NOTE: These recaps are a bit more for me than you. I’ll skip over stuff, include asides that are more personal notes to me, etc. Your mileage may vary. More detailed/sanctioned recaps will be available at at some point.

Teardowner: Patrick McKenzie

  • Explicitly mention money or revenue. Visceral reaction to those, people don’t make the leap on their own.
  • Maybe make the testimonial bigger and more prominent.
  • Don’t love the positioning (“it’s time you knew what’s happening in your stripe account”). This is the batteries-not-included portion of Stripe, you could fix it, but we’ll do it for you instead.
  • Give names to pricing tiers. Make them customer segments - Solo, Small Business, Enterprise, for instance.


  • Make it explicit who the intended customer is.
  • Testimonial is awesome, but edit quote so they understand it’s for manufacturers.
  • Mention who gave testimonial. This one, though, is made up.
  • Get testimonial: When customer happy, “would you say X, X, X?” If “yes” response, “Can I quote you on that?”
  • Drop testimonials where they tie into relevant part of buying process (ROI on buy page, for instance). Name value of testimonial = go home page. otherwise, get specific with placement.
  • Kinda long-form copy, but isn’t actually long form copy. Either go whole hog with it, or go with the standard SaaS thing. Mixing the two doesn’t always work well.
  • Pricing: Initial plan is per user than later’s aren’t. Make higher plan higher.
  • As expected from Patrick, “Charge more.”
  • CTA: “Get started now”, “Start winning more quotes now”
  • First time at your website, not convinced you’re trustworthy. Get email address instead of credit card on initial visit.

Backup Outlook

  • Great SEO domain name
  • .org domain names = hidden secret of SEO domain names
  • Figure out a way to package product so you can segment and price differentiate
  • There are companies that will require a separate support contract[1].
  • Think about adding an upper tier of cloud sync or backup.
  • People coming here after googling “backup outlook” are already sold on the idea.

Just Add Content

  • Tagline: Doesn’t love it. There are lots of “website builder for businesses”. Assume the user knows this exists, figure out why they’re not using one already.
  • “Your website could look as professional as this one right now”
  • Selling to a non-technical audience: feel free to bash technology, and “we protect from that”
  • “Technically true is the best kind of true.”
  • Marketing boss: If this is good enough for these guys, it must be good for me.
  • Underlying platform is Wordpress. So you can leverage the platform to build your business.
  • Feel free to ride on coattails.
  • Would be even better if “What you do” portion of the graph has nothing rather than “Add content.” Maybe a higher level of the plan where you provide the content or convert the content into the website. This is brilliant, Ed.

  1. I can vouch for this.  ↩