SaaS Minds

I dig out the product strengths buyers care about, and turn those into homepage messaging that feels tangible and unique to your SaaS.

homepage messaging for SaaS

Eventtia

Marketing Specialist

Banzai

Content Marketing

Upvoty

eventplanner.net

University of Deusto

Assistant Researcher

Event Management and Corporate Communication 

I dig into what makes your SaaS great, identify what your buyers care most about, build the messaging flow, and then rewrite your homepage. All within 2 weeks.

Ramp’s homepage does something I rarely see, and it’s brilliant. 

Most Enterprise SaaS bury implementation details in docs nobody finds or reads. Ramp puts it right on their homepage.

Right after the hero and a quick capability rundown, you get a full transparent section on implementation process. You see the rollout mapped out: day 1, day 5, day 30.

You know exactly what to expect.

This is what enterprise buyers are looking for in their pre-shortlist phase. 

Yes, they do want to know what your product does. But their biggest question is: “Can I safely bring this into my company without it blowing up in my face?”

Talking implementation on the homepage is risk mitigation. It’s real-world reassurance that goes beyond marketing fluff. Ramp even goes a step further, with a tailored CTA for buyers switching from another tool.

If you’re selling mainly to enterprise, homepage messaging cannot just be a showcase of product capabilities. You have to de-risk buyers’ decision. Show how deployment works. Make the process transparent.

Answer the real questions your buyers are asking: 
- How much time will this cost me? 
- How hard is it to switch?

It sounds simple, but almost nobody does it well. Most enterprise homepages are written like the buyers have already decided. Ramp’s is written like they’re still scared.

That’s the difference between “we have great features” and “we understand enterprise buyers.”

—
I rewrite SaaS homepages in 2 weeks.
If yours isn’t working, message me.

Victoria Rudi

Most SaaS homepage advice follows the same playbook: “Make them feel the pain. Manufacture urgency. Show them the cost of inaction.”

But what if your product doesn’t solve a burning pain?

What if you’re in a mature market where existing tools already work pretty well? Where prospects aren’t actively suffering. They’re just … mildly annoyed sometimes?

This is the reality of most SaaS products. 
Yet we keep pretending every buyer is in crisis mode.

SavvyCal’s homepage does something smarter.
They’re a scheduling tool competing against Calendly, Cal, and Google Calendar. They’re not “fixing what’s broken,” but making good workflows better.

So instead of fake urgency, they meet buyers where they actually are.

Their messaging approach says: “Your tools work. But there are moments where we make things better.” 

That’s why SavvyCal’s homepage is organized around 3 real scenarios where scheduling might get annoying:
1. Make it ridiculously easy for guests to book time (no calendar ping-pong)
2. Protecting deep work blocks (no accidental overbooking)
3. Coordinating team availability (no endless back & forth)

Notice what they’re NOT doing:
– not claiming “scheduling is broken”
– not manufacturing fear about lost productivity
– not pretending you’re bleeding money without them

They’re just naming the small, specific annoyances that people already feel but haven’t bothered to articulate.

The result? Homepage messaging that actually feels honest.

So if your product provides incremental improvements, don’t oversell the pain. Instead, illuminate the micro-frustrations your buyers recognize but haven’t prioritized solving.

That’s often more persuasive than fake urgency people scroll past every day.

—
I rewrite SaaS homepages in 2 weeks.
If yours isn’t working, message me.

not every SaaS solves a crisis

It took me embarrassingly long to realize this: If you start your homepage project by thinking in wireframes, you’re already building the wrong thing.

I used to do this too.

I’d open up a Figma template or a Notion doc, lay out the “sections,” and try to force-fit the product narrative into these boxes … hero statement, pain points, benefits, or whatever the playbook-of-the-month said.

But I ended up disconnected from the product story I actually had to tell. The homepage structure dictated the message I was supposed to build, not the other way around.

