The challenge: A website that highlights the service's unique value proposition.
A cluttered interface and vague messaging led potential clients to abandon sign-up.
New users struggled to locate key CRM features, resulting in frustrated help-desk calls.
The site’s language didn’t highlight what set this CRM apart from competitors.
The startup lacked structured user feedback loops to refine copy and user flows.
Original homepage with minimal information. Click to enlarge.
Research
Stakeholder interviews Gathered insights from product managers and sales staff, clarifying which CRM features needed emphasis in site copy. User testing sessions Invited a small group of potential customers to navigate the old site, noting points of confusion or friction. Competitive analysis Compared competitor CRM landing pages to identify best practices in microcopy, layout, and user journeys.
Strategy
Content architecture Proposed a simplified site map highlighting top CRM benefits, funneling users directly to sign up or demo the product. Brand voice alignment Drafted guidelines ensuring every piece of microcopy reflected the startup’s friendly yet expert tone. Onboarding flow overhaul Developed a user-flow diagram clarifying each step from account creation to first CRM action to reduce drop-offs.
Basic wireframe showing the platform's workflow. Click to enlarge.
Relaunched homepage highlights value immediately. Click to enlarge.
Action
Copy and layout revisions Collaborated with designers to replace tech jargon with concise, results-driven language and well-spaced visuals. New feature teasers Added short in-app prompts demonstrating unique CRM capabilities, leveraging my writing background to craft user-friendly microcopy. Feedback and iteration Installed analytics dashboards and deployed a post-onboarding survey to continually improve text clarity and UX.
35%
Increase in form submissions
Results
I measured success by CRM sign-up metrics and form analytics, usage data on product features, support ticket tracking, and user satisfaction surveys regarding ease of setup.
Reduced onboarding abandonment by 25% thanks to clear step-by-step instructions.
Improved feature findability by 40% through reorganized navigation and user-friendly labeling.
Cut support tickets in half with concise FAQs and improved UX writing.
Lessons learned
User-centered copy, clear product differentiation, and continuous feedback loops will reduce confusion and improve the overall user experience.
