⏰ Read time: 4.5 mins

I tried everything…

• Physical therapy
• A new mattress
• TENS machine
• Acupuncture
• Osteopathy
• Massages
• Yoga

Nothing made the slightest dent in my back pain.

Each new solution that failed made me more jaded.

More skeptical.

At 29, I was starting to believe I’d spend the rest of my life in pain.

Then one of my healthtech clients mentioned an app that helped her with back pain: Curable.

I was doubtful. But when I landed on their homepage, it immediately spoke to me.

Let’s break it down.

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🧬 Homepage breakdown: Curable 🧬

TL;DR:

Curable’s homepage doesn’t sell an app. It sells hope.

They lead with empathy, follow up with substantial forms of proof, and reduce risk. At first glance, they excel at making even the most skeptical visitor feel optimistic for a way out of their battle with chronic pain. But of course, there are things that could be optimized.

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🤩 What Curable does well

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​1. Their hero section copy is bang on the money

When someone’s been suffering from chronic pain for months or years, they’ve likely already invested significant time and money on treatments that didn’t work.

Curable acknowledges this right off the bat, explaining that their approach is DIFFERENT.

They pair that with an incentive to subscribe now with a limited-time 50% off offer. And just below that, they build credibility with a proof bar featuring logos from trusted media sources.

All in all, it's a strong first impression, and piques interest to learn more.

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2. Social proof

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Below the fold, you find a solid mix of social proof:

• Quotes from media articles (one says Curable “changed their life”)
• An award from a peer-reviewed study ranking Curable the #1 app for persistent pain
• Photos and testimonials from medical professionals who stand behind their novel approach
• A stream of five-star reviews from users who found relief from pain (not pictured)

Social proof is one of the most powerful elements of persuasion. If you've got it, flaunt it – which Curable does beautifully.

💡 Note: Not all testimonials are created equal. When choosing ones to display, select those that explain how someone overcame hesitations or demonstrate the before-after bridge.

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​3. Risk-reducing close

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Curable makes it incredibly easy to say “yes” to their offer with a free trial and a 30-day money-back guarantee.
If you weren’t already convinced by the huge amount of social proof on the page, this will give you the final nudge you needed to push you over the edge.

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All in all, Curable’s homepage is very effective at overcoming skepticism and building trust in their new solution. That said, there are some things that could significantly strengthen this page.

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🧐 What could be improved

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​1. There’s not enough copy or storytelling

Outside of the hero section and one short block further down, there’s hardly any copy on their homepage. It’s almost entirely made up of testimonials.

They start out strong with "you've tried it all," but they could take that much farther by listing out the exact treatments people have likely tried, specialists they have consulted, and reasons those alternatives may not have worked to differentiate their unique approach from everything that came before.

Also, when you visit Curable’s about page, you learn that all 3 co-founders struggled with chronic pain for years, and this approach was the way out for each of them. Mentioning this on the homepage would be a strong trust-builder.

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2. Design and UX

Curable’s page doesn’t have much in terms of web design or UX. The amount and length of the testimonials make the page feel busy, and there are zero visuals showing the app.

Adding more whitespace and eye-catching visuals would improve the user experience and value perception of the product.

Additionally, there are wayyy too many CTAs within the hero section (I count 5!) One is more than enough.

💡 Note: Although having a CTA in your hero section feels like "best practice", it's not necessarily the best move. Particularly on the homepage, if people are just discovering you for the first time, they aren't ready to take the next step yet. ​
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3. The “limited-time” offer doesn't seem to be limited.

I discovered Curable two years ago and have visited their website several times since.

On every visit, I’ve seen this “limited time” 50% off offer, which tells me that it's always there. It's no secret that urgency and scarcity are effective for conversions, but it should always be authentic. If people find out your offer isn't actually limited, it can damage trust.

Here’s how Curable could fix this:

→ Keep the free trial, and then introduce the limited-time discount after the trial ends – delivered in the app with pop-ups, on the paywall, via push notifications, and over email

→ Reframe it as a first-year offer without the time sensitivity

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💡 Key takeaway: Messaging insight to steal

To stop skepticism in its tracks, it's helpful to know:

1. what your audience has already tried
2. what they did or didn't like about it, and
3. why it ultimately failed to solve their issue.

This is known as their "level of market sophistication," which means how many similar solutions your audience has already seen.

The more sophisticated your audience is, the more skeptical they will be of marketing claims. And the harder you'll need to work to gain their trust.

That's why it's key to showcase your understanding of what they've already been through. So you can meet them where they are, resonate with their frustration, and show that you really get them. Then present your health product as the one they've been looking for.

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I’ll leave you with this question to think on:

🤔 How sophisticated is your audience with solutions like yours?

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If you don’t know, that’d be a great thing to find out in customer research.

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That’s it for today! I hope you enjoyed this breakdown.

Cheers from Vietnam and thanks for being here.

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