SaaS Website Teardown:

By Alex Lee

SaaS Website Copywriter & Strategist

www.marketingthatsells.net

Some details I point out are

very small.

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Hi there! I’m Alex!A freelance copywriter that specializes in writing and

strategizing SaaS & business software websites so they stand out from

competitors and convert better.

In this slideshow, I’ll tear down the nitty gritty details like website:

• Layout, Navigation, and Design,

• Copy (the words), and

• User experience and onboarding

for Azendoo’s website: www.azendoo.com - a SaaS teamwork

management product.

I’ll show you my personal experience using it and show you ways I would

improve the website for better conversions.

Ready? Let’s get started!

That’s me!

Alrighty. We’ve just landed

on www.azendoo.com for

the first time. Let’s see

what we have here.

First off, the website design

is absolutely stunning!

Great job web designer!

The headline tells

me that Azendoo

makes teamwork

collaboration

better.

But the subheader

basically repeats what

the headline said

above. It doesn’t tell

me what Azendoo is or

how it boosts team

collaboration.

But the subheader

basically repeats what

the headline said

above. It doesn’t tell

me what Azendoo is or

how it boosts team

collaboration.

Since I have no idea

what Azendoo is, I

don’t know if anyone

would click this unless

they learned about

Azendoo somewhere

else before coming

here.

But the subheader

basically repeats what

the headline said

above. It doesn’t tell

me what Azendoo is or

how it boosts team

collaboration.

Since I have no idea

what Azendoo is, I

don’t know if anyone

would click this unless

they learned about

Azendoo somewhere

else before coming

here.

It also doesn’t tell me

the specifics of the free

trial. How long is it? Do

I need to provide credit

card details? I’m

hesitant to start free

trials without these

details.

Integration isn’t

meaningful if I don’t

know what Azendoo

does. This would be

more useful after I’m

sold on the product

first.

It’s nice they have a live

chat feature. It’s really

helpful when visitors need

quick questions answered.

More and more SaaS

companies seem to be

adopting this feature – so

great!

Moving down..

These two lines

basically say the

same thing that the

header says above..

So I’ve been told the

same thing 4 times..

And still, I don’t

know what this

product does.

I’m confused.. Why do

they want to show me

how “teams achieve

more” when they still

haven’t introduced the

product yet?

Something like this

should come after I’ve

been educated and

sold on the product.

Moving down.. Finally

they tell me what

Azendoo is!

But this header is not

too informative or

compelling.. Where’s

the value proposition?

Moving down.. Finally

they tell me what

Azendoo is!

But this header is not

too informative or

compelling.. Where’s

the value proposition?

How is it different or

better than all the other

collaboration apps out

there?

This section seems to

show the key features

of the software. But the

headline doesn’t reflect

that..

This section seems to

show the key features

of the software. But the

headline doesn’t reflect

that..

How about something more

informative like “Explore how

Azendoo’s Features Make

Collaboration Easy”

It would be great if these tabs

were numbered. That way, visitors

would be more willing to explore

all 4 tabs.

Apparently, you have to click

these dots to see the different

features of “tasks.”

But who would have guessed

that? I certainly didn’t. It’s so

non-descript, most people

would miss it.

I would make these more

“clickable” by numbering these

dots instead. That way, visitors

will know there are 3 key features

to explore on the tasks tab. Like

this:

So this description says I can see all my tasks at a

glance with filters and different team views. But this

image barely shows the features they talked about.

I would zoom it out and show the filter options, the

separate views for increased focus, and the

completed tasks views. Images are only helpful if

they strengthen the description next to it. In this

case, the lack of detail leaves me hanging…

Scrolling down, I see 6 main

features Azendoo offers for

team collaboration. But three of

these are repeats from the

section above it. Kind of

repetitive, don’t you think?

Instead of repeating information, how

about moving the “integration section”

down here from up top?

Now that I’ve learned a little bit about

Azendoo, it would be more meaningful

to me to know it integrates with other

apps I use already.

Like this!

And highlight how

Azendoo offers a

mobile app! That way,

the page is not

repetitive or

redundant.

Scrolling down.. I see

social proof their big

name clients. Nice to

know but their

messaging is

repetitive. The

header and sub-

header basically say

the same thing.

Scrolling down.. I see

social proof their big

name clients. Nice to

know but their

messaging is

repetitive. The

header and sub-

header basically say

the same thing.

One line is

completely sufficient

for this.. How about

something like

“Azendoo makes

collaboration easier

for companies like:”

The Twitter mentions

are a bit abrupt. How

about adding a

headline like “Here’s

what real people

say about us:”

Again, the call to

action can be a bit

more compelling.

How long is the trial?

Do I need my credit

card? It leaves a lot

to be desired.

Above the button,

how about saying

something like:

“With Azendoo,

your team can get

more done in less

time. Try us out free

for 15 days – and

see how much your

team can achieve!“

Then, the button can

say something like:

“Start your free

trial.”

And below the

button, it can say,

“No credit card

required.” to reduce

the friction and

uncertainty of clicking

this button.

