Writing Outwardly
Example: Mailchimp
The Mailchimp homepage headline immediately speaks to users: "Turn emails into revenue." It addresses the audience's goal of growing their business and emphasizes the outcome they care about, not the technical features of the platform. This immediately connects with the user’s goals and aspirations, providing a sense of what it will feel like to succeed with Mailchimp.
Not Burying the Lead
Example: Uber
Uber greets its viewers with the slogan "Go anywhere with Uber" and provides a form for quick access right as soon as a user opens the website. This lead captures the user’s goal (transportation) and captures their attention. Other details, like vehicle or pricing information, are kept secondary.By placing the most important information at the beginning, it ensuring the audience immediately knows the purpose of the content.
Not Saying Too Much
Example: Apple
Apple keeps descriptions short and focused while conveying the essential message. For example when it advertises a product it shows the name and features in two lines along with an image and a learn more or Buy boutton. This helps focus on what’s relevant and maintaining the reader’s attention.
Strong Call to Action
Example: Wix
Wix’s “Create a website you’re proud of” CTA effectively engages users by focusing on the outcome they desire—a website they can be proud of. The clear and inspiring language invites users to envision the end result while the “Get Started” button offers an immediate, simple action to begin the process. This CTA is powerful because it speaks to users’ aspirations and removes any confusion by offering a direct path to action. By highlighting the end goal and making it easy to start, Wix encourages users to take the first step toward creating their own website.