Messaging, Homepage, and FAQ Content for Syslat.com
Syslat was a tech startup in need of a message.
The founder, John, had developed a product that made professional-level system analysis accessible to e-sports enthusiasts and competitive PC gamers at a fraction of his competitors’ prices. But he didn’t have a clear way of sharing that benefit with his main audience.
I helped him cut the jargon, simplify the selling points, and build a confident, friendly voice for his business. I re-wrote his homepage and FAQ page to match the vision we hashed out, and helped him fit it into his current web design. (At the time, my front-end web skills were very limited.)
With the new homepage, John was able to secure a new partner and pursue new funding opportunities that seemed out of reach when we began.
The project has been on pause for the last few years, and they’ve since changed their focus to a more specialist audience, but I keep hoping to see John’s clever design pop up in the wild.
Homepage Content & Messaging
Focusing on Benefits
From our earliest conversations, it was clear that John had a laser-focused sense of the benefits his product offered to actual people.
My job was to take his feature-focused webpage and transform it into something that spoke to his intended audience: gamers who cared about their performance beyond a hobbyist level.
Pain Points & Speaking Our Audience’s Language
We started with the fundamental problem that the Syslat device solved—system latency—and re-framed it as a question any frustrated athlete looking for an edge might ask themselves: what’s holding me back?
From there, it was easy enough to take a term and a concept PC gamers know all too well, “lag”, and use it to explain the technical side of the device in a way even novice e-sports enthusiasts could grasp in just a sentence or two.
Add in some clear structure, more selling points, and headings, and baby, you’ve got a homepage that converts.
FAQ Content
Clear, Direct, and Ready to Solve Problems
Because the Syslat product solved a technical problem, we needed a place to talk about the exact nature of that problem.
The original draft kept an explanation of system latency on the homepage, but this was a pretty clear miss from a content perspective. Folks hitting the homepage were going to be a mix of warm leads who were already looking for a latency solution, new prospects that had never heard of the problem but knew that parallels existed, and potential funders who might not know (or care to know) anything about the tech side of the problem Syslat solved.
So, we decided to beef up the barely-existent FAQ with a more comprehensive page that discussed the tech, gave more reasons to buy the product, had at least one humanizing moment for the brand, and gave some necessary info to potential customers.
Overall, this page did a great job accomplishing the client’s goals: simply express the complicated nature of the product, and give users and potential customers a place to learn more than the sales language on the homepage could show.