{"id":229756,"date":"2024-11-28T00:29:00","date_gmt":"2024-11-28T00:29:00","guid":{"rendered":"https:\/\/userpilot.com\/blog\/messaging-and-positioning-anthony-pierri\/"},"modified":"2026-03-09T11:43:29","modified_gmt":"2026-03-09T11:43:29","slug":"messaging-and-positioning-anthony-pierri","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/messaging-and-positioning-anthony-pierri\/","title":{"rendered":"How to Rewrite Your Homepage with Sharper Positioning and Messaging by Anthony Pierri"},"content":{"rendered":"<p>\u201cSoftware that keeps you running while you keep the world running.\u201d That\u2019s the main heading from a SaaS product homepage. Can you tell what the product does? Or how it\u2019s unique?<\/p>\n<p>Nope. This line sounds good on the surface, but it lacks substance.<\/p>\n<p>The company needs to work on its <strong>positioning and messaging. <\/strong><\/p>\n<p>Anthony Pierri, the founder of Fletch PMM, explained how to do it in his talk at this year\u2019s <a href=\"https:\/\/summit.productdrive.io\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product Drive Summit <\/a>hosted by Userpilot.<\/p>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; height: 400px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;\" title=\"How to Rewrite Your Homepage with Sharper Positioning &amp; Messaging by Anthony Pierri\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/cuPBUnbeXtU?feature=oembed&amp;ab_channel=Userpilot\" width=\"200\" height=\"113\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div><figcaption>How to Rewrite Your Homepage with Sharper Positioning &amp; Messaging by Anthony Pierri.<\/figcaption><\/figure>\n<p>In the article, you\u2019ll get a sneak peek of the key takeaways from Anthony\u2019s presentation:<\/p>\n<ul>\n<li>What\u2019s positioning and its different types.<\/li>\n<li>Common issues with homepage positioning and messaging.<\/li>\n<li>How to position your product using Anthony\u2019s canvas.<\/li>\n<li>How to design a homepage that converts.<\/li>\n<\/ul>\n<p>Let\u2019s get right to it!<\/p>\n<h2 id=\"65o7k\">What is product positioning?<\/h2>\n<p>At its core, <a href=\"https:\/\/userpilot.com\/blog\/product-positioning-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">product positioning<\/a> answers four questions:<\/p>\n<ol type=\"1\">\n<li>What is your product?<\/li>\n<li>Who is it for?<\/li>\n<li>What does it replace?<\/li>\n<li>Why is it better?<\/li>\n<\/ol>\n<p>Answering these questions allows you to craft your positioning statement.<\/p>\n<p>And it\u2019s more than just words in a document buried in a Google Drive folder! Positioning needs to be in your <a href=\"https:\/\/userpilot.com\/blog\/product-messaging-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">messaging<\/a>, front and center on your homepage.<\/p>\n<p>Why?<\/p>\n<p>Because a clear homepage forces you to stay aligned on those essential answers and helps everyone see and understand your product in the same way. Your customers, investors, and all internal teams.<\/p>\n<h2 id=\"f34p4\">The problem with homepages<\/h2>\n<p>Here\u2019s the problem: lots of home pages are unclear. They\u2019re clever, sure, but they often leave you scratching your head, asking, \u201cWhat is this product even about?\u201d<\/p>\n<p>Take ServiceNow\u2019s old homepage: &#8220;Put yes to work. Save or grow? Satisfy shareholders or satisfy customers? When facing tough choices, choose the one platform that lets you say YES to both.&#8221;<\/p>\n<p>It sounds almost poetic, but it doesn\u2019t say what ServiceNow does. There&#8217;s no clarity about the product, who it\u2019s for, or how it&#8217;s different. Cleverness clouds the message.<\/p>\n<p>Unclear <a href=\"https:\/\/userpilot.com\/blog\/product-positioning-strategies-misconceptions-in-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">positioning <\/a>on your homepage is like giving someone a puzzle with missing pieces. It leaves your audience guessing. And if your potential customers don\u2019t understand what you do, why should they stick around?