Software Marketing Review: LastPass

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”


Too many software firms’ websites rely on long-winded text to describe what they do and employ verbose marketing speak to make them seem impressive. Typically, the best way to quickly explain what your software does and its benefits is to use imagery—video, screenshots, marketing architectural diagrams (marchitecture) …

LastPass use a different approach. Does it work? See for yourself…

Below is a screenshot from LastPass’ home page. Let’s look at what works well and what doesn’t.

I have marked up

  • The Good
  • The Bad
  • The Ugly

LastPass Home Page

The Good, The Bad and the Ugly

The Good. Great examples of software product marketing best practice

  • 1. This is a brilliant top-level message for LastPass. In just seven words it covers.
    • The problem being solved “remembering passwords”
    • The benefit—not having to remember lots of passwords
    • And makes their name memorable—LastPass = Last Password


  • 2. Having established a clear top-level message, LastPass prioritize six clear benefits. The copy and graphics work well together so that website visitors:
    • Can easily see the six benefits at a glance
    • Then look more closely to see the top features

The Bad. Could be improved

  • 3. There are two conflicting messages right next to each other: “It’s free” and “only $1 per month”.

    If you read closely you can work out what’s going on. There is a Freemium model:

    • LastPass is free on computers
    • On mobile devices you need to pay a small fee

    LastPass should be clearer for two reasons:

    • If people have to work out what the monetization model is, if they see something that does not add up and have to work it out, it creates friction.

      You should always make it as easy as possible for people to understand what’s being offered and proceed.

    • Allowing LastPass to hold all your passwords requires a massive level of trust. Seeing small greyed out text that describes a fee, seems dodgy, at a minimum it introduces doubt.

The Ugly. Examples to illustrate what you should not do

  • Nothing Ugly here.

Best Practice

LastPass summarize dozens of detailed technical features into a clear succinct message that establishes what they do, the problem they solve, the benefit and make their name memorable—all in just seven words. Awesome.

The Last Password You’ll Have to Remember

Join the Discussion

  • Would you be more upfront about the pricing for the premium version?
  • What would you do differently?
  • Suggest any examples of best (or worst) practice for software product marketing

Please add a comment below or contact Giles @ Smart

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