Jordan Ogren

November 9, 2021

3 ways to improve your homepage copy <> Content Rewrite 04

This week we stick with homepages for the Content Rewrite. 

However, this time we focus on a solid brand, Podia, and attempt to make the hero block 1% better.

Here is how Podia describes itself: "Since 2014, we've been committed to building the most creator-friendly tools to help you sell online courses, digital downloads, membership subscriptions and more to your audience."

With that knowledge, let's dive into this one. First, here's their current home page:
Three things I like:
  1. How well designed it is (there is no video playing in the background–it's minimal)
  2. How there seems like a natural flow to reading the content (it doesn't hit you all at once)
  3. The use of a strong testimonial with a face near the top (quick social proof)

Three things I would change:
  1. The start. "Everything you need..." doesn't sit well with me because it's vague. Everything you need may mean one thing to you and another to a more advanced user.
  2. While Podia's ideal prospect may want to avoid having to set up software to "talk to each other," is that the main benny they come for? Or do they want to profit off their content or expertise?
  3. "Get started for free" is slight action. Get started is vague and does not tie to a benny of the product. If your software builds websites (Webflow), your CTA button should include the action of building a website (e.g., Build your website for free!)

With that, let's look at how I would rewrite this homepage to improve it 1%:

Putting myself in the shoes of their ideal customer (which isn't too hard...) I think the main benny is that I want to sell my shit. Each person may have a different angle on what they plan to sell (e.g., subscriptions, webinars, or courses), but they hope Podia can help them sell.

That's why I open with "Start selling." It gets right to the main benny of the product. I then finish with "in less than 15 minutes" to reduce the friction of how long it will take to set up. I should have written "in under 15 minutes." but I'm too lazy to go back and edit it.

Next, I use the powerful one-two combo punch to drill home that we cover the technical side while you bring your content and expertise. The question they may have is how quickly I can begin selling. This answers that (in under 15 minutes).

My final change is for the CTA button. What do I, the prospect, want to use Podia for? Selling shit! So the call-to-action should revolve around selling. Few want to "get started," but most want to "begin selling."

Marketeer Insights ⚔️
  • Avoid vague words (e.g., everything, better) when writing a headline and choose direct words instead (e.g., Start selling or Unlock reality. Fuel your revenue engine).
  • Strive for a minimal design as it complements copy better than a video or image in the background. Also, use headers, bold, and colors to guide the eyes of the reader.
  • Spice up your CTA buttons to drive more action (or at least increase awareness on how different it is).

Podia is a fantastic company that does marketing well. But I wanted to challenge myself and see if I could improve their already awesome homepage. How did I do?

Hit that reply and share your thoughts on this rewrite!

🧠 + ❤️ // JO