CEO @ Pavilion | Co-Host of Topline Podcast | WSJ Best Selling Author of "Kind Folks Finish First"
This is the best homepage in SaaS: Why? Because it tells you what the product actually does. Too many B2B marketers are trapped in generic buzzwords about revenue generation without actually telling you, in PLAIN ENGLISH, what they do. We’re inundated with bland boring slogans where everyone promises “revenue generation” based on 2nd order messaging so generic it’s effectively meaningless. I have a radical idea. What if you just told us exactly what your product does and how it helps and assume we can correlate the 2nd order impacts of that help? This is a lesson I am learning every day from Peep Laja and why I admire what he’s building at Wynter.
Preach! American businesses are tired of wading through marketing jargon to figure out what a product actually does. We speak plain English here, and that goes for our marketing too! You're spot on about the homepage example. Tell us what your B2B product does, not what magical results it (supposedly) delivers. Focus on the features and benefits, and let the revenue generation be a happy consequence of a truly useful product. Here's what would grab the attention of American business owners: Clear Value Proposition: In a few sentences, explain what your product does and the specific problems it solves. Real-World Examples: Showcase how similar businesses are using your product to achieve success. Americans love concrete examples they can relate to. Benefits Over Buzzwords: Ditch the "increased ROI" and "synergy" jargon. Highlight the tangible benefits your product offers, like saving time, streamlining processes, or improving customer satisfaction.
I am all about straight forward and plain English copy and against meaningless b2b jargon. That said, another company could take this copy and apply directly to their product and site because it is so product focused. There is a POV and brand component missing here. Now, Wynter is killing it right now and they have brand cache that other companies don’t, but that said, I am not sure I would recommend this approach for an early stage startup.
You can also tell that it’s been rigorously A/B tested too
The best homepage in SaaS? Who says? Yes, this is a marketer's basic structure, taken live. But you've misunderstood the most basic objective of the landing page, which is to keep it open on someone's screen until they book a demo. Why would they keep this page open? It's jarring, and people with accessibility issues such as Epilepsy, (e.g. me), might have a seizure just opening this page. We need representation so men aren't declaring opinions as facts just so other men can agree with him. No offense to you, Sam, except in this case you're stating something as a fact that isn't true.
It's ok... Here are some issues and ideas: 1. Too much yellow. 2. Too little info for a qualified lead to Book a Demo; too soon for that CTA. 3. Not sure why I would book a demo when I can "Sign up", and what does Sign up mean in this context? Sign up for a demo account? Buy now? 4. The copy is repetitive and could be reduced by ~30% or more. I've rewritten the copy from 97 words to 61, see below. 5. Put back the 36 words I removed by providing pricing (transparency is king), and how Wynter does this better than anyone else. ------------------------------------ Get Insights on Your Target Customers in Under 48 Hours Uncover Key Challenges and Pain Points in Your Go-to-Market Strategy Stand out in a crowded market with clear, differentiated messaging that's consistent across sales and marketing. Discover: Customer pain points Resonating messages Buying behaviors Purchase channels Services: Market Research Surveys Message Testing Brand Tracking
1000% clarity over clever 🤝
It’s as simple as this The websites job is to get people to make a first step forward. To raise their hand and say “if this is true, we need to talk” The rest will come after that (if its about a large investment) Why can we trust Wynter here? Because this is their core business. Their panels have kicked all the jargon and 2nd order promises out to the point where it became irresistible AND credible to them What if we’d all use that to our advantage
We started the No Bullsh*t Demo series a few years ago at MarketingOps.com for many of the same reasons. Companies who want to help “sell” their products into the MarketingOps persona need to get to the point as fast as possible. Big fan of Peep’s work on Wynter and the events they are putting on too!
Anne Miller Ashley Lund Prachi Gupta - Great example on targeted messaging as we build out more Precanto landing pages
Writing @The Signal • Playing long-term games w/ long-term people
4moyep - i often think we’ve gone too far with the whole “pitch a benefit, not a product” it belittles our buyers when 5,000 vendors say they can “increase revenue by 30%” it becomes meaningless