Customer interviews
Ten thirty-minute calls with recent buyers and people who nearly bought. I record the exact phrases they use for the problem and the moment they decided.
Conversion copywriter · Porto · English and Portuguese
Landing pages that sound like your best salesperson on a good day.
I'm Joana Ferraz. I write landing pages, onboarding emails and pricing pages for software and e-commerce teams who already have traffic and want more of it to say yes. Every project starts with ten customer interviews, because the line that sells is usually something a customer already said.
Two project slots open next month.
Checkout page rewrite · draft three
Meal-kit checkout: headline, guarantee and delivery-day picker rewritten.
Across my last twenty projects
- Median lift in sign-ups on rewritten pages
- 27%
- Customer interviews before I write a word
- 10
- From kickoff call to tested draft
- 14 days
- Languages, each written natively
- 2
Research first, then the words
You will not get three headline options pulled from thin air. You get copy built from what your customers told me, and a page you can test.
A message map on one wall
Pains, objections and proof sorted on sticky notes, then turned into a page outline that your team approves before I write sentences.
Drafts with reasons in the margin
Every headline and button comes with a note on which interview it came from, so feedback is about evidence rather than taste.
Portuguese launch, not a translation
For teams entering Portugal or Brazil, I write the Portuguese version from the same research instead of translating the English one.
Packages
Fixed prices, half up front and half on delivery. Interviews, drafts and two rounds of edits are included.
Book three and each costs 20% less
Page Audit
A recorded teardown of one page with a prioritised list of fixes.
€650per project
- 45-minute video walkthrough
- Annotated screenshots
- Top five rewrites drafted
Landing Page
Research and full copy for one high-traffic page.
€3,200per project
- Ten customer interviews
- Message map workshop
- Full page copy
- Two edit rounds
Onboarding Emails
A five-to-seven email sequence for new trial users.
€2,400per project
- Drop-off analysis
- Sequence plan
- Emails with subject line tests
Clients who tested the copy
“Her interviews found that our buyers cared about cancelling, not cooking. One line about pausing deliveries lifted checkout by a third.”
“We have hired agencies that sent ten headlines. Joana sent one, with a page of reasons. It won the test by a wide margin.”
“The Portuguese site reads like it was written here, because it was. Our Lisbon sales calls start warmer now.”
Fourteen days from kickoff to tested draft
Every landing page project follows the same calendar so your team knows when interviews happen and when copy lands in Figma.
- Day 1
Kickoff and access · Video call
Goals, traffic sources, analytics access and who approves copy. I send the interview guide the same afternoon.
- Days 2–6
Customer interviews · Ten calls
Thirty minutes each with recent buyers and near-misses. You are welcome to listen; most clients join two or three.
- Days 7–8
Message map · Shared wall
Pains, objections and proof on one Miro board. You sign the outline before I write headlines.
- Days 9–13
Draft and margin notes · Google Doc
Full page copy with interview quotes in the margin so feedback stays about evidence, not taste.
- Day 14
Test-ready handoff · Your CMS or Figma
Copy pasted into your file, plus three headline variants flagged for the A/B tool you already use.
Questions teams ask before booking
Do you find the interviewees?
You send me a list of recent customers and I handle the invitations, scheduling and a small thank-you voucher.
Can you design the page as well?
I deliver copy in a wireframe your designer can build from. I work often with two designers and can bring one in.
What if the new page loses the test?
It has happened twice. I rewrite the losing sections free of charge using what the test taught us.
Do you write for regulated industries?
Yes, including fintech and health, as long as your compliance team can review drafts within a week.
Got traffic but not enough yeses?
Tell me which page matters most this quarter. On a short call I will tell you whether research or a quick audit is the better start.
Tell me about the page
Two minutes is enough. I reply within one working day with times for a call.