{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"SaaS Marketing Bites from Powered By Search","title":"2 ways Cognism broke landing page best practices – and why it works","html":"","width":"100%","height":180,"duration":389,"description":"Landing page best practices? Useful. But not always the best\n \n \nThis page by Cognism is almost perfect\nAnd it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages\n✨ Best practice 1: Keep your landing page copy short\nCognism's response: here's a wall of text\nTheir homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words\nThe best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice\nThere's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process\nThat Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this\n✨ Best practice 2: Shallow on the homepage, go deeper later\nCognism's response: Grab your snorkel and dive in!\nEvery section on the homepage ought to help a customer qualify or disqualify themselves quickly\nBut the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me\nWhat Cognism do feels bang on the money: help people learn whether the product's for them ASAP\nThey do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information\nCrucially: none of it is skimmable – you've got to work to get that info.\nI believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism\nHonestly, incredibly impressive work\n===\nSaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. \nIf you enjoyed this episode, you can do the following...","thumbnail_url":"https://img.transistorcdn.com/xB5qKD0TpIyiGRmY0bKM3vuxuYCICJxNTxMewMNQI1M/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzE5MzkzLzE2NTg4/NDk1NDYtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}