Messaging of Homepage Copy
Cloud Storage Analysis: Box vs. Google Drive vs. Dropbox
Copywriting Analysis:
The purpose of an h1 or heading on the homepage is identifying your business to the next visitor. I don’t have a particular interest in cloud storage, but where to store information is a universal annoyance that allows us to effectively dive into the essence of copy (i.e. words on webpage).
Since Box is overtly targeting enterprise — unlike Google Drive & Dropbox — each word in their H1 or primary heading is entirely capitals, and there is no use of the word “yours” because in the enterprise world, nothing you make is yours. Rather, it’s “Your Work,” as Box clarifies. As in, you’re responsible for the files, but can’t “share them with anyone.” This targeting also explains what follows the first line break; Box wants (co-workers to) “Come Together,” whereas Dropbox wants (consumer to be assured) “you do,” and Google is the incumbent that doesn’t need ‘trendy techniques’ like line breaks in the H1 heading, or the use of an H2 subhead altogether. Meanwhile as Dropbox wants consumers and enterprises they contradict themselves with with the use of “works” and “you.” I’m 100% onboard with this contradiction — it implies you the consumer can get the experience of enterprise, and ultimately creates an honesty of we-want-small-customers-but-really-want-big-customers.
In the subhead (Google, just kick it while I dive in), Box starts with “Simple” while Dropbox starts with “Get.” The H2 subhead is all about re-assurance. Box is trying to get influencers of the enterprise software purchasing decision to repeat the double adjectives they start with: “Simple, secure.” Seriously, are B2B homepages designed with this purpose? Yes, B2B homepages exist to help employees make arguments to their bosses… But starting your subhead with two adjectives, what is this, a press release during the dotcom bubble? J/k maybe it’s working for ‘em…. Before I get too far into any of this, any of that, or any copy for that matter, lets discuss the triple use of “any” in Dropbox’s H2 subhead. They want the consumer to know, if they have “any” use case for cloud storage, Dropbox will be able to handle it.
Cloud storage is about where your files go. Box hits the nail on the head with “Where,” Google is — relatively verbosely — about “A safe place for,” and Dropbox forgets place until the subhead (where again to remind you, it will work “from anywhere”).
Lastly, don’t forget what the verb choice says about the company’s objective. Box wants to be where “Your Work Comes Together,” Dropbox actively “works the way you do,” and Google, again the incumbent, wants to just (be). There is no verb for Google’s H1 heading. Once you own ‘search,’ I imagine your choose adjacent product offerings via drinking games because what’s the difference in adoption rate? I’m jus’ playin, the bigger the corporation the more money to gained and lost for every delta in the conversion. And that’s why Google’s keyword is “safe.” If someone is going to store “all your files,” they better create a feeling of “safe…” or corporate togetherness…. or you doing you….
Call-to-Action Analysis:
Box goes with the horizontal, “Watch Demo” vs. “Try Now;” Dropbox goes with the vertical “Sign up for free” vs. “or sign in;” and Google Drive, on the other hand, does not have an above the fold call to action. Google just believes after seeing their brand, their product name and their identifier, the visitor will gladly take another action to get to a call to action. That’s a choice in itself, and it’s an easier choice to make if you’re Google and can casually drive all search traffic from one of our most common verbs to your cloud storage product. When it comes to vertical vs. horizontal, know that Box is not disappointed if you “Watch the Demo.” Most read left to right and while this first button does not have the blue background, its the first call to action read and if you click it then watch the video, you are more likely to pay Box money.
Without a readily accessible “sign in” button, Box is catering toward leads and Google is assuming you’re already logged in, whereas Dropbox is the only one allowing users who are logged in to reach the log in screen in one click. So, it’s different takes on how to treat who is already paying you. Ultimately — and this is where the fun of competition comes into play — the primary call to action is free usage with the likelihood that you will pay later when the opportunity cost to switch is inconvenient.
Cloud storage, the homepage is about grabbing that lead, adding value, and then the provider can change the price of storage whenever it is convenient. Or so my pessimism says. It all depends on brand trust. Time to think about a different place for my messaging.
That was a fun forty-five minutes. I don’t really have time to scroll down, and neither do you. Talk later,
