Clémence Lepers

Marketer

I fix confusing B2B homepages so your ideal customers instantly get what you sell—and why they should buy it.
There are 3 ways I can help you:

1. The homepage OS. This Notion resource gives you detailed tasks and checkpoints to improve every aspect of your homepage, at your own pace. 

2. The homepage fix. Get a report packed with insanely actionable fixes to make what you sell clear and compelling—plus the exact words to use.

3. The homepage rewrite. Get a full-blown wireframe with ready-to-use copy to explain what you do, for who, and how in the clearest possible way.

Custom project? 
Fill a short form to see if I can help.

All the links are in my featured section.

Marketing Advisor

Advising startups on tackling growth challenges across conversion optimization and organic acquisition.

6 positioning and messaging filters I’m convinced every startup founder should run their homepage copy through:

1. Could a competitor paste their logo on this? 
(“AI-powered insights for your fleet” vs. “Fleet safety AI that flags risky drivers before lawsuits hit.”). If yes, kill it. If not, keep it.

2. Would you text it to a friend?
You’d never send “our next-gen platform leverages AI-driven intelligence to orchestrate revenue growth.” But you would ABSOLUTELY send: “We help B2B teams spot which deals are about to stall before they actually do.”

3. Does it name the villain?
Mushy copy fights no battle (“We help teams collaborate better”). Sharp copy points to the buyer’s enemy (“Still managing projects in endless Slack threads?”) . No villain = no urgency.

4. Is the benefit a verb or a noun?
“Noun” = abstract (“predictive analytics”). “Verb” = action + outcome (“predict churn before your best customers walk out”)

5. Does it repel as well as attract?
“Not for pre-revenue startups” is sharper than “built for everyone.” If your copy isn’t pushing someone away, it’s not magnetic enough.

6. Would a buyer recall this line tomorrow?
“Next-gen security for modern businesses” = wallpaper. “One weak password can cost you millions. We make sure it doesn’t.” = sticky

I use these filters with my clients all the time. 

And the good news is, our brain hasn’t had a software update in 300,000 years. So these pointers work today, they’ll still work next year and the year after that because they’re hardwired into how we decide.

Big news: I’m giving away my exact playbook to let AI agents work for you so you can live doing absolutely nothing.

Comment NOTHING and I’ll send you nothing.

Repost for priority access to nothing.

Want to know how brave someone is on LinkedIn?
Check where they put their link:

1.  No link → scared of the algo
2. Link in comments → negotiating with the algo
3. Link in post → punching the algo in the face

Speaking on living fearlessly...

I’ve got 2 messaging call spots left this week.

Bring me your homepage. Fill a quick intake.
And in 1 hour, we’ll crush your biggest roadblock

If we don’t?
You keep your money.

https://lnkd.in/ebJ8hGA4

Normal people: Marketer

LinkedIn people:

Founder, Operator and GTM Architect at HypeGPT™ | Scaled Startups to $100M Using Chatbots That Forgot They’re Chatbots | Funnel Whisperer Turned AI Whisperer | Supreme Prompt Overlord | Dog Dad to a corgi named Cashflow | DM 'AGENT' to learn more 🤖🚀

I was wrong—I used to tell B2B founders to focus on clear messaging. But now, I know that’s not what wins.

Now I coach them to build brave messaging.

Because when you chase 'clarity' without courage, you end up with messaging that’s understandable, but unremarkable.

It takes courage to say what others in your space won’t. To exclude audiences who aren’t a fit. To stop sanding off your edges. To write the line that makes your buyer stop and think, "damn, they get me".

The real bar isn’t “does my buyer understand this?” It’s: “Does this make my buyer feel seen?". Because buyers don’t buy what they understand—they buy who understands them best.

10 underrated positioning and messaging tactics that work in 2025 and will still work in 2026 (with examples):

1. Sacrifice the sacred cow. Kill the thing your whole industry worships. “We don’t ‘optimize funnels.’ Funnels don’t buy—humans do.”

2. Turn praise into poison. Reframe what competitors brag about as a weakness. “Award-winning UI? Cool. If you want pretty dashboards that hide ugly revenue numbers.”

3. Make the buyer flinch by using a brutal mirror. “POV: If your homepage headline could sit on a competitor’s site, you don’t have one.”

