Descript: Hero
Oct 17, 2024
Toni Hopponen
Why we chose this SaaS landing page example
Creating videos for social media and marketing is tough work. The learning curve with editing tools and the time spent tweaking each second make many marketers outsource the task.
It’s probably one of the reasons why Descript’s product landing page for video editing goes all in, saying they are an easy-to-use video editor. But if they just claimed it like that, it would not mean much.
The description text, ‘If you can type, drag-and-drop, copy-and-paste, you can make pro-quality video in Descript. It’s an AI video editor that’s as easy as a doc’, is a great example of a hero text turning something vague into much more concrete. All of us are professional users of Word and Google Docs – if that’s the skill level required, many marketers are willing to give this app a shot.
When you are competing in a crowded market like video editing software, the hero section doesn’t really need to explain the category and the ideal customer. On Descript’s site, the hero starts with the key differentiator and Google Docs-like editing capability. While the saying that hero texts should tell who, what, and why is still true, there are a lot of exceptions, and an established software category is one of them.
Why Descript?
Descript is designed for content creators, podcasters, and video editors who rely on tools like Adobe Premiere or Audacity but find editing workflows too complex and revisions too time-consuming. Descript provides an AI-powered platform that lets users edit video and audio as easily as editing text, making content creation faster and simpler. Key features include text-based editing, screen recording, transcription, voice cloning, and AI tools like noise reduction and filler word removal. This helps users create polished content quickly and efficiently.