Homepage Copy Rewrite Proposal

Direct Response Analysis + Recommended Changes

Created: February 11, 2026 Author: Nick + Claude Method: Section-by-section audit through direct response frameworks (Schwartz awareness levels, Sugarman slippery slide, Hopkins specificity, Collier “enter the conversation in their head”), layered with Arlem brand voice from specs.

Executive Summary

The current homepage has strong bones. The page sequence (hero > pain > social proof > product > features > testimonials > CTA) follows a sound persuasion arc. Several headlines are genuinely excellent (“Say goodbye to your mountain of pillows”, “Get the Instagram look, without the effort”). The ArlemDifference section does a great job wrapping function in feeling.

But through a direct response lens, the page is leaving conversions on the table. The biggest issues:

1. The hero headline sells to the product-aware, but most visitors are problem-aware. “The Original Bedhead Cushion” assumes they already know what a bedhead cushion is and care. Most don’t yet.
2. Three pain sections before any product. Too much problem, not enough momentum toward solution.
3. Generic CTAs throughout. “Shop the collection”, “Find your style”, “Find yours” describe actions, not outcomes.
4. Testimonials lack transformation. Most reviews are “love it!” without before/after context.
5. No objection handling. No FAQ, no “not for you if…” section. Warm visitors with hesitations have nowhere to go.
6. No specificity in social proof. “5.0 Reviews” and “from real Australian homes” are soft. How many reviews? How many homes?
7. No email capture. Non-buyers leave with no way to bring them back (except retargeting).
8. The video reels section has zero copy. Five videos sitting there with no context, no hook, no emotional framing.

What I’d Change (High Level)

Part 1: Section-by-Section Audit

1. Hero (HeaderImg)

Current copy:

• H1: “The Original Bedhead Cushion”
• CTA: “Shop the collection”
• Social proof: stars + “from real Australian homes”

What’s working:

• “from real Australian homes” is warm, authentic, on-brand
• Video on mobile is a good pattern (movement stops the scroll)
• Full-viewport hero creates impact

What’s not working:

The headline is a product-aware headline aimed at a mostly problem-aware audience. Per Schwartz’s awareness levels, most visitors landing on the homepage know they have a boring/messy bed. They don’t know what a “bedhead cushion” is yet. “The Original Bedhead Cushion” is a claim of authority that only resonates if they already know the category.

Compare to I Love Linen’s approach: 38% of their hooks use curiosity (“Get two looks in ONE”). They make you want to see more before asking you to buy.

The CTA “Shop the collection” is the most generic action possible. It describes what happens after the click, not what the visitor gets from clicking.

“from real Australian homes” is nice but vague. How many homes? A specific number is always more persuasive than an implied one.

Recommended rewrite:

H1: "One cushion. That's the whole bedroom sorted."

CTA: "See how it works"

Social proof: "★★★★★ Loved in 4,200+ Australian bedrooms"

Why this works:

• Headline enters the conversation in their head (Collier). They’re thinking about bedroom styling. This answers it immediately.
• “One cushion” is specific and contrasts with the implied many.
• “That’s the whole bedroom sorted” is Australian, casual, outcome-focused.
• CTA creates curiosity rather than demanding purchase.
• “4,200+” is a specific number that builds trust. (Use real number, even if it’s smaller. “230+ bedrooms” is still better than “real Australian homes”.)

Alternative headlines to test:

2. Trust Strip (HeroTrustStrip)

Current copy:

• Free Shipping | Oeko-Tex Certified | Crafted in Australia | 5.0 Reviews

What’s working:

• Clean, subtle, not fighting for attention
• Right items (shipping, certification, provenance, reviews)

What’s not working:

• “5.0 Reviews” has no count. Five 5-star reviews or 500? The brain wants to know.
• “Oeko-Tex Certified” means nothing to 90% of visitors at this point in the page. It’s proof that belongs later, not in the first impression.

Recommended rewrite:

Free Shipping  |  Crafted in Australia  |  Washable Covers  |  5.0 ★ (14 reviews)

Why:

• Replaced Oeko-Tex (too early, too niche) with “Washable Covers” (addresses a real objection: “can I clean this thing?”)
• Added review count. Even 14 is more persuasive than no number.
• Keeps the strip tight and scannable.