<\/p>\n<h2 id=\"8afrh\">Signs you have a positioning problem<\/h2>\n<p>So, how do you know if your homepage has a positioning issue?<\/p>\n<p>Here are some tell-tale signs:<\/p>\n<ul>\n<li>People read your website but don\u2019t understand what you do.<\/li>\n<li>They get what you do but don\u2019t know why they should pick you over the competition.<\/li>\n<li>You\u2019re targeting multiple segments but aren\u2019t sure which to prioritize.<\/li>\n<li>Your market needs to be <a href=\"https:\/\/userpilot.com\/blog\/customer-education-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">educated <\/a>on doing things in a new way.<\/li>\n<li>You have multiple products, and you\u2019re struggling to explain them in a simple way.<\/li>\n<\/ul>\n<p>If any of these sound familiar, it\u2019s time to rethink how you position yourself on your homepage.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/messaging-positioning-anthony-perri_78eb0dcb0c2ba1b1b0f58b27a4beb003_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/messaging-positioning-anthony-perri_78eb0dcb0c2ba1b1b0f58b27a4beb003_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/messaging-positioning-anthony-perri_78eb0dcb0c2ba1b1b0f58b27a4beb003_800.webp\" alt=\"Common positioning problems\" \/><\/picture><figcaption>Common positioning and messaging problems.<\/figcaption><\/figure>\n<h2 id=\"5ctd8\">How to answer four key positioning questions with positioning and messaging canvas<\/h2>\n<p>To make positioning clear, let\u2019s tackle each of those four questions. I\u2019ll walk you through effective ways to answer them \u2014 and equally important \u2014 how not to.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/canvas-messaging-positioning-anthony-perri_05d06b214068155bf39e650b09f35776_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/canvas-messaging-positioning-anthony-perri_05d06b214068155bf39e650b09f35776_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/canvas-messaging-positioning-anthony-perri_05d06b214068155bf39e650b09f35776_800.webp\" alt=\"Fletch\u2019s Positioning and Messaging Canvas\" \/><\/picture><figcaption>Fletch\u2019s Positioning and Messaging Canvas.<\/figcaption><\/figure>\n<h3 id=\"etm5g\">Question 1: What Is It?<\/h3>\n<p>Let\u2019s start with the basic question: \u201cWhat is your product?\u201d Believe it or not, many companies trip over this first question.<\/p>\n<p>Don\u2019t answer the question with:<\/p>\n<ul>\n<li><strong>An outcome<\/strong>: Saying, \u201cIt\u2019s a great way to make your team more efficient\u201d might sound appealing, but it doesn\u2019t tell anyone what your product is.<\/li>\n<li><strong>A mission statement<\/strong>: Lines like \u201cWe\u2019re democratizing logistics\u201d might impress investors, but they\u2019re often too abstract for customers.<\/li>\n<li><strong>A favorite feature<\/strong>: If you say, \u201cIt\u2019s an AI platform,\u201d you\u2019re not explaining what makes your product unique or valuable.<\/li>\n<\/ul>\n<p>So, how do you answer \u201cWhat is it?\u201d<\/p>\n<p>You have two options:<\/p>\n<ul>\n<li>State the product category<\/li>\n<li>State the use case<\/li>\n<\/ul>\n<p>Let\u2019s explore each of the two options in more detail.<\/p>\n<h3 id=\"a38g5\">Category-based positioning<\/h3>\n<p>Focusing on your category can help position you as a leader within a known space.<\/p>\n<p>For instance, Figma described itself as an \u201cinterface design tool\u201d when it first launched. This gave designers a clear understanding of what it was.<\/p>\n<p><strong>Pro tip<\/strong>: If you\u2019re unsure about your category, listen for moments when your leaders say, \u201cWe\u2019re so much more than a [blank].\u201d That blank? It\u2019s often your category.<\/p>\n<h3 id=\"b8j2\">Use case-based positioning<\/h3>\n<p>What if there isn\u2019t an established category? Describe the use case.