Does Your Homepage Copy Convert? A SaaS Teardown

Feedback from Contentools about their teardown:

“Mary’s tear down helped us find improvements opportunities that we weren’t able to see just looking at conversion metrics.

Her experience in the marketing field, together with her passion for helping startups grow, were a game changer for our initial traction expanding our business internationally!” – Pedro Clivati

Contentools recently redesigned their website and asked me to review it (you can get your own teardown here)!!

If you haven’t heard of Contentools, it is a platform for managing content marketing. You can collaborate, track ideas, write, publish, and share- just about everything you’d need to do in one place.

Alright, let’s jump in to the website.

Home Above the Fold


I realize there is a lot of debate about the importance of having elements of your homepage above the fold. I talk about this more in my post on important elements of your SaaS homepage.

1- Design

You’ll see the above image as the full-width of the homepage. Immediately I liked the background image and the modern design. It reminds me of Wrike’s homepage, it’s immersive yet, focuses on what is important: getting conversions.

2- Headline

I liked the homepage, but then I realized the letters were moving and I had to pay attention or I was going to miss something.

The end of the phrase “Finally a content marketing platform” keeps changing.

Some of the end phrases are decent, all of them present different aspects of the software. This is a clever way to grab attention but it’s distracting and moves quickly, which could be intimidating to visitors.

One well-chosen end phrase may be more effective, but I would encourage Contentools to test each of these and see which lead to more leads/signups.

Here are the 5 end phrases:

  • …that tracks what’s due and what’s done
  • …to manage all of your content in one place
  • …to plan and schedule any type of content
  • …with custom workflow, tasks and deadlines
  • …that publishes all of your content

My suggestion for the headline (type it out slowly to attract attention, but leave it after it’s filled in): Finally, a platform that makes content marketing easier for your team.

3- Missing Sub-Head

Part 3 of the homepage is where most sites have a sub-headline. This is a powerful place to further convince someone that your SaaS product is the right solution for them, so I mark it as a missed opportunity.

Jeremy Smith of ‘Jeremey Said’ has a post where he discusses the importance of subheads. Here is a quote from that post:

“The subheadline should advance the information provided in the headline. You don’t have a whole lot of room in the headline to explain things. That’s what the subheadline is for.”

4- Form

Where the form says ‘Enter your email’- My first thought is “why?”.

So far, you’ve told me nothing about why I should enter my email, not even that it’ll start my free trial, or am I subscribing to a newsletter? (this is where the sub-headline could help).

5- Free Trial Call To Action

A call to action needs to instruct the reader to take action, this phrase does not, it simply says “Free Trial” this is an opportunity to say “Simplify Content Marketing”

Here is a great post about writing your calls to action from HubSpot.

6- Navigation

Software, Pricing, Login. The “Software” title in navigation doesn’t tell me anything about what I’m about to look at, this should be changed. I suggest changing it to “Learn More”.

Pricing is a great placement in navigation, perfect for visitors. Login is great, I suggest adding ‘Support’, as well.

7- Free Trial CTA in Navigation

Again, this is not a call to action, expand on this. “Start Your 14 Day Free Trial Now” is a CTA. Test it.


Social Proof

Screen Shot 2016-04-02 at 1.00.19 PM


I prefer to see social proof above the fold as it shows how popular the product is, and who is using it. Contentool’s social proof is not above the fold, and I’m not sure how convincing it would be if it were.

When choosing social proof I think it’s important to ask yourself; who would be a persuasive influencer for my visitor? While I am familiar with Zendesk, I’d be more excited to see HubSpot as a user than the other companies listed.

Here is an article by Kissmetrics on targeting influencers for your product-

While the social proof isn’t above the fold for me, it may be for some. It’s important to test these things when designing a site to see that the majority of people will see it as intended. Use this tool to test your site- Where is the Fold?

Homepage Interaction Sections

The next portion of the site gives users a place to self-identify their needs:

Screen Shot 2016-04-02 at 6.46.21 PM

Select the green or gray side and the content below changes. I like the interaction here, it gets committed to the page.

I might change these to; ‘Help me MANAGE my content campaigns’ OR ‘Help me SCALE my content campaigns’.

