Website Teardowns

(This article is part of the MicroConf 2015 Recap. Want to explore more talks from the event? Go back to the Recap Hub)

[mc_tweet]Website Teardowns![/mc_tweet]

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Headline: Get Total Control Of Your Company Purchasing

  • Who is this for?
    • CEO/CFO
    • Make itΒ very clear who you’re selling this to

Subheadline: A business tool for managing your purchas orders…

  • There’s a meta-motivation to manage purchase orders (cut costs, increase profit). Connect to that here.
    • “Reduce fraud risk…”
    • “Stop money leaking out…”
    • “Get faster more accurate books…”

Signup Button

  • Typical experience won’t be people signing up by themselves
  • Most people will want to call
  • Suggestion: Demote ‘signup’ to maybe nowhere
  • ‘Schedule Call’ is a great call to action
  • ‘Book a Demonstration’ is a good CTA
  • US Toll Free # is good

On Page Copy

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  • ‘Amazon Customer Support’ is weak, better to have a testimonial
  • Make these crunchier
  • ‘Reduce Spending by X%’ might be better
  • Primary CTA should be ‘set up a demo call’

Company List

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Feature these more prominently. These are a great thing to lead with.


  • No title tag in SEO! Terribly suboptimal.



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  • Questionable Assumption: You’re selling to Engineering Managers with access to GitHubΒ and they’ll give you access to GitHub
  • Better to have a call to action to get them on the phone, build a relationship with them.

Body Copy

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  • Good copy!
  • Maybe flip to ‘Is your team tired of you interrupting them?’

Sign Up Form

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  • ‘Sign Up’ is sub-optimal as a CTA
  • Need some risk-reducing micro-copy around this



Screen Shot 2015-04-13 at 11.51.08 AM

  • Good testimonial
  • Great testimonial would connect to what the engineering manager gets out of using Sprintly


  • Title tag is “Make Beautiful Products”
  • Disconnect between ‘Title’ and early copy on the page


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  • What does this do?
  • Stock photo makes it hard to view. White text on white background. Hard to see.
  • Above the fold, there’s no call to action, need to scroll all the way down. Move button up.
  • Tighten up on the copy: “Make yourΒ software social and collaborative”
  • Value Prop: All business software is beginning to be social, every B2B team is spending all of their time being 1/3rd of the crappy parts of Facebook.Β This product lets you add a better mini-verison
  • “All B2B software is social application; you aren’t a social application developer. We will help you do that in a few hours’

Body Copy

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  • What tech stacks does this support? If everyone, say everyone. If specific people, say just that. Spoon feed this.

And then…

At this point the conference was interrupted by oil water falling from the ceiling and the teardowns were canceled. Oops!

Website Teardowns Day 2

  • First impression β€” something for resorts? Or is it end consumer? Confused by the color scheme, the logo, the value prop, is it B2B / B2C, etc?
  • Is it personal travel? Is it end deals?
  • People want to know what’s in it for them β€” then drive them to the plans
  • You say it’s a consumer product, but then it’s plans. Three tiered plans makes me afraid as a consumer.

  • Lost in the copy β€” Lots of content, hard to know what this is. Start by talking about vet practices up front, let them cross it off their list. Using lots of words to describe what’s going on.
  • Call to action β€” Buried at the bottom of the page.
  • Talk to your customers β€” Have them understand if they understand what you’re doing, do they understand what you’re pitching.


  • Site β€” Some kind of tracker where I know where my Uber is. Feels like a B2B. Disconnect with the headline.
  • Logo / Design / ColorScheme β€” Is this about a pet? Something else? Not a lot of resonance on the site.
  • Text β€” Lots of text that lets you investigate, but there’s no motivation.,
  • Headline β€” “See where you teen is in real time.”Β That’s powerful.
  • Featured Customer β€” “Great, this is for me, parents, children”


  • Text β€” Tons of text, lots to read through. That’s not necessarily bad. Font-size isΒ really small. Increasing font size will get you pretty far. Might be worth testing benefit + being direct.
  • Trick β€” If you think your page sucks, move some stuff up. The bottom stuff tends to be much better.

Terminus App

  • Headline β€” Pretty clear
  • Image β€” Is this as representative as this could be? Copy is direct about what you do, but benefit isn’t highlighted.
  • Text β€” ‘Powerful’ isn’t a meaningful word.

This is a Powerful Cake! β€” @hnshah

  • Testimonial β€” Add a face to the image, makes it more human and likable

Data Appline

  • Headline / Intro Text β€” SO MUCH TEXT! Needs less text. No real benefit is highlighted.
  • Image / Text Alternate β€” It’s a norm that doesn’t add value.
  • Audience β€” The fact that this is for developers is buried.
  • Highlight Most Valuable Information β€” Documentation. Sample. Examples.
  • Headline β€” “Learn how Data Pipeline….” and then move into the explore the code stuff

Patrick’s teardowns:

Steli and Hiten’s teardowns:

Thanks to Peter Harkins for the links.

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