How Customer-Driven Copy Helped HubSpot Increase Conversions by Nearly 100%

New copy isn’t better just because it’s new.You can’t just give your copy a “refresh” or aimlessly fiddle with headlines to get a huge boost in conversions. These kinds of false hopes (and complete lack of a process) are why so many conversion copywriting projects fail, and so many new sites perform worse than the old ones.If you want to make sure your new copy hits a conversion home run, keep reading.Last October, I had the opportunity to collaborate with the team at HubSpot to rewrite their copy as part of their site’s redesign. It was a conversion copywriter’s dream come true!In this post, I’ll share the exact process we used to fine-tune the messaging and nearly double the site’s conversion rate.Diagnosing Issues and Setting GoalsThe first step to improving your copy and conversion funnel is to learn what’s not working. To do this, Josh Garofalo (who also wrote copy for this project) and I turned to a few sources:Internal InterviewsWe grilled HubSpot’s product development, sales, and support staff to get their inside perspective.The product team gave us a better perspective on the evolution of the HubSpot software into the Growth Stack, so we could write about the product as it is now instead of how it was in the past. The HubSpot Growth Stack consists of HubSpot’s marketing, sales, and CRM software.
————-