Let's fix your confusing positioning.

We'll help you identify your target audience, find your unique differentiation, and turn it into clear and compelling homepage copy.

Your Startup
I have no idea what this product does... 
🤔
Who is this product even for? 
🤷
Your Startup
I've been looking for a solution like this! 
🤩
This is exactly what we need! 
🙌🏻

Product marketing consultants trusted by 300+ B2B startups

The problem

Does this sound familiar?

People read your website but don’t understand what you do.

You serve multiple segments and don't know where to focus.

Prospects don't know why they should pick you over the competition.

Our solution

Work directly with Anthony and Rob to solve your biggest positioning challenges.

Stage 1

We'll audit your current positioning.

Fletch will review your website, product demo, competitors, and responses to a detailed intake questionnaire to identify your main positioning challenges.

Stage 2

We'll identify potential positioning options.

Over a series of workshops, we'll help you answer the four most important positioning questions:

1) what is your product
2) who is it for
3) what does it replace
4) why is it better

Stage 3

We'll write the copy and deliver it in a wireframe.

Along with production-ready copy, you’ll receive guidance on which sections to include to best showcase your refined positioning to potential customers.

Want more detail?

Rob will explain everything.

❤️ from past customers

"The messaging worked incredibly well. We've landed two target accounts and very credible logos for the hyper-focused manufacturing use case we went after. The process was quick, seamless, and effective."

Jessica Stonish

Senior Director of Marketing, Voltaiq

"Robert was great to work with. By asking the right questions, he was able to rewrite our homepage with clear messaging for our ICP, resulting in 40% better-qualified leads."

Rick van Echtelt

AG5, CEO and Founder

"Anthony and Fletch helped us focus on what mattered most to our potential users and avoid overwhelming and distracting them with the rest."

Elliott Poppel

CEO & Founder, General Collaboration

"Fletch helped us to develop a clear, problem-focused homepage that truly resonates with our champion. Additionally, as a team, we gained valuable insights from the workshop and the process of refining our value proposition messaging."

Dimitri Raziev

CEO & Founder, Kolleno

"Fletch was amazing to work with! They really helped us break down a problem that customers had no previous solution for, in a way that customers would understand."

Chiko Chikomborero

CEO @ Talisman, Techstars Alum

"Loved working with Fletch, which put us on track for much more concise and powerful communication. Highly recommend them!"

Rob Rebholz

CEO, Superglue

"Since incorporating Fletch's positioning and messaging recommendations to our website and broader marketing materials, we have been seeing a significant impact with clients coming to us knowing how we can help them and eager to get to the next steps. We expect this to significantly shorten sales cycles and tighten our GTM process."

Julian Castelli

Chairman of the Board, Administrate

"FletchPMM has this down to a science, thanks to building so many B2B SaaS home pages. Process was buttoned up and the results were indisputably a game changer. Would recommend for every B2B SaaS home page if you want to skip the phase where you see your ICP bounce because they don't get what you do and why they should care and eventually get it right after years of trial and error."

Chuck Moxley

Chief Marketing Officer, Blue Triangle

"Like most early stage startups, we built a lot while searching for PMF. Working with the Fletch team has helped us narrow our focus and play to our strength. We now have a message that is crisp, customer calls are quickly advancing to next stages in a matter of weeks. A huge milestone in healthcare sales."

Tochi Yaba

Co-Founder & CEO, Doseform

"Fletch were a joy to work with. They educated and challenged us from day one. I have learned so much from being in their stratosphere and continue to learn each week. Big thanks for the schooling and helping to educate me on how to do better and make our offering simpler to understand for our B2B customer. Would 100% recommend. Just leave your founder ego at the door."

Harry Wilson Hallberg

Co-Founder, FlowSpace

"People are f**ked if they don't work with [Fletch]."

Phil Lakin

Co-Founder, NoCodeOps

"We wanted to work with Fletch because clarity is extra-important in a space where the AI landscape is changing every day. We couldn't be happier with how everything came together, and so many of the VCs and founders we showed the site to asked who built it, so they'll know where to go next time!"

