Are you trying to enter a crowded market?

Use this template for your homepage hero 👇🏻

How do you differentiate in a saturated market?

Sounds obvious, but by telling people how you're different 🤷🏻‍♂️

For example, take The Browser Company.

Their Arc browser is truly different from the competition (i.e. Chrome, Firefox, Safari, etc.)

But you don't exactly know HOW it's different...

→ until you've read through their homepage (which doesn't tell you)...

→ signed up for their waitlist (which doesn't tell you)...

→ and gone through their onboarding flow (which FINALLY tells you).

Founder Josh Miller expressed on TWO occasions (Lenny's Podcast and his reaction video to the MKBHD clip about Arc) that it is "hard to describe" the Arc browser.

But the hosts of the MKBHD clip do a great job of explaining it!

They talk about all things that Arc lets you DO that the other browsers DON'T.

In Robert Kaminski 🎯 and I's terminology, these are "capabilities" — and when you're in a saturated market, you need to display these directly in the hero.

Ideally, you need to choose the top 1-3 differentiating capabilities and allude to more of them using a GIF of the actual product (all in the hero!)

There's much hesitancy to talk about individual capabilities ESPECIALLY when the competition is so fierce...

(i.e. "but we are so much MORE than these capabilities!)

But this is EXACTLY what users care about and are looking for!

If someone is going to switch browsers, they need to understand WHAT they are switching to.

To give you an example, I rewrote the Browser Company's hero screen (which doesn't quite exist yet).

These may or may not be the most compelling capabilities, but these are the three I see referenced most often.