Marketing site for legal-tech - feedback wanted!
https://propria.ai
Hi guys,
We launched our Danish legal tech this spring. Would love to get some feedback on how we can improve the marketing site, in particular the trial funnel.
But any feedback is appreciated.
Hi David.
As I only speak English, my feedback below is based on the translation of your page generated by my browser. Feel free to ignore anything that is lost in the translation or wouldn't apply to your language.
One thing I notice that is a common mistake I see all the time is focusing too much on AI in the copy. I know that AI is popular right now and has people excited. And I'm not saying you shouldn't call it out. But it shouldn't be the main message. AI is a feature. Your focus should be on the benefits.
Why should potential customers care that the solution uses AI? What's in it for them? How will it solve their pain points? Lead with the answers to those questions.
When describing the benefits and features, try to be more concrete and specific. Improving productivity is a good benefit, but that phrasing is a bit vague and easy to ignore. What does increased productivity look like for your prospective customers? What does it mean to them? How will it make them feel? Try to paint a picture in their minds' eyes.
For the call-to-action, I think you could be doing a bit more to reduce friction.
"Get trial access" is a bit vague. How long is the trial? What's included? Will I be charged anything? What happens after submitting the form? These are jus a few of the questions/concerns people may have that could keep them from taking action.
If this is a free trial, be sure to say it. Free is one of the most powerful words you can use in your marketing. I would also add more benefit to the button copy, or at least make it sound easier and more immediate with something like "Try it Free!"
I'd try to get some social proof on there, such as testimonials or logos of clients or media outlets that covered the product.
Hope that helps. Best of luck.
Thank you for taking the time @SeanKirby, I appreciate all your inputs!
I agree with you regarding your points about AI as well, however, it's also a fine balance, since in this case 'AI' is a huge part of the product - the technology itself actually transforming legal work. But yeah, it can also be a bit too heavy.
My pleasure.
In terms of the AI. I know what you're saying, and again, I'm not saying to delete it from the messaging. I'm saying that you should shift the focus from the feature (the AI) to the benefits (what the user gains as a result). So you should lead with the transformation you're talking about, especially in the headlines and subheads. Then pay that off with an explanation of how that is achieved with AI.
Hope that makes sense.