3. PainAesthetic

Current copy:

• Label: “Refined styling”
• H2: “Say goodbye to your mountain of pillows”
• Body: “Replace the clutter of cushions with one refined hero. The Arlem Bedhead Cushion creates a sleek, intentional aesthetic.”
• CTA: “Find your style”

What’s working:

• The headline is excellent. “Mountain of pillows” is specific, visual, and enters the conversation in their head. Keep it.
• The image grid is beautiful and creates aspiration.

What’s not working:

• The body copy tells rather than shows. “Sleek, intentional aesthetic” is what you say when you can’t think of something specific. What does it actually look like? What does it feel like to walk into that room?
• “One refined hero” sounds like marketing. Nobody says “refined hero” about a cushion.
• CTA “Find your style” is vague.

Recommended rewrite:

Label: "The shortcut"

H2: "Say goodbye to your mountain of pillows"

Body: "One cushion behind your pillows. That's it. Your bed looks like you spent
an hour on it. You spent 30 seconds."

CTA: "See the before and after"

Why:

• Body copy uses pain quantification (Schwartz). Time contrast (30 seconds vs an hour) makes the benefit concrete.
• Removed “refined hero” and “sleek, intentional aesthetic” in favour of showing the result.
• Label “The shortcut” speaks directly to the Time-Poor Stylist persona.
• CTA creates curiosity and implies proof.

4. PainDeclutter

Current copy:

• Label: “Styled in seconds”
• H2: “Get the Instagram look, without the effort”
• Body: Two paragraphs asking the karate-chop question + introducing the product
• Features: “More space, less mess” / “Save time each morning” / “Find your zen”

What’s working:

• Headline is great. It’s aspirational without being preachy.
• “Who actually has the time to perfectly position and karate chop a pile of decorative pillows each morning?” is the best line of copy on the entire site. Visual, specific, relatable.
• Feature names lead with outcomes, which follows the specs perfectly.

What’s not working:

• The second paragraph (“The Arlem Bedhead Cushion can replace them all, delivering that curated bed aesthetic instantly”) is weak. “Delivering that curated bed aesthetic” is vague brand-speak.
• Feature descriptions are padded. “It will make your bedroom look bigger and feel more open” is telling, not showing.
• “Find your zen” is a cliche.

Recommended rewrite:

Keep the headline and opening question. Rewrite the rest:

Body paragraph 2: "An Arlem bedhead cushion, two sleeping pillows, done.
Your bed looks intentional. Every morning. Without thinking about it."

Features:
- "More room to breathe" → "Ditch the pile. Your bed gets its space back,
   and so do you."
- "30 seconds, not 15 minutes" → "No arranging, no fluffing, no karate
   chopping. Wake up, pull the covers up, walk away."
- "A calmer bedroom" → "Less stuff on the bed means less noise in the room.
   It just feels different."

Why:

• Body copy uses the “An Arlem Bedhead Cushion, two pillows, done” line from the brand specs. It’s already proven.
• Feature descriptions are now specific and sensory. “Wake up, pull the covers up, walk away” is a micro-story.
• Pain quantification: “30 seconds, not 15 minutes” makes them calculate.

5. PainBusyLife

Current copy:

• Label: “Your reset”
• H2: “Where you get to just… be”
• Body: “Life’s full. Your bedroom is your reset. Sink in, breathe out, just be. That’s what the Arlem Bedhead Cushion is for.”
• Three feature blocks with images

What’s working:

• The feature block copy is some of the strongest on the page: “Reading, scrolling, binge-watching. Sorted.” is perfect. “Sit up. Lean back. Either works.” is clean.
• The alternating image/text layout creates a good reading rhythm.

What’s not working:

• “Where you get to just… be” is soft. The ellipsis makes it feel uncertain.
• “Life’s full. Your bedroom is your reset.” tries to be poetic but lands as generic.
• By this point the visitor has seen THREE problem/lifestyle sections in a row. That’s a lot of emotional content before seeing any product. The momentum is slowing.

Recommendation: Merge PainAesthetic and PainDeclutter, keep PainBusyLife as the sole emotional section.

The current page goes: Pain > Pain > Pain > Video > Product. That’s three pain sections. Schwartz would say: agitate once, agitate hard, then pivot to solution. Don’t agitate three times.

