FindThatLead: Home Page Teardown & Headline Fix
So, what is FindThatLead?
Well, it is a SaaS tool … the kind marketers use a lot.
It helps you retrieve email addresses of the prospects that you want to reach out to. You can take a look at the website and see how it can be used. It is a wonderful tool.
What’s in This Teardown?
Most of the copy on this page was written by a fellow SaaS copywriter. I wanted to consult him and be sure about certain things.
Call it a disclaimer or whatever you wanna call, but neither I know this FTL’s logic behind the choice of headline and sub-headline, nor I knew the type of copywriting shaman they might have hired other than that SaaS copywriter fella …
So, this is in no way me judging someone’s work; it is just my personal opinion on this home page.
Since video is supposed to do the heavy-lifting, I’m going to explain some brief points here.
What’s Wrong with the Headline and Subheadline?
The headline had a fatal flaw – a hamartia that should have been avoided.
The headline was vague, aimed at people at large who might have a use for a tool like this and there was no mention of the main feature, top benefit, or unique value proposition at all.
“We’re here to make your life comfortable.”
The subheadline was fine but needed minor improvements (as per my understanding).
“Get all the emails you want and send love with FindThatLead.”
What’s Wrong with the Testimonials Part?
That part was done marvelously well, but there was a little problem that I noticed. Out of the three reviews that they used, two were focused on one benefit: FTL’s unparalleled support team.
Another issue was the placement of those reviews; they would’ve done a better job placing them right next to one of the CTAs that they used.
What’s Wrong with the Final CTA?
Their CTA to download their Chrome extension basically followed all good CTA practices that we get to learn from the senior writers, but the final CTA looked more like a half-assed attempt at luring the readers into making an account or chat with their support team.
What’s so Good About Their Social Proof Section?
Well, where their writers did an A+ job was while writing that section. It comes right after they make a claim in their headline and subheadline. That is the time when a reader is skeptical of your claims and that is the time when you make them speechless with showing:
a) How your tool works, and
b) The big-shot companies using your tool, such as BMW, Zappos, and Salesforce, etc.
That was a super genius thing to do – but a common practice among good SaaS copywriters as well.
What’s so Good About Their “Add to Chrome” CTA Section?
Copywriters like Joel Klettke and Joanna Weibe and many others talk about an ideal CTA. This section appears to have everything that should be there in an ideal CTA. It has an interesting heading, a clear call to action, it explains what your readers should expect from you and why you’re tool is so trust-worthy.
What’s so Good About Their Offer Section?
On a SaaS website, as a matter of fact, on any website that sells something, the offer/service/product section is the most important one.
This is the part where selling occurs because after you level the field with promises and social proof and all that, now you have to show your product’s features and benefits to turn views into dollars.
And they did is perfectly.
They divided this section into smaller sections with each of them explaining a particular feature. The smart thing they did and what everyone should do is that the found the headlines of those sections from relevant benefits.
“Emails verified in seconds” is the benefit-based headline of the feature that they explained like this – “Take the guesswork out … and have our advanced algorithm quickly verify an email.”
What’s so Good About Their “How to” Section?
Just like the offer section, in the how-to section as well, they explained the benefits and the features. The difference between both sections is that in the offer section you get to learn what the tool can do for you, and the how-to section explains what YOU can do with the tool. +10 for clarity.
What’s Good About the Testimonials Section?
Apart from the only problem that I could notice (repetition), the testimonials section is brilliant. The is little to no fluff there, and the headlines attract a visitor to read each testimonial in detail.
The Headline & Subheadline Fixes
As I’ve explained, the problem with the headline was its ambiguity and that it did not talk about a single benefit.
Here is how I fixed it: An Email Retrieval Tool to Make Your Life Comfortable
I decided to keep the last bit as it is because it touches the emotional side of the visitor, and in the first part I answered the biggest question that any visitor would ask: “What’s in it for me?”
The subheadline needed a minor fix – I replaced “get all the emails” with “get all the email addresses” and the last part – the lovey-dovey one – was changed to “…and turn LinkedIn and Twitter profiles to vetted email leads”.
Now, not only the subheadline talks about the major benefit but also lets the reader know that apart from retrieving email addresses from domains and company names, they can also get them via social media profiles.
So, this was it peeps.
I hope you liked this teardown. I’d be back with another one very soon.
If you want to share any feedback, or you have any questions or suggestions, kindly let me know in the comment box below 🙂