Hero section audit
Landing Page Teardown #2: Bannerbear
Feb 6, 2023
Headline Length: 8/10
The ideal SaaS landing page headline length is between 6-9 words.
At 5 words long, the headline is pretty short and takes up little time to go through.
Headline impact quotient: 3/10
The headline is super generic. And the term “marketing” is very broad.
The product itself is an API platform. The headline doesn’t give a clue as to what the product actually is about.
Headline Curiosity Quotient: 3/10
Any good headline captures attention.
This headline fails to do this. It’s as bland and generic as it gets.
Headline Benefit Quotient: 4/10
The headline does mention a benefit and suggests to the reader that he can automate his marketing.
It doesn’t define what the scope of this automation is.
Neither does the headline define what the scope of marketing is.
If it was more specific, the benefit would have been more apparent.
Sub-headline Impact Quotient: 6/10
The sub-headline communicates what the product does but it’s feature-heavy.
The sentence is also too long - exactly 16 words long.
I like how the copy used “you” in the sub-headline - that’s a good thing to follow.
Readability Index: 8/10
Overall, the above-the-fold section is very easy to read.
It’s written in easy-to-understand language.
But the copy itself could be more persuasive and informative without compromising on readability.
CTA impact: 6/10
Simply saying start with free seems generic
Making the CTA more action-focused and benefit-heavy would make it more impactful.
Bannerbear offers a 30-free credit system. Using this in its CTA would make it more impactful.
3 ways to make it better:
Make the headline copy more specific to the user and his problem
Make the sub-headline shorter. Break it down into 2 sentences of 6-9 words each.
Make the CTA action-focused and leverage the 30-free credit pricing model as an incentive to act.
The screenshot on the right doesn’t do its job - which is to show the users a teaser of the platform.
A slick demo video 2-3 mins long would be a good investment.
Adding social proof right below the CTA would also be a good idea.
Something like a customer quote would go a long way to reduce users’ cognitive friction.
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