The more "exciting" your homepage copy sounds...

...the shittier I assume your product is.

When I (and your customers) have to filter through vague, emotional language, it makes me think you are hiding something.

It also makes your product harder to buy.

"But, isn't it marketing's job to make the product seem exciting?"

• (almost) every CMO

In a B2B context, NO!

We're not selling vacations, luxury cars, or exclusive experiences.

We're selling software and business services.

These are not (and will never be) exciting.

And that's okay.

Good marketing is about meeting your customers where they are, with language they can understand.

———

Here are 4 practical tips founders and marketers can apply right now to fix their overly exciting (and vague messaging).

1. Remove any phrase that sounds like it belongs in a keynote

❌ "Empowering next-gen teams to drive transformation"

✅ "We help HR teams roll out benefits faster, with fewer errors."

2. Make sure your hero section answers these 3 questions immediately:

• Who is it for?
• What does it help them do?
• Why is it better than the way they do it today?

If it takes more than 5 seconds to answer these, you're losing people.

3. Test your homepage like a prospect

Ask someone unfamiliar with your company:

"What do you think we do, and who is it for?"

If they hesitate, guess incorrectly, or say "kinda sounds like..." — you've got a clarity problem.

(if you are too embarrassed to ask this yourself, give Wynter a try)

4. Don't try to be clever. Try to be obvious.

Great positioning doesn't feel clever.

It feels like: "Ohhh... yeah, that makes sense."

Clarity beats clever.

Always.