Content brand of the week: Moonfruit, the website builder with great foundations

Moon Fruit? Please tell me this is some kind of new foodstuff discovered by the Philae lander?

Sadly no. Moonfruit is a free website building tool, a lot like Squarespace or Wix.

Urgh, web design. Snoresville!

Not everyone feels like you, it’s an incredibly important service that virtually every business will make use of at some point if it wants to succeed.

So why is Moonfruit giving away the goods for free?

Well it kind of has to, because that’s what its competitors do, but it also has a range of premium packages for when customers want to get more out of their sites. Screen Shot 2014-11-14 at 13.14.55

So it’s the old freemium model, like Kim Kardashian’s Hollywood game.

It makes me sad that Kim Kardashian’s Facebook game is your first reference point. But yes, only instead of limiting how many outfits your character gets to wear to entice you to spend, the web-building brand uses content to showcase the power of a professional site. Firstly, there are the handy how-to guides that will enable you to do anything from integrating your email with Microsoft Outlook to making sure it performs well in the search rankings.

That’s nice of them, I bet Kim Kardashian doesn’t give out handy business tips.

Enough with the Kardashian Komments. The content is shared on the brand’s online forum in downloadable PDF format. They’re easy to follow and use screengrabs and step-by-step explanations to good effect. Screen Shot 2014-11-14 at 13.54.42

The ‘duration’ and ‘difficulty’ rankings are a lovely touch.

They sure are. As well as hosting the guides, the forums act as a much bigger repository of knowledge; namely the knowledge stored inside actual Moonfruit users’ heads. If your query isn’t answered by the PDF, you can be fairly sure the forum hivemind will be able to sort it out for you. It’s peer-to-peer customer support. And, apart from the hosting fees for the forum, it costs Moonfruit nothing.

Savvy! Any other content we should know about?

Well if you’re going to write guides about SEO techniques then you have to practice what you preach, and as every good optimiser knows, a high-performing website should have a regularly updated blog. Moonfruit doesn’t disappoint. Here’s the top nav, featuring a few recent stories as well as a prominent CTA leading back to the main site. Screen Shot 2014-11-14 at 14.24.10We especially like the ‘What’s stopping you’ content strand, which aims to overcome some common objections that users have to starting their own website or e-commerce business. It’s a classic sales technique, given new life for the digital age. Screen Shot 2014-11-14 at 14.34.35Another thing you’ll notice from the image above, other than the frankly alarming product photo, is the author of the post. We like to see attribution on blog posts, it lends a human feel when you can associate the words you’re reading with a real person. We especially like to see a brand with a ‘senior content producer’ in-house – it’s a sure sign of Moonfruit’s ambition to become a truly stellar content brand.

They’re shooting for the Moon alright!

Where next? Think you know of a great content brand? Submit here! More from Tom Owen Previous CBOTWs See our work

Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media.

One thought

  1. Thanks guys, glad you like what we’ve done with our content at Moonfruit – the great subject and quirky community made it easy really. I did wonder when Marcel posted that ‘alarming photo’ in the article you highlighted. Marcel, what is it exactly..?

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