Copywriting Analysis of Sitesauce by Miguel Piedrafita

Sitesauce is a static site generator for dynamically-generated websites made by Miguel Piedrafita.


He’s addressing tech-savvy people (teams) who are running commercial websites using WordPress or other content management systems in the backend.

Miguel did a very good job of writing the copy and designing the site.

The copy is close to perfectly written for the target market and the design is consistent, clear, and was overall a pleasure.

The structure of his page

1st part

2nd part

3rd part

4th part: More persuasion

What could be improved?

Not much, honestly.

It’s clear what the service is called, what it does, how it benefits the target customer, and why they should buy it.

The call-to-action „Start your 7-day trial” could be replaced with:

Convert to a fast, static site!

And the video could be placed between the headline and the summary of what it does.

He could also be more personal when he says „Jump into a call with the creator of Sitesauce to get you started. Schedule now” and make it:

Jump into a call with Miguel, the creator of Sitesauce, to get you started.

Talk with Miguel / Call Miguel now

And Miguel should decide whether he goes for „I” or „We”. At the moment, he’s using „We” quite a lot although it’s only him. That’s a disconnect.

But if there are more people involved, say so and speak of Sitesauce as a team effort.

Also, consider adding a photo of you (and your team).

Takeaways from Sitesauce

  1. The reader is always the hero of their own story.
  2. Your benefits must relate to the reader (and any other people who benefit).
  3. Don’t use „We” just to sound bigger especially if being transparent is one of your company values. If it’s only you who’s behind a product, say „I”.
  4. Use pictures of you, your team, and supporters to humanize your brand and increase replies.
  5. Use visuals (icons, graphics, illustrations) to burn important concepts into your reader’s mind.
  6. Break down your benefits so they become relatable to the reader.
  7. Keep your benefits simple enough so that people can easily recall, repeat, and eventually spread the word.
  8. Keep the tone as personal as possible. Especially with tech products, the tendency is to sound super neutral and objective.
  9. Encourage people to write back, and they will (if you make your tone personal in the first place). And they will love your brand even more.
  10. Make it an adventure. Don’t just sell a product. Turn your marketing into a bigger mission that goes beyond your core offer.

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Show comments

Martin Both (voiceover artist from Chicago)

I saw your video with comments about the Sitesauce website. I think you did a very thorough job and were on target with your comments that you provided.

One thing that you stated stood out to me, and I wanted to share my thoughts with you on it.

You mention Miguel should decide whether he goes for „I” or „We” even though he is one person.

My thought on that (as a small business owner with only one person being me as the owner) is that I would want to use “we” when I talk about my business, because my business is supported by many people that help me. From the tax accountant, to the voiceover and studio coaches I have trained under, to the demo production team. While they aren’t “employees” of my business, I utilize their services to achieve a great end result for my clients.

I wouldn’t be where I am if it wasn’t for them.

I know this goes against what your comment was, but I thought I would share with you my thoughts.

Again, great job on your analysis of this Sitesauce tool.

Alexander Kluge Author

I find your point of view absolutely valid and I can very much relate to it.

I guess the point I was trying to make was... if he’s all about the “We” then why not be more straightforward with it and mention those people behind? He’s all about transparency, so reveal the “We” behind the curtain.

So his communication (in this regard) is a bit half-hearted but I’m probably being pedantic here.

Here’s an example of mine that illustrates what I mean when I saw “reveal your curtain”.

I’m glad that you’re challenging my analysis. It’s important and healthy.

Lastly, I remember what Derek Siver said about it in his new book “Your Music and People” - page 22: Don’t try to sound big

When communicating with your fans and contacts, don’t try to sound bigger than you are.

Don’t use the corporate “we”. Say “I”. Fans want to connect with you as a person, not as a brand.

Don’t appear flawless. Show a charming flaw. Confidence attracts, but vulnerability endears.

Definitely don’t use corporate-speak to try to sound like you’re a big business. It comes across as fake, insecure, or spam.

I know we’re talking about customers and products here and not fans and music but I believe you can learn from that approach too.

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