You are 100% correct. The problem is most organizations aren’t built this way, they sit is silos, so it would have been hard for the tools vendors to sell it that way. Very similar to the issue I explained here: http://www.bryaneisenberg.com/its-not-my-job-why-your-marketing-is-broken/

When someone can up with a tool that will help me map a path to purchase, identify action points along that path, link pages to each action point and then allow me measure success or failure, then I will be happy to hand over the plastic fantastic.

Intent, gentlemen, is the name of the game. Give me a tool that helps me manage my efforts to nail intent and I am yours for life.

Aaarrrgh

And tiny reverse type, for the features/benefits (and even that’s grey on grey.)

Where’s my gun, I need to shoot another web page designer.

Oooops, sorry, my inner Raoul Duke took over.

Yes, it’s Friday afternoon again and I get a little creatively crazy, better stop now before the going gets really weird..

While that in itself might be the purpose of the campaign I would have bounced if it hadn’t been for your question. My company sees offers for tools like this once a week and use other similar brands (SEOmoz, Crazy Frog etc) so this would be a tough sell anyway. They need to make it easier and more tempting in the first impression.

The only thing that interested me was that they are taking data from multiple sources and that is a bit more unusual. Again though I may have missed that if you hadn’t asked the question.

@Alhan great insight and suggestions

2.) I would bring the highlighted features closer to the top of the page (or use a responsive design) to keep them at least partially visible on smaller screens (I’m on a 13” Macbook Air). Or use some type of directional cue to tell me that there is more down on the page.

3.) Rather than the paragraph at the top, I’d consider bullet points/checkmarks. Reading 5 lines of full sentences is asking a lot of me at this point.

4.) I’m not getting a clear value proposition here, until I read the paragraph. I imagine that the main heading “SEO Management Software” is meant to match up with the keyword being search for Quality Score purposes, but I would propose a heading along the lines of “All Your SEO Tools in One Place” (taken from the paragraph below the heading). Now I have a better idea of why I’d want to use Raven.

BONUS – This goes beyond editing this page and into creating more content: I would think that a video demo would be fitting here. The question is, will the desire to see more of Raven outweigh the benefit of showing more of Raven upfront?