4. Expose the unpaid cost. Point out the hidden tax. “Free trial? Sure , if your time is worthless.”

5. Use over-specific brags. Claim something so exact it can’t be fake. “We’ve replaced exactly 2,794 spreadsheets this year—and counting.”

6. Name the zombie. Call out the ‘familiar script’ that refuses to die but should. “Cold outbound cadences aren’t strategy. They’re CPR on a dead pipeline.”

7. Make absence feel like pain. Highlight what happens if you don’t exist. “Without us, your next board deck takes 17 tabs, 4 late nights, and 1 meltdown.”

8. Mock the lazy shortcut. Show how the 'easy' path is actually harder. "Another generic template? Congrats—you just paid to look like everyone else.”

9. Burn their safety net. Show the hidden crutch your buyers cling to and torch “Still relying on ‘word of mouth’ growth? That’s not strategy—that’s roulette.”

10. Twist the success story. Show how winning with the ‘old way’ still means losing. “Closed the deal after 25 emails? Congrats—you just proved how broken your process is.”

The founders and marketing leaders I work with LOVE these plays because they land… Psychology might be unsexy, but it WORKS because it’s just how we humans are wired.

***

I’ve helped 50+ companies drag their messaging out of the swamp of corporate sameness. Because without sharp contrast, your next homepage isn’t an asset—it’s just another graveyard. Hit me up if you’re ready to start standing out.

P.S. I slipped 3 of the techniques from above into this CTA, can you spot which ones? :)

An AI SaaS founder on a call yesterday: “90% of the time, prospects say—we can just use ChatGPT”. That’s not a red flag. That’s a gift.

Because when the majority of your ideal buyers default to a known way of doing things—ChatGPT in this case—your job isn’t to ignore it. It’s to dismantle it. And to anchor your message around why that default is broken.

That means spelling out explicitly: 

- What DIY looks like (e.g. “one prompt at a time”)
- Why it fails (“marketers turn into babysitters for AI”)
- How you’re different (“an engine for marketers, not a playground for consumers”)

Stop treating the status quo as background noise. Drag it into the spotlight—then make it look broken, clunky, and costly. Because the more it stings, the faster buyers reach for the cure.

Last week on a call, a founder hit me with this: "Clemence—how would you define great messaging?" Here’s what I said:

“It’s about telling what your buyer needs to hear”

I used to think great messaging was about the things you wanted your target audience to know about you. 

But the deeper I get in the messaging trenches with clients, the clearer it gets: 

Your ideal buyers don’t walk onto your homepage looking to be educated on YOU. They walk in with an invisible checklist of pains, doubts, jobs-to-be-done, and so forth—and they’re scanning to see if you get it.

You want them to know your product is ‘all-in-one’. They need to hear you’ll stop their pipeline from stalling this quarter.

Great messaging isn’t self-expression (what *you* want to say), it’s buyer-obsession (what *they* need to hear) turned into words. Because buyers aren’t looking for your story, but for signs you understand theirs.

Your homepage should lean in and whisper in your buyer’s ear: "This is for YOU—fighting exactly THIS battle." Not:

- A headline duct-taped with "seamless"
- A jargon buffet nobody can chew
- Value props so bland they taste like plain oatmeal
- A mission statement that own your team side-eyes
- Blog posts for Google’s bots, not human brains
- Testimonials that read like ransom notes

Your buyer’s the hero.
You’re the guide.

Stop stealing the spotlight.

Your homepage isn’t your autobiography.
It’s their story.

I love tiny experiments. Last month, I started doing coaching calls and it’s been so good I can’t stop. This month, I’m doing something new.

I’m doubling my content output on LinkedIn.

Reach has been dropping. And since I’ve been wanting to publish 10x/week instead of 5 long before 10K-impression posts shrank into 1Ks, now I’ve got the perfect excuse.

I’ll still write about how B2B founders and marketing leaders can rescue their messaging from the swamp of sameness. All based on lessons and strategies from working with 50+ companies.

This experiment should bring some nice wins:

- Pressure-test half-baked thoughts
- Sharpen my ideas and frameworks in public
- Spot patterns and learn twice as fast
- Build stronger recall (via increased distribution)
- Force me to detach output from outcome

I’ll report back at the end of the month, stay tuned!

B2B founders should NOT optimize their homepage for conversions.

