Typo is the somewhat unfortunate name of a keyboard accessory that attaches to your smartphone. Partially known because RyanSeacrest is a founder, Typo has been in the news lately because he was making the rounds at CES.
The startup’s website features a scrolling carousel of images and headlines on its homepage. There are four headlines, and I thought that the range in quality of the headlines was interesting.
Let’s start with the headline in the first spot in the carousel. This is obviously the most important headline to get right and serve as an introduction to any visitor to the site. This headline needs to get across why someone should care.
I like how it’s simple, I like how it plays on the dual meaning of the word “key.” I wish that it didn’t feel so flat, though. I think if it was tweaked slightly – “Discover the keys to better typing.” – it would be much more interesting and be more inviting to the user.
The second headline is also short and to the point, which in this case is a bad thing. Based on the image, I’m assuming this is referring to a keyboard for tablets, a forthcoming product. The headline doesn’t mention that, though. It just refers to “typing.” Which, lets be honest, is essential to a lot of different gadgets, not simply the ones that Typo creates products for.
Say what you will about this third headline and the stunning image that goes along with it, I actually like what it says. It seems like the right level of detail for a third headline in a rotating carousel, giving you some information about the product details.
But do you notice anything different with it compared to the other two headlines we’ve looked at?
Initial caps. The first two headlines capitalize every important word. This one and the headline that follows don’t. Brands should establish a style and follow it consistently, even something as seemingly insignificant as this.
And when your headline is describing how your product is made for professionals, you should probably make sure it is also reflecting that professionalism. It’s a small mistake, but one that should be fixed because it’s sending a bad message.
Finally, I don’t know what to say about this last headline. It is telling me that Typo is a “go-to” mobile device – I expect them to back that claim with some sort of fact telling me it is the most-sold, most-loved, most-something mobile device. As far as I can tell, beyond some testimonials from Arianna Huffington and another CEO, there’s nothing to back it up. It stinks of overselling.
And with “go-to,” “mobile,” and “on the go” all in the same headline, it just feels very redundant.
I look back on this post and wish I hadn’t come down so harshly on these headlines and this site. But Typo has gotten a lot of high-profile coverage and support, and these headlines are undermining all the exciting things the company is doing.