What changed everything for me was flipping the process:
I start with the narrative spine, not the wireframe.
The story comes first.

So I literally map the narrative arc:
– Where does the buyer start?
– What do they believe right now?
– What do I want them to realize, layer by layer?
– What do I want them to feel is possible, or threatened, or unlocked?
– What’s the one thing I want them to realize or feel when they land here?

Only after the narrative spine is done do I start thinking about the homepage wireframe and copy blocks.

There are different narrative spines:
– Narrative spine for a paradigm-shift product
– Narrative spine for a friction-remover product
– Narrative spine for a category-creator product
– Narrative spine for a better-mousetrap product

And here’s the best part:
Once the narrative structure is clear, the actual layout becomes flexible. 

You can use any wireframe template, remix the blocks, even invert the classic “hero → pain points → features + benefits” order, because now you know why each block exists.

The wireframe is just the container.
But you have to decide what goes inside.

My only recommendation: stop letting wireframes dictate your homepage messaging. Start with the story that only your product can tell.

The narrative spine is my thinking tool, not a paint-by-number template. That’s what makes it valuable. The structure gives me enough guidance to avoid starting with a blank page, but enough flexibility to let the actual product story emerge.

Below: an anonymized, real narrative spine from a SaaS homepage I’m currently working on. This is what wireframes can’t give you.

—
I rewrite SaaS homepages in 2 weeks.
If yours isn’t working, message me.

example of narrative spine for a SaaS homepage

I fought a messaging dilemma this morning, mid-wireframe. Was caught between: leading with the emotional story vs. what the product does.

It’s a new SaaS product. 
Almost no one knows about it yet. 
The founder has this awesome, sharp differentiation. 
There’s a strong POV baked into the product.
Users love it.

On paper, I wanted to build a homepage that “takes people by the hand,” tells the hero’s journey, makes it click emotionally.

But here’s the thing:
Most people landing on the homepage have zero clue what this thing even is. No brand equity yet. No context. 

If I start with a sweeping “Here’s how your workday will change,” I’m pretty sure I’ll get eye-rolling and high bounce rates before visitors even realize what the product does.

I had two hero section drafts:
(1) The story-driven version: situation, chaos, intervention, resolution.
(2) The straight-up version: this is what the product is, this is what you can do, here’s what it saves you from.

In the end, I went with the second one. 
It didn’t feel magical. But it felt true. 

And right now, that’s what matters.
 
There’s no brand universe to lean on yet, no narrative machinery, just the raw reality of “Hey, this is the thing, and this is what it does.”

Is this the best long-term play? 
I don’t know. 

But sometimes clarity > specialness. And that’s especially true when you’re the new kid in a crowded space.

This makes me think …
Maybe leading with the story is a right you earn, after you've done the grunt work of establishing what you actually do.

Messaging is freaking hard.

Most SaaS companies get boxed in by their category. But what if your product does way more than any of your competitors?

You don’t want to create a new category. That rarely works.
And you definitely don’t want to undersell what you’ve built.
So … how do you build a homepage that actually makes people get it?

I think PostHog cracked this. And not because of the unusual homepage design. On paper, they’re a “product analytics” tool. 

But in reality?
They’re so much more. And they know it.

But how do they communicate it?
Here’s how their homepage builds the flip, that moment when a buyer realizes, “This isn’t just another analytics tool. This is something much better.”

(1)
They refuse to play by the category rules.
The hero doesn’t say “product analytics.”
It says: “Dev tools for product engineers.”

(2)
They let you discover the breadth for yourself.
You get 34+ tools organized by company stage.
You pick your stage (startup, growth, scale) and you see the tools you need.
Right next to it, customer logos appear alongside a brutally honest line: “Yes they actually use us, no it's not just some random engineer who tried us out 2+ years ago.”

(3)
They set up the flip.
Next, they challenge your current approach.
This is where it lands. 

You realize your analytics only capture what happens in your product. But customer reality spans multiple systems. Payments. Errors. Support. All disconnected. You’re making calls with half the story.

