41.7%
Average homepage-to-trial conversion lift, measured 90 days after launch across 84 engagements since 2019.
Verified across 84 Above-the-Fold Rewrite engagements, 2019–2025.
Chapter 01·Framework
The Above-the-Fold Rewrite
A two-week sprint that rewrites the first scroll of your website — the one scroll that decides whether a trial sign-up, a booked demo, or a closed tab happens. Delivered by a single senior principal. No agency pyramid, no AI filler, no junior handoff.
Trusted to rewrite flagship pages for Monzo, PensionBee, BrewDog, and FactSet.
Most B2B homepages lose trials in the first 480 pixels. Not because the product is wrong, and not because the team is inexperienced — but because the words above the fold do three jobs badly at once: they introduce the company, justify the price, and ask for the click. By the time the visitor finishes the third sentence, the scroll has already happened in their head.
The Above-the-Fold Rewrite was developed in 2017, after a six-year tenure writing for Ogilvy London and four years running my own practice, to fix that specific failure mode. It is not a full site rewrite. It is not a brand sprint. It is a focused, two-week intervention on the four places a homepage either wins or loses: the headline, the subhead, the proof line, and the first call to action. Everything else in the engagement — the value proposition, the positioning, the social proof, the supporting landing pages — exists to make those four lines land.
I have run this framework, in its current form, on 84 engagements since 2019. Across those projects, the average homepage-to-trial conversion lift, measured by the client 90 days after launch, is 41.7%. The lift is verified — every figure on this site is a client average, not a guarantee — but the methodology is identical on every engagement, and that is what this page exists to explain. If the chapters below sound like a working week you would actually want to be inside, book a call .
The Four Chapters
Two weeks, four chapters, one senior principal.
The sprint is structured as a four-chapter essay. Each chapter runs Monday to Friday of its week; each chapter closes with a working draft, not a deck. You see the words as they are written, not as they are summarised.
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01
Week 1 · Mon–Tue
Audit
A 14-page diagnostic of your current homepage and the three landing pages it links to.
I read every line on your live site, your four highest-traffic competitors, and the four pages your analytics say visitors leave from. The audit is delivered as a single PDF with two parts: a tear-down of every block on the current homepage, scored against 22 conversion criteria I have refined since 2019; and a one-page “positioning delta” that names, in plain English, the gap between what your homepage currently says and what your best customers already tell themselves about you.
Deliverable: 14-page audit PDF + 60-minute walkthrough call.
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02
Week 1 · Wed–Fri
Position
A tightened value proposition, ICP, and three-claim proof architecture.
Before a single word of new copy is written, the positioning is rewritten. We agree on the one sentence your homepage must earn the right to say, the three proof claims that justify it, and the single objection the page must answer before the primary call to action. This chapter produces a one-page positioning document that becomes the brief for every line of new copy — and the reference point for every future page the team writes.
Deliverable: signed-off positioning document (one page).
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03
Week 2 · Mon–Wed
Write
The rewritten homepage, three landing pages, and a tightened hero block in Figma-ready copy.
Every line of new copy is drafted against the positioning document, with the headline, subhead, proof line, and primary call to action treated as a single editorial unit. Three rounds of revision are included within the sprint, scoped at the brief. The output is delivered as a Google Doc with comments, plus a clean Figma-ready text export for your designer to drop in. No junior writers, no LLM-drafted filler, no agency pyramid.
Deliverable: 1 homepage + 3 landing pages, copy-ready for design.
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04
Week 2 · Thu–Fri
Pressure-test
A live critique with two founders or marketers of your choosing, and a 30-day measurement plan.
The new copy is read aloud, walked through screen-by-screen, and stress-tested against the four questions every B2B buyer actually asks: what is it, who is it for, what does it cost me, and what happens if it does not work. You bring two readers — usually a founder and a head of growth — and we record the session. The engagement closes with a one-page measurement plan covering the four metrics to watch in the first 30, 60, and 90 days.
Deliverable: recorded critique session + 30-day measurement plan.
By the Numbers
The framework, measured.
These are client averages across the 84 Above-the-Fold Rewrite engagements run since 2019, plus the practice-wide figures that explain why the cap exists.
18
Maximum number of active client engagements held in any calendar year, by deliberate cap.
Practice-wide policy since 2014. Turnaround held under five business days.
£18,400
Average project value across the Above-the-Fold Rewrite and adjacent sprint engagements.
Typical engagement length: four to eight weeks, single principal.
4.97/5
Average client satisfaction rating across 167 verified Clutch reviews to date.
Plus a Net Promoter Score of 82, sustained across the past three years.
Trusted to rewrite flagship pages for category leaders including
- Monzo
- PensionBee
- BrewDog
- FactSet
- Typeform
- GoCardless
- Clearscore
- Wagestream
Who This Is For
Read this before you book.
The sprint is designed for a specific kind of buyer. If you recognise your team in any of the four panels below, the framework is almost certainly the right starting point. If none of them sound like you, I will tell you so on the call and point you somewhere better.
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01
The Series A–C SaaS founder
You have product-market fit and a homepage that still reads like the seed deck. Traffic is climbing, trials are flat, and the board is asking why. You need a senior writer — not a content team — to rewrite the first scroll in the next fortnight, not the next quarter.
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02
The fintech or legaltech CMO
You have inherited a homepage written by three agencies and one intern. Every section contradicts the last, the price is buried under a video, and the trial button is the same green as the chat widget. You want one senior voice to fix it before the next board update.
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03
The premium DTC founder, post-Series B
You have outgrown your launch-year homepage and the words still talk to a 2019 customer. You need a positioning rewrite and a homepage that earns the new price point, written by someone who has done it before for a brand the press actually takes seriously.
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04
The Head of Growth with a quarterly OKR
You have a conversion target attached to a date on the calendar. You do not have time for a three-month brand engagement, and you do not want a junior team learning on your homepage. You want a fixed-scope sprint, a known price, and a measurement plan for the day it goes live.
Deliverables & Timeline
What you actually receive.
What is delivered
- I14-page audit PDF — a tear-down of every block on the current homepage, scored against 22 conversion criteria, plus a one-page positioning delta.
- IISigned-off positioning document — one page, the brief for every line of new copy and the reference for the team writing future pages.
- One rewritten homepage — headline, subhead, proof line, primary call to action, plus every supporting section block, copy-ready for your designer.
- IIIThree rewritten landing pages — typically the trial, demo, and pricing pages, all written against the same positioning document.
- IVRecorded critique session — the live pressure-test with two of your readers, screen-recorded and delivered as a shareable link.
- V30-day measurement plan — the four metrics to watch in the first 30, 60, and 90 days after launch.
The rhythm of the two weeks
- Mon Kick-off call, 60 minutes. Audit reading begins.
- Tue Audit walkthrough call, 60 minutes. First draft of positioning.
- Wed Positioning signed off. Hero block first draft.
- Thu Homepage first draft, full document shared.
- Fri First round of revisions on homepage.
- Week 1 close Audit + positioning delivered and signed off.
- Mon Landing pages first draft begins.
- Wed Full homepage + landing pages draft shared.
- Thu Live pressure-test session, recorded.
- Fri Final revisions + 30-day measurement plan.
- Week 2 close Engagement wraps. Handoff to your design team.
If the framework fits the week in front of you, the next step is a call.
Thirty minutes. I will read the current homepage live, tell you whether the sprint is the right starting point, and quote a fixed fee before we hang up. Book a call
Book a Strategy Call