Client name withheld under NDA.
B2B software is a crowded market in Singapore, and SME buyers have little patience. They land on a website, decide in a few seconds whether the product fits their problem, and leave if it does not. Most software sites describe what the product has, such as modules, integrations and dashboards, and leave the visitor to work out why it matters. That is where conversion copywriting earns its keep.
This client sold workflow software that helps small businesses manage approvals, tasks and handovers. Their pages were feature-led, and each one had three or four different buttons. They sat on page two of search for their main terms. A previous SEO agency had sent a monthly report for a year but never a plan, so nobody could say what had been done or what should come next. The site produced 14 demo requests and 92 free trial sign-ups a month, and we recorded the starting figures before we wrote a word.
We read sales call notes, customer emails and support tickets, and spoke to six customers about why they chose the software. Their words became the raw material for the copy. In parallel we ran an SEO audit covering indexing, page titles, site speed and keyword gaps. We also set up tracking for demo requests and trial sign-ups, by page and by source, so every later change could be measured.
Customers describe the problem better than the company does. Their language gave us benefits worth leading with. The audit and the tracking gave us a clear starting point, which the previous reports never had.
We fixed titles, headings, internal links and page speed on the blog and feature pages first, and left the home page copy as it was for the first weeks. That order let us see what the SEO fixes did on their own. The home page was then rewritten around one buyer problem, with a plain headline, three benefits, a short proof section and one main button.
Doing the work in sequence made the results easier to read. It also meant the home page, the busiest page on the site, was rewritten only after the customer research was done, so the first draft already used the words buyers had given us.
Product pages changed from lists of features to short stories: the problem, what changes with the software, and how it works. Each page got one call to action, either book a demo or start a trial, chosen by who usually lands there. On the pricing page, our first version shortened the plan descriptions, and trial clicks dropped. We went back to clearer detail on what each plan includes and the clicks recovered.
One clear next step per page removes the choice that makes visitors hesitate. The pricing test showed that buyers want detail at that point, not brevity, and testing caught the mistake early.
We ran split tests on the home page headline and the main button wording. One version spoke of saving time on approvals, and another named the features. The benefit version won clearly, and its wording was carried into search titles, ads and the product pages. We ran each test for several weeks so a quiet week or a campaign spike could not skew the result, and we only switched once one version was clearly ahead.
Testing replaced opinions with evidence. Once we knew which message worked, we could use it across search titles, ads and product pages instead of debating it in meetings, and each later page started from a proven message.
We rebuilt the pages that targeted the company's main search terms, added three comparison and use-case pages, and linked them to the product pages. Demo-request tracking was refined so each request showed its source, page and the sales team's notes on quality. A monthly report then showed demo requests, trials, rankings and page conversion rates in one place for the whole team.
Search brought in more visitors, and the improved pages gave those visitors a reason to act. One report kept sales and marketing looking at the same numbers, so quality of demo requests could be discussed with facts rather than impressions.
After seven months, demo requests had grown from 14 to 33 a month and free trial sign-ups from 92 to 168. The share of home page visitors clicking a demo or trial button rose from 2.1% to 3.6%, and on the pricing page from 6% to 11%. Organic visits grew from 2,400 to 4,300, keywords in the top 10 went from 9 to 31, and the average position of the 20 priority keywords moved from 14.8 to 7.2.
Customer interviews done, audit finished, tracking live. Technical SEO fixes begin on blog and feature pages.
Home, product and pricing pages rewritten. Conversion rates started to rise, and rankings followed from month 4.
Message tests settled the wording, search pages rebuilt, demo requests reached 33 a month.
The home page now opens with one buyer problem and three benefits. The click rate rose from 2.1% to 3.6% with the same traffic, which shows the gain came from the words and not from more visitors.
Every page now asks for one thing, a demo or a trial. Pricing page clicks rose from 6% to 11% once the choices were cleared away, though our first shortened version did worse and had to be reversed.
Copy and SEO changed at the same time, so no one can claim that all 33 demo requests came from one or the other. Doing technical fixes first and measuring rates separately from traffic helped. Even so, the two worked together.
Website copy written around what your buyers care about.
A clear review of what is holding your site back in search.
Pages built around one action and tested to convert.
The paid and organic search story for another software client.
Share your site and your current numbers. We will tell you where the copy and search are costing you demos.