Basecamp's Repositioned Landing Page

Basecamp quickly tailored their homepage to position themselves as the obvious choice for newly remote companies in the wake of COVID-19.

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Take a look at what their previous section above the fold looked like.
Now compare that to the header they created in the wake of COVID-19 and companies moving to remote work. They've effectively positioned themselves as the go-to tool for newly remote teams, riding the wave of remote work adoption and catering directly to these new businesses looking for a solution to unify them.
Visitors are immediately presented with social proof in the form of punchy snippets of reviews, illustrated by five-star ratings. Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. In essence, people use the behavior of others to aid their decision to make a purchase. And even the social proof has been adapted to cater to remote workers. I'm sure they had no problem digging through customer reviews or getting a friend to write this, but it reinforces the main message they're about to introduce you to.
There's nothing subtle about it. Basecamp goes straight for the jugular and positions itself as "the all-in-one toolkit for working remotely." Calling yourself an "all-in-one" is a big deal because you then have a lot to live up to. You're setting the expectation that this is, in fact, the *only* tool you need to organize your work remotely. But there's also no question about what it is and who it's for. If you're looking for an all-in-one-type tool for your newly remote team, Basecamp is saying "look no further, friend."
Before and after is one of the most powerful comparison tools you can use in copywriting. First, it seeks to hook the visitor by describing the exact situation, feelings, and frustrations they’re experiencing. Then, it stirs up a vivid picture in the visitor’s imagination about what their own life might look like with this new tool. It creates desire. If you look back at the original version, you'll notice that they tailored this copy to working remotely as well. The first thing they do is call out the likely scenario website visitors are in: "You're wondering how you'll quickly transition your team to remote work." Ding ding ding! They've gotten the website visitor to say yes. To agree with them. This is then reaffirmed later with "...your team will be working together (even though they're apart)..." They're specifically addressing the "job" website visitors are looking to hire a software tool for and then positioning themselves as the perfect tool for the job.
The call to action is bold and unmissable with a contrasting yellow that sticks out from the page. “Give Basecamp a Try” is friendly and communicates low commitment. And best of all: The text below the button shows a real statistic of how many companies signup for Basecamp — another manifestation of social proof. One of Basecamp’s advantages is their size and notoriety, so they can feature this type of statistic front and center.
Don't forget about the banner. Just in case you haven't gotten it already, Basecamp is the premier project management +internal communication tool for remote WFH teams worldwide. Remote work = Basecamp. Got it.
Now we get into how Basecamp works, and while it's not specifically tailored for the remote audience, it actually still reinforces the headline and subheadline above. Handwritten-style descriptions of features and product uses are a breath of fresh air in a world of tired and stale feature descriptions on most other landing pages. The style also lends to the conversational tone of the copy which allows visitors to quickly understand how it’s used.
Now we get to a section that essentially acts as a sales letter that addresses the pains that website visitors are likely experiencing and why Basecamp is the pain-killer. This section has also been modified to tailor to the effects of COVID-19. See the differences compared to the previous version below.
The previous version empathizes with the pains and problems potential customers experience. It also calls out the flaws of the visitor’s current way of doing things and criticizes the method. By specifically addressing the alternative to Basecamp, it makes them seem like a better solution because they address these pains and problems. Now see how they tailored it for remote workers in specific.
Again, they call out COVID-19 and reassure the visitor that they know this whole remote work thing inside and out. This line in particular sticks out to me: "We know what it takes, we do it every day, and we built those learnings into Basecamp." They also make another subtle before and after comparison with the bottom two paragraphs, leading with "Remote work is especially challenging when..." and "But when it's all together in Basecamp..."
This section is an entirely new addition to the landing page. Not only is it a good way to introduce the Basecamp ideology, but it also establishes credibility to website visitors. I mean, if they wrote a book on it, they *must* know what they're talking about, right?
You'll notice that social proof is a big theme for Basecamp. Since they've been in business for so long, have so many customers, and especially since they have *notable* customers, they have an incredible asset to draw from. Testimonials from the CEO of Shopify, someone from freaking NASA, I mean come on. The thing I love about the way they use social proof is that they don't skimp out. They've got a lot of it, and they use a lot of it. If you got it, flaunt it.
The body of the landing page concludes with repeating the CTA, a practice every SaaS company should follow. They even subtly give a secondary CTA to "hollar" at them if website visitors have some reservations about signing up.
And then finally concludes with yet another form of social proof. In what is probably my favorite footer of all time, they show a line graph of signups over time, starting with 45 in 2004 and then ending with 3.3 million in 2020. I mean, what else is there to say?
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