<\/p>\n<p>Calendly, for example, couldn\u2019t call itself a \u201cscheduling tool\u201d because there were no similar tools around. A \u201ccalendar tool\u201d wouldn\u2019t have worked because they didn\u2019t offer a full calendar.<\/p>\n<p>Instead, it focused on the use case: scheduling meetings.<\/p>\n<p>This way, Calendly didn\u2019t have to invent a new category. It just became the best tool for that specific task.<\/p>\n<p><strong>Pro tip:<\/strong> The key here is to find a use case that is broad enough to attract a large audience but specific enough to convey a clear message.<\/p>\n<h3 id=\"f4u1t\">Question 2: Who is it for?<\/h3>\n<p>This is where <a href=\"https:\/\/userpilot.com\/blog\/customer-segmentation-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation <\/a>comes in. While there are plenty of ways to slice up your target market, four main approaches tend to work best:<\/p>\n<ul>\n<li>Company Type<\/li>\n<li>Target Department<\/li>\n<li>Category<\/li>\n<li>Use Case<\/li>\n<\/ul>\n<p>Only starting?<\/p>\n<p>You don\u2019t need all four types. One specific use case might be enough, as SmallPDF discovered. They focused on the use case of \u201cshrinking PDFs.\u201d The result? Their website attracts 45 million visitors monthly.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/market-segmentation-messaging-positioning-anthony-perri_556c148f36d7ba20cc3999ac7f92cce6_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/market-segmentation-messaging-positioning-anthony-perri_556c148f36d7ba20cc3999ac7f92cce6_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/market-segmentation-messaging-positioning-anthony-perri_556c148f36d7ba20cc3999ac7f92cce6_800.webp\" alt=\"Homepage positioning and messaging: Ways to segment your market\" \/><\/picture><figcaption>Ways to segment your market.<\/figcaption><\/figure>\n<h3 id=\"8jk6f\">Question 3: What does it replace?<\/h3>\n<p>Who is your competitive alternative?<\/p>\n<p>For some products, this is straightforward. If you\u2019re in an established niche like CRMs, your competitors are other CRMs.<\/p>\n<p>What if there are no direct competitors because it\u2019s a new category?<\/p>\n<p>Position yourself against the current ways of doing things.<\/p>\n<p>For example, take EvidenceNow, a tool for collecting customer proof.<\/p>\n<p>When they entered the market, companies needed to gather testimonials and <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-case-studies\/\" target=\"_blank\" rel=\"noopener noreferrer\">case studies <\/a>manually. This was inefficient. Their positioning statement, \u201cDon&#8217;t beg for case studies, get customer proof at scale,\u201d promised to streamline it.<\/p>\n<h3 id=\"2okfc\">Question 4: Why is it better?<\/h3>\n<p>This question digs into differentiation. There are two main approaches here:<\/p>\n<h4 id=\"ec1j3\">Binary differentiation<\/h4>\n<p>This is when you position yourself as the opposite of a competitor.<\/p>\n<p>For example, DuckDuckGo\u2019s browser focuses on privacy, unlike Chrome, which tracks user data. This clear difference gives privacy-minded users a clear reason to choose DuckDuckGo.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_d2f13d4359eb19cfd939da608a6478aa_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_d2f13d4359eb19cfd939da608a6478aa_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_d2f13d4359eb19cfd939da608a6478aa_800.png\" alt=\"Homepage positioning and messaging: DuckDuckGo homepage\" \/><\/picture><figcaption>DuckDuckGo homepage.<\/figcaption><\/figure>\n<h4 id=\"94ilf\">Differentiation by degree<\/h4>\n<p>This is when you\u2019re better by a measurable amount.<\/p>\n<p>For instance, Superhuman claims to be the most productive email app ever made. This isn\u2019t just a vague claim! It\u2019s backed up by measurable time savings, making it clear why users might prefer it.