Copywriting

To create resonance and brand recognition, we reuse evergreen marketing copy for key messages that are tent posts of our marketing:

Tagline

A tagline is a short phrase that adds context to our brand and goes hand in hand with the company mission. Signal Sciences’ tagline is:

We don't have one yet because taglines are hard

Recommended usage guidelines for our tagline:

DON’T

  • Don’t create more taglines. A brand should have one tagline, and most companies use the same tagline for 2-3 years.

One-Liner

A "one-liner" is a concise statement that explains what a brand offers.

Signal Sciences’ one-liner is:

The modern web security platform companies love

Headlines

Headlines are specific to a single-minded story of a marketing campaign, landing page, etc. Strong headlines should promise a real benefit, and win readers’ interest through persuasion. A headline says a great deal in as little words as possible.

Core Brand Headlines

“__ when security is not”

We know web security is hard, messy, complex, challenging, and ever-changing. Our brand headlines express empathy for the problems teams face when protecting web apps and APIs and offers Signal Sciences as the solution. “A glass of ice water in hell,” to quote Steve Jobs.

Our brand headlines offer points of differentiation using a Madlib-style approach, varying the adjective used to highlight how Signal Sciences is unique. Rotating the six brand headlines across assets depending on the context should provide designers and writers a balance of consistency and variety:

  • Simple when security is not
  • Straightforward when security is not
  • Steady when security is not
  • Easy when security is not
  • Effortless when security is not
  • Efficient when security is not

DO

  • Use these headlines for brand campaigns or brand messaging

DON'T

  • Avoid using these headlines when the campaign focus is on selling or conversion

Core Sales Headlines

“Frustrate __, not your __”

Like our brand headlines, our sales headlines offer points of differentiation using a Madlib-style approach. Rotate the headlines below across assets and campaigns depending on the context:

Phrase variants:

  • Frustrate attackers, not your teams
  • Frustrate bots, not your business
  • Frustrate cybercriminals, not your customers
  • Block attackers, not your developers

Sentence variants:

  • Web protection should frustrate attackers, not the people behind security.
  • Web protection should frustrate bots, not your business.
  • Web protection should frustrate cybercriminals, not your customers.
  • Web protection should block attackers, not your development teams.

DO

  • Use these headlines when the campaign focus is on selling or conversion

DON'T

  • Avoid using these headlines for brand campaigns or brand messaging

Feature/Capability-Based Value Props

WAAP Platform

Historically, Signal Sciences has positioned itself as a "next-gen WAF." As our product expands to solve security problems that move beyond web application firewalls, we're evolving our message to try and own a new, broader category called "Web Application and API Protection (WAAP)." These headlines emphasize our comprehensive offering.

  • One unified platform, complete web protection
  • Protect your apps and APIs with modern, powerful web security

Integrations

Part of what makes Signal Sciences a truly modern security platform is how effortlessly we integrate with the DevSecOps toolchain. These headlines promise easy integration into existing systems and workflows.

  • Integrate seamlessly with the tools you use every day
  • Deliver security data where your teams already live

Installation

Customers are skeptical that any web security platform will be compatible with their infrastructure or applications. When they try installing Signal Sciences for the first time, they're often blown away at how fast and painless the process is. We're proud of our commitment to installing anywhere, and our headlines show it.

  • How easy are we to install? Blink and you might miss it.
  • Protect your apps, wherever they live and whatever language they speak

Detection & Decisioning

Superior detection and decisioning are what made Signal Sciences stand apart from the competition when we entered the market. 5 years later, we still beat the competition. This is one of our core strengths and our messaging should be confident and proud.

  • Focus on attackers, not false positives
  • A blocking mode you’ll want to use
  • Let SmartParse do the heavy lifting to protect your apps and APIs

Services/Trusted Partnership

A key point of differentiation for Signal Sciences is that customers love working with us and don’t see us as just another vendor. This ties back to our brand story and our brand values: we’re on our customers’ side because we’ve been in the trenches, and we value great relationships built on honesty and trust.

  • Ready to improve your security posture? We’ve got your back.
  • Nothing false. Only positive.
  • Built by practitioners, for practitioners

Digital Transformation/Cloud/DevSecOps

We often differentiate ourselves as the web security platform founded on a vision of how cloud infrastructure and DevOps culture would fundamentally transform web security. We also want to position ourselves as the antidote to legacy solutions without attacking our competition or making customers feel bad about any legacy tools they use.

  • Your legacy doesn’t define your future
  • Gain visibility without sacrificing velocity
  • Defend your apps, from co-lo to the cloud
  • Built to keep pace with constant code deploys

Social Proof Value Props

Customer Case Studies

Headlines for customer case studies follow a consistent Madlib format: “__ loves Signal Sciences’ __”. Each headline focuses on a single capability or benefit that is the highlight of the case study.

  • Duo loves Signal Sciences’ smart decisioning
  • Vimeo loves Signal Sciences’ powerful visibility
  • Chef loves Signal Sciences’ performance and scale

Customer Logos

Use these headlines when displaying any list of SigSci customers/logos.

  • You’re in good company
  • Trusted by the world’s best brands

Accolades and Awards

We're proud of the recognition we've received, but we avoid boasting. The headline copy for accolades and awards focuses on how we're moving the industry forward and making the web of the future a safer place.

  • Leading the industry to a better future

Calls to Action

To move prospects through the conversion funnel we need to encourage action. These headlines promise something different and better if consumers take the step to try Signal Sciences.

  • See what true visibility looks like
  • Resolve to use smarter decisioning today
  • Experience what true defense feels like