MAKE by Wildgoose
Launching a new SaaS product for B2B events.
Wildgoose is an events company that provides organisations with team-building activities. In 2024, it launched its first SaaS product, MAKE. This self-serve, subscription-based platform is designed to make it easy for companies to create their own team-building activities.
I was brought in by Wildgoose’s digital agency, Subvert Studio, to write the copy for MAKE's marketing website. The website aimed to introduce an innovative product while leveraging Wildgoose's established expertise, and ultimately to drive users to build their first activity.
I’ve grouped my work into three phases:
Research
At the start of the project, I followed my usual process: reviewing existing research, doing additional digging where needed, and gently probing any assumptions that might be standing in the way.
Pinpointing the target audience
Initial user research revealed diverse potential users across three distinct user groups: corporate, hospitality and events professionals.
Knowing that the website would have a single landing page for launch, I advised the client to prioritise one user group, based on frequency of events. He identified the corporate user group as the priority, and I tailored the content to this audience, while making sure that the messaging would not alienate the secondary audiences.
Choosing the right language
A key decision was whether to call MAKE’s digital products “games” or “activities”. The client was unsure which was the best term to use, but with a little research, the answer became clear.
I reviewed competitor sites, Wildgoose’s original site and a demo of the platform; I found that the term “activity” was used more frequently than “game”. Furthermore, “activity” is a broader term that better reflects the range of use cases and keyword research confirmed we wouldn’t lose high-value search traffic by optimising the site for this term.
Extracting the true value proposition
The client was clear about the many benefits of its team-building activities but we needed to find a distinct value proposition for MAKE that would set it apart from the core business.
We interrogated why someone would choose to build an activity themselves, rather than getting Wildgoose to organise it for them. The answer was that the MAKE platform offered unprecedented versatility: users could make activities for any and every occasion, on an ongoing basis. This was the value proposition.
Content Design
I was given a suggested layout for the landing page, which I reviewed and refined, prioritising users’ needs.
From job titles to use cases
The original plan for the landing page included a list of the job titles for the key user groups.
But job titles are notoriously idiosyncratic – one company’s HR Manager is another’s Head of People – and the responsibilities vary wildly from role to role.
So I recommended focusing on use cases instead. Rather than making the user search for their role, we showcased the most common scenarios, reflecting their pain points and highlighting the product benefits.
From features to Reasons To Believe and a beginner’s guide
Any decent copywriter will tell you to take your list of product features and turn them into benefits, making your messaging more user-focused.
However, I knew I was going to weave the benefits into the use cases section at the top of the landing page. So how could we translate the features into content that would be more compelling for users?
I proposed two modules to replace the list of features, which included ‘choice of templates’ and ‘AI content generator’. The first was three Reasons To Believe (RTB); the second was a step-by-step guide to getting started.
Both modules communicated the key features, but they did more than that: providing RTB helps to build trust in an unknown product, while the guide shows how simple the software is to use, encouraging users to give it a go.
Copywriting
Having decided the flow of information for the landing page, About page and Pricing page, I crafted the copy in line with Wildgoose’s informal, knowledgeable and optimistic Tone of Voice.
Introducing the product
Brand storytelling
Compelling CTAs
“From the get go, Alex was a pleasure to work with. She understood the brief and proposition clearly from a fairly limited handover, worked quickly and efficiently, and provided clear rationale to everything to help with stakeholder buy-in.
The client was very happy with the output, and specifically called out the high professional quality of Alex’s work. I wouldn’t hesitate to work with Alex again on future projects.”
— Ben Perkins, Founder of Subvert Studio (digital agency for Wildgoose)