This is what multi-product positioning looks like on your homepage.

(See Intercom’s homepage.)

We call this homepage strategy “itemizing.”

It’s when you treat the homepage like a product menu — showing that multiple distinct products exist, each with its own dedicated messaging behind a click.

Think of it as a hedge on your product positioning.

It’s a totally valid move for companies with strong brand recognition and separate GTM programs for each product.

The upside?

It usually leads to very clear messaging per product.

But as with any strategy, there’s a tradeoff.

When you’ve got two products, they’re now competing for attention — fighting for real estate and copy.

Like two lead singers trying to belt out their own solo verse.

Take a look at Intercom’s H1 + H2:

“Fin is the first AI agent that delivers human-quality service. Use Fin on your existing platform, or Intercom’s complete AI-first customer service platform.”

Feels a little clunky, right?

Like a pushy salesperson:

“You need a car? I got that.”

“You need a bus pass? I got that too.”

That kind of energy is hard to avoid when using the itemizing strategy.

———

To be clear: this can be effective.

But it only works if you have the resources to run multiple GTM motions.

The common mistake we see:

An early-stage startup sees Intercom do this and says, “We should do this too!”

What they don’t realize:

They’re now asking a 3-person marketing team to run two GTM programs.

It’s hard enough to make one work.

That’s why this strategy — when used too early — often leads to failure.

#homepagemessaging #positioning #startups