Redesigning a landing page
Literator is an online conferring binder that allows teachers to more efficiently track, evaluate, and address student literacy needs.
Role
UX writer. I wrote copy steered by a voice and tone guide I devised, and worked closely with the UX team on content strategy.
Background
The client wanted a marketing website facelift to optimize conversions with new users as well as existing users using the free version of the product.
Objective
Rewrite landing page copy to highlight the product benefits and features to increase inquiry and conversion rates.
Results
The redesigned landing page’s final comprehension test results were:
The writing process
Comprehension Testing
We kicked off the redesign process by conducting comprehension tests with 8 strangers who have had no previous exposure to Literator. Though we didn’t test with current users or teachers, we believed it was just as important that the copy could be universally understood.
“This landing page just keeps going. I feel bombarded by the amount of information being thrown at me.”
While most users were able to identify that Literator was a product for teachers, they couldn’t determine exactly what the product is and how it’s meant to be used.
User persona
With our findings, I worked with the UX team to develop a user persona to help guide us through the writing process.
Content hierarchy
The UX team and I drafted up a couple options on how we can arrange the information and content on the landing page that would best optimize user comprehension of the product and its benefits. After discussing with the client, we selected on an option to move forward with.
Voice and tone
With our user persona in mind, I began writing a voice & tone guide to establish the ideal communication style that fit both the brand values and target users. The 3 core tenets of the voice & tone are:
Using those 3 adjectives, I continued to develop our voice, comparing what it is to what it isn’t.
Literator’s tone is conversational, striking a balance between personable and professional. A playful tone is encouraged but will always prioritize clarity and delivering accurate information above all else.
Read the entire voice & tone guide here!
Putting pen to paper
Once the voice & tone was established, I began writing drafts of all the copy. Take a look at some of my ideas and earlier iterations!
Validation testing
We were able to complete 2 rounds of comprehension testing with 8 users, using the findings to iterate our designs. Below are the results we received on our final hi-fidelity round!
Thoughts and takeaways
My one big takeaway is that writing marketing copy is rewriting. Coming from a narrative writing background, I had the space to play around with purposeful flowery language. Copywriting is the exact opposite, requiring you to convey a great deal of information into 1 or 2 short sentences. This project was an amazing exercise in writing brief, impactful copy.