01
Who gets it fastest?
Look at the customers who understood the value with the least explanation. What job, situation or pain did they already recognise?
Positioning and messaging
The product makes sense when you explain it. The website doesn't.
This usually shows up as a website problem, an ad problem or a lead-quality problem. Sometimes it is. Sometimes the company simply hasn't made a clear choice about who the product is for and why that person should care.
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Does this sound familiar?
A few signs you're dealing with this problem.
- Different people on the team explain the product differently.
- The homepage needs a lot of words before the value becomes clear.
- Prospects understand the product much better after a founder-led demo.
- Messaging keeps changing because nobody knows which version is right.
What I'd check first
Start with what good customers already understand, say and buy.
02
What words do customers use?
Pull language from sales calls, onboarding, support and reviews. Compare it with the language on the site.
03
What are you making them understand first?
If the homepage starts with how the product works, try starting with the problem the buyer already knows they have.
04
What are you willing to leave out?
Clear positioning usually means choosing a main buyer and use case. Trying to speak to everyone makes the page harder for the right person to recognise.
What I'd do next
Keep it small enough to learn from.
- 01 Pick the customer and use case with the strongest evidence.
- 02 Rewrite the first screen around the problem that buyer already knows.
- 03 Use the same core promise in the website, outbound and sales deck.
- 04 Test whether qualified prospects understand it faster before doing a full redesign.
Related result
6×
More monthly app downloads
A HealthTech engagement went from roughly 2k to 12k+ monthly downloads after acquisition and lifecycle work was rebuilt around the actual customer journey.
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Useful next pages.
Got this problem now?
Bring me the messy version.
Give me 20 minutes. We'll work out what looks most likely to be wrong and what I'd do next.
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