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_0f4102a6e6a240b25967a96ec957327a_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_0f4102a6e6a240b25967a96ec957327a_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_0f4102a6e6a240b25967a96ec957327a_800.png\" alt=\"Homepage positioning and messaging: Superhuman homepage\" \/><\/picture><figcaption>Superhuman homepage.<\/figcaption><\/figure>\n<h2 id=\"anldh\">Translating the positioning strategy to the homepage<\/h2>\n<p>Once you\u2019ve nailed your positioning, it\u2019s time to bring it to life on your homepage.<\/p>\n<p>A homepage typically has five main sections.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/page-design-messaging-positioning-anthony-perri_7e103da91b2c275add31d505278929a0_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/page-design-messaging-positioning-anthony-perri_7e103da91b2c275add31d505278929a0_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/page-design-messaging-positioning-anthony-perri_7e103da91b2c275add31d505278929a0_800.webp\" alt=\"Your homepage needs 5 sections to communicate your positioning\" \/><\/picture><figcaption>Your homepage needs 5 sections to communicate your positioning.<\/figcaption><\/figure>\n<p>Let\u2019s unpack each of them!<\/p>\n<h3 id=\"9adm2\">1. Hero<\/h3>\n<p>The hero section is where you need to make a strong, clear statement that answers as many of the four key positioning questions as possible.<\/p>\n<p>This section typically includes a prominent H1 headline that states the main <a href=\"https:\/\/userpilot.com\/blog\/knowledge-base-benefits\/\" target=\"_blank\" rel=\"noopener noreferrer\">benefit of your product<\/a>, an H2 for supporting details, and a CTA to invite visitors to engage further.<\/p>\n<p>What it looks like depends on your strategy.<\/p>\n<p>For example, Lemlist, a cold outreach tool, crafted its hero section around its key differentiator. Their headline states, \u201cThe only cold outreach tool that helps you reach inboxes and get replies.\u201d<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_511f76667ea0ef03c733612e9d6a0432_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_511f76667ea0ef03c733612e9d6a0432_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_511f76667ea0ef03c733612e9d6a0432_800.png\" alt=\"Homepage positioning and messaging: The Hero section on the Lemlist homepage\" \/><\/picture><figcaption>The Hero section on the Lemlist homepage.<\/figcaption><\/figure>\n<p>There\u2019s also the social proof section where you can add your customers&#8217; logos and testimonials.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_7421090d95f865421c9b65a76052d554_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_7421090d95f865421c9b65a76052d554_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_7421090d95f865421c9b65a76052d554_800.png\" alt=\"Homepage positioning and messaging: Lemlist uses social proof to build customer trust\" \/><\/picture><figcaption>Lemlist uses social proof to build customer trust.<\/figcaption><\/figure>\n<h3 id=\"fc98f\">2. Differentiation<\/h3>\n<p>In the differentiation section, you aim to show visitors why your product stands out. This is where you can use an \u201cus vs. them\u201d comparison, a problem-solution format, or \u201cthe old way vs. the new way\u201d approach to emphasize what makes you superior.<\/p>\n<p>The goal? Position your product against the main alternatives \u2014 whether that&#8217;s a competing tool or a commonly used manual method.<\/p>\n<p>Lemlist did it by pointing out issues with existing solutions. For example, \u201cCold outreach won&#8217;t help you quickly acquire customers if you &#8230; Have no idea if your list of email addresses is reliable.\u201d<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_0799172d4b0dc4d7428f6b170aa9621c_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_0799172d4b0dc4d7428f6b170aa9621c_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_0799172d4b0dc4d7428f6b170aa9621c_800.png\" alt=\"Homepage positioning and messaging: Differentiation statement on the Lemlist page\" \/><\/picture><figcaption>Differentiation statement on the Lemlist page.