A client told me my landing page copy was 'too clever' and it stung but they were right

I was writing these super witty headlines with puns and wordplay for a SaaS client's landing page. They came back and said 'this is confusing, just tell me what the product does in 5 words.' I fought it for like a week but finally rewrote everything to be dead simple. Conversion rate went from 2.1% to 4.8% within two weeks. Has anyone else had to kill their darlings like that and end up with better results?

2 comments

2 Comments

matthewperry3d ago

Oof yeah that's a rough one lol. Always stings when someone says your clever stuff isn't working but man those results speak for themselves. Good on you for swallowing the pride and testing it.

dakotawells3d ago

Man I had a buddy who did the same thing with his landing page. He spent weeks crafting this super clever tagline and this fancy animation that popped up when you scrolled. Looked amazing but his conversion rate was like 0.5%. He finally ran an A/B test with just a plain headline and a simple button and it jumped to 3%. He was so mad at himself for wasting time on the fancy stuff but at least he tested it. Sometimes simple just wins even when it feels boring.