[studiofellow]

Thanks for this—very insightful. I do include copywriting. For the case study, Justin already had copy that was in great shape. Other clients might not, so I'll provide writing from scratch in those cases.

As for the conversion rates, totally agree that the metric I shared is somewhat vague. Every project has different goals, and sometimes even a fraction of a percent is a major win, such as with major display advertisers.

Also, your point about showing the increase in conversions for my projects is way more powerful. Unfortunately, since this is brand new, I don't have better data to share. Hope to have some soon.

[punee]

Sorry, but the metric isn't vague, it's bullshit. You can't promise a conversion rate. Probably not even a conversion improvement, since the people you're targeting won't have enough traffic for testing. I'd stay away from making such claims if I were you. Making nice, clear landing pages with good copy is a good enough value proposition for people who suck at writing and/or building websites.