How top startup landing pages evolved due to COVID-19:
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(2/6) Airbnb's business was upended in April. But by June, rural bookings were growing.
Key site changes during that time:
• Action prompt: "Book unique places" —> "Go Near [places]"
• This handles the objection of "It's not safe to be where everyone else is."
Key site changes during that time:
• Action prompt: "Book unique places" —> "Go Near [places]"
• This handles the objection of "It's not safe to be where everyone else is."
(3/6) Zoom exploded this year—due to COVID.
Key messaging changes in their site:
• "In this together" leans into the pandemic.
• "Keeping you securely connected" handles the objection of security outside of the office.
Key messaging changes in their site:
• "In this together" leans into the pandemic.
• "Keeping you securely connected" handles the objection of security outside of the office.
(4/6) Basecamp made significant copy changes:
• Header: "The All-In-One Toolkit for Working Remotely"
• Subheader: "You're wondering how you'll quickly transition your team to remote work" hits a critical pain point for managers.
• Header: "The All-In-One Toolkit for Working Remotely"
• Subheader: "You're wondering how you'll quickly transition your team to remote work" hits a critical pain point for managers.
(5/6) Shopify key changes:
• Header: Adding "anywhere" handles the objection of "I can't start a business during a pandemic."
• New section: "Bring your business online" speaks to brick and mortar businesses that can use Shopify to sell online during the pandemic.
• Header: Adding "anywhere" handles the objection of "I can't start a business during a pandemic."
• New section: "Bring your business online" speaks to brick and mortar businesses that can use Shopify to sell online during the pandemic.
(6/6) Your landing page should be dynamic. When possible, lean into world events and trends to solve *relevant* problems.
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