New Website — Feedback (Desperately) Needed
We just launched a new marketing site for BillFixers and need your critique.
We'd been working off the same janky Wordpress site we hacked together in 2016 when we were just the two founders doing everything solo. We've now got a team of 18 and 30,000+ users so it seemed like it was time for a change.
I built the new site in Webflow, which was my first time working with it, so made a lot of mistakes along the way. We're currently AB testing it against our old site with Google Optimize and it's winning, but I think there's a lot of room for improvement and would love feedback.
Here's the main site:
https://home.billfixers.com
I'm slowly building out and replacing all of the secondary pages. One in particular I'd love feedback on as well is https://home.billfixers.com/partnerships.
In general, all feedback is welcome. Are there elements you think we should remove? Should feature more prominently? Are there things that are missing? But the focus for us is really on conversions. So, basically, if you go to the site and don't instantly feel an overwhelming urge to sign up, why not? What can we do better?
Thanks so much in advance, y'all. Time to go give some feedback on other posts.
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Hey @benkurland,
Love the overall look of the site. I wasn't even aware bills could be negotiated the way you described.
I reviewed your site and have a couple of suggestions. You can hover over some of those comments to see copy / design changes too - Pagereview feedback link.
Happy to answer any questions you have. I've left the link as open to anonymous commenting for now so you can add your thoughts and share with your team as well.
This is awesome. Great comments and Pagereview is a really cool, really slick platform! I've already implemented all of the straightforward copy changes—they were great, by the way—and easy design stuff. I've got to do a little more work on the image you recommended and some buttons, but overall I think that all made a real improvement. Thanks @JonathanL!
Happy to help @benkurland. All the best!
Hi Ben, great product! I'm a copywriter, so I'm gonna focus my comments in that direction:
Your kind of product is great for PAS (problem-agitate-solve) style of copywriting and I can definitely see hints of it in your landing page. That's great!
Can you incorporate the cost savings calculator into your hero section? Interactive elements help a lot and they have the effect of pulling people into your product immediately. And the earlier in the page you do this, the better! The savings calculator you have in section 2 is good, but it kind of looks like an image. (I think a simple drop-shadow effect might help.)
I'm sensing some 'vague' copy, i.e. copy that doesn't contribute to either the pain points or presenting your product as the right solution. For example, subheading in your hero section:
"Save hundreds a year while you live your life."
I'd go with something more pressing, more immediately painful or relieving for your audience. For example:
"Our experts negotiate your bills for you. Stop overpaying and start saving for what truly matters."
I'd potentially omit the third section (No more headaches, ...), or place it somewhere lower in the page. Your hero and second section are convincing enough, especially if you make the calculator more prominent. After that, folks will just want to know how it works exactly.
Make the fact that you've saved over 50mil for consumers (or the fact you have over 30k customers) more prominent. You can even place it next to social proof below your hero section, like a counter, for example. In my experience, showing statistics and numbers on your landing page gives you even more credibility in the eyes of your potential clients.
Then, there is an absolute gold nugget in your footer - "We want to help save you money. Behind the shiny website, we're real people who think the way big corporations treat customers is unfair."
This is really powerful, so think about incorporating it earlier on by mentioning "escaping providers' clutches," "predatory providers," etc.
But in general, you've got a fantastic product! :) Focus on social proof, testimonials, and explaining how easy it is to use it, and you'll be hitting 300k in no time! If you need any help, let me know, and wishing you best of luck!
This is absolutely fantastic advice. I used to work with several copywriters when I was a designer before starting BillFixers and this is A tier content. Thank you so much for taking the time to go through carefully and I agree pretty much wholeheartedly with all your points.
I'll get to work getting literally of that implemented.
No problem at all! I'm happy I could help! :) If you have any other questions, let me know. And I'd love to see the lander when you make the changes.
The site looks fantastic. I tested it on GTMetrix and it scored straight As. The loading speed is under 1s (940ms) which is amazing. The homepage copy nails it.
One of my concerns is that your choice of "green" font colour especially where it has been used for text is very hard to read and sort of strains the eyes.
Also, for the partnerships page, the partners care about their customers - true, and this is what stands out on this page. But what is in it for the partners? Does it bring more business to them if their customers bills are fixed? In my opinion, the copy needs to be more direct about how the partners benefit if their customers win in one way or another.
Cheers!
Much appreciated. I was nervous after somebody else mentioned speed/performance issues, so it's nice to have some peace of mind that somebody else is seeing decent numbers.
I think you're absolutely right about the green. I'd been really using it as a crutch since its our primary brand color, but honestly it just doesn't work well for text. This was a helpful push I needed to move away from using it for text.
And the partner point makes a lot of sense. I'm so used to thinking in a benefit-focused mindset when marketing to consumers directly; absolutely no reason that shouldn't be the case marketing to partners too. Really useful to have the expanded perspective. Thanks Ian!
Happy I could be of help!
Hi there and congrats!
The service seems useful and the site looks professional. It is slow though.
My first question was "what do they gain with that?"
I found my answer on the pricing: "split the savings". And the next question is "if it's a subscription, how do you split it? You get the first year?"
Damn, sorry to hear it was slow. I've been trying to dig in to see why that's happening for some people, but sounds like it's not isolated, so I'll keep looking!
I'll try to make the pricing timeline more explicit! That's good feedback, thanks!
Is this focused on people who are unable to pay their bills or is this for any bill that can be negotiated?
+1 Is this a debt negotiation service? Post bankruptcy? Will this effect my credit score? Is the financial information I give you privacy protected?
I would this think that it is important to address these objections.
Awesome, thanks for the questions. I'll add all of these in to our FAQ / knowledge base, but I think there's also an opportunity to address them before anybody gets to that stage, so thanks for the push to get me brainstorming on that!
Awesome! Maybe just add it to the main page so that only the right target audience scrolls further.
Great question, Prateek. It's focused on any bill that can be negotiated, but super good to know that doesn't come across. I'll make sure to add in some copy about that and also add it to our FAQ and other places. I can absolutely see how that's not clear! Really useful.
This sounds like a great service and seems like you've already got a lot of success, congrats!
Some minor feedback:
Thanks so much for the feedback. I made those copy changes immediately and that gave me the push I needed to kill those low-contrast pills. I knew they were a bad idea—just a little vanity detail that was bad for usability. I've got to clean up all of those everywhere else, but got rid of the most obvious ones.
I'm not sure what's up with loading speed. I'd driven it down to sub 1s before launch every time but now it's showing as 2.4s. Thanks so much for pointing that out, since I'll have to dig deeper into it. Absolutely agree with you, though.
Some of the copy is great, some is aggressive. For example: "You're getting ripped off. Want to know how much?" I mean - am I really getting ripped off?
One little trick for you:
from a visual point, I'd make the container wider.
I like it. Well done. If you are in need of real user reviews then you can check this out https://www.brandauditor.me