Moraware could probably boost conversions with better segmenting and by putting more visual emphasis on the call to action.

Moraware is a small software company that makes software for countertop fabricators.

Here’s what their website’s home page looks like:

And this is what I see above the fold:

There’s something I’ve learned over the years about selling software: some products can be totally self-serve (e.g. Basecamp), and therefore it’s appropriate to offer visitors a sign-up form. But certain other products require a big commitment and have a high switching cost (e.g. hair salon scheduling software) and in those cases, prospects really need to get on the phone with an actual human being before they’ll feel comfortable moving forward with the software.

I understand Moraware to be the latter kind of product. That’s why Moraware’s home page’s call to action isn’t “sign up for an account today” but “call us or email us to schedule a demo”.

This page has room for improvement in at least a couple ways.

First Improvement: Layout

When I first land at, my eye is drawn to the following two places:

The big blue bar contrasts so sharply with the white background that I can’t help but immediately notice it. Since people love pictures of people, I also find myself keenly interested in the photos toward the bottom of the page.

This is unfortunate because the “email address” form—arguably the single most important thing on this page—gets relegated to background noise.

Let’s contrast Moraware’s homepage with some other landing pages for somewhat similar products.

This page is far from perfect (the background image is distracting, the copy inside the yellow box is uncompelling, and the “Get Started” button competes too much with the “Take the Tour” call to action) but it does demonstrate one thing well: the site, for the most part, squeezes you into a single call to action. It’s impossible to miss that yellow box and the white email field inside it.

Let’s take a look at another example.

This one is also far from perfect but, like the Lessonly example, the demo form and the “Request Demo” button are unmissable.

So here’s my concrete suggestion regarding layout: put the email form in a visually distinct box and use unexciting colors for the rest of the page.

But, I actually wouldn’t even recommend including the email form on the home page. Read the next section to find out why.

Second Improvement: Segmentation

This isn’t visible above the fold (which is probably kind of a problem) but if I scroll down a little, I can see that Moraware apparently has two customer segments:

It looks like I can identify either as someone who wants to quote countertops or someone who schedules and tracks jobs. Depending on which segment I’m part of, a different product is appropriate for me.

This make sense, although I might argue that the visitor doesn’t need to know about the product names “CounterGo” and “JobTracker” yet. We just need to know which bucket the visitor goes in.

What I would recommend on the home page is just big buttons, one that says “Countertop Quoting Software” and another that says “Scheduling and Job Tracking Software”, and no pictures. You want the buttons to be the most interesting thing on the page.

The SiteTuners website is a pretty good example of similar segmentation:

Notice how they funnel their visitors into “Large businesses” and “Small businesses” groups.

So now let’s put my two suggestions together: on the home page, I would just have these two segmentation buttons and no email form. Then I would put an email form on each of the quoting software and scheduling software landing pages.

Third Improvement: Testimonials

I noticed a great testimonial on one of your pages:


This testimonial is good because it’s quantifiable. He didn’t say the software was good or anything like that (which wouldn’t have been a very helpful compliment), he said the software allowed him to grow to several jobs per day. I wish the testimonial were even more specific, though. How many jobs per day was he doing before? What does it mean to him personally for the business to have grown? Has he been able to afford to buy something he’s always wanted? Has it allowed him to take more vacations or sleep better at night?

There should be more testimonials and at least a couple of them should be featured prominently on the home page.

Key Takeaways

  • Don’t add visually interesting things like photos and bright colors in places where they’ll compete with your opt-in form.
  • Do use visual interest to make your opt-in form stand out.
  • Give the visitor as few options as possible. If the visitor can’t immediately discern what he or she should do, he or she may well simply do nothing.
  • Feature some quantifiable testimonials on the home page.



Leave a Reply

Your email address will not be published. Required fields are marked *