Thanks for the feedback. We definitely struggled with the overall positioning at launch. Our initial target is political campaigns and non-profits, mostly because they know they need this kind of a tool, and the current options are ridiculously expensive. For them, it's all about coordinating volunteers and engaging people in every channel possible.

But we also think, based on our background using political organizing to distribute documentaries, that there is a big market potential for independent creators as well, a market that will get very large. Authors, filmmakers, musicians, comedians, YouTubers, bloggers, etc.

The first few questions in the FAQ talk about this: http://nationbuilder.com/faq

We're definitely gonna play around with the main language on the website, thank you.

OK, but you still need to make it clear on the homepage that it's a tool for organizing and expanding a group of people, using social media, around a cause. From the homepage I thought it was just another company trying to bundle all my personal social media together. I shouldn't have to go to the faq.

I would second that feedback. I eventually figured out what you were talking about, but for the first minute or so I had no clue. I actually thought you might be a simulation game for a second! I know you don't want to pigeon-hole yourself into being "just" a tool for political organizations, but you really should get some sort of descriptive text up there.

Agreed, my initial thought was this was a sim-nation style game.

The design (while nice) and fake example data hardly discourage that impression.

Could be geared around a planning desk or war room theme (without connotations of violence)?

My thoughts, exactly. I thought it was a new creation of Nation States.

How about: Online Campaign Management for Candidates and Activists

Okay, I have no idea what the site is about, but it's beautiful. Who designed it?

Jesse Haff, he is amazing. http://3dna.us/about

Me. Thank you! :)

Yeah I actually came back to the HN thread to find out what the purpose of the product was

I might be in the minority, but I understood what it was for pretty quickly. Tagline could use a bit of tweaking maybe.

The city-in-a-box icon meant nothing to me. My brain keeps seeing a joystick for some reason.

It's not just for civic leaders or candidates.

While we built it with an eye on the non-profit and political world, it could also be of benefit to independent creators of all types -- artists, musicians, advocacy groups, small businesses, sports teams, public speakers, etc. Anyone who is a leader or creator with a following.

I'd brand those as different companies with slightly different designs, built on the same platform to cater to the market. A politician is more likely to sign up to an awesome service for managing political campaigns, and an artist is much more likely to sign up for a service to handle her public image that setes out to help manage gallery showings (and not just "gatherings" or "political events").

Remember all of patio11's comments around SEO as well. People will search on the problem they want to solve:

"How can I manage my political campaign?" "How can I promote my music?"

I agree that this doesn't come across so well with your current copy and examples. Some more realistic examples in your target markets might help to make this clearer.

Basically, the "Abe for President" line makes it seem very heavily targeted towards US citizens running for public office. I found it get past that initial impression.

Understood, but you either are targeting the civic leaders and candidates, or you aren't. Don't be shy to express it in your message.

My suggestion would be to strictly target one niche, and it looks like it should be civic leaders. You'll find each market has unique needs with each of your features, and trying to build a solution that satisfies everyone will result in being mediocre to everyone. If you disagree, read Crossing the Chasm :)

Groupon Started as ThePoint-- for anyone who wanted to do a tipping point style campaign for anything.

Focus and then expand-- don't try to boil the ocean. Think Amazon (books first), Craigslist (SF first), Facebook (college kids first). How you position at first doesn't lock you down.

Yes. It's not at all obvious the site is for politicians / public figures.

Is it just for them? It seems it's for businesses as well.

After looking at the website for a minute my opinion is that it looks really cool, though I'm not one hundred percent sure what it does. After writing the previous sentence I read the FAQ and now I'm a little more sure what it does, but definitely the explanation side of things needs a bit more work.

The big "click here for pricing" button comes way too soon. You need to explain your product before you hit me with the pricing. The "FAQ" and "About" links are way over there, where I'm not drawn to 'em.

I love the idea of the Abe for President campaign. And yet, it doesn't seem to be fully functional. Perhaps letting me see a fully-functional demo of the Abe for Pres campaign might help me to understand what's going on a bit better.

edit: In case the above came off too critical, though... I think you've done a really good job in identifying a real problem that folks with money will pay good money to have solved. The only problem is that spending a few minutes on your website doesn't yet communicate to me exactly how you're solving it. Tighten up the marketing message and you could really be onto something.

> The big "click here for pricing" button comes way too soon.

I disagree. Too many products and services make it too hard to work out what they actually cost. It's maddening.

However OP might give consideration to giving the FAQ equal billing (ha!) with the pricing.

Yup. I thought it was one of those nation web games.