The flip: You don’t need better analytics. You need something that connects everything.

(4)
They never label themselves.
PostHog connects the dots for the buyer.
They do that without fitting into a limiting category or forcing a new one.
You realize, “I don’t need another tool. I need this.”

(5)
They remove all friction.
Pricing? “We aim to be the cheapest at scale.”
AI? “We use it as infrastructure. It’s built in.”
They even use humor, saying that hey, if you’re not convinced, maybe these “marketing tactics” will do the trick. Every section reinforces the arc. Nothing is wasted.

The lesson:
When your product can’t fit a category, don’t force it. Build a homepage that walks buyers through the realization themselves.

Show the breadth. Name what’s broken in your buyers’ approach. Let buyers draw the conclusion. Then kill every friction point so the shift sticks.

That’s how you build a homepage for a product that refuses to be boxed in.

—
If your homepage isn’t working, DM me.
Let’s fix it.

the flip on PostHog’s homepage

When I work on a homepage, I start with the main challenge. 
Not: “What do we say about the product to make it click?”
But: “What’s blocking buyers from choosing this SaaS now?”

Then I build the flip to resolve the challenge & move buyers past the block. Here’s what I mean.

(1)
Challenge: New startup with fewer features than incumbents
The flip: From “I need the most features” to “I need the right approach”
Homepage: Reframe the comparison around vision, not feature count

(2)
Challenge: Established SaaS player with similar competitors
The flip: From “They’re all the same” to “This one is different & better”
Homepage: Differentiate on what competitors can’t copy

(3)
Challenge: SaaS that solves a problem in an entirely new way
The flip: From “I know how to solve this” to “Wait, there’s a better way?”
Homepage: Walk buyers through unlearning old assumptions

(4)
Challenge: Buyers using workarounds that “work well enough”
The flip: From “No need to pay” to “It’s costing me more than I realize”
Homepage: Reveal the hidden costs before showing your solution

(5)
Challenge: Enterprise-native SaaS startup with limited social proof
The flip: From “Can I trust this?” to “This is safe”
Homepage: Build credibility through other real signals

(6)
Challenge: Buyers have different levels of problem awareness
The flip: From “This isn’t relevant” to “Oh, this solves MY problem”
Homepage: Create multiple entry points that meet buyers where they are

The list goes on …

Different challenges = different flips = different messaging strategies.

You can’t just copy what worked for Stripe or Notion.
You have to build YOUR flip based on YOUR challenges.

If your homepage isn’t doing that, it’s just noise.

—
If your homepage isn’t working, DM me.
Let’s fix it.

Your SaaS homepage has one job …
Make people stay, get curious, and want to see more.

Think about your own habits.
Ever land on a product page, skim the hero, scroll a bit, and bounce? Or maybe you glance at the features, shrug, and check pricing “just in case,” but never come back?

That’s exactly what your buyers do too.
Most SaaS homepages just stack big promises on top of generic copy.
But the real job is to engineer what I call “the flip.”

What’s the flip?
It’s that internal shift in the buyer’s head …
From: “I don’t care. Maybe later.”
To: “Hmm, this is interesting. Show me more.”

You can’t achieve this with hype or copywriting tricks.
And there’s no universal template.

Why?
The flip depends on your buyer’s reality, your product, and your market. 
You need to answer:
– How educated is your buyer about their problem?
– What gets their attention right now?
– What are they tired of?
– How do competitors frame their story?
– What makes your product different?
– What’s your unique approach?
– What’s happening in your category?

The answers reveal how to connect your product reality with buyer reality in ways that make them feel seen and moved.

Copywriting comes last. You write copy only after you’ve engineered this flip.

—
If your homepage isn’t working, DM me.
Let’s fix it.

Looks like tl;dv might’ve cracked the code on showing pain points the right way, and making it funny too. They went full pop culture, and it actually works.

