2/4 startup founders I work with have this problem:

It can, quite literally, bring your GTM to a halt.

(I seriously see this with clients ALL. THE. TIME.)

👉 Their homepage doesn’t actually speak to their buyer!

Instead, all the messaging is directed to:

→ The C-suite (who will probably never actually visit the homepage)

→ Other stakeholders (who aren’t the ones booking the demo)

→ End-users (who have no moat or authority)

And so the person who really cares about the homepage messaging…

✨✨✨ The Real Buyer™️ ✨✨✨

...won’t find the stuff they care about!

They won’t say it to their boss, but they don't care if you “increase revenue”.

They care about lots of other, very specific things before that, that relate to their actual job.

Your product needs to fit the thing they’re trying to do – in their job.

So that’s why your homepage needs to address the buyer!!!

Do you know who that person is?

Do you know what they actually care about?

The person:

→ Championing the problem you solve

→ Checking out your website

→ Booking the demo

Because the real game is that the C-suite won’t see your homepage.

But your buyer will – and they’re the one who clicks “Book Demo.”

PS. And yes yes, of course, right?

You’ll need to address the challenger, the decision-maker, the hidden influencer – all of them.

But that happens in the sales process, maybe sub-pages.

Not. on. your. homepage!!!