How to create an APP welcome page copy that makes people fall in love at first sight

My initial understanding of the word " copywriting " came from the advertising industry. Nowadays, when I search online for what "copywriting" is, the most reasonable explanation of modern copywriting given by Baidu Encyclopedia is the abbreviation of "advertising copywriting", which is translated from copy writer. It mostly refers to the form of expressing advertising information content in words. In a broad sense, advertising copywriting includes the writing of titles , texts, slogans and the selection and matching of advertising images; in a narrow sense, advertising copywriting includes the writing of titles, texts, and slogans.

An excellent sentence or paragraph of copywriting must at least be "accurate and standardized, highlighting the theme; concise and concise; vivid and creative; beautiful and fluent, catchy and easy to remember." And a good copywriting must also be perfectly coordinated with the art design to be presented. From the advertising industry to today's Internet era, from a slogan to every step of the product explanation, writers are no longer limited to those tens of seconds of advertisements or print ads, and copywriters have more space to display. However, as a copywriter who is still honing his skills, I have been wondering, is a copywriter really just a writing worker?

As the saying goes, "Everything in the world has the same principles", so as a copywriter, you should not only organize the text, but also operate and design, because we are polishing the text and polishing people's hearts. We often see copywriting that makes people's eyes light up and is unforgettable for a long time, but today we are talking about the copywriting on the APP welcome page that is first presented to users in today's mobile Internet era.

For any application, the copy on the APP welcome page is the first impression it gives people. Exquisite design adds points to the appearance of the APP, and appropriate or unexpected copy presentation is the expression of connotation. An APP product is like a person, how can it leave a good impression on people from the very beginning? Almost all applications will put a lot of effort into the welcome page. I have collected welcome pages before. Today I will talk about those APP welcome page copywriting that makes people fall in love at first sight, and how to write APP welcome page copywriting that makes people linger.

The reason why the APP welcome page exists is that when the client is opened, it needs to connect to the server to obtain data and wait. Therefore, product designers think of using the display of the welcome page to distract users' attention and give users an initial understanding through some content display. This is also because the welcome page is the interface that appears after the first download or update. It is a guide page for new users and generally does not exceed 5 pages. So how many categories can today's App welcome page copy be divided into?

1. Function Introduction

The design of the most common APP welcome page introduces functions. Through precise and concise descriptions of product functions, users can immediately understand the tonality of the APP and perceive related special functions. Through the description of the copy, users can clearly understand what they can do in the product in the future. Taking the original picture community Zuji APP and writing tool Zine as examples, the main functions of the product are summarized in one sentence through a combination of text and pictures, and the product functions are further described through headlines and subheadings.

Copywriter:

A photo + a caption, this is your daily record

Beautiful pictures , private chat, personal homepage and more functions are gradually developed for you

Copywriter:

Create beautiful articles:

Writing beautiful articles on your mobile phone has never been so convenient.
Zine carefully crafted a powerful and easy-to-use editor

Magazine-level typography:

With Zine, you can also easily create magazine-like layouts.
Unique WebFont font technology makes your text shine on the Internet

Personalized column:

Publish the article to the column,
Share your knowledge and experience, spread your ideas.
Every column is so different

Recommended by interest:

Zine will recommend you a special magazine every day based on your interests.
In this age of information complexity, we help you easily find content that really interests you.

Protect privacy:

Everyone desires to communicate with others, but also desires to protect privacy.
We take both into account through design.

Comments: These are two welcome pages with different styles. Zuji is an original photo community. The welcome page briefly explains the product’s special features – “add subtitles to photos”, which is derived from the once popular blockbuster model. It weakens the non-main functional points that were once popular and highlights new concepts. For zines, a long text introduction can clearly guide new users, but a 5-page introduction with a lot of text makes it difficult for people to want to read or to finish reading. Therefore, the copywriting for the functional welcome page should be brief and to the point, highlighting the special features.

2. Problem Solving

The existence of a product is to solve certain needs of people, so many tool products will choose to directly hit the user's pain points through the welcome page copy, deeply explore the problems that bother users in their lives, and convey that the product can solve a certain problem for users, thereby making users feel good and prepare in advance for dependence. For example, TickTick and Curiosity Daily;

Copywriter:

Some things are gone once you miss them

Too many things make us lost

If everything is in order

Then life is under control

Copywriter:

The best media in every era

It has 100 ways to satisfy your curiosity

There are so many people

And you

Curiosity Daily

Curiosity drives your world

Comment: "Make your life organized" and "satisfy your curiosity". Have you been instantly impressed by their functions? One is a daily work list organization tool, and the other is a world news collection product. Although the TickTick List has a simple screen, it has hit the pain point of people's unclear daily complicated work. Curiosity Daily not only has colorful pictures, but also uses people's curiosity to satisfy their desire to know the world. Therefore, the copywriting introduction for the welcome page that solves the problem is: face the pain points directly and hit the target with one blow.

3. Feelings and Attitudes

In addition to introducing functions and solving problems, many products also express their feelings and attitudes through a few simple pages of introductions, and use some scenario-based copy to describe or inspire people's confidence or make them reflect. This type of welcome page copy usually impresses users through emotions and attitudes, and this emotion and attitude are consistent with the overall tone of the product, such as Jianshu and NetEase Cloud Music :

Copywriter:

The era of fragmentation:

How long has it been since you wrote an article?
How long has it been since you last read carefully?

On Jianshu, there are still hundreds of thousands of authors who insist on producing high-quality content

On Jianshu, there are still millions of readers who are reading high-quality content attentively.

Excellent friends are here to have a deeper exchange

Welcome, our new friend

Copywriter:

confused

When you need me, I'm there. There's always a comment that lights up your heart.

Cold night

I'll be there when you need me. All the warm comments are here

Comment: In the writing industry, Jianshu is relatively well-known, and in music software, NetEase Cloud Music is also loved by users for its comments and community. It touches writers with their emotions and attitudes and tells them another side of life. The interface of NetEase Cloud Music is really simple yet touching enough, while Jianshu represents those people who are still working hard. They are sticking to one thing with their heart. What about you? If you want to impress new users with emotion and attitude in the welcome page copy, I just want to say: everyone has a beautiful aspiration.

4. Take the unexpected

Some products want to show themselves in a unique way, and often the unexpected welcome page display makes people shine, such as Shicha , the simplest words and the most prominent pictures tell you what they are talking about. Although this product is very niche, I have to say that I still want to give a thumbs up to this welcome page~

There are hundreds of apps on my phone, but these are the only ones I can still remember on the welcome page. The copywriting of the APP welcome page is not only a test of whether the text is beautifully described, but also a test of the hearts and minds of many people. How to use simple descriptions to accurately perceive and grasp the changes and thoughts of people's hearts is a question that every copywriter needs to think about. Although eye-catching and appealing copywriting is nothing more than getting users to give you a good impression, ultimately it is the product that retains users, but a good impression can give you a greater chance of development. There is a famous saying: You only need 7 seconds to make a good impression. So, copywriter, do you know what to do in these 7 seconds?

The author of this article @文案记 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century