Stop building landing pages for everyone
Your landing page is the first place everyone goes, so that's why it needs to serve everyone including your existing customers, potential users, and companies of all sizes...right?
Wrong.
Most folks think they need to speak to 'everyone'.
If I only speak to a small segment, then everyone else will feel excluded or confused.
In reality, by trying to talk to everyone, you end up saying nothing to everyone and everyone bounces from your landing page.
Don't believe me?
Here’s the recent messaging I saw from $1B+ ARR company, Monday.com:
Made for work, designed to love
Streamline workflows and gain clear visibility across teams to make strategic decisions with confidence.
Can you tell me what this product does? Who is it for? What problems does it solve? They have a free trial, but I have zero reason to convert at this point.
Big enterprises have the freedom to be vague because they've already got strong word-of-mouth and lots of marketing budget to spend. You don't have the same luxury.
Even at early stages, you should have a hypothesis of who your product is ideal for, and build a landing page around that person.
I’m talking to my ideal customer, but they still don’t care
If your ideal customers still aren’t responding, you’re probably falling in one of two common traps.
The first trap is talking only about features instead of outcomes. Your customer doesn’t care about your beautiful UI or your super cool automation engine. They care about what those things do for them. Will it save them 10 hours each week? Will it help them close deals 30% faster? That's what they care about.
The second trap is that you’re not speaking their language. Each industry has it’s own jargon and way of talking about problems. Compare:
- Generic speak: "hiring people" or "keeping workers happy"
- HR speak: "talent acquisition" or "employee engagement"
Customers seeing their own language reflected back to them = instant credibility.
Now imagine a project management startup focused specifically on construction companies. Instead of:
Made for work, designed to love
Their headline might read:
Help superintendents deliver projects on schedule and under budget
This immediately speaks to both the outcome (on-time, under-budget projects) and uses industry language (superintendents rather than "managers" or "users").
Their supporting copy could continue:
Construction crews waste 4 hours per week tracking down updated blueprints and change orders. Our mobile-first platform puts every document in your superintendent's pocket, instantly alerting subcontractors when plans change.
Notice how this speaks directly to a measurable pain point using industry terminology, then explains exactly how the product solves it.
This more focused approach will most likely outperform Monday's generic messaging for construction customers, even though Monday has vastly more resources.
Why? Because construction professionals will immediately recognize that this product was built specifically for their needs. They don't want a tool that's "made for work" - they want a tool that's made for their work.
Bottom line - Show that you understand your ideal customers world and the conversions will follow.
PS. Want a landing page that continually improves itself to get you more customers? Join the waitlist here if you'd like to be an early user.
