by Dean Mackenzie | Aug 5, 2018 | Breakdown, Copywriting, Websites
Disclaimer: I’m a Xero user and a fan of the software. But let’s put that aside for a moment and take a closer look at their homepage. Of course, my professional opinions in this teardown are all my own. Xero is one of the giants in the accounting SaaS space. But does... by Dean Mackenzie | Jul 3, 2018 | Business, Copywriting
The topic of niche always crops up with new copywriters, and it can excruciatingly hang around for years. This particular take on it was inspired by Kate Toon’s podcast with Robert Gerrish, where they discussed a few of the aspects and angles copywriters confront —... by Dean Mackenzie | Jun 10, 2018 | Copywriting, Websites
This is the first in a series of teardowns, where we put a homepage under the microscope to look at what they’re doing well or what could be improved. Our targets of choice? SaaS sites. They’re big businesses in a competitive market, which means they’ve got the... by Dean Mackenzie | Feb 17, 2018 | Copywriting, Landing Pages
Think of your sales page as a door. Lovingly designed to make it inviting and easy for people to open and step through. If the page is done right, people will do that. But have you given much thought to what they’ll find on the other side? So many people pour... by Dean Mackenzie | Jul 14, 2017 | Copywriting, Landing Pages, Uncategorized
A Case Study In my last post on landing pages, I talked about the importance of getting your ad copy and landing page copy matched as well as you can. But what if the page your ad leads to doesn’t fit the bill at all? Today, we’re going to have a look at an example... by Dean Mackenzie | Jun 23, 2017 | Copywriting, Landing Pages
You see them almost every time you do a Google search: those ads that border the top, bottom and sides of the search results. But how many of those ads are really walking the talk that their landing pages are making? And how are those big, bold promises in the ad...