Your startup homepage should do two things well.
Before you worry about marketing, make sure visitors don't leave your site confused.
Start by looking at websites from established companies to get ideas for your startup's site. Why? Because larger companies have the resources to optimize their websites to convert.
This article will tear down Zapier's homepage, a SaaS platform with millions of customers that integrates with more than 3,000 apps.
This breakdown covers the most important sections of Zapier's homepage. It will help you to apply conversion strategies and copywriting strategies for your startup's homepage.
These three strategies will grab your attention quickly
Users see the ATF section first before scrolling down. This section is crucial because it will determine how your landing page is perceived by users.
We'll be looking at three parts of Zapier's ATF section: a header, a subheader, and a call for action.
A header that is clear and concise with no jargon
Your header should explain the purpose of your startup and its importance. It should be simple to read at a glance. Startups make the most common mistake of trying to make their headers clever. If you want to get customers, it is important that your headers are clear and not complicated. This is what headers do best. It takes only 10 words to accomplish it.
Zapier describes their product in three words: "Connect your Apps". Then they explain why it is important in two words: “Automate workflows.” The conclusion is that Zapier will save you a lot of time.
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Start by creating at least 10 variations of your header. Share them with colleagues and friends who aren't in your industry. The header should be easy enough to understand for anyone. If it is a competitive advantage, avoid industry jargon.
A subheader that describes how your customers transform
Both the header and subheader should be complementary. The header should explain what you do and the subheader how.
Your conversion rate will increase the less information your visitor provides.
Your subheader should be credible and explain how your company will fulfill the promises made in the header. It is crucial to explain how it works for conversion, so visitors feel confident that you have a solution to their problems.
Avoid technical jargon in your subheader. Your goal is to grab your reader's attention, not to pitch them.
