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.

Babe, are you ok? 

Your homepage just said "empowering teams to unlock their full potential" with a straight face.

I promise you, no human has ever opened their eyes and thought:

“Time to unlock the full potential of my data with an end-to-end AI platform today.”

If SaaS brands got uncomfortably honest with their messaging:

Miro: The illusion of teamwork.
Slack: Clutter your brain, not your inbox.
Microsoft Teams: Slack, if it hated you back.
Gong: AI that tells you you’re losing, but nicely.
Notion: Organize everything, get nothing done.
Zoom: Meetings that should have been email.
Jira: Where productivity tickets go to die.
Dropbox: Store files you’ll never look at again.
Hotjar: Watch users struggle. Fix nothing.
Loom: Speak your truth. Into the void.
Squarespace: DIY your downfall.
Zapier: When-this-then-crash.
Wix: Easy now, ugly forever.
Who did I forget?

Drop a company name, and I’ll give you the tagline they’d never approve.

I share marketing lessons I wish I knew before, advice to my future self, and anything else worth smashing that post button.

Final boss of B2B messaging

Alysha Gail

What the hell happened to courage in B2B copy?

Every headline sounds like it was written by a committee.

Everyone’s allergic to opinions.

Everyone’s "redefining" something.

Every homepage drifts into daylight pre-sanded, pre-washed, and pre-approved, sounding like a corporation terrified of getting yelled at.

You don’t need to be edgy.

You just need to sound human again.

Give me a heartbeat, a pulse, a point of view.

Interrupting your partially AI powered newsfeed with something from the real world AKA a pic of my first batch of pottery.

More coming as I keep getting my hands dirty.

Super stocked!

Try killing words like “world-class”, “cutting-edge”, or “unique” in your messaging.

Buyers don’t care what you call yourself.
They care what changes for them.

Show them something real—and let their brain do the rewarding work of calling it brilliant.

Don’t say “industry-leading automation solutions”. Say “we eliminate 80% of manual workflows in your finance stack”.

As Tywin Lannister said, any ̶m̶a̶n̶ B2B company who must say, “I am the King,” is no true king.

Most B2B brands will still sound identical in 2026. Here are 20 principles to make sure yours doesn’t.

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

2. 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.”

3. 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.”

4. Pick a villain and make it personal. “Your enemy isn’t competitors—it’s the corporate mush that makes your homepage sound like everyone else

5. Dare to exclude. E.g.  “Not for companies under 100 employees. QuickBooks and Gusto are cheaper for you.” 

6. Say what you DON’T do upfront. “We don’t do branding. We don’t do ads. We only fix B2B homepages”. BTW, if your messaging feels like mush, book a strategy call with me and we’ll map out how to give it teeth.

7. Give your message a scar. Show the wound that created your product. “We built this after losing a $2M deal to a stupid spreadsheet error. Never again.”

8. Challenge the default assumption. Don’t say “Your all-in-one platform for customer feedback”. Say “What if your customers’ silence was the real red flag?”

9. Expose the industry’s addiction. “Everyone’s selling ‘dashboards.’ Because they know you’re addicted to charts, even if they don’t move revenue.”

10. Reframe the battlefield. Flip the category script so buyers can’t lump you with everyone else. “Most HR tools track people. We grow them.”

11. Plant your flag. “We believe cameras that spy on drivers don’t make fleets safer. So we built one that coaches instead.” Some will disagree—but buyers who agree will rally.

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

13. 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.”

14. 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.”

15. Weaponize comparison by showing the absurdity of the alternative. “Still sending 20 PDFs to close one deal? That’s not ‘process,’ that’s punishment.”

16. 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.”

17. Sell relief, not vague aspirations. Not, “Streamline operations” … but “Close your books 3x faster—with zero manual exports”

18. Use over-specific brags. Claim something so exact it can’t be fake. “We’ve 17 exactly 2,794 spreadsheets this year—and counting.”

19. Build productive tension. Smooth = forgettable. Add friction to be memorable. “Pipeline is not revenue.”

20. What’s one piece of advice you’d add?

COO at AppSumo dropped that bomb in my comments last week:

"I look at SaaS company websites all the time. I don't know what 50%+ of them do at first read."

Brutal... but fair.

If a buyer can’t answer "what do they actually do?" in 5 seconds, you’ve lost. Because you may have gone blind to the blur, but buyers haven’t.

Not sure where you stand? 

Run this quick clarity test:

1. Could a first-time visitor tell—in 10 seconds—what problem you solve, who it’s for, and why it’s worth caring about?

2. Does your hero speak to what your buyer wants to fix or achieve—or what YOU want to sell? (Think: is this about your product, or the shift it creates in your buyer’s life?)

3. What’s ONE sentence your ideal buyer would repeat after visiting your homepage?

4. If a competitor swapped logos with you, would anyone notice?

If you hesitated on any of these… that’s your cue to step back and get perspective. 

If you want a fresh pair of eyes on your messaging—what’s working, what’s not + how to fix it fast, let’s chat.

Get that right you chase “brand awareness”.

Founders, your messaging can be crystal clear—but if it’s aimed at Mars while your buyers are on Earth, it’s just space dust.

A lot of founders I talk to chase ‘clarity’ like it’s the holy grail, forgetting that making it clear is only half the game. You’ve got to make it matter. And ask:

Is this relevant to what my buyer cares about?

This is the example I gave to a founder and his VP of marketing during a coaching call last week:

If I’m dying of thirst in the middle of the desert and you’re running a pizza stand with a sign saying: “Homemade margherita pizza—$15.”

That’s perfectly clear.
AND perfectly irrelevant.

Because I’m not hungry…. I’m dying for water.

Your buyers are the same. They don’t care about what you sell until it solves the thing that’s burning for them right now.

Clarity helps people *get* you. Relevance makes them *want* you. Don’t optimize one at the expense of the other.

6 simple questions to ask before you spend another dollar driving traffic to your homepage:

Because here’s the truth…

If your homepage can’t answer these questions, you don’t have a traffic problem. You have a messaging problem that burns every click you pay for.

1. Does it pass the 5 second test?
Can someone understand what you are, what you do, and who it’s for in 5 seconds? If not, they’ll bounce faster than your retargeting pixel can load.

2. Does it make a buyer feel "this is for me"?
Or does it make them feel like they accidentally landed on a SaaS generator site?

3. Do your subheads dive into the ‘why’?
“AI sales process optimization” = jargon soup
“Free your reps from manual followups” = value

4. Do you claim greatness or demonstrate it?
“Great product, highly recommend!” = self-centered, zero value. Ground every promise in evidence and demonstrate the transformation your ideal buyers are getting thanks to your product (old way vs. new way)

5. Does your copy talk like a human?
Bottom line: if you wouldn’t say it out loud to a buyer on Zoom, rewrite it.

6. Is there one clear path forward?
A homepage with 7 CTAs is like a salesperson offering 7 different products mid-pitch. Provide one clear path forward (e.g. book a demo) and a secondary (e.g. see how it works).

Anything else you’d add?

You will never stand out by accident.

OOPS, look at my shockingly bold positioning.

It takes audacity and discipline.

Bold enough to stand out.
Disciplined enough to make it land.

One isn’t enough.

taplio

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