Software Marketing Review: QueryShark

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”


The home page for QueryShark is a confusing mishmash of features, enhancements and descriptions. To market your software effectively, your main message needs to be crisp and clear.

Below is a screenshot from QueryShark’s home page. There’s lots of text in different font size, there are no obvious headings so it’s hard to know where to look first.

Let’s look at what works well and what doesn’t. I have marked up

  • The Good
  • The Bad
  • The Ugly

QueryShark Home Page

The Good, The Bad and the Ugly

The Good. Great examples of software product marketing best practice

  • No great examples of best practice here.

The Bad. Could be improved

  • 1. There is a description of what QueryShark does, but it should be more prominent.

    Your main message should be what your software does and the customer benefits—it should be the first thing to catch a website visitor’s eye.

    Your text should be crisp and clear. Avoid negative phrases like ”agent-less”—it’s far clearer to use positive phrases. Say what you do, don’t say what you don’t do.

  • 2. It’s always useful to show a screenshot of software, but it would be better to make the image larger and clearer.

    If you’re worried that your software looks boring or unappealing, then zoom in to showcase the most useful parts of the screen.

  • 3. QueryShark’s key feature is the ability to get information quickly. Quick and easy access are usually good features, but are rendered meaningless if website visitors don’t know what information is being accessed and why customers would want it.

    You need to be really clear about what your software does and the benefits for customers. This is one reason why it can be useful to bring in an outsider with a fresh pair of eyes to see your marketing as prospects see it.

The Ugly. Examples to illustrate what you should not do

  • 4. Explain what you do and the main customer benefit before describing incremental improvements or providing any information that is solely for existing customers.

    Listing version details is too detailed for a home page. Generally it’s better to keep your headline marketing materials independent of any version numbers. It would be better to have a headline that links to a dedicated page for the new version.

    Remember, your prime audience for your home page is prospects. You need to quickly tell them what you do and why they should care. Only when they have got past that point, should you give them more information.

  • 5. “QueryShark is a software tool worth taking a few minutes to look at” is a very weak call to action. Show confidence in your software.

    Use short sentences with active verbs. Make your call to action strong and compelling.

Worst Practice

You should keep your software marketing information focused on helping prospects understand what your software does and the benefits for them.

Don’t be like QueryShark. Be as crisp and compelling as you can. Explain in 5-8 seconds what your software does and how customers benefit.

Join the Discussion

  • What would you do differently?
  • Suggest your examples of best (or worst) practice for software product marketing

Please add a comment below or contact Giles @ Smart

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