<\/figcaption><\/figure>\n<p>And then, they drive the message home by stating how their product solves their problem \u201cDiscover Lemlist, the only sales automation tool\u2028that ensures your emails are delivered and get a response.\u201d<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_c11862bb39101029c47edf407ac67c52_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_c11862bb39101029c47edf407ac67c52_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_c11862bb39101029c47edf407ac67c52_800.png\" alt=\"Solution to customers\u2019 problems\" \/><\/picture><figcaption>A solution to customers\u2019 problems.<\/figcaption><\/figure>\n<h3 id=\"b4pra\">3. Capabilities sections<\/h3>\n<p>Now that visitors understand why your product is unique, you need to make your claims believable by showing them how it works.<\/p>\n<p>Consider the capabilities sections as a 15-second <a href=\"https:\/\/userpilot.com\/blog\/product-demos\/\" target=\"_blank\" rel=\"noopener noreferrer\">product demo<\/a>. Present key features at a high level, keeping in mind that people tend to skim homepages.<\/p>\n<p>You should have three capabilities sections, each focusing on one feature that directly supports your differentiation.<\/p>\n<p>For Lemlist, these features were building the perfect lead list with verified emails, <a href=\"https:\/\/userpilot.com\/blog\/product-personalization-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalizing <\/a>the emails, and keeping them out of the spam folder.<\/p>\n<figure class=\"gallery regular\">\n<div class=\"strchf-gallery\">\n<div class=\"strchf-gallery-preloader\" style=\"background-color: #f8f8f8; line-height: 0; margin-top: 40px; padding: 30% 0; text-align: center; width: 100%;\">\n<div style=\"background: url(data:image\/gif; base64,r0lgodlhlaasapueaodg4kurq9pt0\/j4+jubm9xv1fly8ubm5qampqenp8rkyttu1mjiyli4uoxl5ezs7kysrle3t6cgokghoehh4cpdw9vb25qamr6+vsnjyc\/pz\/hx8b29vctexmlcwra2tuli4qqqquvr666urq+vr+tk5nra2pycnj+fn\/pz8waaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaach\/c05fvfndqvbfmi4waweaaaah+qqeawd\/acwaaaaalaasaaadpji63p4wykmrvtjrzbv\/yciozgmeakqubou+cewcqqdaaueekccyuv3vv6lzzmikcslsop\/qqhrkrvqvweucach5baudaaaalakafaaoaaqaaauvodjncmceqgrokbpfkhc3wctkjx2gach5baudaaaalagaewaqaayaaauiiaach2iej0qqegoaxriujwqsxjet9xktmrxljykzserucaah+qqfawaaacwiabmaggagaaafkydwznkdngiqrg\/heuzqwauqviqiu3rtglextmxh1uq\/xizyo55giqxtgqiaifkebqmaaaascaataboabgaabsqgqaeiaz5owpojansdoc5qrdoq1diajqe63er0qsh4lsfpfqiaifkebqmaaaascaauaboabaaabrogii6kseeqvzbvwkii7baf+8a2vtvjmfkaeaah+qqfawaaacwiabmaggagaaafkcagjuroggvaomlfeju6krjovc+ank1t4wrdibdqvwi+h0lbup18gbaaifkebqmaaaascaatabsabgaabtpgmfiwaj7hca6nrlzsal1qpdzp+l4luhoq1qnm+fvmh1\/qrzamxddwjfcl4uwk222pdqeaifkebqmaaaascaatabsabgaabtmgadypajpplpvnk36v+xaiwz7bsmz32con4e+0ww1nwiaragpkaacbtlcrkvxwhakhdqeaifkebqmaaaascaatabsabgaabjpaagawebqniayddgwafzojxsleujmcw0airbsdycnginl2v2hwgddwjbif6re6x2aoqmk4cil6\/0rbach5baudaaaalakaewaaaayaaauticcojecjz1lsuzssr6kucljeil4yjf8mioro1yv+giyxkhyt0ril1yrbakpcach5baudaaaalakaewabaayaaau3iccojhbk2vgohieamuawb2etaunzhqdzmpxirlcudeqyueg0kpc3vmxgqt1ypf1xttopsmdzcaah+qqfawaaacwjabmagwagaaagmccbceguwixf4uewxcafegba8gxjq4odlfm0skvi5rew3ca933bzzhrwr+\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\/iqah+qqfawaaacwjabqadgaeaaaggcbup5mcgi9id4hgqsipbyxteyqkpuxqmqgaifkebqmaawascqauaa4abaaaag9eaqploc6webdgmq26raaaow==); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\"><\/div>\n<\/div>\n<div class=\"strchf-gallery-images\" style=\"display: none;\">\n<div style=\"max-width: 100%; padding: 0; margin: 0;\"><picture style=\"max-width: 100%; padding: 0; margin: 0;\"><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_65f890930bf80dc24dfb7540f41ae88c_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_65f890930bf80dc24dfb7540f41ae88c_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" style=\"max-width: 100%; padding: 