The Ultimate Guide to Homepage Positioning

Most founders don't realize it, but a lot of their issues are positioning problems. Every company needs to be able to succinctly answer who their product is for, what it replaces, and why it is better.

Does this sound familiar?

• People read your website but don’t understand what you do.
• Prospects don't know why they should pick you over the competition.
• You serve multiple segments and don't know where to focus.

Join us for a live expert session with Anthony Pierri, the co-founder of FletchPMM, a product marketing consultancy that helps B2B software startups sharpen their positioning, better articulate their value propositions, and then translate those outputs into a re-written homepage.

Anthony will guide you through the proven process he’s used to position over 400 B2B software companies and show you how to effectively showcase that positioning on your homepage.

Positioning defined as answering three crucial questions:

1. Who is the product for?
2. What is the product?
3. Why is it better?

Key Points on Positioning

• Many SaaS startups struggle with positioning, often lacking founding marketers.
• Positioning impacts customer perception and decision-making at moments of need.
• Examples of successful repositioning include Celsius (weight loss → energy drink), YouTube (dating videos → broad video sharing), and Twitch (general streaming → gaming focus).
• Problems in positioning commonly manifest as:
  • Confusing websites
  • Lack of clear differentiation
  • Targeting too many customer segments
  • The need to educate the market excessively
  • Complexity due to multiple products/modules
• Positioning should be visible on the homepage to align sales, marketing, and customers.

Market Segmentation

• Emphasis on segmenting by workflows (tasks/actions people perform at work) rather than traditional firmographic criteria.
• Example: Calendly focuses on scheduling meetings workflow; Gainsight focuses on customer success workflows.
• Correct segmentation avoids losing customers who do not perform supported workflows.

Product Category and Differentiation

• Mature categories (CRM, email marketing) have clear budgets and understanding but intense competition.
• Emerging categories (AI SDR, team communication tools) require education but offer less competition.
• Differentiation can be:
  • By degree (faster, cheaper, better)
  • Binary (doing something completely different)
• Loom example used to illustrate positioning:
  • For people providing updates to coworkers (workflow)
  • Alternative is meetings (competitive alternative)
  • Product is a screen recorder (category)
  • Differentiation is “cut down meetings by 29%” (value proposition).

Homepage Design and Messaging

• Positioning decisions should be incorporated directly on the homepage for clarity and alignment.
• Homepage elements include:
  • Hero section clearly answering who, what, and why.
  • Problem and solution sections explaining pain points and how the product solves them.
  • Product highlights with features, capabilities, and benefits.

Key Takeaways

• Effective positioning involves clarity on target customer workflows, competitive alternatives, product category, and unique differentiation.
• Positioning should be integrated into homepage messaging to ensure alignment across marketing, sales, and customer understanding.
• Repositioning and measuring its impact is often a long-term process.
• Multiple products serving different workflows require thoughtful homepage strategies (summary, itemize, or prioritize).
• Copywriting is a critical final step after positioning clarity is achieved.

Additional Resources

• You can find the slides from Anthony's presentation here.
• Get access to FletchPMM Best Practices for $50/year here.