See how other companies market their software. This is part of a series of reviews looking at examples of software product marketing: “The Good, the Bad and the Ugly”
Below is a screenshot from Chandler’s home page. It’s a busy page with a very detailed screenshot but website visitors can very quickly work out what this software does and if it will be right for them.
Let’s look at what works well and what doesn’t. I have marked up
- The Good
- The Bad
- The Ugly
The Good, The Bad and the Ugly
The Good. Great examples of software product marketing best practice
1. Website visitors get a clear, simple explanation of what the software does. They can quickly establish what category of software Chandler belongs to and its core focus.
2. Three short bullets add enough detail to get a full picture. By writing the features as things the customer can do, Chandler is framing the features so they support benefits for the customer.
3. The screenshot has so much detail it’s a bit confusing. But this actually gives prospects a clear impression of what this software is like.
If you want a very simple note app, Chandler is not for you. But if you’re looking for a powerful, feature-rich note organizer (even if has a learning curve), then this will be up your street.
Chandler manages to avoid any technical terms here. The closest are the Linux / Windows / Apple icons that help people recognize their operating system is supported.
Like Chandler, you should avoid technology terms until essential, so you don’t confuse or deter non-technical prospects.
The Bad. Could be improved
4. The quotes are long and vague, and there’s no explanation of who these people are.
Do include real quotes if they are from an well-known authority who will quickly lend your software a lot of credibility. But if you find you need to explain who they are, then you should include them with more detailed material—not on your home page.
The Ugly. Examples to illustrate what you should not do
- Nothing ugly here
Chandler is a good example of software marketing where newcomers can very quickly understand what the software does and how it might benefit them.
Join the Discussion
- What would you do differently?
- Would you use authentic quotes from real users, like Chandler does?
- Suggest your examples of best (or worst) practice for software product marketing
Please add a comment below or contact Giles @ Smart