Your Advertising Website Actually Ought to Be Even Higher Than Your Product

When a brand new head of selling joins a start-up and the very first thing they wish to do is “refresh the advertising web site”, I at all times quietly groan a bit.  Look, a advertising web site is necessary.  However don’t leads matter extra?  Shouldn’t enhancing the funnel be job #1 first?  Shouldn’t updating lead scoring, and lead routing, and so many different issues come earlier than an enormous “refresh the advertising web site” mission?  How about leaping in and serving to the gross sales workforce as Job #1?

Nicely.  Sure, after all leads come first.  However these entrepreneurs aren’t fallacious.

As a result of the nice VPs of Advertising know one thing:  Your advertising web site must be even higher than your product.  And when it’s — you’ll transfer extra leads down the funnel.  And shut extra of them.  Than you’d with a mediocre web site.  And since this improve actually doesn’t require transport any new options, fixing any bugs, or actually needing something from another practical group … it is sensible to be a Prime 3 mission for a brand new advertising lead.  As a result of it’s going to transfer the needle.

And importantly, I discover SaaS start-ups within the $1.5m-$10m ARR typically fall into this lure.  They begin off all enthusiastic about their imaginative and prescient, and the advertising web site they construct at $0.1m or $1m ARR is fairly good.  However then, the product will get richer. The logos extra spectacular.  The integrations deeper.  And importantly, the goal markets broader.  And the advertising web site doesn’t sustain.  It appears like a advertising web site from a yr in the past.

Don’t let that occur.  Particularly simply as you might be getting a mini-brand.  As prospects begin to hear about you, ensure once they drive by, they’re impressed.

A couple of easy ideas:

  • Get your exec workforce across the desk and simply ask: “Is our advertising web site higher than our product?”.  Ask everybody.  In the event that they don’t agree, make adjustments this month.
  • Undertake the persona of any buyer phase with > 10% of your income.  Does your advertising web site actually converse to them?  Are you certain?
  • What are the highest 10 objections in gross sales.  Does the advertising web site reply them?  Are you certain?
  • It’s tremendous, duper straightforward to contact gross sales, assist, advertising, the CEO, anybody?  No?  Why not?
  • Does the advertising web site make you seem like you might be at the least 2x bigger than you might be?  Why not?
  • Does the advertising web site let me get info how I prefer it to course of it?  Is there a weekly webinar?  A whitepaper?  An FAQ?  Intercom?  Why not?  Why do prospects should course of info one single method?
  • Is your advertising web site sooner loading, slicker, extra responsive, and higher designed than your precise product?  It must be.  You don’t want all these engineers to make it slick.  Only a sturdy designer and a few good copy.
  • Are your high prospects all singing your reward in your advertising web site?  They need to be.  Go ask them.
  • Is your advertising web site extra skilled than the competitors? It isn’t?  Then why would I choose you?

This works.  Consumers now have 100s of SaaS apps deployed and have evaluated 1000s over their shopping for lifetimes.  They’re searching for indicators.  Is that this the best vendor for me?  Can or not it’s trusted?  Will they ship for me?

And people are the questions your advertising web site solutions first.  Earlier than they ever even see your product, in lots of instances.

Improve your advertising web site to be even slicker than your product itself.  And watch your shut fee go up, or at the least, your conversion from guests to contacts.  Just about at all times.  With out even writing a line of code.  Simple peasy.

And keep in mind — it doesn’t matter what the characteristic gaps you’ll have, or how early it’s … you possibly can look as massive or higher than Snowflake or Notion or HubSpot or Zendesk or actually anybody.  Even with the options and income you may have immediately.  At the very least, near it.

In case your advertising web site isn’t nice, now’s the time.

(Word: an up to date SaaStr Traditional publish)

Printed on April 9, 2023

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