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A client's offhand comment about my landing page copy made me rethink everything
Last Tuesday, a client in Phoenix told me my ad copy felt like I was talking at them, not with them. They pointed out every headline started with "Get" or "Save" and it all sounded the same. I spent the weekend rewriting all my landing pages to ask a question first instead of pushing a promise. My click-through rate jumped from 1.2% to 2.8% in two weeks. Has anyone else gotten feedback that completely flipped their copy approach?
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chen.casey22d ago
Switched to questions years ago and never looked back. When you ask something, the reader has to answer it in their own head, and that tiny pause is what pulls them in. A promise just bounces off because everyone is already numb to "Get this" and "Save that." Your jump from 1.2 to 2.8 makes total sense too, since questions hit different people in different ways while a flat promise only works on the folks who already wanted the thing. Keep testing it though, because not every headline should be a question or it turns into its own kind of pattern. Mix in a few statements that sound like a real person talking and you will probably hold that higher rate.
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