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B2B homepage teardown

about 1 year ago 5 mins read
Adam Schoenfeld
Adam Schoenfeld

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Welcome back to my almost-weekly newsletter where I share data and examples to help you study B2B sales and marketing.*


This week, Camille and I were featured by two GTM thought leaders we admire in B2B SaaS.

Kyle Poyar, Operating Partner at OpenView, shared the growth playbook that earned us our first $100K ARR — without a website or app.

On Dave Gerhardt's Exit Five Podcast, we explain what goes on behind the scenes of building a B2B SaaS and media company together, and how we draw boundaries between the two.


What does a “good” B2B SaaS homepage look like?

A quick Google search yields examples for SaaS pages, but not much guidance for B2B.

Much less the frameworks behind homepages that actually work.

So we set out to create this resource for you.

We collected 2,042 screenshots in our SaaS Homepage Galleryand partnered with contributing analyst Kevin Elliot to identify the best ones.

His B2B SaaS homepage teardown article walks through what to include on a SaaS homepage, along with 50 examples.

SaaS homepages

NOTE: Before you can write messaging, you need product-market fit.

If you haven’t identified a gap in the market for a mass desire, nothing you write will matter.

As famous copywriter and author of Breakthrough Advertising, Eugene Schwartz, once wrote:

“Copy cannot create desire for a product.”

Start with your product and positioning and messaging gets easier.

Once you’re ready to write or update website copy, remember your audience probably already knows about your competitors.

What can you say that they can’t?

What do you replace?

Here’s a common framework:

[Desire you solve] - [Seemingly unavoidable pain]

Here’s what it looks like in action:


“This without that” is a great starting place when translating positioning and messaging into website copy.

Webflow further asserts their point of view, distinguishing their niche in the market in the subhead by stating that your website *should* be a marketing asset, not an engineering challenge.

Without scrolling, I understand Webflow lets marketers build websites without developers.


“This not that” follows the same general headline structure as Webflow.

Without reading the subhead, I understand Maze’s core value prop is speed.

However, there’s a missed opportunity for them to use the subhead to expand on how this works rather than reiterate.

Though, they do use that real estate to call out product teams as their core audience.


Meetings are the old way.

They’re costly and according to Loom, unproductive.

Using a light switch as the visual metaphor, Loom illustrates just how simple it is to stay productive, appealing to both the shift toward remote work and efficiency in tech.

Once you have a firm grasp on the desire you solve in a way your competitors can’t, you can get creative with the wording.

In Fivetran’s headline, the pain is implied.

The subhead helps clarify.


While bluntly comparing two ways of doing things with a straightforward headline structure can work well, you can further own your niche in the market by leaning into a strong point of view, like Tiled, Typeform, and Kiddom.


Tiled redefines effective content in it’s homepage copy.

The headline makes a bold claim while the subhead nods at the [desire] - [pain] framework with “Content that actually converts – no code needed.” In fact, that line would be interesting to test as the headline.


Rather than introduce the new way in the headline, Typeform uses the headline and half of the subhead to challenge the old way.

It identifies boring forms as the enemy.

The last sentence of the subhead and supporting visual communicate the new way.

Finally, the CTA and microcopy nudge you toward an easy way to try it.


Notice Tiled, Typeform, and Textbook moved the new way to the subhead?

You too can use the headline to challenge the old way and the subhead to back up your strong stance.

Want to get inspired by the best homepages in B2B SaaS and why they work?

Dig into Kevin’s in-depth homepage guide with 50 examples here.

And remember, as a PeerSignal member you get 24/7 access to our B2B SaaS Homepage Gallery to browse and sort for yourself.

SaaS homepage gallery

Have more questions or feedback?

Reply or join the conversation on LinkedIn.

I read all replies.


Adam & Camille


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