Written by Katya Firyan, co-founder of Writitude
Your website messaging is always a work in progress. In my past life as a copywriter, there wasn’t a single piece of website copy I delivered to a client without thinking about it from time to time further down the line.
- Could I get the brand’s tone of voice better?
- Could I have been even more specific?
- Or perhaps, should I have been more abstract?
This first screen messaging of the website will always provoke debates too. What messages should go first? What a visitor should read in the first two seconds when visiting a website?
In this article I will look at the Writitude’s latest to this date website messaging example and look at its weakest points that may raise objections with a website’s visitor.
I hope, it will help you refine your messaging too!
What May Create Friction in This Website Messaging Example?
When assessing a SaaS product like Writitude, marketing and communications managers often encounter several challenges.
These issues can affect their understanding of the product's value and its impact on their operations.
1. Being Not Specific Enough
If I’m being critical (and I must be for the purpose of this exercise), a major concern is consistently how to better communicate the tool's benefits.
Users may struggle to understand:
- How Writitude aids in defining brand voice and style guidelines
- What sets it apart from competitors
For instance, does Writitude offer AI assistance, templates, collaborative tools, or analytics? Clear differentiation helps potential customers understand the product's unique advantages.
Additionally, the promise of "better texts" can feel vague.
Users need to know what outcomes to expect. Does the tool improve conversion rates, reduce rewrites, or boost audience engagement?
2. Your Website Messaging is Evaluated in Light of Other Trust Signals
Trust signals are another area where a tool may lack. Without testimonials, case studies, or known brand logos, potential customers may find it hard to assess the product's success.
Additionally, limited information about the company's credibility — such as years of experience, industry recognition, or partnerships — can hinder trust-building efforts.
3. Watch Your Language
Writitude’s copy is simple and uses easily understandable words that can be quickly “scanned” through.
Complex website messaging is a common issue that can deter users. Excessive jargon or industry-specific language can obscure the core message.
When it comes to web copy, focusing on clear, tangible outcomes is more effective than lengthy explanations.
Simplifying language and highlighting direct benefits can improve understanding.
4. What’s Next?
Confusion around the next steps can create friction in the user journey. An unclear call-to-action (CTA) in the web messaging can leave customers unsure about what to do next.
Is the next step a free trial, a demo, or a guide? In our example all we want from a visitor is to opt for a live demo or sign up for a free test account.
Should we leave just one button to simplify the choice? We don’t yet have enough data to tell. But probably yes.
Lengthy forms or unclear requirements can discourage users. Streamlining the process and providing clear instructions can enhance user experience.
Addressing these challenges with clear, structured, and factual messaging can improve the appeal of Writitude to marketing and communications managers that manage content-related processes.
What Concerns Should a Great Website Messaging Address?
When evaluating a SaaS tool like Writitude, potential users often have specific concerns.
Providing clear, factual information can help address these issues and support decision-making, starting with the first website messaging.
Compatibility
Users may question Writitude's fit with their current workflows and content challenges.
Does Writitude offer enough (or at all) customization options, allowing alignment with existing processes and content flows?
Does it support both small teams and larger organizations, providing scalable solutions? Will potential users be able to adjust templates and settings to match their brand voice.
Cost Evaluation
Assessing return on investment (ROI) is essential. Writitude aims to enhance efficiency and it means that eventually there will be more time to do something else and other gains from efficiency.
Is there enough information that will allow users evaluate this aspect?
Learning Curve
Ok, this is an important one. Managers always worry about onboarding and training time.
It should be clear from the start that Writitude's tools and features simplify defining brand voice guidelines and content processes.
Availability of tutorials and support resources also help users quickly adapt, reducing team burden.
Team Resistance
Introducing new tech will face resistance most of the time. So, it should be clear that Writitude's flexible features will truly empower content creators, encouraging adoption.
So, Writitude's web messaging should reflect that the tool is a customizable, efficient, user-friendly solution that addresses the concerns outlined above.
Its features integrate with existing workflows, providing measurable benefits that justify investment.
Whew!
Strategies for Minimizing Friction and Handling Objections in Website Messaging
Ok, we looked at what questions the website’s visitors will look the answers for. Of course, they won’t be coming with a checklist.
But, ideally, you’d have to deal with all those points in the first one-two scrolls of your first page.
So, here’s the framework for a great web messaging.
Clearly State Benefits
Yes, I know. It sounds much easier than done — benefits may vary for different types of audiences, as well as your understanding about the products is always evolving.
But the idea is always the same — you should enhance a potential user’s understanding by presenting benefits in clear, outcome-focused terms.
How about this option — "Writitude helps your team create consistent, on-brand content that boosts engagement and cuts down on revision time. Define, document, and implement your brand’s voice with ease."
Right below the main messaging, we could highlight specific features, such as AI analysis, real-time feedback, and team collaboration tools to provide a comprehensive overview of the platform's capabilities.
Incorporate Trust Indicators
Establish credibility by integrating trust indicators. Use customer testimonials, case studies, or statements like "Writitude reduced our editing time by 50%!" to showcase effectiveness.
The problem is, you may not always have testimonials in the very beginning. Or — you have them, but the companies are not ready to put their logos and sign under those references, while a product is still young, and their experience with it is not so lengthy.
Display logos of companies using the tool — if available. Include authority indicators such as certifications, partnerships, or statistics, like “Trusted by over 250 marketing teams worldwide,” to reinforce reliability.
But don’t try to put a feedback from an affiliated person or a family member! Cheating your way into looking good never pays off.
Simplify the User Journey
Ensure the call-to-action (CTA) is clear and easy to follow. Options like "Start your free trial in minutes — no credit card required" or "Explore Writitude in a 2-minute demo" encourage user engagement.
Also, you can visually break down the process or use microcopy:
Step 1: Set up your content strategy → Step 2: Define brand voice and style guidelines → Step 3: Share and enforce instantly, to guide content writers
Address Objections with FAQs and Comparisons
Anticipate potential user objections with a detailed FAQ section. Questions could include:
- How long does it take to set up Writitude?
- Will it integrate with specific CMS or tools?
- What if I already have style guidelines?
Additionally, we could create a comparison table to show how Writitude outperforms DIY guides, generic writing tools, or competitors, providing a clear decision-making framework.
Highlight ROI and Time Savings
Demonstrate return on investment (ROI) to emphasize value. Such metrics will underline the platform's efficiency and effectiveness.
For instance, "Save 5 hours per week by reducing rewrites and reviews.” Use testimonials that highlight outcomes, such as “Our blog’s consistency dramatically improved after using Writitude!”
Showcase User-Friendliness
Demonstrate the platform's ease of use with screenshots, a short explainer video, or an interactive demo: “Define your brand voice in 3 simple steps.”
For some tools it would be great to include reassuring microcopy, such as “No technical expertise needed,” to address concerns about complexity.
Address Team Collaboration
We position Writitude as a collaborative tool for teams. So, we should emphasize its ability to allow writers to stay creative while ensuring consistency.
Here it’d be important to highlight the platform’s flexibility, noting that users can adapt guidelines for each campaign or channel, ensuring alignment with various marketing strategies.
Yes, it might feel like a lot of effort for just a few scrolls of your website. But trust me, giving your website’s copy careful thought at the outset will significantly improve your chances of retaining the potential users you truly want. Good luck!
