As a copywriter, one of my specialties is writing about big data and analytics. It’s something I stumbled on almost by accident.
One of my clients was working with a big analytics company based in California. My friend said that the company he was working with needed a website copy re-write… just like that, a referral fell into my lap.
The client who had been referred to me explained that he was having trouble converting his site visitors into leads. He said (quote), “the traffic is there, but the copy just doesn’t convert.” I said I’d take a look at his site and come back with what I found.
It took two minutes to figure out what the problem was.
Like Most Big Data/Analytics Sites, The Copy Was Lacking In Concrete Benefits
The page was well written (from a technical standpoint), but something was just missing. The sentences were logical and had a good ‘flow’ to them, but somehow, not a single point managed to connect with a user need.
It’s a consistent pattern I’ve noticed among big data and analytics websites–they’re big on details and specifics, but slim on selling points.
Most people who work in the big data industry know how to describe what they do…
… They just don’t know how to describe how it helps a customer.
To illustrate this, let’s take a look at an example:
Domo.com is a big data analytics company with a solid reputation. They have the likes of Ebay and National Geographic as clients. In a word, they are a trusted analytics provider.
But when we take a look at Domo’s website, frankly, it doesn’t pique much curiosity.
For the most part, the page is lacking in benefits. And unless you are a data specialist yourself, the few benefits it touches on will fly over your head.
First, let’s look at the benefits it does mention:
“See [all your data] in context and start making better decisions.”
“Instantly access BI insights with pre-built Domo apps.”
“Build dynamic, intuitive visualizations to discover hidden insights.”
Benefits they are. The problem is that they are only benefits to people who are already familiar with Business Intelligence.
Imagine you are a business owner. Most of the data functions at your business are outsourced to specialists: accountants, data entry clerks, call center agents, etc. As a business owner or manager, you don’t understand the day-to-day details of data management or analytics. What you do understand is your business goals and needs.
Usually, it’s managers–NOT accountants or data professionals–who make purchasing decisions at businesses. This is especially the case with smaller businesses.
The Problem Is That Big Data and Analytics Is Different From Other Services.
Big Data and Analytics services deliver benefits that are only directly relevant to people who already know about big data and analytics.
- Increased uptime.
- Performance insights.
- Format compatibility.
- Improved website testing.
- And data management.
… Are important to ANY business. But they are benefits that only a few people at the business are aware of. So the challenge, if you want to write more benefit-rich (and therefore higher-converting) business intelligence copy, is to convert these abstract benefits into concrete terms.
Basically, each data/analytics benefit needs to be converted into a financial performance benefit, in terms that any manager can understand.
This might sound difficult, but it’s actually relatively easy.
Let’s consider a few of the examples I listed above.
This can be ‘benefit-ified’ by explaining the value of increased uptime. For example: “increased uptime so your site stays open 24/7, resulting in more leads and sales.”
The key here is to show how performance insights lead to actionable decision making. Example: “key performance insights that show with crystal-clarity which areas of your business are performing and which need work… Make higher-return investments by understanding clearly which business assets deliver the most for your organization.”
This should be phrased in terms of cost-saving. “[PRODUCT NAME]” is compatible with all existing data sources, so you can quickly import all your data without spending thousands on IT.”
As you can see, I’ve taken typical, abstract benefits of business intelligence, and converted them into concrete financial benefits. This is the key to writing copy for big data and analytics–to state the benefits in terms any business owner can understand. If you can do that, your company already has a leg up on 99% of your competition.