0; margin: 0 auto 0 auto;\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_65f890930bf80dc24dfb7540f41ae88c_800.png\" \/><\/picture><\/div>\n<div style=\"max-width: 100%; padding: 0; margin: 0;\"><picture style=\"max-width: 100%; padding: 0; margin: 0;\"><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_ac9a58c754484271c9d69e621b596598_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_ac9a58c754484271c9d69e621b596598_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" style=\"max-width: 100%; padding: 0; margin: 0 auto 0 auto;\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_ac9a58c754484271c9d69e621b596598_800.png\" \/><\/picture><\/div>\n<div style=\"max-width: 100%; padding: 0; margin: 0;\"><picture style=\"max-width: 100%; padding: 0; margin: 0;\"><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_98cf2d26e4b23406f4f1621e4a17f1ee_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_98cf2d26e4b23406f4f1621e4a17f1ee_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" style=\"max-width: 100%; padding: 0; margin: 0 auto 0 auto;\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_98cf2d26e4b23406f4f1621e4a17f1ee_800.png\" \/><\/picture><\/div>\n<\/div>\n<div class=\"strchf-gallery-controls\" style=\"display: none;\">\n<div class=\"strchf-gallery-control-prev\" role=\"button\">\u2039<\/div>\n<div class=\"strchf-gallery-control-next\" role=\"button\">\u203a<\/div>\n<\/div>\n<div class=\"strchf-gallery-nav\" style=\"display: none;\">\n<div role=\"button\"><\/div>\n<div role=\"button\"><\/div>\n<div role=\"button\"><\/div>\n<\/div>\n<\/div><figcaption>Lemlist capabilities sections.<\/figcaption><\/figure>\n<h3 id=\"dt6i8\">Additional sections<\/h3>\n<p>Once you cover the capabilities, you can reinforce the message with additional sections.<\/p>\n<p>These could be:<\/p>\n<ul>\n<li>Further capabilities.<\/li>\n<\/ul>\n<p><strong><a href=\"https:\/\/emojipedia.org\/light-bulb\">\ud83d\udca1<\/a> Editor\u2019s note<\/strong>: Showcasing capabilities that complement the core functionality helps users understand the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\">full product value<\/a>. Clearly explain what they do, focusing on user benefits, and illustrate them with screenshots, gifs, and short videos.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_9cc827a997fa46f5ce01ec26dd0f7e02_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_9cc827a997fa46f5ce01ec26dd0f7e02_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_9cc827a997fa46f5ce01ec26dd0f7e02_800.png\" alt=\"Additional Lemlip features\" \/><\/picture><figcaption>Additional Lemlip features.<\/figcaption><\/figure>\n<ul>\n<li>Full-page testimonials.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/emojipedia.org\/light-bulb\">\ud83d\udca1<\/a> <strong>Editor\u2019s Note<\/strong>: Adding testimonials can increase conversion rates by a third (<a href=\"https:\/\/trustmary.com\/video-testimonials\/video-testimonial-statistics-that-you-should-mind\/\" target=\"_blank\" rel=\"nofollow noopener\">32%<\/a>&#8211;<a href=\"https:\/\/boast.io\/how-to-increase-landing-page-conversion-rates-with-testimonials\/\" target=\"_blank\" rel=\"nofollow noopener\">34%<\/a>). Feature testimonials from real users with diverse use cases sharing concrete data about the product value.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_114c16274deb3811ddc956cb93ef4092_800.png 1x, https:\/\/images.storychief.com\/account_6827\/image_114c16274deb3811ddc956cb93ef4092_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_114c16274deb3811ddc956cb93ef4092_800.png 1x, https:\/\/images.storychief.com\/account_6827\/image_114c16274deb3811ddc956cb93ef4092_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_114c16274deb3811ddc956cb93ef4092_800.png\" alt=\"Video testimonials\" \/><\/picture><figcaption>Video testimonials.<\/figcaption><\/figure>\n<ul>\n<li>Resources.