How Pitch Grew to $7m ARR
How to improve your landing page
Insights from today’s 3-min read:
🚀 Landing Page Transformation Tactics
🕵️ The Competitive Intelligence Hack B2B Marketers are Using
🎨 Why Templates Crush it on Landing Pages
👋 Henry here, welcome to B2B Growth Insights, where I take my learnings from being at Pricepoint Partners to showcase how the best B2B SaaS companies do pricing, growth, and retention.
😢 Pitch.com’s Landing Page
What is wrong with their landing page? Overall, the Pitch.com landing page isn’t bad.
It doesn’t use generic, vague language like we see on many saas homepages and it very clearly explains what the product does - “Pitch turns presentations into your team’s superpower”.
It’s clearly a presentation tool, doesn’t really explain what’s special about it - e.g. templates, AI features.
However, it’s not great either by explicitly calling out a specific segment of users (sales people) despite the fact this is the homepage of a very horizontal/agnostic product which has templates for a dozen other use cases.
In fact, they’re broad enough away from sales that they even ask you in onboarding what department you work in so why does the homepage assume you’re part of a sales team?
Why is this bad? Look, they’re unquestionably in a difficult position. It’s incredibly difficult to illustrate the revenue they can help you drive or how it will benefit them specifically when you can’t speak to a specific customer segment.
How could this be improved? The first thing I’d love to see are landing pages for specific departments/use cases - agency, marketing, sales etc that show up in searches like
“Presentation software for designers” or
“Pitch deck templates”
Why? ICP specific landing pages allow them to improve their landing page in a couple of ways:
✅ Decrease Time to Value: by doing this you can show some of the most popular templates (which they already have!) above the fold so users can understand a key differentiator vs Powerpoint/Google Slides and get pushed over the edge on why they should sign up for free.
For sales teams they could show templates for Sales Proposals, Product Demos and Quarterly Business Reviews.
✅ Call out Specific Customer Segment: help better educate different ICPs on how pitch can help them (e.g. for designers it might be a UX research deck, pitch deck templates)
✅ Use Copy From High Performing Ads: A problem a lot of B2B SaaS startups face is that they don’t get enough traffic to their site to actually know what value prop resonates best with each customer segment.
The best trick I’ve found to get around this is to simply use the same value prop as the best performing ads you’ve run on Facebook, Google or YouTube. Millions of people will see these campaigns which would cost millions of spend to get that many website clicks.
And the more affordable way, for any startups that can’t afford or haven’t yet run ads is to simply go to Facebook’s Ad Library and search for a larger competitor. Find which ads have been running the longest and see which value props are resonating best with that ICP.
