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: Communicate in a helpful, reassuring tone and include several mandatory elements while staying mindful of the requirement of brevity.

Strategy: Because business owners are coming to the landing page skeptical, I chose a more conventional concept to disarm and focus on 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.