How to structure your startup’s website🕹️ 

Each page has it’s own purpose

There are 7 website types to consider

(See image)

🔥 The first 3 are critical for GTM acquisition.

🏠 Home Page

👩‍💼 Persona Pages

💻 Use Case Pages

These are the entrance paths into your world.

Think of them as a bridge.

👉 They should connect the situation of your user to the main capability of your product.

We want the user thinking…

“Whoa — this is built exactly for me and my situation”

The structure and use of these pages will depend on…

🎯 Your GTM model 🎯

This will dictate how you are bringing people to these pages — and it’s VERY important.

The conversation with a prospect has already started either via an outbound email, an ad, or a piece of marketing content.

🧠 You must factor in the mindset of a new prospect when they land on your site.

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💢 The remaining page types are secondary.

They only become valuable after you’ve landed the an intro message to an ICP.

Now don’t get me wrong, you’ll likely need to have these pages.

↳ especially the pricing page.

But I recommend that startups put extra emphasis on the first 3.

And use the learnings to fuel the creation for the rest of the pages.

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Take a look at some of the examples mentioned for inspiration.

(Calendly, Asana, Zapier, Slack, Airtable, Canva, Notion)

⛔️ But remember, what worked for one startup WON’T always work for another.💬 Trust your intimate knowledge of how your customers expect to be messaged.