Above the button,

how about something

like:

“With Azendoo,

your team can get

more done in less

time. Try us out free

for 15 days – and

see how much your

team can achieve!“

Now, let’s try clicking

this to see what the

onboarding process

is like!

Looks like I can sign

up manually or with a

Google account.

Let’s go with google

Simple enough. Let’s

click Allow.

Well that was easy.

Great job for the easy

onboarding process!

I love how they start the

onboarding process with

a tour to get you

acquainted with the

software! This is crucial

for getting people

engaged with your SaaS

product and decreasing

churn!

Since we’re done

setting up our

account, let’s go back

to the homepage to

explore the rest of

the website.

Welcome back!

Let’s try

exploring the

menu up top.

“Using Azendoo”

sounds like it will

give me a more in-

depth tour of their

product in action..

Let’s see what

happens when I click

it.

Um.. I’m lost..

Thought this would

lead to a product

tour page.. But I

have to choose

something?

What if my team

doesn’t identify as

any of these?..

For the heck of it,

let’s click “Marketing

Department”

I’m guessing this page

will introduce me to

specific features

marketing departments

can use to boost their

team collaboration..

Here’s the same boring

subheader from the front

page.. But this one says

“team” not “team’s”

collaboration. I wonder

why.. If they’re gonna

copy and paste, might as

well be consistent.

And here’s the same

boring call to action.

At least tell me the length

of the free trail and

whether I need a credit

card. Please?

I guess this is not too out

of place like it was on the

homepage. At least I

know what Azendoo does

now.

Scrolling down.. I see the

word “Brand

Management.” That

doesn’t sound like a “tool

for marketing

departments.”

Nor does “Retail

Marketing”

So.. These are case studies of

marketing departments using

Azendoo? I thought this was a

tour of tools marketing

departments would use..

Not that case studies are bad..

But it was just not what I was

expecting.

If I’m just getting to know the

product, blabbering out

“creating subjects that they

use as labels for clients” is

confusing to say the least.

I don’t see these “subjects as

labels for clients” in the

image.. Or “keeping track of

bugs and internal

development.” This image is

not very helpful..

“Action checkboxes”?

I guess these are action

checkboxes. At least this

image was helpful..

The testimonials are a nice

touch. But case studies are

still not what people would

expect when they click “Using

Azendoo” in the top menu…

Or when they see the header

“best tools for your marketing

department.”

Instead of telling a story like this right

away, I would introduce one tool a

marketing department would use and

show them how it works by having a

moving animation (not an image)

beside it.

Instead of telling a story like this right

away, I would introduce one tool a

marketing department would use and

show them how it works by having a

moving animation (not an image)

beside it.

An animation would show them

visually, how I would actually “create

subjects to use as labels for clients”

or how a team would “communicate

and plan all operations.”

Then, I’d follow up with a short

testimonial of how using this specific

feature made someone’s marketing

department’s operations a whole lot

easier. Then, I’d introduce another

specific feature.

Then, I’d follow up with a short

testimonial of how using this specific

feature made someone’s marketing

department’s operations a whole lot

easier. Then, I’d introduce another

specific feature.

By ordering the page this way,

people actually get introduced to

tools marketing departments would

use. And right after, see the impact

Azendoo had on a real marketing

department.

Writing copy this way is centered

more on the customer’s website user

experience.

Scrolling down, we see

the exact same ending

as the homepage. It

would be great if these

messages were more

targeted to marketing

departments.

How about something

like, “Azendoo

helps marketing

departments like

these get results.”

And here, we can

have something

similar to the

homepage like: “Give

Azendoo a try for 15

days – and see how

much your team can

achieve!“

And here, we can

have something

similar to the

homepage like: “Give

Azendoo a try for 15

days – and see how

much your team can

achieve!“

Then, the button can say:

“Start your free trial.”

And below the button, “No

credit card required.” to

reduce the friction and

uncertainty of clicking this

button – like the

homepage!

How about we

explore the

integrations page

now?

This headline is an

incomplete sentence.

But take out the “s” in

“Integrates” and you got

a complete sentence.

“Integrate with the

tools you use every

day” That’s better.

This subheader is not

half bad! A bit long but

I’ll keep it as it is.

This on the other hand

sounds a bit weird when

read out loud..

How about

“Integrations powered

by Azendoo”

That’s because here it

says “Integrations

powered by Zapier.”

People like consistency.

Copy should be

consistent for headlines

like this.

These descriptions are

very helpful for visitors.

It helps them visualize

what they can do by

integrating with

Azendoo. I’ll keep this

page the way it is.

Scrolling down, they

have a link to suggest

new integrations for

Azendoo. Great!

This is exactly what a

visitor would look for

when they don’t find an

integration want.

Here’s the awkward

links to the “Using

Azendoo” pages again.

I don’t know how

appropriate these links

are here.. I’d personally

remove this section and

go straight into the call

to action.

Which comes right

below it!

Here’s the same exact

call to action we’ve seen

on the other two pages.

Can they be any more

unoriginal?