Merge PainAesthetic + PainDeclutter into one section:

• Use “Say goodbye to your mountain of pillows” as the headline
• Use the karate-chop question as the opener
• Use the outcome features (“More room”, “30 seconds”, “Calmer bedroom”)
• One section, one image, one CTA

Then PainBusyLife becomes the “life improves” section (tier 2 in the messaging hierarchy). Rewrite the header:

Label: "Your favourite spot"

H2: "Sink in. Stay a while."

Body: "Your bed isn't just for sleeping. It's where you read, scroll,
binge-watch, have coffee, and do nothing at all. The Arlem Bedhead
Cushion makes all of it more comfortable."

Why:

• “Sink in. Stay a while.” was already used as a feature block title. It’s the strongest headline option in this section. Promote it.
• “Your bed isn’t just for sleeping” reframes the product from decoration to utility.
• Lists specific use cases (“read, scroll, binge-watch, have coffee, and do nothing”) that the visitor self-selects from.

6. VideoReels

Current copy: None. Zero. Five videos with no context.

The problem: This section has no headline, no body copy, no CTA. Videos are powerful (I Love Linen runs 49% short video), but without context they’re just decoration. The visitor doesn’t know what they’re looking at, why they should watch, or what to do after.

Recommended addition:

Label: "See it in action"

H2: "From real customers, in real bedrooms"

(No body copy needed, let the videos do the work.)

CTA below videos: "Shop the range"

Why:

• “From real customers, in real bedrooms” frames the videos as social proof, not brand content.
• Keeps it minimal, lets the videos work.
• A CTA after seeing real usage creates natural momentum.

7. WhichCushionForYou

Current copy:

• Label: “The collection”
• H2: “Linen or bouclé?”
• Body: “From understated elegance to bold statements, our collection offers something for every taste…”

What’s working:

• “Linen or bouclé?” is a clean, direct question that helps with decision-making.
• The product grid layout is good.
• Range subtitles (“Soft, breathable European flax linen…”) are informative.

What’s not working:

• “From understated elegance to bold statements, our collection offers something for every taste” is pure brand-speak. It says nothing useful. What’s the actual difference? When would you choose linen vs bouclé?
• “Can’t decide? No worries, you can easily switch styles with our interchangeable bedhead cushion covers.” This is burying a key selling point (interchangeable covers) in a throwaway line.

Recommended rewrite:

Label: "Choose your look"

H2: "Linen or bouclé?"

Body: "Linen is soft, textured, and gets better with every wash. Bouclé is
cosy, contemporary, and makes a statement. Both come in three colours. And
because the covers are interchangeable, you're never locked in. Change your
look whenever you feel like it."

Why:

• Tells them the actual difference between the two materials. Gives them a reason to click.
• “You’re never locked in” addresses the commitment objection (“what if I pick the wrong one?”).
• “Change your look whenever you feel like it” turns interchangeable covers from a feature into a benefit.

Range subtitles should also help decide:

Linen: "Relaxed, lived-in, gets softer over time. The one you keep for years."

Bouclé: "Textured, contemporary, designer look. The one that stops people mid-sentence."

8. ConfigureYourWay

Current copy:

• Label: “Versatility”
• H2: “One cushion. Four ways to enjoy it.”
• Body: “The Arlem Bedhead Cushion adapts throughout your day…”
• Modes: Showcase / TV and Reading / Maximum Space / Modular

What’s working:

• The concept is good. Showing versatility addresses the objection “but I only use my bed one way”.
• The interactive selector is engaging.
• “This is what it’s actually made for” (in Reading Mode) is a great conversational line.

What’s not working:

• Mode descriptions read like instruction manuals: “Stack some decorative pillows in front for a polished, put-together look.” Where’s the feeling?
• “Adapt the cushion to your changing needs and preferences, whether it’s a slight rearrangement or a complete style overhaul” is pure filler. Nobody thinks about “needs and preferences” when styling their bed.
• “Modular” as a mode name means nothing to most people.

Recommended rewrite:

Keep the headline (“One cushion. Four ways to enjoy it.”) and the interactive mechanic. Rewrite mode descriptions:

Showcase Mode:
"Add a few decorative pillows in front and you've got a bedroom that
looks like someone styled it professionally. Because, technically,
someone did."

Reading Mode:
"This is what it's made for. Lean back, grab your book or phone, and
stay there for hours. Proper back support without propping up six pillows."

