What do you do?
It should be an easy answer.
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I honestly have no idea what most companies in SaaS do based off the homepage copy.
"Our omnichannel marketing automation platform empowers marketers to build, launch, and scale personalized, automated cross-channel campaigns"
I'm sorry what? That's an actual homepage headline. It tells me absolutely nothing.
Nothing about the outcomes I can expect.
Nothing about the problems it helps me solve.
Nothing about what it actually does - is it an email tool? An ad platform? What channels?
Somewhere a poor marketer is getting beat up over low conversion rates, poor quality traffic and a lack of leads.....but no one addresses this copy.
Growth isn't a 1 person or channel sport. All of the components of your marketing play a huge role in your ability to grow. You need all of your marketing to assist.
Developing and understanding your ICP feeds your... →
Messaging and Positioning which helps inform your...→
Design and experience which will impact your...→
Ability to convert the traffic you drive to the site, which will impact...→
Your ability to scale inbound, which will determine if you can.... →
GROW FAST AND EFFICIENTLY.
So instead of just pointing the finger at demand gen or your sales team when growth is missing, maybe you should take a step back and look more holistically at the business. More often then not I have found there are usually a lot of other issues besides just those two teams that are limiting growth.
But back to the homepage copy… I have worked on thousands of landing pages and homepages in my career all focused around getting people to convert. What would I change about this? Here are my 6 simple rules for developing a homepage or landing page that actually resonates and converts: "
The Grandma Test - Be Clear, Not Clever: Your homepage isn't the place to flex your vocabulary or use every industry buzz word like “omnichannel”. It's about clarity. Think of it as explaining your product to your grandma – simple, straightforward, and to the point.
Focus on the 'So What' Factor: Each sentence should pass the 'so what' test. Instead of saying, “Our omnichannel marketing platform...”, try “Boost sales by 50% across email, Linkedin and Facebook”. Show the direct benefits and outcomes, and be specific.
Speak to the Pain Points: Identify the key problems your customers face and address them head-on. “Tired of juggling multiple marketing tools?” “Sick of paying too much for leads?”
A/B Test Your Headlines: What works for one audience might not for another. Test different headlines and see which resonates more with your audience. Data doesn't lie. A great tool to get feedback is Wynter, they makes it easy to learn what your target customers pain points are, what they need, how they buy, and what resonates with them - all in 48 hours.
Include Social Proof: Testimonials, customer logos, or case studies right on the homepage add credibility and trust. It's kind of surprising that people still miss on this given how much it gets talked about.
Your Call-to-Action (CTA) Matters: Your CTA should be clear, compelling, and hard to resist. Whether it’s a free trial, a demo, or a download, make it count. Don’t give a vague CTA.
The list is pretty simplistic, because it shouldn’t be that hard. Stick to the fundamentals and nail those before you try getting fancy. Hope that helps and thanks for reading.
Adam