If B2B buyers are becoming more like B2C buyers…

🔥 B2B marketers should start adopting B2C playbooks

↳ especially when it comes to website messaging.

The Morning Brew home page is still one of the best home pages I’ve ever seen…

Here’s a breakdown of why it’s so effective:

↳ and where B2B homepages miss the mark.

1️⃣ Simplicity

The hero is the entire page!

Morning Brew boiled their entire product message into an H1 & H2.

This ensures that their core message get’s delivered 100% of the time.

💢 Common B2B Mistake

Many B2B homepages end up being product explainer pages that have 5+ scrolls.

👉 No one is going to read all of that!

2️⃣ Clarity

By showing an image of the actual product and using simple language…

There is no way you could leave the Morning Brew page and not know what the product is or does.

They didn’t fall into the trap of trying to explain all the details.

(who the writers are, how they compile stories, the tone of voice they use)

💢 Common B2B Mistake

You might have guessed it, B2B home pages try to explain all the details of their product.

They jam in:

→ How it works

→ complete list of features

→ And why every stakeholder should care about the product

👉 All this stuff gets in the way of the core message.

3️⃣ Messaging on a Single Product

Morning Brew actually has a lot of different products.

(newsletter products, podcasts, and events)

But they don’t mention these at all.

If they tried, it would have created messaging overload.

💢 Common B2B Mistake

B2B startups try to make the product sound bigger than it is.

“We’re more than a X”

And they often end up messaging on multiple products on the home page.

👉 No one shops for all of these at once!

______

So if you’re a B2B startup working on your website messaging…

👀 You might want to take a look at what some of the successful B2C startups are doing.