Genuine Gwyn

I analyzed the copy on a website to dissect what works and what doesn’t when designing a webpage. This is part of my Copywriting Project for Praxis.

The company I chose to analyze was HubSpot Academy.

This page has excellent copy. Areas where or why the copy is strong include-

• The eye flows across the pages of the copy cleanly
• Multiple eye-catching titles by using a delete/type effect
• Multiple calls to action (Sign up for free courses)

Areas where the copy is weak (and how it could be improved). 

• The courses could be in a single-line scroll instead of multiple layers or organized differently to be more appealing
• Quotes from satisfied customers could add another layer of social proof.

I took note of the website headline and sub-headline to gauge their effectiveness.

• The headline cycles through three different headlines raging from 1-3 words all of which create a vision of what the course can do for you
• The sub-headline uses social proof. (Popular Courses)
• As do the ones after that (Trending Topics) & (Globally Recognized Certifications)
• The last one addresses concerns and F&Q (Why Learn with HubSpot Academy)

The copywriting on the website achieves its goal.

• Multiple calls to action (Sign up for free courses) or (Get certification). You can’t scroll away, every part of the page has a button to click to join a course.
• Shows the courses and establishes social proof