Conversion
Stop guessing your landing page copy
Most landing pages fail on the first screen. Here is the research loop we run before writing a single headline.
A landing page has roughly four seconds to answer three questions: what is this, who is it for, and why should I care right now. Most pages answer none of them, because the copy was written from the inside out — starting with what the company wants to say instead of what the visitor needs to hear.
Start with the words your buyers already use
Before writing anything, we pull language from three places: sales call recordings, support tickets, and review sites for competing products. The phrases that repeat are the phrases that convert. You are not inventing a message, you are surfacing one that already exists.
Write the objection list first
List every reason a qualified visitor would leave without acting. Price. Trust. Switching cost. Unclear scope. Then order your page so each section retires one objection. If a section does not retire an objection, it is decoration.
Test the headline in isolation
Headline changes routinely move conversion more than a full redesign, and they cost a fraction as much. Ship three variants against real traffic before you invest in new visuals.
What good looks like
A page that a stranger can read in ninety seconds and correctly describe back to you. If they cannot, the problem is never the button colour.
