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When you start building a new product, the details are often fuzzy. As an entrepreneur, you understand the big picture long before the individual elements. This means that if everything goes well, the idea should become more clear as time moves on.
This is the process that we are currently going through with CoSchedule.
When we launched our primary landing page we touted CoSchedule as a way to ‘Organize & Automate Your WordPress Content.’ While this is technically a true statement, it didn’t really get to the heart of what we were trying to say. In all honesty, it kinda sounded like a backup tool of some kind. Even more importantly, did this statement make sense to our audience? As the most noticeable element on our homepage, it should do as much as possible to note what we stand for.
The truth is, we didn’t start building CoSchedule to re-organize content. What we really wanted to do was reinvent the editorial calendar as we know it. To date, there is nothing quite like what we will offer. This is very exciting, and we needed to do a better job of communicating that to our potential users. As it turns out, sometimes the best way to say it is to just say it like it is.
Or at least, like it will be.
While rewriting our “tagline” (or whatever you want to call it) and product description, we started with a word bank of keywords and ideas that we felt must be included. We then prioritized them from the most to least important.
It took some work, but we were able to get them all included in at least some way.
Here are the old and new homepages side by side.
Overall, we are happy with the new clarity on our homepage, although I doubt it will be the last time our message changes.
So, at least for now, a better editorial calendar it is. What do you think?
April 30, 2013
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