Client: DoorDash is an online food-delivery platform enabling people to order meals from restaurants for delivery.

Audience: Independently-owned, local restaurants that currently offer takeout but are not using DoorDash. They are not comfortable with new technologies/online services and prefer to market using Facebook. Few have websites and the ones that do only provide numbers for phone orders.

Tone: Casual, professional, simple, reassuring.

Challenge: The client wanted to create a landing page that their target audience would reach after clicking an ad on Facebook. The purpose of the landing page is to increase the number of small, independently run restaurants offered on DoorDash. The challenge was to persuade business owners that DoorDash will help scale their businesses without technical complexity.

Strategy: Because the landing page will be viewed by a less tech-savvy audience, I chose a more disarming, conventional concept that communicates through simplicity, clarity, and accessibility. I included “major customer growth” in the headline to bring immediate attention to the main benefit. I used “dreaming” versus “reality” to mark the contrast between current limited marketing and future effective marketing once restaurants partner with DoorDash. I employed strong, concrete verbs (stop, skyrocket, experience, set up, contact) to communicate sharply and quickly within a highly limited space, making additional copy unnecessary. I added an aspirational and hopeful sentiment with the line “where customers are waiting for you” to give potential partners a vision of new business growth.