I build and write the pages and funnels that turn traffic into revenue.
Most specialists do one or the other. They write the copy, or they run the CRO tests. I do both, and that is where the real lift comes from.
Twelve years of this, more than $200,000 earned on Upwork, and a 100% job success score. The industry changes. The process doesn’t.
What I do
- Conversion rate optimisation for B2B and D2C businesses.
- Landing pages: writing, design and A/B testing.
- Email marketing funnels.
- Cold outreach campaigns.
The copy side of CRO
The biggest conversion improvements I’ve delivered came from getting the copy right, and almost always from the hero section.
Before I touch a single element on a page, I research the audience: what they’re struggling with, how they describe the problem, what they’ve already tried, and what is stopping them from converting. Then I rewrite the page to speak directly to that.
When a visitor reads your hero and feels like you understand their problem better than they do, they don’t bounce. They convert.
This is the part of the work I enjoy most. It is also the part most CRO specialists skip.
Selected results
- 46% conversion lift for German Kabirski, a luxury fashion brand, after rewriting the landing page copy. Full case study at Daminico.
- 4x organic traffic in four months for IFCHIC, a multi-brand luxury retailer. Full case study at Daminico.
- 10,500+ leads for Readynez through paid ads, lead magnets and webinar funnels. Full case study at Daminico.
- SaaS marketing work with Casetext, Omniconvert and Cloudray. I supported Casetext’s marketing site in the period before Thomson Reuters acquired the company. Full case study at Daminico.
Who I work with
Most of my clients are in one of three places.
- Ecommerce: product pages, landing pages, promotional campaigns.
- SaaS: free trial pages, feature pages, pricing page optimisation, demo requests.
- Education: course pages, enrollment funnels, webinar registrations, lead magnets.
How it works
Building from scratch. I start with your offer, your audience and your traffic source. I write the copy, build the page in your tool, and set it up to convert from day one.
Improving an existing page. This is where the biggest gains happen, and it runs in three steps.
- CRO audit. I review your page and build a prioritised list of changes. Some don’t need testing. They’re backed by enough data and experience that we simply implement them.
- Control variant. Over the first two to three weeks we make every high confidence change, copy rewrites included. That becomes your control. Most pages see a meaningful lift before a single A/B test runs.
- A/B testing. Once the control is solid, we test one hypothesis at a time, roughly one a week. Headlines, CTAs, layout, offers. Each test compounds on the last.
This process has taken clients from under 0.5% conversion to 3% or 4% on B2C pages, and 6% or 7% on B2B pages.
Tools
- Landing pages: Webflow, Unbounce, Leadpages, GemPages, PageFly, GoHighLevel.
- Testing: VWO, Unbounce Smart Traffic, Google Optimize.
- Analytics and heatmaps: Hotjar, Microsoft Clarity, Crazy Egg, Google Analytics 4.
- Email and funnels: Brevo, Mailchimp, Iterable, ActiveCampaign.
Published work
Author of the 91-Point Ecommerce CRO Checklist on Moz. Cited in Forbes. I write on conversion optimisation for Omniconvert. A profile I wrote appears in Michele Granger’s The Fashion Industry and Its Careers (Fairchild Books).
Start with an audit
My entry point is a fixed scope CRO audit: a review of your landing page with a prioritised list of changes and recommendations. From there we scope the build or the optimisation project.
Tell me what you’re working on and I’ll tell you honestly whether I can help. Get in touch, or see the full track record on Upwork.