A Programmatic SEO Experiment by Tom Granot ↗
Syntax GTM
API Platforms 2-4 weeks for full website

Website Copy for API Platforms

The written content across your marketing website, including homepage, product pages, pricing page, and landing pages. Website copy is often the first impression prospects have of your company.

Why API Platforms Companies Need This

For api platforms products, a well-crafted website copy is essential. Your target buyers—Backend Engineers, Engineering Managers, CTOs—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing api platforms mean your website copy needs to:

! Address: Explaining performance benefits without benchmarks
! Address: Differentiating from open-source alternatives
! Address: Justifying cost to engineering teams who could build it

Key Components

Every effective website copy for api platforms should include:

  1. 1
    Homepage hero and value prop
  2. 2
    Product/features page
  3. 3
    Pricing page
  4. 4
    About page
  5. 5
    Use case pages
  6. 6
    Integration pages
  7. 7
    CTAs throughout

Step 1: The Brief

Before creating your website copy, document answers to these questions specific to your api platforms product:

Product Questions

  • → What specific api gateway capabilities does your product offer?
  • → How does your product differ from Postman?
  • → What metrics can you share about performance or results?

Persona Questions

Backend Engineers:

  • → How does your product address: API versioning complexity?
  • → How does your product address: Documentation maintenance?

Engineering Managers:

  • → How does your product address: Developer productivity metrics?
  • → How does your product address: API governance at scale?

Use Case Questions

  • → How does your product support public api launch?
  • → How does your product support internal api governance?

Step 2: The Draft

With your brief complete, create your website copy following this structure:

Website Copy Outline

  1. 1. Homepage hero and value prop
  2. 2. Product/features page
  3. 3. Pricing page
  4. 4. About page
  5. 5. Use case pages
  6. 6. Integration pages
  7. 7. CTAs throughout

Tips for API Platforms

TIP Lead with the problem: API versioning complexity resonates with Backend Engineers
TIP Show, don't tell: Include examples of api gateway and developer portal
TIP Address objections: Explaining performance benefits without benchmarks will be top of mind

Common Mistakes to Avoid

When creating a website copy for api platforms, watch out for these pitfalls:

X Writing for yourself instead of the buyer
X Jargon and buzzwords without clarity
X Weak or missing CTAs
X Not addressing objections
X Inconsistent tone across pages

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona
→ Test messaging claims with real prospects if possible
→ Ensure design supports (not distracts from) the content
→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Google Docs for drafting Webflow/Framer for implementation Hotjar for testing

Learn From These Companies

Study how these api platforms companies approach their marketing:

Postman ↗

Growth

Strong developer community, education-first content, freemium model

Kong ↗

Series D

Open-source led growth, enterprise upsell, strong technical content

Apigee ↗

Acquired by Google

Enterprise-first positioning, comprehensive platform messaging

Related Guides

Website Copy for Other Categories

Website Copy for Data Infrastructure Website Copy for Developer Tools Website Copy for Cloud Security

Other Guides for API Platforms

Messaging Framework for API Platforms Demo Video for API Platforms Sales Deck for API Platforms
← Back to API Platforms Marketing

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