Copy Love: Habito šø
Less is more, and simple is better.
Hi there copy lover,
How on earth is it two whole weeks since I was last in your inbox? Been up to anything exciting? Besides the usual cut and thrust of client work, Iāve been developing my first ever digital productādiversified income streams and all that š.
Itās called The Freelance Copywriter Starter Kit, and itās a bundle of 10 templates (plus tutorials) to help newbie freelancers start and grow their copywriting business with confidence. The launch date is TBC and you can sign up for updates via the pre-launch page.
And with that announcement out of the way, letās get down to business.
May I present to you: Habito
Habito are mortgage brokers on a mission to make mortgages easy.
The love list
Weāre back to the old format this time, with three things I love about Habitoās copy and one point for improvement at the end. Up first, the love list:
Maximal design, minimal copy
Subtle hints of VoC
Tactical testimonials
Maximal design, minimal copy
Maximalist design is having a moment in 2021 and Habitoās website fits right in. Trippy graphics, in your face colour palette, retro typography: check, check and check. Iām a big fan of the style, but it only works for websites if itās paired with bare-bones copy.Ā
Habito strikes this balance well, with a pleasing absence of jargon which is no surprise given that simplicity is their whole thing.
The sooner other mortgage companies catch on to this the betterāit really doesnāt have to be so damn complicated.
Subtle hints of VoC
Iām sure weāve all attended enough Copyhackers tutorials to know that using Voice of Customer (VoC) in your copy is a Good Thing. But itās rare to see a decent example of this out in the wild. Enter Habito.
As an Elder Millennial currently in the throes of house buying, I know theyāre talking to me here. My parents donāt call it life admin, and who knows what Gen Z are calling it but they arenāt buying houses yet anyway.Ā
Itās a nice little nod to show Iām in the right place. They understand me. They know what I need and are ready to help. Too much āmillennial slangā would be off-putting, but a smatter like this is a great touch.Ā
Tactical testimonials
I love that Habito have selected testimonials to feature on their homepage that match the tone of their copy while also deftly summarising their USPs.
It maintains that feeling of ābeing in the right placeāātheir other customers talk like me too! As well as strengthening my confidence that Habito will be able to solve my problems.
If I didnāt already have a superstar mortgage advisor, Iād be straight on the phone.
Room for improvement?
To be honest, I didnāt *love* Habitoās illustrated erotic novel. While I applaud its subversive spirit, the execution was too male-gaze-centric for my liking. Given that less than 60 years ago a woman still couldnāt open a bank account in her own name, Iād like to have seen something a bit more empowering from a ādisruptorā brand.
The final verdict
Fun, frivolous design paired with stripped back copy that perfectly captures VoC without going OTT. File under āless is more, and simple is always betterā.
Up next (23/08/2021): All about āAboutā pages š¤
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