Talk about sounding

robotic…

How about we go up

top and explore the

pricing page?

Welcome to the

pricing page! Let’s

see what we have

here.

One plan. Alright.

Finally, for the first

time ever – the

website tells me

details about the

free trial.

But if there is only

one plan, why does

it say “all

accounts”? This

sub-header doesn’t

go too well with the

headline above it.

I’d say something

like “One simple

plan – with all the

features”

I’d say something

like “One simple

plan – with all the

features”

Then something

like “Try Azendoo

free for 15 days.

No credit card

required.”

Scrolling down, it seems like

they offer live demos! This

should be on the “Using

Azendoo” page as well!

But here goes Azendoo’s

copywriter getting all

repetitive again.

“Want to see Azendoo in

action” is the same thing as

“Want to see the platform for

yourself…” right below it.

In the subheader, I’d say

something like “We’d be

happy to give you a free

tour on how Azendoo can

work for your business.”

In the subheader, I’d say

something like “We’d be

happy to give you a free

tour on how Azendoo can

work for your business.”

“Asking” for a demo sounds

like a lot of work. How about

“Schedule a demo”

instead?

It took me a second to

realize what this image is.

But now I know it’s an image

of a customer rep giving a

screen-share tour..

Maybe a short moving

animation of the screen-

share tour can help people

recognize it better? Or else,

I’d leave it out unless the

image was a bit more

obvious.

Moving down, we see an

FAQ section. It’s crucial to

have an FAQ section on a

SaaS pricing page since it

answers common questions

visitors have before buying.

This makes your sales

process more hands free

and gives your support team

more time to solve bigger

problems.

Check out my article on the

Top 17 questions to

include on your SaaS

pricing page FAQs.

Unfortunately, the placement

of this FAQ section is really

bad.

This should be right below

the price and free trial button

up top.

When a visitor is

contemplating whether to

click that free trial button or

not, having all their

questions answered will give

them that last nudge to

subscribe.

But right now, I have to

scroll down past the

“schedule a demo” section

to get my questions

answered. No bueno.

Anyway, let’s see these

questions..

Azendoo premium? Is that

different from the plan

above? This is confusing

because they’ve never used

the word “premium” till now.

If the paid plan above is the

same as premium, they

should label it as such.

How’s something

like “Try Azendoo

Premium free for

15 days.”

And

“Azendoo

Premium

Includes:”

How’s something

like “Try Azendoo

Premium free for

15 days.”

Anyway, back to the FAQ

section… Companies are

not really “purchasing”

Azendoo. But rather

“paying” for it since it’s a

subscription..

It would be great if they

could answer this question

in the first sentence (not the

last. Then, they can explain

how to cancel the account

afterwards. Don’t make

customers read all that just

to get their answer.

Enterprise what? If the two

sections on the left have a

question mark, the third one

should too. It’s a small detail

but consistency is important.

How about “Large team?”

“Contact us for enterprise

pricing options.”

Scrolling down.. We see the

same exact call to action

here.. How original!!

You make thousands of

customers happy including

“Try Azendoo for free”?

You make thousands of

customers happy including

“Try Azendoo for free”? This button should go down

here.

Not sure how well this

headline goes with the

testimonials right below

it. I think the logos down

here would be more

appropriate to follow it.

Not sure how well this

headline goes with the

testimonials right below

it. I think the logos down

here would be more

appropriate to follow it.

How about saying

“Here’s what our

clients say” here

instead?

Scrolling all the way to the bottom, I JUST

noticed after browsing the site for a very

long time that there is a product menu

down here.

Why is this so hidden? I think these pages

should be a part of the “Using Azendoo”

pages rather than the case studies. These

pages explain more in depth the benefits of

using the product.

Scrolling all the way to the bottom, I JUST

noticed after browsing the site for a very

long time that there is a product menu

down here.

Why is this so hidden? I think these pages

should be a part of the “Using Azendoo”

pages rather than the case studies. These

pages explain more in depth the benefits of

using the product.

Case studies are important. But “Using

Azendoo” should go into depth about

product features like dashboards, direct

messages, and calendar as listed in this

product menu.

And case studies, I recommend placing

under a separate “Case Studies” page!

Final Thoughts• Azendoo’s website design is amazingly beautiful. And I heard their product

is pretty amazing too! Definitely check it out!

• But Azendoo should really write and lay out their website according to how their visitors would experience them.

1. For example, their website layout and navigation threw me off –especially the “Using Azendoo” page.

2. Their homepage layout was not user friendly for first time visitors. For instance, they took too long to introduce what the product does and instead focused on showing integrations and case study pages first (Which is not useful if visitors don’t know how the product works).

3. Their copy lacks consistency, was often repetitive, and sounded a bit awkward when read out loud.

4. They need to focus more on introducing the benefits of using the product rather than just the results people got out of it. The “product” menu was hidden at the bottom menu, making it hard for new prospects to learn about the product.

So that’s it!

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If you’d like me to review your website, check out

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Thanks a bunch!

SaaS Website Copywriter & Strategist