50+ messaging projects in, one thing’s clear: successful founders skip 'conversion optimization'. 

And focus on 'resonance optimization' instead.

I’ll explain:

The job of your homepage isn’t to get *as many visitors as possible* to book a demo. It’s to make the *right* people lean in—and the wrong ones self-select out. “More conversions” isn’t the goal. Better-fit conversions are.

Resonance does that. It filters, qualifies, and attracts by design. Because when your message mirrors your buyer’s pains and priorities, the right people recognize themselves in it. 

So instead of asking “How do we get more demos?”... Ask: “How do we make the right people feel, this was built for me?”

Don’t optimize for clicks. Optimize for fit.

Want to kill your startup messaging fast?

Here’s how:

- Inflate your TAM until your ICP disappears
- Play it safe enough that nobody disagrees
- Mistake being “professional” for being forgettable
- Inject buzzwords everywhere to “sound strategic”
- Use aspirational copy to look bigger than you are
- Sell features instead of killing the job that matters
- Let 5 people rewrite the hero headline
- Don’t break down how your product works
- Bury the villain buyers already hate
- Ditch the proof points

And then just say:

“Visitors are bouncing, let’s redesign the site.”

This happens all the time. Startup homepages blurring into the corporate swamp.

Want better results?

- Lead with a POV, not a pitch
- Decide what you want to get known for
- Say who you’re NOT for right upfront
- Name the truth your industry won’t admit
- Expose the thing your competitors worship
- Show what’s broken about the ‘current way’
- Contrast yourself with the obvious alternative
- Make the hidden cost of inaction explicit
- Echo your exact buyer's language
- Write copy you would text a friend
- Anchor everything with sharp proof
- Trade polish for precision

I’ve seen under the hood of 100+ of B2B homepages. Here are 7 messaging mistakes I keep running into again and again:

1. Nobody has time to guess what you mean, be insanely clear. Clarity is table stakes—because the goal is to be remembered—but it’s the minimum requirement. You can’t drive memorability if you’re not clear in the first place. 

2. Make your headers work harder. Most visitors skim—write your section titles so that someone scrolling still grasps what they need to know: what you do or fix, for whom, how you do it, why they should trust you, what makes you different.

3. Remove “empty calorie“ sections. Too many homepages look like a patchwork of ideas glued together over time. Every section should have a clear job and follow a logical narrative (e.g. hero, problem, solution, proof, why us, action).

4. Pick an enemy and make it personal. Most homepages aren’t boring—they’re spineless. What are you fighting against? What’s absurd about the alternative your ideal buyers compare you to? Start with THAT.

5. Show your product in action. B2B buyers hate guesswork. Instead of fluffy descriptions and stock images, add GIFs or visuals that let them see how your product solves a specific problem or tackles a key job within seconds.

6. Introduce contrast and specificity in testimonials. “We grew 10X” is meaningless without context. What was the struggle before? What changed? E.g. "We were stuck at $5K MRR, relying only on word-of-mouth. We fixed X, Y and Z with [product], and grew to $15K MRR in six months."

7. Audit your homepage like a skeptical buyer. Ask ChatGPT to help you: “Be my brutally honest ideal customer. Read my homepage [insert copy] and tear it apart by challenging every single claim and assumption. Be ruthless.”

If you need help with your messaging—because you struggle to explain what you do in a way that lands or want to cut through buyer indifference—shoot me a DM.

5 messaging rules my clients are sick of hearing me repeat—but that keep saving them from sounding like everyone else.

1. Buyers punish you for vagueness. Be courageous. “We streamline workflows for finance teams” = mush. “We kill Excel chaos in your month-end close” = bold.

2. Your category isn’t a differentiator, it’s the baseline. Buyers want your sharp edge. “The No. 1 CRM for fast-growing teams” = zZZz. “The CRM that deletes pipeline busywork—so your reps sell instead of babysitting Salesforce” = now we’re talking.

3. Kill your ego. “We’re innovative, scalable, AI-powered” are plastered all over B2B sites. Stop talking about you, focus on your buyer. “Manual invoicing eats your weekends. We give them back.”

4. The status quo isn’t background noise, it’s your villain. Drag it into the spotlight and beat it bloody.  “DIY with ChatGPT means 100 prompts a day. We replace that chaos with one engine.” = sharp.

