I broke my own funnel with five words

May 28, 2026

Hey there,

I changed five words on my landing page and watched my conversions die overnight.

We were scaling Posted and the header said "the fastest way to scale creator content."

Fine, but we'd outgrown the contest model, so I cut "creator contest" and reworded it thinking I made it sharper.

One small edit. Felt obvious.

Well, the conversions tanked overnight…

Trial starts dropped hard and I couldn't figure out why.

Same traffic and product. I didn’t change the ads either.

The only thing I changed was a few words in the header.

Turns out the old header was doing heavy work. More than I gave it credit for.

It was the line telling people what they were getting in half a second before they decided to stay or bounce.

I rewrote it on instinct and broke the one piece of copy that was getting people in the door.

Your landing page header is the first filter every visitor passes through, and it decides whether the rest of your funnel ever gets a chance.

From now I follow a simple rule:

Never change a header unless you're AB testing it.

Build the new version as a variant, split your traffic, and let the data tell you which one wins.

If the new one beats it, keep it.
If it doesn't, the original kept running the whole time.

I changed mine blind and paid for it with lost trials and missed revenue.

Treat the words at the top of your page like the load-bearing wall they are. Test before you touch.

Peace,
Steven