When people are looking for a solution, do they search: "Easily manage your company's financial future on all your devices." or do they type in: "Accounting software?" They're looking for ACCOUNTING SOFTWARE. Tell them what you do right away.
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Who lands on a random company website when they’re “just browsing,” anyway?” Feels like companies are optimizing for folks just stumbling upon their site accidentally. If folks are landing on your site, it’s because it was recommended to them (friend, search engine, article).
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What I’m railing against is the idea of writing long, benefit-driven copy, as opposed to specifically telling me what your app does. This “so what?” methodology is a good example. To me, it leads to fluffy, abstract copy. It’s enough to tell me “this oven preheats fast!”pic.twitter.com/SNwqxTM7c3
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>50% of the copy on that screenshot is about benefits not features though

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I never said you shouldn't talk about benefits. I said the advice of "focus on benefits over features" is misguided. (Also: most benefit-driven copy is way too verbose) Features & benefits go hand-in-hand. What is it? Email. Why's it better? Features & benefits.
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Ooh, I still remember how much of an improvement it was compared to Yahoo & Hotmail email services.
Dziękujemy. Twitter skorzysta z tych informacji, aby Twoja oś czasu bardziej Ci odpowiadała. CofnijCofnij
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Also important is features vs. "features". All 4 features were HUGE compared to Hotmail/Yahoo/etc. Each are impactful despite their simplicity. A lot of "features"/copy on landing pages is just fluff to fill in the whitespace.
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Another great example of this is
@stripe Payments features pagehttps://stripe.com/au/payments/features …Dziękujemy. Twitter skorzysta z tych informacji, aby Twoja oś czasu bardziej Ci odpowiadała. CofnijCofnij
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The bar was so low back then. When “no pop-up ads” was a feature worthy of a marketing page
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I remember the excitement of getting my new
@gmail mail :)Dziękujemy. Twitter skorzysta z tych informacji, aby Twoja oś czasu bardziej Ci odpowiadała. CofnijCofnij
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Wydaje się, że ładowanie zajmuje dużo czasu.
Twitter jest przeciążony lub wystąpił chwilowy problem. Spróbuj ponownie lub sprawdź status Twittera, aby uzyskać więcej informacji.
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