5. Features don’t sell. The *job* they kill does. “Automated workflows, dashboards, multi-language support…” = laundry list. “Automatically update CRM fields for your reps—so they win back 40% of their week to actually sell.” = painkiller.

Most founders and marketing leaders never see why their messaging fails—because they’re too close to it. 

If yours still sounds like everyone else’s, let’s fix that.

Bring me your homepage, your no. 1 messaging challenge, and we’ll crush it together during a 1:1 coaching call (or you don’t pay): https://lnkd.in/ebJ8hGA4

Founder during a coaching call last week: "How far can I stretch my SaaS promise without breaking credibility?" Here’s how I answered:

Use the 'promise ladder'.

Level 1. Direct result—Anchor promise
 
The certain, unshakable part that CAN be promised (what you actually do/deliver). E.g. “We automatically collect fresh Google reviews from your customers.”

Level 2. Proxy result—Bridge promise

The logical extension. It’s probable, but not guaranteed (it's what Level 1 promise drives). E.g. “We help your salon rank higher on Google Maps and get chosen more often by locals.”

Level 3. Business result—Endgame promise

The final, business result (what the client dreams of, but that’s too risky to promise directly). E.g. “We fill your chairs with new customers.” 

So having said that…

How should you navigate these different levels?

Here’s my take:

→ Promise Level 1 
(GET... “A steady flow of fresh Google reviews”)

→ Anchor Level 2 as the expected benefit 
(SO YOU CAN...“Get more visibility/get chosen”)

→ Inject Level 3 within your social proof
(“Get more customers”)

Need help with your messaging? Bring me your homepage, your no. 1 challenge, and we’ll crush it  together during a 1:1 coaching call (or you don’t pay). Two spots left this week, more available start next: https://lnkd.in/ebJ8hGA4

Nobody’s moved by “Unlock Revenue”. Your buyers aren’t daydreaming about revenue. They’re gasping for air. They need to hear:

- We see you
- We’ve got you
- Here’s the way out

“Unlock Revenue” is a tagline. “Deals keep stalling at procurement—we show you how to unstick them” is a lifeline.

One talks *at* them. The other pulls them out.

One’s marketing. The other’s oxygen.

Common positioning misconception: “Our competition is company X and company Y.”

Wrong.

Deals don’t always die because you lost to a competitor. They die in indifference. In the status quo. In “maybe later”. 

Your homepage should fight inertia harder rival logos—especially if your buyers are still half-asleep to the pain you solve. If they don’t see the cost of doing nothing, they won’t move.

Competitors aren't killing your pipeline—inaction is. That’s where your messaging has to swing the axe.

Last month, I ran a wild little experiment: coaching calls to help founders crush their no. 1 messaging roadblock in 60 min. Here’s what happened.

1. Got the idea & dropped it in my ‘GP’ Google doc
2. Mapped what needed to happen to ship it
3. Executed as quickly as possible
4. Discovered that I LOVE doing coaching calls

Old me would have sat on the idea forever….
New me obsesses over shipping, FAST. 

Truth is, I’m feeling so energized to explore my curiosity, plant ‘small bet’ seeds, and see what’s worth pursuing or not.

If you've got an idea you think might be worth digging into, don't sit on it. Run the test. Ship the thing. It may work, it may flop. But I swear you’ll learn more in a day of action than in a month of overthinking.

And if you need help with your messaging—because you struggle to explain what your business does in a way that lands, are stuck with your homepage copy, or want to stand out in a crowded space—I got you. 

Book a 1:1 call with me, fill a quick intake (so we waste no time on context setting), and we’ll crush your biggest roadblock in 60 minutes: https://lnkd.in/ebJ8hGA4

I fix homepages for a living. I also surf. And half the time, I forget if I’m talking to a homepage or the ocean. Things I say to both:

Seemed clean from afar, but up close it's a mess.
Stop dumping all your weight on me at once.
If you don’t carry me forward, what’s the point?
Because it’s flashy doesn’t mean it rides well.
Less choppiness, more flow please.

And my absolute favorite:

When you’re good, you’re unforgettable.

No one will change my mind...
Whether it's homepages or surfing:

1) Positioning is everything
2) Sometimes you just need to paddle back out… and start over again.

Every time someone smashes the ‘more’ button on my posts….


I feel like I just won a hostage negotiation.

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