Series A startups struggle the most with website messaging

Why?

2 Main Causes

1️⃣ Founder-les sales creates customer bloat

Seed stage companies hustle to experiment across their TAM to find early traction on their way to PMF.

The result?

Different types of customers with different use cases are now users.

While this is great for early traction and revenue…

It makes scalable messaging very difficult.

The resulting website message?

💢 A wide collection of messages targeting different use cases and customer segments.

2️⃣ GTM is about to shift drastically

In general, series A marks the start of a transition towards scalable GTM engines.

♻️ This means repeatability.

And in order to create repeatability, you have to be very specific on who you are targeting and what you are helping them with.

When these startups go to scale their GTM motions, they struggle to refine and reduce their customer focus.

The resulting website message?

💢 A broad message trying to appeal to everyone at once.

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So what should Series A startups do?

🔎Audit their website messaging

↳ To dial in the clarity

And ruthlessly prioritize their GTM around beachhead segments.

Here is a real example of how I’d approach this

There are 3 steps to this process:

1️⃣ Categorize the current messaging

Breaking it down into the fundamental assets will give you x-ray vision.

2️⃣ Review each sub-message

Using this x-ray vision, you can now ask:

Are these elements making the message more clear?

If it’s not, it’s best to eliminate or update.

3️⃣ Identify the gaps

Are any fundamental elements missing?

🔥 As you go through this exercise, you’ll likely end up in conversations around your GTM which is good!

Your GTM approach 100% defines what your messaging strategy should be.

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The example shown is for m3ter

Super cool company doing some interesting things in the usage-based pricing space.

Based on this audit, I have 3 main recommendations on how to improve (see image)