Here are some examples of copy that I wrote for Second Life landing pages. While running concurrent display ad campaigns of varying themes, the ads would lead to corresponding landing pages that offered concise and visually engaging content. Short and sweet, these landing pages resulted in high conversions and were a lot of fun to work on. Starting with a Webflow template made by a colleague, I pulled images from the official Second Life Flickr account (which has 850K+ photos and was named one of the top 30 Flickr groups of 2020). These pages were also an easy way to incorporate SEO keywords into our web properties.
Romance was consistently our highest performing theme, so we had a couple variations. This not only allowed for A/B testing but also provided an opportunity to showcase the diversity of self-expression and representation available through avatar choices. It was deeply fulfilling on a personal level to illustrate the many forms love can take.
Second Life is also home to countless themed communities for recreation or roleplay. Brought together by a common interest, hobby, or fandom, these groups are highly nuanced social hubs that connect people from all over the world. These landing pages are fantastic visual aids when terms like ‘virtual world’ and ‘metaverse’ can feel nebulous and hard to understand. I felt it was important to take a seemingly complicated idea and turn it into an appealing value proposition: the notion that you can be whoever you want to be, and the choices are limitless!
Landing Pages
