When visitors see this, they decide to either keep scrolling or bounce.
In seconds, they attempt to assess:
• What you do.
• Whether you're a fit for them.
Here’s how to double conversion on your startup’s homepage.
(From rewriting over 1,000 websites.)
A thread 👇
When visitors see this, they decide to either keep scrolling or bounce.
In seconds, they attempt to assess:
• What you do.
• Whether you're a fit for them.
This happens because of:
1. Weak messaging: Your product's purpose is unclear, uninteresting, or irrelevant.
2. Weak design: Your design is unprofessional or outdated.
1. Header
2. Subheader
3. Design
Let's dive into each.
1. Identify how users get value from your product.
2. Include a hook—to get them to keep reading.
3. Speak directly to your customer personas.
1. What bad alternative do people resort to when they lack your product?
2. How is your product better than the bad alternative?
3. Now turn the last step into an action statement—that's your value prop
Examples from top startups:
1. Either a bold claim: Something highly specific that triggers the thought, "Wow, I didn't know that was possible." (Example on left.)
2. Or address likely objections. (Examples on right.)
• List out your top 2-3 customer personas.
• Rewrite your headers to speak to them—in their language.
• Choose the header that best addresses your key audience, or create a landing page for each persona.
1. How does our product work *exactly*?
2. Which of our features make our header's bold claim believable?
• Rewrite your subheader to explain how the claim in your header is achieved.
• Add the top 2-3 features of your product.
• Keep it brief. Lengthy paragraphs kill momentum.
A landing page's design should rarely be unique. It's your product that should be unique.
Your page is just a familiar medium for communicating your product's uniqueness.
Consider these goals when adding images:
• Remove uncertainty by showing the product in action. (Hellosign uses a GIF to show the product.)
• If you sell physical goods, 1) show off the various use cases and 2) show close-ups of the build quality (e.g. Allbirds)
CTAs should be continuations of the magic teased in the header copy.
It feels natural to click these CTAs because they help the visitor continue the narrative you kicked off.
• Your header identifies how users get value from your product.
• Add a hook: Bold claims or objection handling.
• Subheader explains *how* your product works.
• Design should support your message: value-add images, minimal navbars, and magic-relevant CTA buttons.
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Every single time I set foot in every store/restaurant/place of business in Latin America. Only if they are not completely ignoring me from jump. Or following me bc obviously I came to carry out my plans to rob a store that is approximately 2 sq ft. big.
The part that’s also relevant is I’m oftentimes viewed as respectable-negro adjacent in the dominant culture imaginary. So what of those who are never identified as such? I always think about that. I get surveyed & harassed bad...yet and still there’s levels to the profiling.
When I have to do errands in Panama City, I make sure to apply makeup, perfume, an outfit with cleavage, or booty emphasis, heels and an “expensive” purse. There are STARK differences in the service and treatment I get when I do this vs. when I don’t. STARK. Pero, *STARK.*
LatinAmerica is psychotic in identifying who has money and who doesn’t based on how they are dressed, and how they imagine, carrying themselves. An “elegantly dressed” Black person will face less violence on an errand-run versus one who isn’t. This isn’t absolute so sit down plis
And then the times when I am dressed super-revealing. All of the help and care in the world from male workers. The same white mestizo men who would ordinarily follow me to “prevent theft” are happily helping me find things. Again, race, color, gender, class and more.
That \u201chere\u2019s a White customer, they\u2019re automatically more important\u2014despite the fact neither have you spent money yet so I can\u2019t even claim a paying customer is more important than a browsing customer\u2014so lemme interrupt helping you to go to them\u201d thing just happened to me again.
— \U0001f183\U0001f181\U0001f184\U0001f173\U0001f188 (@thetrudz) January 8, 2021
The part that’s also relevant is I’m oftentimes viewed as respectable-negro adjacent in the dominant culture imaginary. So what of those who are never identified as such? I always think about that. I get surveyed & harassed bad...yet and still there’s levels to the profiling.
When I have to do errands in Panama City, I make sure to apply makeup, perfume, an outfit with cleavage, or booty emphasis, heels and an “expensive” purse. There are STARK differences in the service and treatment I get when I do this vs. when I don’t. STARK. Pero, *STARK.*
LatinAmerica is psychotic in identifying who has money and who doesn’t based on how they are dressed, and how they imagine, carrying themselves. An “elegantly dressed” Black person will face less violence on an errand-run versus one who isn’t. This isn’t absolute so sit down plis
And then the times when I am dressed super-revealing. All of the help and care in the world from male workers. The same white mestizo men who would ordinarily follow me to “prevent theft” are happily helping me find things. Again, race, color, gender, class and more.
