CLARITY > CATCHY

Summary from the TLDR Marketing newsletter

Cognism found that shifting to straightforward, detailed messaging on its homepage with a 106-word H1 + H2 and clear bullet points led to a 40% increase in conversions. This approach focused on answering essential user questions - what the company does, who it's for, and why it's better. It proved that informative and functional content can outperform traditional, vague, or overly inspirational messaging.