Founders trying to market horizontal products quickly run into issues when trying to succinct describe their product on their website.

They often...

• Try to speak to every persona at the same, which results in broad uncompelling messaging
• Use rotating value props/personas, which puts the mental strain on the visitor to wait and see if they see their title represented
• Stay extremely broad and ambiguous... which causes visitors to immediately bounce

Loom provides a great alternative structure that optimizes clarity and relevancy.

1. Persona-agnostic Homepage

• Extremely high-level overview of what the product does and how it works
• Avoids mentioning personas or company firmographics all together
• This helps you understand the product in a 10 second scan
• It builds enough intrigue for you to click a sub-page

2. Persona-Based Sub-Pages

• Speaks to the specific context of each individual persona
• Connects all the relevant dots for maximum relevancy
• Extremely clear and based in my real-life context
• Removes all cognitive load — you're telling me exactly how the product helps ME

Definition:

Horizontal product = used by many personas & industries