The Challenge
Ninety-eight out of every hundred people who arrived at Scriberly left without signing up.
That is a strange problem for a product with a free offering. There was no price to object to, no card to enter, no commitment. Which is exactly what made it hard to diagnose, because the obvious levers were already pulled.
The answer was that free is its own objection. A visitor at a paid product asks whether it is worth the money, and a website can answer that with features and proof. A visitor at a free product asks what the catch is. Every reassurance sounds like something a site with a catch would also say, and most people do not stay long enough to find out.
What we built
Two decisions did most of the work.
The first was collapsing the site to a single action. Nav, hero, every feature block, the testimonials and the closing band all point at one place, which is the app. No pricing page, no contact form, no secondary CTA competing for the click. Scriberly's product lives on a separate subdomain, so the marketing site has exactly one job, and the rebuild let it do only that job.
The second was arguing with the objection instead of ignoring it. A dedicated section states plainly that there are no hidden fees, no paywalls, and that people can create and save as many versions as they like. Underneath it sit testimonials where two separate users say some version of "I can't believe it's free". A site claiming that about itself is marketing. A teacher and a customer care manager saying it is evidence.
The product's own voice runs through the page too. The AI is branded Amazing Ink, and the writing prompts appear as Ink tips inside the mockups, so a visitor sees how the product talks before they commit to it.
The results
Signups went from 2% of visitors to 14%.
Seven times as many people now start a CV, from broadly the same traffic. For a business with no acquisition cost per user and no paywall, that is the entire growth engine moving at once, because every extra signup is an extra person inside the product.
What did not change is worth saying too. The product was already good. The templates were already recruiter-built, the guided questions already worked, and the reviews were already warm. None of that was reaching people, because the page in front of it was asking visitors to take a leap they had no reason to take.
About
Scriberly
Scriberly is a free CV and cover letter builder that guides people through a question-and-answer process rather than handing them a blank template.
scriberly.com
"Really happy! Sign-ups have gone from 2% to 14% in just 4 weeks. Would recommend to any business."
David Leffler
Head of Technology
at
Scriberly
