Easy invoicing
tl;dr - This is one of those rare examples where the content focused on the features, rather than the benefits.
Background
A lot of small businesses built their website with Wix, and used it to sell their services.
However a lot of business owners needed to invoice, but hated doing it. A lot of the options in the market were confusing and integrating them into Wix wasn't always easy.
So Wix created a homegrown invoicing platform, so business owners could easily create their own branded invoices.
The only question was, "How do you get people who don't like invoicing to invoice?"
Research
Sitting with our product team on some market research interviews, it quickly became apparent that business owners knew the benefits of invoicing, they just didn't like it.
This meant they were looking for specific features, not benefits, when deciding to use invoicing software.
Solution
From the first screen and continued throughout the flow, the content strategy was to use action verbs to tell them what they could do with this service.
In the intro screen alone, the title and subtitle list 5 actions they can do in less than 20 words.
This content strategy continued throughout, even when creating tax and revenue reports.
Notice the copy emphasizes what they can do, not the benefit they get from it.
Impact of the project:
Wix Invoices launched a few years ago, but the content strategy I created at launch still exists today. Speaking to the audience in a way that advances their goals is an important aspect of any successful content strategy.