Project Overview
The Job Application Guide is a digital product designed to help job seekers improve the quality of their job applications through better cover letters, professional CV formats, and a structured application process.
The primary objective of this project was to attract qualified job seekers to the website and convert them into customers through the purchase of the guide.
To achieve this, I developed a performance-focused marketing approach that combined audience research, messaging, creative assets, landing page strategy, and paid social concepts. The goal was not simply to generate traffic, but to attract people actively looking for ways to improve their applications, increase their chances of securing interviews, and ultimately improve their job search outcomes.
This project was built and launched end-to-end, covering product positioning, offer development, creative direction, copywriting, landing page messaging, content creation, and advertising strategy.
Product Positioning & Sales Page Design
Developed the sales page creative and copy to communicate the value of the Job Application Guide, highlight key benefits, and encourage visitors to complete a purchase.
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Landing Page Strategy & Execution
Designed and launched a landing page to support paid and organic traffic campaigns for the Job Application Guide. The page was created to educate potential customers about the product, communicate its value, and guide qualified visitors toward the purchase page.
I was responsible for the full landing page experience, including strategy, copywriting, messaging, visual design, video content creation, call-to-action development, and website implementation.
The page formed part of a multi-step conversion journey designed to move users from ad engagement through to product purchase. Traffic from Google Ads, social media content, and Pinterest was directed to the landing page, where visitors could learn more about the guide before proceeding to the product purchase page.
Responsibilities
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Landing page strategy and planning
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Product positioning and messaging
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Landing page copywriting
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Visual design and layout
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Video content creation
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Scriptwriting
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Call-to-action development
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User journey planning
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Website implementation and launch
Social Media Content & Advertising Assets
Creative Strategy & Content Development
To support the launch of the Job Application Guide, I developed a range of creative assets designed to attract qualified job seekers and guide them through the customer journey.
The objective was to create educational and solution-focused content that addressed common challenges faced by job seekers, including writing professional cover letters, creating recruiter-friendly CVs, and improving interview readiness.
I focused on YouTube and Pinterest because both platforms are commonly used by people actively searching for solutions, guidance, and educational content. Unlike interruption-based platforms, users on these channels often have clear intent and are already looking for information that can help them solve a specific problem.
The creative strategy centred around educating potential customers, building trust through valuable content, and directing qualified traffic to the landing page where they could learn more about the guide before purchasing.
Why These Platforms:
YouTube
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Users actively search for educational content and tutorials
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Video allows for deeper explanations and trust-building
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Supports long-term discoverability through search
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Helps establish authority on a topic
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Creates opportunities to drive qualified traffic to the website
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Users search for ideas, resources, templates, and solutions
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Content has a longer lifespan than many social platforms
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Strong search-driven discovery behaviour
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Allows educational content to be surfaced over time
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Supports consistent traffic generation through evergreen content
Responsibilities
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Creative strategy development
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Audience research
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Content planning
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Video creation and editing
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Ad creative design
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Thumbnail design
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Copywriting and messaging
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Creative testing concepts
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Landing page integration
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Traffic generation strategy
Google Ads Campaign Overview
Google Ads Strategy & Setup
Developed and launched a Google Search Ads campaign to attract job seekers actively searching for CV templates, cover letter guidance, and job application resources.
The keyword strategy focused on high-intent searches related to CV writing, cover letters, interview preparation, and job applications. A combination of Exact Match and Phrase Match keywords was used to target users actively looking for solutions and resources.
I was responsible for keyword research, campaign structure, ad copywriting, campaign setup, and aligning ad messaging with the landing page experience.
Performance data is currently being collected following launch and will be added as results become available.