Case study: Rewriting landing page – 3x increase in conversion

In today's fiercely competitive environment, a visually appealing landing page is not enough. The most important thing is: does it convert?

Below is a real case study conducted by MIMA TRADING AND SERVICE CO., LTD.: by simply rewriting the content for a service landing page, we helped a business triple its conversion rate in just 6 weeks.

Project Overview

Client: Company B (anonymous upon request)
Field of operation: Financial management software services for small businesses
Objective: Increase the number of free trial sign-ups on the main landing page

Initial situation:

• Conversion rate: 0.9% (very low compared to the industry standard of ~3–5%)
• The landing page content was lengthy and lacked focus
• Beautiful design but lacked strong CTAs
• Did not exploit user behavior psychology

Why was the initial conversion rate so low?

After auditing the entire old landing page, the MIMA team identified the following common errors:

❌ Unclear Unique Value Proposition

• Vague headline: “Optimal financial management solution for businesses”
• Readers do not clearly understand what specific benefits the product offers

❌ Confusing content, written like a brochure

• Lengthy, with many technical terms
• No clear layout, not geared towards conversion
• Lacking elements that evoke emotions and solve pain points

❌ Weak, non-prominent CTA

• The “Sign up for a free trial” button is submerged below the first screen
• No compelling reason for users to take action immediately

MIMA's landing page optimization process

We not only rewrote the content, but also combined UX optimization, behavioral psychology, and SEO techniques to create a highly effective landing page.

✅ Step 1: Research Customer Persona (Buyer Persona)

• Main target: Small business owners with little understanding of software
• Concerns: Optimizing costs, ease of use, transparent financial reporting
• Barriers: Afraid of technology, afraid of high costs, afraid of complex software

✅ Step 2: Rewrite Headline and Powerful UVP

• Before: "Optimal financial management software for businesses"
• After: "Spend just 5 minutes a day to control your business finances - Easy to use, no accountant needed"

➡ The new headline is specific, clear, hits the pain point, and highlights a unique value proposition.

✅ Step 3: Structure Content According to the AIDA Formula

➡ Clear structure helps readers easily understand – easily believe – easily act.

✅ Step 4: Add Elements to Increase Credibility

• Logos of large partners using the software
• Security badges – SSL – no payment card required for trial
• Display successful registration counts (dynamic number)

✅ Step 5: Rewrite Stronger CTAs

• Before: “Register to try the software”
• After: “Start for free – no credit card required, no strings attached!”

➡ The call to action now removes barriers, helping to increase conversion.

SEO optimization for landing page

Although the landing page focuses on conversion, SEO still plays an important role in attracting natural traffic:

• Meta title: “Free financial management software for small businesses”
• Meta description: “Try the software for 14 days – easy to use – automatic reporting – no accounting skills required.”
• URL: /financial-management-software-business
• Standard Heading H1 – H2 – H3
• Secondary keywords: financial software, simple accounting software, expense management

Results after 6 weeks of implementation

📈 Conversion rate increased 3 times:

• Before: 0.9%
• After: 2.7%

→ Almost 3 times the conversion, just 6 weeks from the date of content change

📈 Traffic increased slightly thanks to SEO:

• Traffic from Google increased by 70%
• Some keywords ranked in the top 10 after 1 month

📈 Better quality leads:

• The rate of trial customers converting to paying customers: increased from 7% to 12%
• Reduced cost per potential customer (CPL)

Lessons learned

✅ Content is the “soul” of the landing page
Design is just the “shirt”, content is what retains and converts customers. “Tailoring” the content to the reader's pain points and insights is the deciding factor.

✅ Simple but clear
Users don't need you to explain everything - they need a clear reason to act.

✅ Indispensable CTA

• The call-to-action button needs:
• Prominent colors
• Repeated in many locations
• Associated with specific values, creating a sense of urgency

MIMA – A unit specializing in writing high-converting landing pages

MIMA TRADING AND SERVICE CO., LTD currently provides professional landing page content writing services for:

• Product/service pages
• Google/Meta advertising pages
• Conference/webinar landing pages
• Promotional and discount pages
• Consultation/appointment booking pages

🎯 Commitment:

• Write according to user insights
• Standard behavioral structure (UX Writing)
• Optimize CTA, SEO and content aesthetics
• Measure conversion rate before – after to continue optimizing

Should you rewrite your landing page?

If your website:

• Has traffic but few orders
• Advertising runs well but customers don't leave forms
• The content is lengthy and unclear
• Lacks a writing strategy focused on user behavior

👉 Rewriting landing page content is an option you shouldn't ignore.

Types of content MIMA can support

Contact information
Don't let your landing page miss out on the opportunity to convert customers just because the content is not optimized.

MIMA TRADING AND SERVICE CO., LTD
📍 Address: Hoc Mon, Ho Chi Minh City
📞 Hotline/Zalo: 0909 035 333
📩 Email: info@mimadigi.com
🌐 Website: https://mimadigi.com

Rewriting landing page content can deliver spectacular results – but it can't be done instinctively. You need to understand customers, analyze behavior, and combine content – design – conversion.

In a highly competitive age, landing pages must not only be beautiful, but must also sell.