First Impressions of a Website Header
There is a company that I have a lot of respect for that is undertaking a total re-branding of their product. Kudos to them, anyone who has ever gone through the process can attest to how difficult it can be. Today I got a sneak peak of the header of a landing page they’re working on. Here it is, with the logo removed:
I love the design. It’s clean, minimalist, modern and sleek. It tells me they’re professional and that they care about their image. Here are some thoughts on the header text that I was going to share with them privately, but thought that more people could benefit from this feedback if I blogged about it.
The header of your landing page is the first impression and can make or break if a user decides to stay on your site or not. You’re going to experience a few different types of traffic:
- Visitors who have never heard of you and somehow found your site at random
- Visitors who have never heard of you but are specifically searching for a product or service, and your site came up in results
- Visitors who have heard of you by name, but don’t really know what you do
- Visitors who were recommended to you and know somewhat of what to expect
- Returning visitors
The tricky part that you need to figure out internally is who you’re catering to, if not everyone, and how do you decided who is the most important (again, if not everyone)? But in the meantime, let’s assume that the last two on the list are the easiest to convert and therefor the website isn’t really aimed at them. #3 is a bit tricky because they’re looking to get educated. The same can be said for #2, but they need things to be bit more clear. #1 is a totally different monster because they’re coming in knowing nothing.
Looking at the text on this page, and putting myself in the shoes of a #1, these are my thoughts:
- “Do Smarter Marketing” – Cool, these guys do marketing! Are they a service, like a PR Agency? Or are they a product? Ah, there is a picture of a laptop with a dashboard on it. Probably a SaaS company. But how do they help me with marketing?
- “Social Intelligence That Helps You Stay Ahead” – Ok, so this is social marketing. That’s good to know. I assume that’s means Twitter, Facebook, LinkedIn, Pinterest, Google+ and maybe MySpace (but probably not MySpace). And they somehow know things about me, or maybe my competitors, or maybe search terms/trends or maybe all of the above?
The call to action is great, I can “Try For Free” and I know that if I decide to pay it’s a flat fee of $50/month for at least some level of the product/service. But I don’t actually know anything about the company. And I’m not sure what it is that I’m about to try for free.
If I’m a #3, #4 or #5, I don’t have that issue. I already know what they do and this is a clean and precise way to sell me on it. If I’m a #2, assuming that SEO/AdWords is set up correctly, I only came to the site because I was looking for “X” and the copy on the site tells me that you do indeed to “X”, but SEO and AdWords can be tough to get right. If I’m a #1, I’m totally lost.
My guess is that many of your who are reading this don’t actually know what the company does yet, specially because you don’t know which company it is. So I’ll tell you, then I want you to scroll back up and look at the picture again. I guarantee that it will be ever more awesome the second time.
The company provides users with a social media analytics tools. It lets you get a snap shot of your online presence/influence, track down influencers and see their stats, and track and manage your overall brand awareness. It’s an awesome product being produced by an awesome team. I would consider writing copy like:
Track Your Brand’s Social Presence
A Smarter Analytics Tool to Manage Your Online Marketing
…or something of the sort. (There is a reason I don’t write copy professionally.)
So while the design is more awesome to you on round two, there might still be an issue for a #1.