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👋 Hey, welcome to a 🔒 subscriber-only edition 🔒 of my weekly newsletter. Each week, I tackle reader questions and share actionable insights on building and growing great products.

Your homepage is the number one customer-facing messaging asset. Almost all your potential clients will visit your website and decide if they continue the ‘buyer journey’ (aka. Free Trial or Book a demo) or stop.

Remember that your homepage should primarily speak to your potential customers (aka. your ICP - ideal customer profile) - and not to your employees, investors, media, or any other stakeholders.

The goal of your homepage is to convert your visitors to the next stage of your sales journey (mostly free trial or book a demo). This being said, your homepage and messaging should focus on this primary objective.

What this also means is to focus on the key elements that are important - and not to cover all your features, benefits, and in-detail questions your customers could face along the way.

Your website should provide answers to the 6 key questions of your visitors:

1. What is the product/service they offer?

2. What problem does it solve for me?

3. What can I do with the product?

4. Who is it for? Is this product for me?

5. What are the main benefits for me?

6. Can I trust the company?

And in order to get this right, you need to have:

1. Solid understanding of your ideal customers

2. A first version of your SaaS messaging

P.S. If you are pre-revenue and don’t have enough data about your ICP and messaging, try to talk to at least 20+ potential customers and based on that draft your version 1 of the ICP and messaging. Once you gather more info (customer support, sales demos, trial data, etc.) you need to adapt both.

2. The 7 sections of the perfect SaaS homepage

Now let’s have a look into the different sections for a powerful SaaS website. We will go from top to bottom and cover each section.

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