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/emojipedia.org\/light-bulb\">\ud83d\udca1<\/a> <strong>Editor\u2019s Note<\/strong>: Resources like guides or<a href=\"https:\/\/userpilot.com\/blog\/video-tutorials\/\" target=\"_blank\" rel=\"noopener noreferrer\"> video tutorials<\/a> help users understand the value proposition and improve adoption. Just make sure they\u2019re up-to-date and logically organized.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_c9fe03b712b25acc9d53b6a79a898f54_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_c9fe03b712b25acc9d53b6a79a898f54_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_c9fe03b712b25acc9d53b6a79a898f54_800.png\" alt=\"Resource section on Lemlip homepage\" \/><\/picture><figcaption>Resource section on Lemlip homepage.<\/figcaption><\/figure>\n<ul>\n<li>FAQs.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/emojipedia.org\/light-bulb\">\ud83d\udca1<\/a> <strong>Editor\u2019s Note<\/strong>: A good FAQ section is based on real user inquiries and offers clear and concise answers. It helps reduce friction, reassures customers, and prepares them for a product demo.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_fb1fc666dc05d7cf463ec417760410b9_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_fb1fc666dc05d7cf463ec417760410b9_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/image_fb1fc666dc05d7cf463ec417760410b9_800.png\" alt=\"FAQ on Lemlip homepage\" \/><\/picture><figcaption>FAQ on Lemlip homepage.<\/figcaption><\/figure>\n<ul>\n<li>Additional CTAs.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/emojipedia.org\/light-bulb\">\ud83d\udca1<\/a> <strong>Editor\u2019s Note<\/strong>: The more CTAs across the page, the more opportunities for users to do what you want. For maximum impact, use benefit-oriented copy (\u201cBoost Your Sales Today\u201d), add trust-building elements (\u201dJoin 1,000+ businesses who use X\u201d), or create a sense of urgency (\u201cSign Up Today and Get 20% off\u201d).<\/p>\n<h2 id=\"2fson\">Conclusion<\/h2>\n<p>Clear product positioning and messaging are vital for highly converting home pages.<\/p>\n<p>When prospective customers visit your website, they need to know immediately what your product does, how it\u2019s different from your competitors, and what features make it possible to deliver on its promise.<\/p>\n<p>To create solid positioning and <a href=\"https:\/\/userpilot.com\/blog\/messaging-strategies\/\">messaging strategies<\/a>, you need to understand your customers. Their pain points, needs, and desires.<\/p>\n<p><a href=\"https:\/\/userpilot.com\/blog\/introducing-userpilot-analytics\/\">Userpilot analytics<\/a> and feedback features can help you gain such insights! Want to learn more? <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Book the demo!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Anthony Perri is an expert in rewriting homepages with sharper positioning and messages. The article gives you a sneak peek into key takeaways from his talk at this year&#8217;s Product Drive conference.<\/p>\n","protected":false},"author":24,"featured_media":229757,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[770],"tags":[743,5129],"class_list":["post-229756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-analytics","tag-product-messaging","tag-product-positioning"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Rewrite Your Homepage with Sharper Positioning and Messaging<\/title>\n<meta name=\"description\" content=\"Your homepage positioning and messaging can cause users to convert or abandon your page. Learn how to write clear web copy, according to Anthony Pierri.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/messaging-and-positioning-anthony-pierri\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Rewrite Your Homepage with Sharper Positioning and Messaging\" \/>\n<meta property=\"og:description\" content=\"Your homepage positioning and messaging can cause users to convert or abandon your page. 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