Advice on how to approach landing page redesign
Hey IH 👋
The landing page for Sizzy hasn't been changed since we launched 3 years ago. Since then we changed so many things and added so many features.
I don't want to redesign it myself because I suck at marketing and I know there's someone out there that will tell the story better. I will just make a generic list of the features, but that doesn't make for a good landing page.
Now, here are few of my concerns.
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Only I know about the real value of Sizzy and how certain features are a game changer for frontend development, how will I explain all of them to someone?
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Even if I do explain all of them, only frontend devs can understand the real benefits of these features (a designer or a copywriter might not know how to "sell" a feature)
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Should I try to find a designer with copywriting skills?
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Should I only search for designers who work(ed) as frontend developers and might understand the app better?
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Should I hire a copywriter first that will write the content, make some skeleton of how the page should look like, and then find a designer to design it?
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Where should I even begin with this?
Any advice on how to approach this problem will be appreciated. Also, if you're interested in actually working on this you can comment here or shoot me a DM.
Thanks!
Hi Kitze,
I hear you... It's hard for others to get the value of your product however that seems to be exactly what you need :-D #goingincercles
From what I understand, your product IS for developers so you definitely want to make sure you talk to that crowd which might be really hard for a pure marketer (which many copywriters are).
Which is why I would suggest doing the groundwork yourself!
Couple of copywriting and marketing "hacks" that might get you on your way that I use with our development team to get them to communicate with marketing.
To go from features to benefits: list your feature and then add the phrase "This allows you to" or "So that you can" to find the benefit of that feature. You might want to add these phrases several times to get to the real juicy benefits.
Eg. Universal Inspect Element (=the feature) which allows you to inspect your code on all devices at ones which allows you to save time and headaches finding the right class to edit.
Flip the features and benefits (or at least list them both)
Eg. instead of using "Universal Inspect Element" as the title of a section, include the benefit Eg. Find the Right Class in Seconds With the Universal Inspect Element
Go through your testimonials. Testimonials are copy gold!
Now after you've done this (list ALL your features and add the benefits to it) you can still hire a copywriter, but I'd suggest really getting someone who will do customer research before writing anything.
Give them the document you created, any and all testimonials and get them to get on the phone with your customers.
Lastly, design is separate. Designers are no copywriters, copywriters are no designers.
However the copywriter should give the page structure (headings, column layouts, lists,...) and the description of images/gifs/...
So they would create a framework (which could even be publishable depending on the amount of custom images)
Good luck with the redesign!
Thank you so much for the detailed reply! Appreciate it.