David Lanstein

Co-founder and CEO, Atolio

"Anthony and his team pulled the right concepts out of us with super high velocity sessions, then molded them into a page structure and sentences that got the message across with pith and our brand voice."

James Evans

Founder & CEO, CommandBar

"If you truly want to bring clarity and structure to your messaging that will have an actual impact on customer acquisition, you need someone like Anthony who will ask the right questions and appropriately challenge what you think you know about your product and customers. Not only will you walk away with better copy, but you'll also develop an internal framework through which you perform all positioning work moving forward."

Josh Tolan

Founder & CEO, Spark Hire

"After a quick, reasonably priced engagement with Rob and Brit, we've got a clear, compelling, up-to-date homepage. Difference makers were their domain experience and the positioning framework."

Willem Maas

Founder & President, Growth Velocity

"Anthony, Rob, and Brittany were fantastic partners in refining our product marketing message for our homepage. They demonstrated impressive expertise and quickly understood our unique positioning and value propositions. Their ability to distill our goals and challenges into clear, strategic messaging was crucial. With their process-driven approach, they guided us to create compelling positioning that we agree and believe truly resonates with our audience. We are thrilled with the results and highly recommend their services to any team seeking clarity in their product marketing."

Founder

Founder @ Polser

"The Fletch team was so easy to work with and really helped us make our homepage messaging more clear to our visitors."

Anthony Doctolero

Founder, GroupGreeting

"Anthony is a real subject matter expert on B2B SaaS homepages, and they run a strong process for delivering cohesive positioning and website copy."

Nisha Swarup

Founder/CEO, Airflip

"Working with Fletch was an absolute pleasure – their team’s creativity and professionalism brought our vision to life, resulting in a stunning homepage that perfectly captures our brand."

Ronan McCabe

Frankli, Founder

"People constantly asked: "What are you doing?" We couldn't explain it. We needed to iterate almost monthly on messaging in search of PMF, so we couldn't afford to spend months on messaging. Fletch gave us the fish and taught us to fish. It was the most important investment to find message-market fit. Not only did we get a clear message, but also a framework that let us you rapidly iterate as we searched for the right message."

Mikkel Kiærulf Plæhn

Head of Demand, Growblocks

"Working with Fletch is one of the best investments our Go-to-market team has made. Clarifying our homepage was just the start. Today, the framework keeps our strategy aligned, guides our product development, and enhances all of our market communication."

Ludvig Swanström

Head of Growth, Depict

"Fletch’s team helped us create clearer positioning and understanding of our personas, as well as easy-to-get messaging on our homepage."

Roxana Irimia

Head of Marketing, Lemlist

"Fletch's guidance helped us refine our messaging, bringing clarity to our core values and product differentiators. With their support, we’ve not only dramatically improved our homepage, but also realigned our marketing strategy and product roadmap."

Rick Maddalena

Head of Marketing, Membership.io

"We worked with Fletch on our homepage and their process helped us increase our conversion rate from ~5% to ~20%."

Reetam Das

Head of Marketing, Zeda.io

"Working with Anthony and Brit was awesome! In the initial call, Anthony was already putting our feet to the fire and started spit-balling great ideas. The process was smooth, iterations were fast and end result was exactly what we needed. Not only did we get a great website out of our collaboration, but our conversations got our creative juices flowing on a product level as well!"

Eric Lammertsma

Head of Product @ Docfield

"Working with Fletch, we quickly distilled our product messaging to highlight its value and key solutions in just two workshops, their expertise helped us create a compelling landing page with strong, human-touch copy, resulting in a fantastic and swiftly implemented website home page!"

Kyle Leveque

Marketing Communications Manager, Sope

"Messaging by committee kills homepage messaging. Fletch brought clarity to both our decision-making and homepage. Their process is great for aligning-teams, removing indecisiveness and ultimately cutting all the BS and confusing jargon most start ups fall into the trap of writing."

Dexter Hutchings

Mindset AI, Marketing Manager

"The homepage copy I created using techniques I learned from the Fletch best practices database increased conversion rates by 5% over our old messaging in an A/B test. Whether you are an aspiring PMM or a seasoned veteran who wants to write better messaging, get these templates as soon as you can."

