👀 Sponsor this spot to share your content with our community.
To create an effective homepage, you need to be clear about what your product is and does, and who it is for. Unfortunately, as companies grow in size, message clarity often deteriorates.
Anthony Pierri has identified the four main bad habits that lead to this breakdown in clarity:
- Speaking to multiple audiences at once. Copywriters often try to summarize the value and functionality for every potential segment of an infinitely flexible product—so as not to alienate potential customers. This results in a “bad-messaging epidemic.”
- Choosing the wrong champion. It’s a common strategy to write for the C-suite, but choosing a target that is too senior limits your audience. Instead, speak to the people CEOs delegate day-to-day decision making to, like VPs, directors, and managers. CEOs aren’t the champion of the sales cycle unless you’re targeting small biz.
- Sharing multi-order benefits. Any given benefit leads to saving time, increasing revenue, or minimizing risk. Leading with a series of benefits that beget other benefits can make you sound like everyone else, obscuring what your product actually does.
- Using vision-messaging. On the startup messaging spectrum, there’s the founder’s vision on one end, and there’s what the product is capable of doing today on the other. The former is for investors, but customers care about the latter.
Check out Product Growth to develop a better homepage.
