Landing page teardown: Envoy w/ Pedro Cortes

A company who changes their positioning to align to a major crisis like Coronavirus is doing well. But does Envoy's landing page go far enough?

I've often looked at Envoy's landing pages for inspiration. Their most recent one shows how they've adapted their positioning to the coronavirus pandemic.

In this video, I''m joined by Pedro Cortes. Pedro's a consultant who helps SaaS Companies convert more visitors into customers through better messaging and positioning. In this teardown we see how a great hero can set you up for conversion, but a poor narrative can break you down.

What do we cover in this video?


0:00 Introduction to Pedro Cortes

0:55 What is Envoy?

1:50 How did Envoy pivot their messaging in response to coronavirus

2:00 Why the Envoy landing page doesn't go far enough on its message

4:20 The disconnect between strong value and weak value as Envoy's landing page scrolls

5:12 Why Envoy should weave their narrative in more intentionally

Here's another link to the original thing. Check it out.

Key Takeaways

  1. Align your landing page to the main pain points of a customer – in 2020, it made sense to align to coronavirus if possible as responding to coronavirus was a big deal for a lot of people
  2. Ensure that your narrative flows throughout the page – don't just let your hero do all the work. Take customers on a journey through your landing pages.
  3. Think like a conversion copywriter – Deal with each objection or concern systematically
Updated 
December 14, 2020

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