A Look At Upscale’s Overall Website Messaging + Improvements
Upscale chooses to follow a PLG strategy and takes on a standard approach. Though the overall content is kept direct, the site overall lacks a 'hook' factor or anything that maintains user engagement and retention. There is no visual wow factor, and the messaging likes a core concept.
Website Messaging
Messaging & Headlines
The benefits in bold followed by how upscale’s solutions makes for an impactful heading. In addition, the body copy is also written in a direct, cohesive manner making the site friendly to non-technical users as well.
Visual Design
Brand Language
- The script type feels out of place and inconsistent with the overall standardised brand language.
- There is no clear design system in place, hence the leading of typography for the body content is inconsistent.
- The body content for Desktop devices is too small (14 px), affects readability.
Imagery/Video/Illustrations
The hero section motion graphic moves too fast and doesn't give viewers enough time to read/comprehend the content.
The placement of author images are incorrect. Small inconsistencies like this makes for an overall jittered website viewing experience.
Technical
Layout
- The FAQ page has no information categorisation or hierarchy, making it look visually very cluttered. Pages like these tend to ward off users who would typically come to this section to help clear their queries.
- Since there are quite a few categories mentioned in under each plan, it would be helpful if the column names remain sticky at the top, so the user doesn’t have to scroll up to know which plan they are looking at.
UI
Memorability
The CTA page, in terms of the chosen UI elements (certifications, testimonials, client logo showcase) on the page makes for an overall strong credibility booster section.
Memorability (what could be better)
- Though all the elements required to make it an effective CTA section is present, it severely lacks in being visually engaging.
- The testimonial section is quite unmemorable. The length of copy is too much. There is no highlight on ‘must-read’ content.
Layout
- The FAQ page has no information categorisation or hierarchy, making it look visually very cluttered. Pages like these tend to ward off users who would typically come to this section to help clear their queries.
- Since there are quite a few categories mentioned in under each plan, it would be helpful if the column names remain sticky at the top, so the user doesn’t have to scroll up to know which plan they are looking at.
UX
Website Flow/Structure
Upscale does a good job of addressing the problems faced by their ICP in the second fold itself. Once the problems are introduced, the following sections make a good attempt of justifying why Upscale is the best solution to solve said problems.
Clarity of CTA
The CTA’s are clear. Could be interspersed more throughout the homepage
Clarity of CTA (what could be better)
The CTA here needs to be more prominent; Primary can be - ‘Subscribe to get the latest sales updates’ while the Secondary can be - ‘View more’
Website Flow/Structure
The section dedicated to their Target Clientele and what Upscale offers for each group is an important section and would benefit if placed in 2 or 3 folds higher rather than it being a section right above the footer (this makes it easy for a prospective client on missing out on information relevant to them)
