Case Study #5 / Landing Page
Landing Page: From Feature-Focused to Benefit-Driven
A SaaS landing page led with features. After rewriting the headline and hero to lead with outcomes, signups increased 28%.
Editorial Brief
| Element | Value |
|---|---|
| Content type | Landing page (hero section) |
| Intended reader | Marketing manager evaluating email automation tools |
| Primary question | Will this tool solve my problem? |
| Desired action | Start free trial |
| Word count target | 50-80 words for hero section |
Original Draft
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Word count: 38 words
Initial score estimate: 45
Problem: Leads with features, not outcomes. "Advanced" is meaningless. No specific benefit.
Key Revisions
What Changed
- Headline: "Turn One Blog Post Into a Month of Emails" (specific outcome, not feature)
- Subhead: "Save 10 hours per week with AI that repurposes your best content into high-converting email sequences"
- Added proof: "Used by 2,847 marketers at companies like Buffer and ConvertKit"
- Added specificity: "10 hours per week" instead of "save time"
- CTA: "Start My Free Trial" → "Get My First 5 Emails Free"
Revised word count: 62 words
Estimated revised score: 81
Results
After 2 weeks (A/B test, 12,000 visitors):
- Trial signups: +28%
- Time on page: 1:45 → 2:50
- Scroll depth to pricing: +35%
- "How it works" video plays: +42%