The document provides an analysis of the landing pages of four design tools: InVision, Sketch, Figma, and Walkie. For each tool, it examines elements above the fold, features presentation, tone of voice, perceived benefits, and conclusions. Some of the key findings include that InVision has a strong opening and clear feature presentation, while Sketch could improve its design, copywriting and demonstrate its value more effectively. Figma utilizes minimal copy and engaging visuals like gifs to quickly showcase its features and collaboration benefits. Walkie aims to be easy to use and facilitate teamwork, but its fun approach may impact its perceived professionalism.

1. Landing Page
Benchmark

2. InVision

3. Above-the-fold Analysis
• Adaptive video header,
Vimeo embed (high
positioning)
• Strong opening line
answering to punctual
questions
what? Design.
how? Fast.
and my team? Togheter.
• CTA “get started” also says
it’s “free forever”
• Main brands stick at the
bottom, immediately
visible

4. 9-steps features presentation

5. Feature - Elements
Firm title, focus on the job instead
of showing feature’s name
Feature description
Review focused on the feature

6. Clean, minimal layouts

7. Big focus on brands as ambassadors

8. In-Page Sign Up
Allows the user to sign up easily and fast

9. Perceived gain creators
• Design better and faster
• Be as good as big companies
Tone of Voice
Professional
Direct to the point
Premium
They speak to
• Designers who work in big teams
• Companies

10. CONCLUSIONS
Positive
• High quality UI
• Strong testimonials
• Clear features presentation
Negative
• Strong testimonials might picture the
service as not useful for a small
company
• Slightly too long page, lot of scrolling
Immediacy
Design
UX
Copywriting
Perceived
standing
4/5
5/5
5/5
5/5
5/5

11. Sketch

12. Above-the-fold Analysis
• Opening line very straight,
not really answering any
question
• Very long subhead, hard to
read
• Video tutorial and features
resumed in two CTA, not
very visible
• Light CTA to free trial
• Bold CTA to buy now

13. Facilitators
Framework
layout and examples
not so good

14. Testimonials
big personalities
among designers >
real professionals
Companies using
Sketch – in the
bottom
Target users

15. Awards
Newsletter
subscription

16. Tone of Voice
Undertone
Objective
Confident
They speak to
• UI/UX designers
• Icon designer
• Product designers
• Web designers
• All kind of designers!
Perceived gain creators
• Work faster
• Work better
• Easy to use

17. CONCLUSIONS
Positive
• Message conveyed to a specific target
• Simple, clear
Negative
• Effort on design and copy below
expectations
• Weak or absent presentation of features
and app’s look and feel
• Not expressing their real standing
Immediacy
Design
UX
Copywriting
Perceived
standing
3/5
3/5
3/5
3/5
3/5

18. Figma

19. Above-the-fold Analysis
Just an auto-play video inside
a screen mockup that shows
two people working
simultaneously on the same
Figma project.
Functional approach:
• Quick and intuitive way to
present features and
functionalities
• Gives perception of an
easy tool
• Entertaining to watch

20. Brutally minimal copywriting
It says “this is the tool for
people who don’t like to waste
time and words, just like us”

21. Features + Testimonials
Smart and modern-looking composition of features and reviews communicates
a mature and creative approach to design

22. A nice GIF for every feature
Again, quick and fresh content
presentation

23. In-Page Sign Up
Allows the user to sign up easily and fast

24. Tone of Voice
Synthetic
Effective
Bold
They speak to
• All designers (same as Sketch)
Perceived gain creators
• Powerful and intuitive
• Collaboration is the killer feature
• Minimum effort to start sketching

25. CONCLUSIONS
Positive
• Very strong message, direct-to-the point
• Modern, unique style. Designers love it
• Fresh and direct visual communication
(gifs, video)
Negative
• Way too concise copywriting, even
brutal. Might scare potential user?
• High level visual identity, might not be
accesible to everyone (just for
designers?)
Immediacy
Design
UX
Copywriting
Perceived
standing
5/5
4/5
5/5
4/5
5/5

26. Walkie

27. Above-the-fold Analysis
• Extra-simple opening line
• Subhead assumes that
user is a professional
working with a dev team.
It also communicates that
it is a Slack-oriented tool
• CTA fast launches to the
app, no registration
needed

28. Quick video tutorial in auto-play

29. Features

30. Next release teaser
good for a startup
App’s Objective
confusing, till this point the speaking subject was “we”

31. Tone of Voice
Smart
Fresh
Nerdy
They speak to
• Professionals working with dev teams
• Developers
Perceived gain creators
• Accesible to anyone
• Team work facilitator
• Easy and rich

32. CONCLUSIONS
Positive
• Pleasant to watch, fresh look and feel
• Easy, fast to scroll and read
• Nice video tutorial
Negative
• Funny approach could affect the
perceived professionalism
• They promise an ultra-easy experience,
high expectations could lead to
frustration if not fulfilled
Immediacy
Design
UX
Copywriting
Perceived
standing
4/5
4/5
4/5
4/5
3/5

33. Thanks!
Botsociety
www.botsociety.io
O’LOW Design
www.olowdesign.com