Highrise rewrote one headline and got 30% more conversions

80% of people only ever read your headline. So a small tweak there moves everything downstream.

Highrise changed their page headline:

From: "Start a Highrise Account" (subhead: "Pay as you go. 30-day free trial. No hidden fees.")
To: "30-day Free Trial on All Accounts" (subhead: "Sign-up takes less than 60 seconds. Pick a plan to get started.")

Conversions went up 30%.

The shift: the old headline named the action they wanted ("start an account"). The new one led with what the customer gets ("free trial") and removed the perceived effort ("less than 60 seconds"). Same offer. Different first impression.

Your headline shouldn't describe what you want them to do. It should describe what they get and how easy it is.

Read your headline out loud. Is it about your action, or their reward?

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Highrise rewrote one headline and got 30% more conversions