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  • Writer's pictureSam Turner

Case study: writing an eye-catching guide on CRO

Updated: Oct 19, 2023

Who was it for? ClientsFirst, a marketing agency near to Manchester, UK.

What did it involve? Copywriting, creative direction

More details...

ClientsFirst needed copy for a lengthy guide on Conversion Rate Optimisation (CRO). CRO, if you're not familiar with it, is the practice of incrementally and scientifically improving a website, with the end goal of generating more conversions. The copywriting challenge here was establishing the right balance between guiding readers on how to do CRO and overwhelming readers with too much technical jargon. Part of achieving that came from the design. As part of producing the copy, I gave direction and indicated areas where the design team could produce the information graphically, making the guide easy to digest. The end result looks great and it certainly needed the graphical elements - the guide 'weighed in' at a little over 5,000 words! If you're interested in CRO then drop me a message here or download the full guide from ClientsFirst here.


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