[ssharp]

I've found that landing pages are less of a design issue and more of a messaging issue, although having something attractive is certainly nice to have. If you're largely taking existing headlines and making them look nicer, you're missing greater opportunities for improvement.

I also don't think saying you get 10% - 17% conversion rates resonates at all. A lot depends on what you're optimizing for. I have landing pages that can routinely convert 70-75%, but that's a first step optimization for click-thru, not sale. I think it's best not to pigeon-hole yourself into a range and instead just say "I've increased conversions by x%".

[studiofellow]

Thanks for this—very insightful. I do include copywriting. For the case study, Justin already had copy that was in great shape. Other clients might not, so I'll provide writing from scratch in those cases.

As for the conversion rates, totally agree that the metric I shared is somewhat vague. Every project has different goals, and sometimes even a fraction of a percent is a major win, such as with major display advertisers.

Also, your point about showing the increase in conversions for my projects is way more powerful. Unfortunately, since this is brand new, I don't have better data to share. Hope to have some soon.

[punee]

Sorry, but the metric isn't vague, it's bullshit. You can't promise a conversion rate. Probably not even a conversion improvement, since the people you're targeting won't have enough traffic for testing. I'd stay away from making such claims if I were you. Making nice, clear landing pages with good copy is a good enough value proposition for people who suck at writing and/or building websites.