Your startup’s web page headlines need to carry your core product message…

Why?

❌ Because visitors don’t read your whole site.

⏩ They skim the headlines.

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Here is a simple exercise to test your web page headline messaging.

↳ And will help improve your website product messaging 💪

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Using Fletch PMM’s Messaging Elements

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1️. Grab all the Headlines off your page

2. Categorize each message using these questions to guide you:

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Product Category 🟣 → What is the product?

Capabilities 🟠 → What does the product do for a user?

Feature 🟢 → These are what powers the capabilities.

Benefits 🔵 → What is the outcome of using the feature + capability?

Use Case ⚫ → What is the persona trying to do with the product?

Problem 🔴 → What limitations does the user run into carrying out the use case the "old way"?

Persona 🟢 → Who is the target audience? (team, champion, use)

Company Type 🟡 → What business situation are these personas in? (industry, business model, size)

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3️. Assess the clarity

If you only read these headlines, would you know:

↳ what these products do?

↳ who they are for?

↳ what specific value they provide?

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______

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If we take a look at the marketing landing pages for both Asana and Calendly...

👀 We start to see that one of them is much more effective.

↳ Calendly!

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Why?

Primarily because they've led with clear capabilities.

This sets an anchor point of what the product actually does — and makes it easier to see how a target user (marketing team) could get value from it.

Asana on the other hand is mostly messaging on high level benefits and features.

This makes things a bit more fuzzy — I wouldn't be able to tell a friend or colleague anything about the product after reading these headlines.

So if you're a startup marketer working on your web page messaging, remember...

👉 You can't expect your prospect to read your entire site.

🔥 So your headlines need to carry your product message.