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Conversion Copy

One audience, one argument, one action.

Conversion pages are briefed the way a launch is briefed: decide the single action, find the proof order, then write the page so it can be built without a second meeting.

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Who it is for

  • companies whose traffic is fine and whose conversion rate is not
  • teams launching a product page into a market that has seen the category before
  • businesses whose homepage currently tries to serve four different buyers at once

The problem

A conversion page fails for editorial reasons far more often than for design reasons: two arguments, no stated proof, and a call to action that asks for something the reader has not yet been given a reason to give.

What we do about it

  • We decide the single action the page is asking for, and everything that does not serve it comes out.
  • We establish the order of proof: what does the reader need to believe first?
  • We write the headline options, the argument, the objection handling and the calls to action in the same file, so the page can be built without another briefing round.
  • We write the pages and sequences that surround the page, so the promise matches when the reader arrives.

What this covers

  • landing pages
  • website pages
  • product pages
  • sales pages
  • email sequences
  • calls to action

What you receive

  • Headline and subhead options with the reasoning for each
  • The page copy, structured in build order with section notes
  • Objection handling placed where the objection actually occurs
  • Calls to action written to match what the reader has been given so far
Pricing. Conversion copy is quoted per page or per sequence, because scope varies more than any other service here. It is included in the Editorial Desk programme from $2,290/month, and quoted separately for a one-off page.

The process

How a piece gets made.

  1. Brief

    We learn the business, the audience, the subject and the objective. You tell us what the piece has to achieve before we discuss what it should say.

  2. Interview

    When the expertise lives inside the company, we extract it through conversation. The recording and the transcript stay with the engagement.

  3. Research

    We verify claims, research sources and build the argument. Anything that cannot be sourced gets flagged, and then either sourced or cut.

  4. Draft

    We write the article, the copy or the ghostwritten piece, against the structure you approved rather than against a blank page.

  5. Editorial pass

    We tighten structure, language, evidence and voice. Every substantive cut is explained, so you can disagree with the reasoning.

  6. Approval

    The client reviews the final piece. Nothing is published anywhere under your name without your written approval.

  7. Publish

    The finished work goes to your website, publication, newsletter or byline, ready to use as delivered.

Read the full process, step by step

Selected editorial examples

What an editorial pass changes

Demonstration

Before — demonstration

In today's rapidly evolving threat landscape, organisations of all sizes face an unprecedented array of challenges when it comes to protecting their sensitive data. Our cutting-edge, best-in-class solution leverages industry-leading technology to deliver a comprehensive, end-to-end approach that empowers businesses to stay ahead of the curve.

After — demonstration

Most credential-theft breaches do not begin with a clever attack. They begin with a password that one person reuses across a work account and a personal one, and a login page that never asks for a second factor. The attacker does not need to break your defences; they need to find the one door your own rules left open.

That is why the useful question is not how strong is our security stack but which accounts can be reached with a password alone. Answer that and you have a list you can work through in a week.

What changed, and why

  • A clearer argument: the second version makes one claim and supports it
  • A stronger opening: a concrete situation instead of a category announcement
  • Evidence where it belongs: the mechanism replaces the adjective
  • Better rhythm: sentence lengths vary because the thought does, not for effect
  • Less generic language: no phrase could survive being moved to another vendor's site
  • A stronger conclusion: it leaves the reader with an action, not an impression
Demonstration material. SENATORE has not published these pieces for a client. They are written to show the difference an editorial pass makes, and are labelled DEMONSTRATION wherever they appear. No client, result or testimonial is being claimed. Genuine examples will replace them as engagements permit publication.

See all selected examples

FAQ

Common questions

Do you guarantee a conversion lift?

No. Anyone who guarantees a percentage before seeing your traffic, offer and audience is estimating, not measuring. What we will do is state the argument the page is making, so you can test it against a different one.

Do you design the page as well?

No. We write the copy and the structure. We work with your designer, or hand the copy over in build order so your existing team can lay it out.

Can you write in our product's voice?

Yes, once we have seen the product's existing writing and the way your team talks about it internally. Those two are usually different, and the useful voice is somewhere between.

Send us the page that is not converting.

We will tell you what it is arguing, and whether that is what you meant it to argue.

Start a conversationView pricing

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