What to do: emphasize your USP

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Most of your customers will begin their relationship with your brand with your USP. They will land on your website and come face to face with this one sentence that sums up what you sell.

If your USP is weak, if it doesn’t focus on the benefits of your solution, and if it’s written in a language your target audience doesn’t understand, they’ll likely immediately return to their search results page. They’ll feel like they have no choice but to keep looking for better software.

When writing your USP, be sure to review multiple versions. Test them student data over a long period of time and adjust according to the results.

Don't forget the importance of design, too. You want it to stand out, but not be the only thing the visitor sees on the page. Make it stand out, but don't make it too distracting.

Finley has done a great job in both the copywriting and design departments. Their signature blue is bright without being too loud, and the call to action is simple but effective. The fact that they added an asterisk and mentioned the online equivalent of “open sesame” — “no credit card required” — seals the deal.