For Rangers is a travel and adventure company that focuses on making a positive impact in terms of conservation and ranger welfare. They do this through wildlife-focused and ethical travel. Its on-par profit business model means 40% of their profits go towards conserving the areas their travellers visit.

ROLE

Copywriter

BRIEF

For Rangers wanted a landing page that drew on their campaign messaging and drove people to either ‘sign up’ to their mailing list or ‘book a trip’ on one of their safari adventures.

SOLUTION

Working on a contractual basis with Improper Agency, we developed a landing page that highlighted the benefits of both signing up to the newsletter and booking a trip. Adapting the copy using the ‘for’ messaging brand identity, we came up with an impactful and engaging web page that struck the right tone with For Ranger's target market.

RESULT

See page link and examples below.

Wildlife conservation + conservation adventures are two low competitor + high ranking keywordsImpactful writing style that links in with the brand guidelines and desired messagingOptimised H1s + H2s that make it clear what the landing page is aboutPain and pleasure points touched on here to pique the visitor’s interestClear CTAs

  • Wildlife conservation + conservation adventures are two low competitor + high ranking keywords

  • Impactful writing style that links in with the brand guidelines and desired messaging

  • Optimised H1s + H2s that make it clear what the landing page is about

  • Pain and pleasure points touched on here to pique the visitor’s interest

  • Clear CTAs

Quote that speaks to the target audience and reiterates why booking a safari adventure with For Rangers is the only adventure company worth consideringFor Rangers want ethical travellers who care about their rangers, the wildlife and their conservation effortsClear CTAs

  • Quote that speaks to the target audience and reiterates why booking a safari adventure with For Rangers is the only adventure company worth considering

  • For Rangers want ethical travellers who care about their rangers, the wildlife and their conservation efforts

  • Clear CTAs

Why signing up to the newsletter is worth the user’s whileSpeaks to the target market and For Rangers’ ideal clientOffers the user added value (insights, entertainment, education)

  • Why signing up to the newsletter is worth the user’s while

  • Speaks to the target market and For Rangers’ ideal client

  • Offers the user added value (insights, entertainment, education)

Why booking with For Rangers is better than booking with competitorsUSP (Unique Selling Proposition) first on the listImpactful language that engages and convertsExclusivity and personalisation that brings you closer to the rangers on the ground

  • Why booking with For Rangers is better than booking with competitors

  • USP (Unique Selling Proposition) first on the list

  • Impactful language that engages and converts

  • Exclusivity and personalisation that brings you closer to the rangers on the ground

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