Jeremy Moskowitz

Outreach, Director of Platform and Solutions Marketing

"Anthony and Rob were so great to work with! They pushed us to be cut-throat and concise and got us out of our heads to really get to the root of who CompanyCam is, what truly differentiates us in the market, and how to get to the freakin' point. "

Jordan Small

Product Marketing Manager @ CompanyCam

"Product positioning is the single most important decision a founder makes, and the reality is you often need outside coaching to nail it. I spend over a decade learning brand building at the top marketing company in the world, but I also eat, sleep, and breath the business every day. That's why it was such a game changer to work with the Fletch team and have them translate all of our insights and learnings in to compelling, customer facing copy. "

Maddie Bell

Scheduler AI, Co-Founder & CEO

"Working with Fletch solidified the problem we solve, who we solve it for, and how we solve it. They got our Leadership team on the same page and improved the clarity of our messaging on the most important real estate we have: our home page."

Mark Huber

VP Marketing @ UserEvidence

"Fletch helped take our communication from highly complicated to incredibly efficient. Anthony and Rob's ability to understand the value of a solution and relay that in a way that's intuitive to a prospect is unmatched."

Jacob Warren

VP of Marketing, Waratek

Pricing

Homepage Positioning Development
$10,000*
one time payment
Three consulting sessions on Zoom
Completed positioning and messaging canvas
Webpage wireframe with production-ready copy
30min go-to-market consultation
Access to Best Practices Notion Database
Start the Process
Webpage Messaging Audit
$1000
one-time payment

We provide guidance with...

  • A line-by-line analysis of your homepage
  • A diagnosis of your messaging problems
  • Recommendations on how to improve your page

What you get:

  • An interactive report paired with a personalized 15 minute video breaking down our findings and recommendations
  • 5 day turnaround
Buy Messaging Audit
*$7500 for early stage startups — check the FAQs to see if you qualify

FAQs

Do you offer discounts for early stage companies?

For any companies that either 1) have 10 or less employees or 2) are doing less than $1m in ARR, we discount the first page to $7,500 and any additional pages to $5,000 each.

What does it cost?

We charge $10,000 for the first page, and $7,500 for any additional pages (we do use case, persona, and industry-based pages). However, we offer an "early stage" discount. If you have less than 10 employees and make less than $1m in ARR, we charge $7500 for the first page and $5,000 for subsequent pages.

What do I actually get at the end of the process?

By the end of our process, you'll get a Figma file including:

1) a completed positioning and messaging canvas

2) a homepage wireframe with suggested layout, sections, and ready-to-use copy

3) lifetime access to our Notion database of best practices

How long does the process take?

End-to-end, the process takes two to three weeks to get you the final homepage wireframe with suggested structure, sections, and copy. However, this timeline is highly dependent on how quick your team can provide feedback on our copy iterations. Be prepared to sync with your team in a timely manner in order to keep the final stage of the process moving forward.

Do you also design the homepage?

Our deliverable is a wireframe that is extremely barebones in terms of design. It includes a loose suggested layout of the section (i.e. text on the left, picture on the right) but doesn't include any branding elements at all (no fonts, colors, images, gifs, etc.) However, the copy we provide is production-ready.

Will you write my full website?

We can help you write your homepage and any customer-segment specific subpages (i.e. industry pages, persona-based pages, use case pages, etc.) If you need help with About pages, Pricing pages, Blog pages, Product pages, etc., we have some other freelancers we can recommend to you.

Will you interview our customers?

We don't do this for four reasons:

1) it would make us exponentially more expensive

2) it would make the process exponentially slower

3) we do not know your industry

4) outsourcing talking to customers is the last thing we would recommend for any early stage founder to do. We rely on you to be the subject matter experts on your customers. This project will succeed (or fail) based on how well you know them.

Will your process improve our conversion rate on the website?

If your positioning shifts significantly, you may need to adjust your marketing strategy higher up the funnel to attract more of your ideal customers. For example, if you previously targeted technical developers but re-position to focus on business leaders, your initial conversion rate may drop because the page content no longer aligns with the old audience. However, assuming you change your marketing strategy to bring more executives to the page, the conversion rate will improve for that ideal target audience.

Get started with an intro call