What it would test on a booking page
Two theories about the hesitation before booking.
Example · a discovery call page
Theme 01 · Say what the call actually is
Describing exactly what happens in the thirty minutes will do more than describing the coaching, because the fear is being sold to.
- Thirty minutes. You talk, I ask questions. No pitch.
- A conversation, not a sales call.
Theme 02 · Name who it is not for
Excluding people openly will convert the right ones harder than broad appeal, because specificity reads as confidence.
- Not for you if you want a plan handed over.
- This works if you know the problem and cannot get moving.
Two arguments for the same thing, each written more than one way. What gets tested is which argument lands, not which sentence reads better.