The brief:

Write a PPC landing page tailored to people searching “DIY probate” and encourage them to use Farewill’s service instead.

The process:

I worked with a search lead and data analyst to understand the key search terms within the PPC campaign. Then I explored all the reasons people may want to apply for probate themselves…

1. It’s cheaper to apply yourself, so I reframed our price to make it clear that it’s only £155 upfront, then you can pay the rest later.

2. They may not understand what’s involved, so I created a “What we do for you” section to show just how much they would be taking on.

3. They may not know the consequences of getting things wrong, so I addressed the issue of mistakes and delays in the “Why choose Farewill?” section.

After pulling together the content, I worked with a product designer in Figma to craft the final version of the page.

The results:

In a split test against the old page, the new page delivered a 600% improvement in return on ad spend (ROAS).