaries. As part of the team’s marketing activities, a landing page was needed to:
drive awareness of the product
communicate the benefits
address concerns/various FAQs about legal cannabis payments
My role:
In partnership with Product Marketing, identified our target audience and their pain points relevant to accepting payments
Created a shortlist of relevant SEO keywords we wanted to appear in the organic results for, i.e. [cannabis payments] and [cannabis payment processors]
Developed an information hierarchy to dictate where specific product benefits should be positioned on-page
Using the AIDA (Attention, Interest, Desire, Action) formula, drafted all on-page copy — incl. headers, subheaders, and body copy — that structured our message in a way that would spur readers to take action
Sourced positive customer testimonials to display as social proof
Key stakeholders: To deliver this project, I worked most closely with my marketing peers (Product Marketing, Demand Gen) and Brand Design, as well as Sales and Executive Leadership for final approval.