OLD ❌

REVISION ✅

Align your team with a full view of every customer journey. HubSpot gives visibility to your marketing, sales, and service teams together, on the same AI-powered CRM platform.

Hero Section

H1: Main Capability

Grow better with HubSpot

REVISION

Align your team with a full view of every customer journey.

H2: Product Category

Customer Platform ❌

REVISION

CRM Platform

H2: Persona

Someone who leads and takes care of data, teams, and customers ❌

REVISION

Marketing, Sales, and Service teams

H2: Company Type

Business

REVISION

With the persona given, it can be implied by the user what type of business they’re in.

Notes:

• The Main Capability has to be the key unlock, and the new thing made possible by your product — the actions enabled through use of features.

  • We may be wasting valuable screen real estate by repeating the “HubSpot” name in the headline.

  • On the “order of benefits” spectrum we can consider “Grow better” to be way down the line, and lots of variables are at play for that to happen. It’s very bold, and slightly misleading for HubSpot to claim this benefit is possible with the use of their customer platform. Execution from the client side matters way more.

  • So let’s step back a few steps, and return to the first order benefit, and promise that makes most sense: aligning your marketing, sales, and service teams on what’s happening with every customer

  • Also, section #4 on the page arguably does a better job at capturing the all-encompassing nature of their software:

    

• The Product Category gives frame of reference and alludes to the competitive space we’re in. Only the brands that’ve acheived extreme awareness are “allowed” to omit this (even that take with a grain of salt).

  • I’ve always known HubSpot to be a CRM platform, yet they’re claiming right over “Customer Platform”. That feels obscure. It’s as if we’re creating a new, broader, more generalized category.
  • The question that HubSpot themselves can answer best is: are we still a CRM platform? is that what most users hop on for & stay? — depending on this answer, we can best define the product category

• The Persona is the actual end-user, buyer, or decision-maker we’re going after.

  • We’re missing the champion buyer that will vouch for their software organization to add HubSpot into their tech stack.

• The Company Type refers to any specific attributes and general areas where the company operates.

  • What kind of business should use HubSpot? — that answer has probably increased by magnitudes over the years, because HubSpot is now an enterprise. Yet, there’s still some pinpointing we can do, especially for those new to it.

Found this Homepage Positioning Audit helpful?

Gurjinder does more of these for FREE. You can request an Audit for your homepage below OR directly hop on a call to discuss!

Provide Name, Email, and URL to your page.

https://airtable.com/embed/appmavIfz38nxgI9K/pagxicpdYr1FqpHBj/form

https://airtable.com/appmavIfz38nxgI9K/pagxicpdYr1FqpHBj/form

Fill out this Calendly to schedule a call.

https://calendly.com/gurjinder-6xs/free-discovery-call-with-gurjinder-at-gesso-one-llc?month=2024-09

https://calendly.com/gurjinder-6xs/free-discovery-call-with-gurjinder-at-gesso-one-llc?month=2024-09

Credit: This exercise was developed by Anthony Pierri and Robert Kaminski of Fletch PMM. We appreciate their generosity in sharing this valuable educational resource with the public.