Minimal Mode (renamed from "Maximum Space"):
"Pull the cushion off and your bed is wide open. Spacious, clean,
minimal. Good for when you want to spread out."

Swap Mode (renamed from "Modular"):
"Two cushions side by side, or one across the middle.
Different looks for different moods. Because your bed, your rules."

Why:

• Each mode now has personality and a feeling, not just a description.
• “Because, technically, someone did” adds a light touch of humour.
• “Proper back support without propping up six pillows” ties back to the pain point established earlier.
• “Your bed, your rules” uses the Renter Upgrader persona language from the specs.

9. Testimonials

Current featured reviews:

• Kylie: “Absolutely stunning. Love love love!!!”
• Elise: “I purchased a pillow a few years ago and we are still loving it.”
• Cherle-Lynn: “Love your bedhead cushions! Recommend Arlem to everyone.”
• Uzma: “Loving the Arlem pillow for the guest room!”
• Morgan: “I absolutely love the cushion. Such a beautiful addition.”
• Claudia: “The most incredible and comfortable bedhead cushions, ideal for long reading sessions and breastfeeding.”
• Hollie: “Thank you so much for the cushions, I love them!”
• Erin: “It’s such a unique and clever idea and is way more practical and comfortable than a normal bedhead.”

What’s working:

• The carousel with UGC photo strip below is a good format.
• Claudia and Erin have the best reviews because they mention specific use cases.
• Elise mentions longevity (“a few years ago and still loving it”), which is persuasive.

What’s not working:

• Most reviews follow the “Love it!” pattern. Per the direct response skill: generic testimonials carry zero persuasive weight.
• None follow the transformation structure: [before state] + [action] + [specific outcome] + [reaction].
• The section has no headline or framing. Just stars and quotes.

Recommended changes:

1. Add a section headline:

H2: "Don't take our word for it"

(Or: "What customers say after living with theirs")

1. Curate featured reviews for transformation value. Prioritise reviews that mention:

• Before state (“I was propping up pillows…”)
• Specific use case (“reading sessions and breastfeeding”)
• Longevity (“purchased a few years ago, still loving it”)
• Specific outcome (“Recommend to everyone. We now have 2.”)

1. Ask existing customers for updated reviews that include before/after context. Even a simple DM: “What was your bed setup like before you got the cushion?” would generate gold.

Best current featured order:

10. ArlemDifference

Current copy:

• Label: “Crafted in Adelaide, Australia” (with flag)
• H2: “Made by someone who uses one every day”
• Body: Emily’s intro
• 6 features with icons
• CTA: “Ready for a cushion you love?” + “Shop the collection”

What’s working:

• The headline is one of the best on the page. It builds trust through authenticity.
• Emily’s intro is personal, warm, and on-brand.
• Feature language follows the specs well (“Lovingly crafted in Australia”, “Feels as good as it looks”, “Easy to live with”).
• Video of Emily styling the room is powerful.

What’s not working:

• This section tries to do too much: Emily’s story + 6 features + CTA. That’s three different jobs.
• “Ready for a cushion you love?” as a closing CTA is weak. It’s a question that’s easy to answer “no” to. A CTA should create momentum, not ask for permission.
• The feature descriptions are good but some could be tighter.

Recommended rewrite (CTA only, keep everything else):

Closing CTA: "Find your size" (benefit-oriented, next logical step)

Sub-CTA copy: "Free shipping. 30-day returns. Washable covers."

Why:

• “Find your size” is the natural next action for someone convinced by this section.
• The sub-CTA line handles the three biggest purchase objections in 8 words.
• “Ready for a cushion you love?” removed because closed questions in CTAs reduce momentum.

Part 2: What’s Missing

Missing Section 1: Objection Handling (FAQ)

The page has no FAQ section. Warm visitors with hesitations have no way to resolve them without leaving the page.

Key objections to address (from persona research):

Recommended FAQ copy (6 questions):

Q: Is it worth the price?
A: A traditional headboard costs $800-$2,000 installed. An Arlem bedhead
cushion starts at $379, includes free shipping, and you can take it with you
when you move. The covers are sold separately too, so you can refresh the
look for $179 instead of buying a whole new cushion.

Q: Will it hold its shape?
A: The insert is Australian-made with high quality microfibre fill designed
to keep its plumpness for years. We have customers who bought theirs 3+
years ago and are still using them daily.

