Website copy is all about brevity and clarity. See how I pulled it off for a time tracking soft.

TL;DR
TimeCamp, a time tracking software company, sought a homepage overhaul after 13 years in business. The primary objective was to enliven the website with animation, new headlines, and concise copy. On the updated website, I reduced redundancies in the texts, utilized TimeCamp's business data to support their credibility, and highlighted the brand's unique selling points: ease of use and productivity boost. The new website is now clearer, easier to navigate, and quickly communicates the product's uniqueness.
My role: Draft the web layout, highlight the product USP, and write all the copy.
Client: TimeCamp
Industry: Time tracking software, SaaS, B2B
Website: https://www.timecamp.com
Context
TimeCamp is a software company offering applications for time tracking and team collaboration. After 13 years in business, TimeCamp sought a homepage overhaul in preparation for dynamic growth, new feature launches, and new hires.
Objective
The first step of the project involved creating a new, more intuitive layout. The overhauled website featured animated graphics, engaging headlines, and crisp text.
The company's C-suites wanted to distinguish TimeCamp's product from their competitors. This called for thorough research into competitors' positioning and a long session of formulating the USPs.
In the end, we chose to center the product messaging around its unparalleled ease of use and productivity boost.
To view the complete overhauled homepage, click here.
The Making Of
First, I had to find out what makes TimeCamp unique. The company's customer survey done in January 2023 revealed that 82% of their users think the app is easier to use compared to other time trackers. Ultimately, this characteristic became the cornerstone of the new web copy.
After confirming the USPs, I revised the paragraphs. I've trimmed the redundancy in the previously fluffy-puffy 40-word paragraphs by half, making the messages more direct.
TimeCamp had much great business data. I used this to emphasize the reasons for choosing TimeCamp.
I also made use of their online reviews, as the company has excellent social proof.
Results
As a result, the new website is not only easier for visitors to navigate, but it also allows them to quickly understand the product's unique features.
P.S. I forgot to make a copy of the website pre-revamp for comparison. :(
###
If you liked this case study and have a big heart for helping others, I would really appreciate it if you could share this content on your social media. Do not forget to check my other 5-minute reads as well. Thank you!