But judging by their old website, you’ve NEVER guessed.

However recently, the stakeholders decided to have a strong online presence that would appeal to their target audience and help qualify more leads.

To accomplish this, we decided to re-write and re-design the key website pages.

The existing website pages were:

too generic

lacked research

not conversion optimised

failed to address the concerns of the target audience

For example, the following is the old Mobile App Development service page:

The hero section has several issues that were hindering conversions:

no unique selling proposition that makes GoodCore stand out from competitors.

no social proof like awards or client testimonials to build trust and credibility.

copy is mostly logical but lacks emotional appeal and resonates less with prospective clients.

CTA could be more compelling by offering something immediate and valuable.

The updated hero section incorporates the key CRO principles:

new headline is more direct which helps grab attention quickly. It promises expertise and sets a confident tone.

featuring the Clutch reviews and 4.9-star rating immediately builds credibility.

additional list of tangible benefits directly addresses client concerns.

new CTA is more compelling and implies that the reader will receive something valuable in return for their interest.

The previous key offerings section is generic and doesn’t provide a tangible benefit or unique advantage over competitors. Instead of highlighting how the apps will drive business results, it's focusing more on what the apps do.

The new copy aligns mobile app development services with the client's business goals, making the messaging more customer-centric. The content is more structured and the mention of specific technologies adds expertise without overwhelming the reader.

The above section highlighting why choose GoodCore is generic and lacks a clear differentiator.

Phrases like "On-Time & On-Budget" and "Creative & Modern UI/UX" are common promises made by many competitors, offering little to set the company apart.

The bullet points focus on the process rather than the outcomes or tangible results.

The accompanying image doesn’t strongly connect to the message and is not building trust or credibility effectively.

The updated copy provides more specific benefits, focusing on key technical capabilities and concrete features that make the company’s expertise more evident.

The section also uses action-oriented language, making it easier for potential clients to understand exactly how the company ensures high-quality app performance.

As with all of my copywriting projects, the first step is the customer and business research where I dive deep into the business and the audience they’re trying to target.

Here's how I approached that:

Conducted interviews with the key stakeholders at GoodCore to capture their requirements for the mobile app dev page and to learn about their USP.

Reviewed competitor websites to identify their positioning, tone, strengths, and gaps in their messaging.

Identified target audience and researched their pain points, desires, and motivations. I mostly used Reddit for this research.

4. Using the insights gained from the research, I created a page hierarchy for the mobile app development page identifying the key sections and things to be addressed on the page.

5. Once the key stakeholders approved the page outline, it was time to start writing the copy.

6. Using the research insights as a guide, I was able to quickly write copy that demonstrated GoodCore's USP, while hitting on the pain points, wants, needs, and desires of the target audience.

Before, GoodCore website had barely any information that would persuade the client to choose GoodCore over the competitors.

Now, the website has:

A clear and intuitive UX

Clear copy that explains their services and why clients should choose them

Persuasive content that resonates with their target audience

And so much more!

Check out the other website pages that I optimised for GoodCore: