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#52: High-Converting Homepages

Why you should market capabilities, not outcomes

Your homepage is the centre of your positioning to the world.

It should help your buyer answer the questions of who you are, what you do, who you compare you to, and how you fit into the market.

It’s the barometer for how well you’re thinking about your positioning, but also about your broader go-to-market strategy.

And yet, homepages (especially in B2B SaaS) are often more confusing than clear.

Nobody is talking about this louder than Anthony Pierri and Robert Kaminski, the co-founders of Fletch PMM.

Take this illustration they created for Rolex. This is what we might see if a SaaS product marketing team got their hands on the Rolex product positioning.

Source: Fletch PMM

Earlier this week, Anthony led an incredible session for my private PMM Camp community about how to break this cycle and design clear websites that convert.

In today’s edition, we’re going to dig into Fletch PMM’s 5-step process to do just that.

Let’s get into 👇🏻

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Capabilities Over Outcomes

If you’ve written (or even just read) any B2B positioning, you’ll know it almost always focuses on outcomes.

We’ve been taught to market the benefit, not the feature. The team at Fletch PMM believes there’s a better way. They focus on capabilities over outcomes.

In the startup world especially, buyers need to know the “how”. You don’t have the credibility yet to skip over what the product is and how it works. Buyers don’t believe the outcomes until these more basic questions are answered.

Here’s the 5-step formula to a clear homepage:

#1 - Select your audience

The first step is to select your target audience. Anthony and Robert recommend focusing on your best fit customer - resist the temptation to speak to everyone.

If you’re a horizontal business, you may want to align your ICP around a Job To Be Done. If you’re a vertical business, you may focus on a specific company size or role.

This step is critical, as you can’t have a value proposition without understanding who you are speaking to. The more specific you go, the clearer it is.

#2 - Determine positioning approach

Once you have an audience selected, you need to determine how you want to position yourself for that group. The team at Fletch believes there are two frames of reference to choose from: competitive positioning or contextual positioning.

This is often a decision based on product-category maturity. If it’s a mature category that’s well understood, you’ll most likely take a competitive approach.

Source: Fletch PMM

#3 - Map your features

If you’re going to talk about your product — and Anthony and Rob think you should — you need to say something about the product. The challenge is determining which features to highlight (we know most products are bloated).

Their recommended process involves scoring the customer’s Jobs To Be Done by severity level, and then mapping them to the corresponding feature and capability. Choose the capabilities that have a big “wow” factor and are also easy to understand on the website (without having to speak to a sales rep).

#4 - Design your value proposition

Take the three or four features you selected in step three, and bring them into your value proposition canvas. You may want to highlight three specific features on their own, or you may choose to combine a few into themes.

This is where you bring all of the work from the first three steps together.

Source: Fletch PMM

#5 - Translate into website sections and copy

This isn’t the time to get fancy. Every sentence you write on your website should be pulled directly from the product marketing work you’ve already completed. Each box in your value proposition canvas can map to a specific section on your website.

Want to grab Anthony and Rob’s templates and frameworks? Follow them on LinkedIn or visit the Fletch PMM website (you’ll thank me later!).

Are you a PMM Camp community member? Watch the full recording of Anthony’s session inside the community app.


📚 Reading List: Read about the power of creating an anti-value proposition in this insightful LinkedIn post by Robert Kaminski

🛠️ Tool: Want a more traditional approach to value proposition design? This canvas from Strategyzer has been my go-to for years.

Until next week,


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