You may recognize her from The Marketing Millennials' Go-to-Market Plays series. She's back with us today viaepisode #337. Tamara hosts Anthony Pierri, the B2B homepage pro. They’re talking about 1 thing that you may not pay ENOUGH attention to.
Your homepage.
It’s your pitch. It's your story.
And, if you don’t have a good 1, that’s $$$ and time wasted. For everyone.
Here are their 5 tips to making sure your homepage is impactful, in their own lightly-edited words. ⤵️
1️⃣. It’s a Strategic Asset, Not Just a Design Exercise.
Anthony’s Take: “Most of the time when people do positioning exercises… it lives in a Google Doc and it never gets seen again. And so for us, we're like, put it on the homepage… and all of a sudden positioning… is now a very customer-facing asset for your whole company.”
Your homepage shouldn’t just look good, it should carry your company’s strategic narrative. It's the public-facing home of your positioning.
Here’s why it matters:
- Visibility: Your homepage is seen by more people than your sales deck, brand guidelines, or positioning doc. And that includes customers, prospects, teammates, investors, even AI models.
- Alignment: Making your positioning public forces internal alignment. Everyone (from sales to support) starts telling the same story.
- Iteration: Unlike a static brand book, a homepage gets updated. It becomes a living, testable surface for your messaging.
Anthony even says by updating your homepage, you’re holding yourself accountable.
Takeaway: Start by asking: Does our homepage clearly answer who we’re for, what we do, and why we’re different?
Use your homepage as the final output of your positioning work, not a separate or downstream asset. When in doubt, treat your homepage like a billboard version of your pitch: concise, accessible, and rooted in strategy.
2️⃣. Clarity > Cleverness.
Anthony’s Take: “Everyone leads with the fuzzy benefit outcome statement… But the problem is when people read homepages, they scan… they're not seeing a single line of information… they will bounce.”
Your homepage visitors don’t read, they skim.
If your headlines don’t communicate what your product is and how it works, you're likely losing them before they even scroll.
If all of your headlines are vague aspirations like:
“Reimagine the way you work”
“Unleash your team's potential”
“Scale smarter”
…then they’re learning nothing about what your product actually does. That means confusion, disinterest, and higher bounce rates.
Anthony suggests doing his “Headline Scan Test.”
Screenshot the homepage.
Blur or cover all body copy and subhead text.
Read just the main section headlines from top to bottom.
Ask: If I knew nothing about this company, would I understand what it does and how it works from just these headlines?
If not, rewrite your headlines to clearly state the function, form, or user benefit in simple language.
Takeaway: Do Anthony’s Headline Scan Test. Do you see anything that needs to be changed or tweaked to be simpler?
Use the headline to explain what, and use the subhead to add why or so what.
3️⃣. Build for Your Real Audience, Not Internal Stakeholders.
Anthony’s Take: “So much of what people expect to see on the homepage is dependent on where they're coming from… and what's their level of understanding of the category.”
Your homepage is for your customers.
A homepage should meet your real visitors where they are, not where your executive team wishes they were.
Anthony described how Fletch radically changed their homepage layout based on actual customer behavior:
“99.9% of our clients come from LinkedIn… and they are thinking in that moment: ‘How does this actually work?’ and ‘How much does it cost?’”
So what did they do?
They put pricing directly in the hero.
They explained exactly what the service includes.
They skipped the aspirational fluff.
The result? Fewer misaligned calls, more clarity up front, and better-qualified leads.
Your homepage is a mirror. It should reflect what your ideal customer is looking for, not what your internal team wants to say.
Takeaway: Look for some warning signs.
- Your hero says: “Unlock Business Transformation at Scale”
- There’s a huge section titled “Our Vision”
- Sales asks to add 8 more CTAs
- Your “What we do” section is buried three scrolls down
4️⃣. Summarize, Itemize, or Prioritize
Anthony’s Take: “You have to decide… do we try to summarize the value across all segments, itemize by listing them, or prioritize one?”
If your company sells to multiple segments, your homepage needs to decide:
Do you speak to everyone at once, give everyone their own doorway, or pick one to lead with?
Anthony breaks this down into three distinct approaches: summarize across all of your segments, itemize by breaking them out, or prioritize one.
Summarize = broad appeal (ex. IBM)
Itemize = multiple entry points (ex. Rippling)
Prioritize = focus on your best-fit customer (ex. Apple)
Trying to be everything to everyone leads to messaging that resonates with no one. Anthony warns that itemized approaches often arise from internal politics, not customer logic.
Takeaway: Before writing copy or laying out sections, decide:
Are we summarizing, itemizing, or prioritizing our segments?
5️⃣. Honesty Converts Better Than Hype.
Anthony’s Take: “The more honest you are about what the product actually does, the more business you will actually close.”
Overblown promises, vague outcomes, and “big vision” messaging might sound impressive, but they don’t build trust.
In fact, Anthony argues that being honest and specific about what your product actually does is more effective.
Buyers have read thousands of landing pages. They’ve seen “Revolutionary platform,” “Game-changing solution,” “Transform your business with just one click.”
And their reaction is often: 🙄
Buyers don't need a hype reel. They want proof. They want to know:
What does this thing actually do?
How does it work?
Will it solve my specific problem?
Vague promises don’t answer those questions. Honest descriptions do.
Takeaway: Look at your homepage and do an audit.
Are you using words like “synergy” and “transformative”? If you answered yes, it’s time to be real: what is your product actually like? What’s it supposed to do?
