Landing page teardown: how NOT to do a rebrand

Front went through a rebrand and MAN did they kill their saltiness

Front, the shared inbox tool, recently went through a rebrand.

Rebrands are great when they help align you to a problem your customers have more effectively, but as you'll see in this teardown, if you don't get it right, you'll lose your saltiness.

And that's the opposite of what you want for high converting landing pages.

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.

See Pedro and I teardown Envoy's landing page too (it does much better!)

What we cover in this video

0:00 Intro to Pedro and the Front teardown

1:00 What is Front and why did we choose this page?

2:30 Front need to choose a vertical to talk to

4:00 The images on your landing page matter

5:00 What happened to Front's value proposition?!

7:40 Remember to align customer questions to the narrative of the page

9:50 Why it's a problem that Front don't show their product off at all

11:00 The issue with running awareness campaigns on pages meant to convert

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

Key Takeaways

  1. In a busy market where you're competing for share, focus on verticals until you're dominating
  2. Don't get swept up in the visual brand of your company too early – unless you're in a very visual market
  3. Beware of running awareness campaigns on pages that are great conversion opportunities
December 22, 2020

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