Copy Critique - Dolly
Dolly (getdolly.com) is a Chicago-based start-up that wants to be the "Uber of movers." (Hey, that rhymes.) Recently announcing a new round of funding, Dolly looks like it has a bright future as it seeks to expand its services beyond the Windy City.
Their website is clean and iconic, making it easy to get a sense of what they service offers and why you would need it. I appreciate the visual simplicity, but the copy doesn't quite match up with it.
Let's start with the headline. "Get your stuff where it needs to go." feels like it's trying to be profound, but is lacking a reason to be profound. What exactly does it mean when it says "needs to go?" I feel like that's a philosophical question.
I like the three icons giving you an idea of what you'd use the service for, but they don't land neatly. By that I mean, it takes me a second to realize why they're there. Honestly, I thought the first icon was going to redirect me to Craigslist to start shopping for large pieces of furniture.
The order seems wrong, too. I'd think you'd want to start with apartment moving.
This is a strong home page, and I wonder if it's been A/B tested to get to this point. As a writer, I feel like it could be stronger, but it definitely has a professional sheen.