Changing one sentence on my homepage doubled my engagement

I got feedback that people didn’t understand what Formrule actually does from the headline. Phrases like “form backend that takes action” made sense to me but not to new visitors, especially those who are not technical. So I decided to experiment.

Before:
“A form backend that takes action”

After:
“Know which user feedback matters - and what to do with it - automatically”

I also decided to target my ICP in the headline and instead of saying "knowing which form submissions matter" use "user feedback". Technically it's the same thing because in the end this is a form backend and they are all form submissions, but the value is much clearer this way.

Results:

• more replies expressing interest instead of what it is

• More signups on the free plan

• More engagement on Reddit posts

I realized I was describing how the product works instead of what changes for the user. Even though I read about that many times until I actually saw it in action, I did not grasp it fully.