What do you do if you have multiple products...

but only one homepage?

There are three main approaches ⬇️

1️⃣ Summarize

In this strategy, you look for a way to synthesize the value provided across entire your product suite.

Often, the individual products are fully removed from the messaging.

This type of work is usually supported by brand agencies who provide “brand positioning” as a deliverable.

This brand positioning does a greaser job of capturing the essence of a company — but using it on the homepage can greatly reduce the clarity, especially for those less familiar with your company.

2️⃣ Itemize

Here, you actually list the various things you do — either by displaying individual products or their product families.

This often provides greater clarity to prospects — but can be a bit overwhelming, as it forces visitors to find what they are looking for.

3️⃣ Prioritize

With this strategy, you take a hard look at your business and determine if you have a most important product (or product family) and a most important customer segment (commonly known as an ICP).

It also involves understanding what role your homepage plays in your overall go-to-market strategy (rather than existing as a static wikipedia page or flashy investor-centric asset).

The pro is your best-fit-customers will convert at a much higher rate.

But this strategy is especially challenging in siloed organizations or companies with weaker leadership team

Here’s what this strategy looks like using Apple as an example (they use “prioritize” on their actual homepage).