Goodnotes: Before and after
Goodnotes built a huge following with students, and the homepage spoke to everyone at once, from exam takers to journalers. FletchPMM helped Goodnotes build a homepage aimed at professionals who work on a tablet, leading with the work use cases that matter to that audience and the reasons Goodnotes beats paper and other apps.
Tagline ("write, type, and collaborate") could describe any notes app
Speaks to every segment at once: studying, teaching, journaling, meetings, teams
No clear reason to choose Goodnotes over other note-taking apps
Targets one segment: professionals who rely on a tablet
Leads with concrete capabilities: whiteboard, PDF annotation, documents, notebooks
Differentiates against the alternatives ("write better than you would on paper")
Adds enterprise-grade security and compliance for the business buyer
