AI Landing Page
Overview: Swit, a B2B SaaS work platform startup, was launching an AI tool called Snap on a tight 2-month deadline to stay aligned with industry competitors, attract new users, and appeal to investors.
Team + Role: I collaborated with the CEO, Head of Product, and brand designer to conceptualize and create the entire Snap landing page copy.
Impact: We were able to launch the landing page to sync with the timeline of potential investor funding rounds.
Goals
Create a main header that would make a strong first impression of Snap, to users and investors.
Create feature copy that would summarize Snap’s usability and showcase it as an innovative addition to Swit.
Goal 1: Main Header
As the main UX writer on the AI team, I had to create a header that would capture the essence of Snap in the most succinct and snappiest (pun intended) way possible.
I first created a list of headers and categorized them by concept. After narrowing down this list to a handful of headers that were most aligned with the AI brand voice, I presented these 5 options to the CEO and Head of Product. In the end, we went with the fourth option, which seemed the most impactful and would differentiate Snap from other SaaS AI competitors.
Impact:
I established a strong landing page header that also acted as the primary tagline for Snap AI. This tagline was presented at the company-wide quarterly town hall, included in decks for investor meetings, and also printed on customized rice cake squares celebrating the launch.
Challenge 2: Feature Copy
Following the main header, I collaborated with the Head of Product to determine the best way to highlight Snap’s key features. After much discussion, we decided to separate this section of the landing page into 3 main values and spotlight 2 features for each values. Each feature would inform users of the ways they could best optimize their workflow using Snap.
I collaborated with the U.S. team brand designer to make sure the images in each frame best represented the key feature we wanted to highlight. I also QA-ed the content in each image to make sure the scenarios were aligned with the capabilities of each feature.
Impact:
Both existing and potential business users were able to clearly see in one glance, the benefits of adding Snap to their Swit plans.