Quick context: tl;dv is an AI-native meeting tool.

Scroll down their homepage and you hit a full-on The Shining (yes! the movie) reenactment.

Here’s what happens: 
The tl;dv rep barges in on Jack Torrance, mid deep work, just to tell him about a meeting. As expected (for those who saw the movie), Jack blows up. It’s uncomfortable.

And it’s perfect. You know why? 
That’s exactly how we feel when we get yanked out of focus for another meeting we probably don’t even need.

But here’s where it gets clever:
The tl;dv rep starts … pitching the product. They show Jack, and us, how tl;dv solves the problem in real time. Not just “AI meeting summaries.” No. They’ll record, timestamp, and tag the moments that actually matter. So that Jack (or we) don’t have to attend nor slog through the full replay.

Jack goes from rage to relief in ten seconds flat.
Spoiler alert: He still tells the tl;dv rep to get out.

OK … So what I love about this isn’t just the creativity or the guts it takes to pull it off. I love how right it feels. 

It’s not “entertainment for the sake of entertainment,” but product storytelling rooted in a scenario we can all relate to.

And for once, a SaaS homepage feels alive. Not generic or forced. Just original, sharp, and totally unforgettable. Honestly, this is the best use of entertainment I’ve seen in SaaS homepage messaging.

I want more of this! Screenshot below, but go watch it.

—
I rewrite SaaS homepages in 2 weeks.
If yours isn’t working, message me.

Every time I work on homepage messaging, I ignore templates, swipe files, and the so-called “best practices.”

Why? Because none of that matters if you aren’t looking at the real situation. Great SaaS homepages come from context only.

Take this scenario:
You’re building software that doesn’t solve some urgent, burning pain. And you can’t claim that competitors are broken. How do you write a homepage that actually stands out in a field of “good enough” tools?

If you follow generic advice, you’d focus on benefits and outcomes, talk about pain points, manufacture urgency, and so on. But none of this would solve the real problem: Connecting with buyers who aren’t experiencing immediate pain.

Blindly following a template or conventional best practices won’t get you far. Your homepage messaging depends on your context.

That’s why before I write a single line of homepage copy, I zoom out and look at everything ...

– What job do buyers actually hire your product for?
– What hidden strengths does your team have?
– What moments or triggers can you own?
– How are competitors really positioned?
– What are the market characteristics?
(the list goes on)

There’s no unique SaaS homepage formula to follow. You have to diagnose the real situation: your market, your product, your buyers, and your team.

That’s the only way to figure out the angle that lands.

—
I rewrite SaaS homepages in 2 weeks.
If yours isn’t working, message me.

SaaS homepages lead with problems and what they do. A few rare ones reframe the problem, based on a market shift.

Okta’s homepage is one of them.

Standard approach: “Enterprise AI security”
This tells you what the company does.
It’s a description of product category.

Okta’s approach: “AI security starts with identity”
This reframes AI security as a subset of what Okta owns: identity management. It’s positioning their existing strength as the foundation for the new challenge.

When you lead with describing problems or what you do, you’re competing within existing boundaries. But when you lead with what’s changing in the world, you’re redefining those boundaries.

Okta says: To get AI agent security right, you have to get identity right.

See how they’re framing their homepage messaging? That new AI security problem everyone’s worried about? It’s actually an identity management problem, and we’ve been in this industry for over a decade.

Okta could’ve led with “AI security solutions” on their homepage. Instead, they expanded what identity management means to include AI security.

This is what positions them not as a competitor in a new category, but as the foundation that new category is built on. And that’s the genius of it.

Of course, only a few SaaS companies can pull this off. You need established market credibility, technical depth, and an audience that already understands your core category.

But once you have these elements, you can move beyond marketing a product and start defining what the conversation is about.

—
I rewrite SaaS homepages in 2 weeks.
If yours isn’t working, message me.
Or book a 20-min meeting.
Link in the comments.

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