Q: What if I pick the wrong colour?
A: Return it within 30 days if it's not right. Or better yet, since the
covers are interchangeable, buy a second cover later and swap between them.

Q: How do I clean it?
A: Unzip the cover and throw it in the washing machine. The covers are
removable for exactly this reason.

Q: What size do I need?
A: King for a king bed, Queen for a queen bed, Double for a double bed. The
cushion runs the full width of your mattress. [Link to size guide]

Q: Do I need a headboard?
A: No. The cushion leans against the wall. It works with or without a
headboard, on a bed frame or even a mattress on the floor.

Missing Section 2: Email Capture

Non-buyers who leave the homepage are lost unless they’re retargeted. An email capture section converts a percentage of “not yet” visitors into future customers.

Recommended position: After FAQ, before footer.

H2: "Not ready yet? No rush."

Body: "Get notified about new colours, restocks, and styling tips.
No spam, just the good stuff."

Input: Email address
Button: "Keep me in the loop"

Why:

• “Not ready yet? No rush.” gives permission to not buy today, which builds trust.
• “Keep me in the loop” is warmer than “Subscribe” or “Sign up”.
• Position after FAQ catches people who read the objection handling but still aren’t ready.

Part 3: Recommended New Page Sequence

Current Sequence (10 sections)

1. HeaderImg (hero)
2. HeroTrustStrip
3. PainAesthetic (pain: aesthetics)
4. PainDeclutter (pain: clutter)
5. PainBusyLife (pain: lifestyle)
6. VideoReels (social proof, no copy)
7. WhichCushionForYou (product showcase)
8. ConfigureYourWay (versatility)
9. Testimonial (social proof)
10. ArlemDifference (trust/features)

Proposed Sequence (11 sections)

1. Hero (rewritten headline + CTA)
2. TrustStrip (with review count)
3. PainSection (merged PainAesthetic + PainDeclutter)
4. LifestyleSection (rewritten PainBusyLife, focused on comfort/use)
5. VideoReels (with headline + framing)
6. WhichCushionForYou (rewritten decision-helping copy)
7. ConfigureYourWay (rewritten mode descriptions)
8. Testimonials (curated + with section headline)
9. ArlemDifference (Emily's story + features, rewritten CTA)
10. FAQ (new, objection handling)
11. EmailCapture (new, captures non-buyers)

Why This Order Works

Part 4: Quick Wins (No Structural Changes)

If you want to improve the homepage without restructuring, these copy changes alone would make a difference:

Swap these CTAs immediately

Add specificity to social proof

Fix one body copy block

PainAesthetic body, change from:

“Replace the clutter of cushions with one refined hero. The Arlem Bedhead Cushion creates a sleek, intentional aesthetic.”

To:

“One cushion behind your pillows. That’s it. Your bed looks like you spent an hour on it. You spent 30 seconds.”

Part 5: Competitive Context

From our I Love Linen intelligence report (60 active Meta ads analysed):

Key opportunity: I Love Linen leads with curiosity and aspiration. We can differentiate by leading with specificity and permission. They say “get two looks in ONE.” We say “one cushion, 30 seconds, done.” Different energy, same effectiveness.

Implementation Notes

• Hero headline: A/B test 2-3 options. The hero is the highest-leverage single change.
• CTA changes: These can be done in 10 minutes with zero risk. Do these first.
• Social proof numbers: Update “from real Australian homes” with real numbers immediately.
• Structural changes (merging sections, adding FAQ, adding email capture): These are bigger lifts. Worth planning as a sprint.
• Testimonial curation: Reach out to Claudia, Elise, Erin, and Cherle-Lynn for before/after context to strengthen their reviews.
• Copy rewrites: Can be done section by section. No need to ship everything at once.

Priority Order

1. Hero headline + CTA (highest traffic, highest leverage)
2. All CTA text changes (5 minutes each, measurable impact)
3. Social proof specificity (5 minutes, builds trust)
4. PainAesthetic body copy rewrite (strongest section, weak body)
5. Add FAQ section (addresses warm-visitor drop-off)
6. Add Video Reels copy (zero effort, meaningful improvement)
7. WhichCushionForYou copy rewrite (helps decision-making)
8. ConfigureYourWay copy rewrite (makes feature section persuasive)
9. Merge pain sections (structural change, bigger lift)
10. Add email capture (requires Klaviyo integration, already exists)