How I'd grow Wordtune

September 7, 2022

Wordtune is an AI writing tool that rewrites your sentences in better English.

You can use it as a web app or install a browser extension.

Once you input text into the app, it gives you various rewording options.

The problem is that the AI writing tool category is so crowded that they’re basically becoming commodities.

Wordtune needs to have a strong differentiation strategy to stand out from everyone else.

Right now, they’re not differentiating because their positioning is too generic. They’re targeting everyone.

As a consequence, their messaging feels all over the place. They’re trying to speak to different market segments at the same time.

To find Wordtune’s ideal customers, they should analyze different cohorts of users and identify the ones where the product sticks (retention, satisfaction, etc.).

I don’t have access to their data, but I can make a hypothesis.

For example, on the outside, it looks like Wordtune is successful with non-native English speakers who use English for work.

Regardless of who ends up being their target audience, their landing page needs a rewrite. 

To hook their audience, the landing page needs to speak directly to them by agitating their pain points and explaining how Wordtune helps relieve them.

I like how they considered the user journey to maximize their conversion opportunity.

Visitors can play around with an ungated demo when they land on the site. Then, they can sign up and use the limited version for free. In the end, if they like Wordtune, they can pay to get all the features.

Now, compare that to the gated tools their competitors offer.

People don’t want to be forced to create an account for a tool they aren’t sure is right for them.

Let me play with it first, and if it looks good, I’ll happily give you my email address and sign up for a trial.

To get new Wordtune customers, I’d start thinking about the people who can influence non-native English speakers.

(I bet many of them take language lessons.)

So, an affiliate program for online English teachers might be a win-win situation. The students improve, the teachers get a commission, and Wordtune grows.

I’d also try to make sponsorship arrangements with popular English teachers who have already built an audience (mailing lists, podcasts, social media presence, etc.).

Pay close attention to teachers who focus on business English. Their audience is most relevant and has the incentive to pay for Wordtune.

Search has massive potential for Wordtune’s customer acquisition strategy.

Right now, they’re in an unusual situation. They have great domain authority (they attracted high-quality organic links) but almost no content.

The first step should be adding pages that target bottom-of-the-funnel keywords. 

They can rank very quickly with their authority, but they should create a content strategy that targets top-of-the-funnel keywords.

The keywords should match two criteria:

- Questions and queries non-native English speakers might google
- Queries that correlate with Wordtune’s product

Pro tip: If you want to increase your chances of ranking, the most important thing you can do is spend time deeply analyzing the SERP.

Open and read all the top 10-20 results. Look for patterns and identify what differentiates the top results from the others. This helps you get the search intent right.

On social, Wordtune is basically on every platform in existence.

They could cut some of them. Then, go all-in on the platforms where their target audience hangs out and they seem to get the best results.

In Wordtune's case, I’d focus on Twitter, LinkedIn, and TikTok.

But the one social media channel I’d heavily focus on is the one they don’t use.


There’s a lot of demand for content that would naturally allow Wordtune to promote their tool.

Then, I’d leverage YouTube advertising to reach two goals:

- Retargeting: Make an offer to people who watched Wordtune videos and got familiar with the product.
- Prospecting: Introduce Wordtune to people who watch similar content and might be potential customers.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it