Tensor Social: Home Page Teardown & CTA Fix
This is the second post in this series, and as I said in the last post, video is supposed to do the heavy-lifting …
What’s in This Teardown?
Well, to be honest, there are not enough loopholes on their home page that can be filled, but there are certain problems that should be addressed.
Disclaimer: I don’t know what copywriting/marketing sorcerer they hired, I am not aware of the logic behind THEIR copy decisions (which is very important); this is, more or less, my attempt to learn about the main issues with web copy and how they can be fixed.
It’s a wonderful frog … the reason I dissected it is that I wanted to show the readers how to go about copy business/simultaneously create a learning experience for myself.
It’s a Beautiful ****ing Baby – (The Headline/Subheadline)
Where they/their copywriter nailed it is in the hero section. The headline is so good because it catches your attention the moment you read it.
Why?
Because of the stats: “100M+ Influencers” … and right after that this headline does what a headline is supposed to do: explain the biggest benefit of their tool.
The subheadline elicits authority in a different way … other than talking about the 100M+ influencers, it catches your eyeballs with the most important buzzwords in this industry: “influencer marketing”, “Instagram” and “YouTube” etc.
SEO copywriters! Wink wink!
But It Appears Things Are Not so Well in South – (Social Proof)
If you really had some time to waste and you’ve had a look at the teardown of FTL Home Page that I just recently did, you must have noticed how marvelously they used social proof all over their home page.
Social proof is not only social media comments, testimonials, or reviews. Anything that can be proved openly is social proof.
They did something amazing with their home page; right after making big claims they a) allow you to immediately sign up and see their tool in action, and b) they show off the logos of big and bad*** companies that use their tool … such as BMW and Salesforce etc.
Tensor social guys messed up with social proof … so bad that there is not a single word or logo to make a reluctant prospect think twice before pressing that little cross in the top right corner.
Copy is a lot like psychology. You have to take into consideration the emotions and mindset of your audience.
What do you do when someone makes almost unbelievable claims while talking to you?
You always ask them for proof … there is no other proof that your product is cooler than the Kool-Aid but the proof itself.
People are buying it – checked
Some of them are big companies – checked
I can use the tool right now, free of cost and buy only if I’m happy – checked
Look at these awesome reviews – checked
What’s Mostly Right, but Partly Wrong With Features Section?
The features section – where you turn them into benefits – is the most important part for any business – but it becomes very crucial for SaaS/IT-related websites.
Now, they did it perfectly fine. The features are very well explained, but the headlines are neither very clear nor they state the benefits related to those features.
Just like the FTL guys did that part.
They could improve that by simply writing clear, concise, and benefit-based headlines for that section.
Another minor problem is that in the functions section (where they explain how the tool works and what it can do), there is a little bit of repetition.
Those Twigs Are Actually Legs – but Only After a Lot of Workouts and Protein Intake – (CTA Section)
What’s missing here?
Almost everything.
The CTA opens with a question-based headline; this is good because one way of not hearing a single word from someone is not asking them a question.
When you ask a question, psychologically the other person feels compelled to answer … even if it’s a nay wrapped in a little Dale Carnegie.
The problem starts with the sub; it is yet another question and right after that you ask people to sign up for free.
It’s important to know that both: the hero section CTA and the last CTA lead to the same (trial) page. Which is fine, but on a home page, you can use more than two CTA’s. Like literally.
That’s an opportunity – you can use it for your main offer or it can lead to a different page that can either sell something different or nurture the audience even further.
The biggest problem is that the CTA section does not talk about potential fears, objections, and anxieties of the target audience.
This is it, fellows.
I hope you liked the teardown.
In case you have any questions, suggestions, or feedback, share that in the comment box below.
I’d soon be back with another teardown …
Till then …