Spotted this on a SaaS homepage headline recently:
"Supercharged software that delivers results"
If this sounds confusing to you, it's because it is.
"Hyperliquid water. That gets you wet"
Great! Now why should I buy it?
Here's the 2 part secret to writing great headlines for SaaS landing pages:
Be opinionated. Be specific.
1. Be opinionated
So much of B2B SaaS is vanilla. There are so many exciting flavors out there but we so frequently choose the one that's most palatable for the most people
The end result is that it's not particularly attractive to anyone in particular
Wonder why Basecamp have done so well all these years?
It's not just because they have a good product and were around before a lot of the other players
It's because they've consistently shared their opinions and attracted people who strongly believe the same things that they do
This comes through in everything they do including their homepage headlines
2. Be specific
The key problem with the headline that I shared at the top of this email is that it doesn't really say anything about what the result is going to be for me if I use the product
The indiscriminate use of 'results' leaves me thinking: OK. But. Like what?!
Why does this matter?
Because no-one in B2B buying looks at just one product. They're considering multiple products at any one time
If you fail to be specific about the benefits of your product over the other products they're considering, you're leaving yourself open to interpretation
And who's going to do that interpretation? Either your buyer will piece together the narrative themselves or your competitor will do it for them
Neither way is particularly helpful
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