There are enough mentions of content marketing throughout the homepage, changing it up a bit makes it seem more realistic for SEO purposes.

Manage Content Selection

Below I take a shot at the section under/ “I need to MANAGE…”

I believe it needs serious copywriting help.

The entire page tells what the company wants to tell people about their product, not what the potential user needs to hear to make a purchase.



Screen Shot 2016-04-02 at 6.49.43 PM

These sections need to be rewritten.

New Title: ‘Customize The Platform To Your Needs’

“The hours spent designing and refining your content organization” sounds intimidating to potential users, remove this statement.

New Description: You’ll have complete power over the platform, from adding roles, to content types, you are in control.

New CTA (Call To Action): See How Our Platform Works For You (doesn’t this sound much more enticing?).

Screen Shot 2016-04-02 at 6.49.48 PM
New Title: Save Time By Using Automation

New Description: Put publishing and distribution on autopilot. Schedule everything ahead of time, and it’ll be done automatically.

As this section currently stands, I don’t understand how notifications and reminders are relevant to automating content production, I would remove that reference.

New CTA: See How We Save You Time (link to features that specifically save time).


Screen Shot 2016-04-02 at 6.50.21 PMNew Title: Scale Content Production

New Description: With everyone on the same page, you’ll save hours emailing, chatting in Slack, and organizing the pieces to your content puzzle. With that extra time, you’ll be able to write more great content.

New Call To Action: See How We Help With Content Planning


Screen Shot 2016-04-02 at 6.50.28 PMNew Title: Your Most Efficient Team

New Description: Stop trying to use spreadsheets, docs, and other project management tools to stay up to date with your content campaigns. Do it all in Contentools.

New Call To Action: Say Goodbye to Spreadsheets


I would change the CTAs in these sections to point directly to the features they relate to most. These links are in the footer of the site.

Last Section

This last bit needs a headline. I would suggest Embrace the Benefits of Contentools

Screen Shot 2016-04-02 at 6.50.56 PM
Customizable Platform, Centralized Access, Easy Monitoring, work better to replace Customize, Align, and Monitor. Then write the descriptions for the visitor’s point of view.

Feature Pages

I wouldn’t normally make recommendations on these pages but as I navigated the site I noticed these pages are very short and offer little value.

There is huge potential here to turn these pages into effective sales content. A copywriter should restructure these pages for maximum results.


A video is usually a great way to intro your product, but I’m concerned with this video because, the video itself is too big for the graphics (text looks fuzzy) and the music is unrelated, when you could easily be explaining the BENEFITS of the product along with each image shown.


This is actually my favorite part of the homepage- real people giving real reasons as to why they love the product.

I would try to implement this much higher on the page, even above the fold if it’s possible (for this design). These are wonderfully chosen testimonials.

I would change ‘What Our Customers Are Saying’ to ‘Why Our Customers Love Us’

Screen Shot 2016-04-02 at 8.11.33 PM

End of Page CTAs

Screen Shot 2016-04-02 at 8.11.48 PM


I would make a lot of changes to this last section, mostly copywise. For instance:

  • “Look No Further” change this to “Stop Searching For A Content Marketing Platform Today”.
  • Underneath that I would add a sub-headline saying; “Start Using Contentools”

And of course, we need to fix these CTAs-

  • Free Trial should change to; Start Your Free Trial
  • Get A Demo should change to; Schedule A Demo

Summary of Contentools Homepage

Contentools comes highly recommended to me from others I know in the content marketing industry.

But, the homepage, and site, undersell the benefits to the users because the copy is written to tell people what the company wants people to hear, not what people need to hear to develop interest in the product.

The weak copy should be fixed by a copywriter who has expertise in SaaS marketing, or I can spend more time writing it for them.


There’s no way to know for sure what copy will work best until you test it. Contentools should sign up with Optimizely or Convert. Nothing can argue with the data from testing.

You’ll notice I didn’t analyze the other option for the Interaction Section, this is because I believe I made my point about the copy needing help, and it would have added a great deal of time to my analysis.

Interested in getting your own teardown visit my rates page to learn more.

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