You know a page isn’t doing its job. Visitors arrive, read for a few seconds, and leave. What you don’t know is why. Is the promise unclear? Is the page padded with filler? Is there simply no reason to act now?
Most weak page copy fails in one of three ways, and each one has a name.
The promise is unclear. A visitor should be able to say what you offer and who it’s for within a few seconds. If they have to work it out, most won’t.
The copy is full of filler. Phrases that sound confident but say nothing take up the space where a specific, believable claim should be.
There’s no reason to act now. Even when the page explains the offer well, nothing tells the reader what to do next or why it matters today.
Spotting these in your own writing is hard, because you already know what you meant. That’s the case for getting an outside read.
Judge the page against one goal
The most useful change you can make is to pick a single goal before you review anything. Signups, demos, and sales each call for different copy. A page that tries to do all three usually does none of them well. When the review is measured against one goal, the problems that matter rise to the top and the rest can wait.
How a Copy Doctor review works
Give Copy Doctor a page address, or paste your copy in, and choose the goal. It comes back with three things:
- A list of what is holding the copy back.
- Rewrites for the weak sections, so you aren’t starting from a blank page.
- A/B tests worth running, so you can check the changes against real visitors instead of guessing.
What to do with the A/B tests
Don’t run them all at once. Pick the change you think matters most, run it until you have a clear result, then move to the next. Small, one-at-a-time tests tell you what actually moved the numbers.
Compare before and after
Every review is saved. When you’ve shipped the changes, you can open the saved review and compare it with the page as it stands now. It makes it easy to see what you fixed and what is still open.
Try it on one page
Start with the page that matters most, the one you send people to when you want them to sign up, book a demo, or buy. Pick the goal, run the review, and fix the top item on the list.
See Copy Doctor: https://backshack.ai/product/copy-doctor/