I do marketing that helps make sales faster and easier for B2B SaaS companies | Fractional CMO & strategic advisor with GTM, brand positioning & content marketing expertise | podcaster | ex-journalist
Prospects decide in seconds if your message matters, so generic messaging is a conversion killer. Your homepage must be clear and accessible. The less someone needs to think or do, the better. A case in point is Fizz, a new mobile carrier in Canada. The homepage messaging is: Try the other side. We do things differently here. Everything happens online and when it comes to your plan, you’re in the driver’s seat 24/7. What does the "other side" mean to a prospect? Why would they care if Fizz does "things differently"? And why does it matter that I'm in "driver's seat 24/7"? Granted, there is a button "Mobile plans" below the homepage messaging but it's secondary player. The homepage "hero" section doesn't deliver. It's not until you visit the "Why Fizz" page that you see messaging about "fair prices" and "great savings," which matter in Canada's over-priced mobile phone market. It is an example of a company not putting its value proposition in the spotlight. To be fair, Fizz does a good job of highlighting benefits below the hero image on the homepage, which make it clear how it delivers for customers. If you're a new player without brand awareness, first impressions matter. You need to deliver your story right away and make sure it resonates. #messaging #brandpositioning #websitedesign #marketing #mobile ----------------------------------------- I'm doing a workshop on May 10 at noon EST on how companies can optimize their homepages to drive more clicks and conversions. The link to register is in the comments.
"What is the other side?" We'll take this one, Mark. The other side is Fizz. That's it. Thanks for choosing to highlight Fizz. We hope you'll try Fizz to experience our benefits first hand 💚
Wow, great content! It's a pity that most clients underestimate the importance of home. I will go with this big message: first impressions matter. I learn a lot from you, thanks 🤘
I always appreciate with there are advocates to improving home page message and not simply to push for landing pages to be the end-all-e-all. LPs are important, no doubt, but that home page takes priority.
Life would be so much easier if you could achieve differentiation just by saying "we're different"....sadly you actually need to specify how and why. 😊
Honestly, I thought Ryan Reynolds would be the one to bring home affordable, competitive phone plans against the gross giants like Fido Mobile and Rogers Communications (oops, that's the same company!). But look at who the real champion of Canadian phone plans: Fizz! I think I'm officially ready to return home....
Thanks. This is a great example. 👌
This is your last chance. After this, there is no turning back. You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the green pill - you stay in Wonderland and Fizz show you how deep the rabbit hole goes. But remember... all Fizz is offering is the truth. Nothing more.
I have to admit I visit a lot of websites where I have no idea what they people do
I do marketing that helps make sales faster and easier for B2B SaaS companies | Fractional CMO & strategic advisor with GTM, brand positioning & content marketing expertise | podcaster | ex-journalist
3moHere's the link to the homepage optimization workshop on May 10 (ignore the date on the graphic): https://lu.ma/dbl9eyjk