9 small changes I’ve made to improve the landing page

Optimizing your landing page is the most important thing you can do on your website (after getting traffic).

Find My Moat is a peculiar website; it doesn’t follow the structure of a SaaS or that overdone format, which makes it more interesting.

Let’s look at 9 changes I’ve made and why 🧵

1️⃣ Clear headline

A lot of people landed on the site and didn’t know what it was about, so they left immediately.

Usually, in a SaaS, the “main headline” lets the user understand what it’s about in a second. But here, with the old newspaper aesthetic, the thing that stands out most is the name.

I did what I could and rewrote that little sentence to simply tell the user what it’s about.

First quick win.

2️⃣ Trust signals

In any SaaS, it’s super important for users to feel safe and trust your brand or product. These “signals” are super important, and they were completely missing.

So I added a new banner showing the number of unique visitors the site has had.

People love seeing that there are more users.

This immediately makes it more likely that a user will use the site (and buy from you).

3️⃣ CTA

Another big problem: users didn’t know what to do.

On a traditional landing page, it’s obvious which button to click next. Even if you removed the text from the buttons, the design alone should make it clear.

In this case, it wasn’t, because there wasn’t any CTA in the Hero.

So we added one: the search bar.

It’s still not perfect, but it’s a better iteration than the last one.

4️⃣ Votes

I’ve added the ability for users to vote on the top tools. The idea is twofold:

1. On the one hand, I want users to interact with the app as soon as possible and understand what it’s about. It’s like a “mini demo” of the app.

Ideally, they’ll get value just from that top list.

2. On the other hand, I want users to vote for their favorite tools.

The only problem is that this section competes for the attention of users who just landed on the page, so we have two conflicting CTAs: the search bar and the top tools.

It’s not optimal, but I think it’s fine for now.

5️⃣ Change the quote

This is something I’m still testing. The previous quote was generic and didn’t add any value. Honestly, I included it for the newspaper aesthetic.

Now I want to give it another purpose.

I’m looking for something a bit more “fun” or friendly to improve the reader’s experience.

6️⃣ Give users a reason to come back

The site has a fundamental problem: a user looks for tools, finds one they like, and has no reason to come back. Or maybe they take a look once and lose interest.

The only way I have to bring people back is by offering new content. That could be new tools or changes to the top lists and votes.

By showing that the site “changes every hour,” I hope to motivate users to come back and see what’s changed.

I’m not entirely sure how this will work, but that’s the general idea.

7️⃣ Simpler text

It might seem silly, but it always works. Simplify the text. Make it easy to read and understand.

That gets more people to read it, more people to convert, and gets the message to more people.

It’s a very simple mini-hack.

8️⃣ Microcopy

This is another mini-hack. I could’ve included it with the “trust signals,” since its purpose is also to build trust in the product, but I’m separating it out to explain it.

A lot of the time, you can increase conversions just by adding a little text that builds trust. A classic example is “Money Back Guarantee” above the buy button.

For someone who’s on the fence, that little phrase helps them decide in your favor.

This usually works best near the CTA and when the microcopy is more specific.

In this case, keeping it consistent with the newspaper aesthetic and what we’ve already talked about makes things a little harder; so this implementation is optimal too.

But since there was nothing there before, this is better than nothing.

9️⃣ Icons

This is a classic and it’s very basic. Ideally, your site should make sense without needing to read, and icons play a key role in making that happen.

Even if they don’t always communicate the meaning perfectly (which they should, as much as possible), they also help create visual hierarchy and break up sections.

In this case, the icons do both: they help convey meaning and create visual hierarchy.

That’s the list.

I’ve explained the reasoning behind the changes, though that doesn’t guarantee they’ll get the results I want. I still need to confirm whether they work or whether I should make adjustments.

At the end of the day, the numbers rule, and if it doesn’t work, you have to fix it.

Want to see what the site looks like now?

Take a look: findmymoat.com/