When your solution is novel, you have more explaining to do

Some homepages are short and to the point and some are copy-heavy like Lambda’s. This is why copying and pasting how other tech companies craft their homepages is never a good idea.

Lambda’s homepage needs to be this way because they are turning on its head, an established way of doing things. They have a hand full of questions and objections they need to address upfront or risk losing a significant portion of their prospects. They’ve also not been around very long (opened in 2016) and as such, are still build credibility and a name for themselves.

In this teardown…

A teardown of Kuda’s onboarding flow for new users

Everyone in Nigeria has a horror banking story. The banks here are largely inefficient and I honestly can’t think of one bank that’s even 80% loved by its users.

Enter Kudabank. They came on the scene sometime last year promising a better way to bank with no unnecessary charges, a product that actually works; capping it all off with an incredible experience from start to finish.

I’ve been using them for about a year now and it’s been nothing short of delightful. …

This is the 2nd instalment in a two-part series of how Todoist nails product messaging

What are the things that stand in the way of your users achieving progress? Todoist does a masterful job of naming the enemies that stand in the way of getting things done. In the productivity/project management space, it’s so easy for these products to all look & sound the same. They are after all promising a reality where you can focus and achieve progress, but very few of them are naming the things that get in the way of that.

👉🏽 If you haven’t read the first instalment where I do an analysis of the homepage, you can do so…

This is the 1st instalment in a two-part series of how Todoist nails their product messaging

The amount of content SaaS companies have on their homepage varies and has a lot to do with the product’s capabilities and the level of awareness of the website visitors. The last teardown I did, I talked about how Hopin does this beautifully for their product.

How Hopin lets you experience their product without bringing out your credit card

Usually, when a product can do a lot, there’s so much you want to say about it that the homepage ends up being super long. Which is why when I started this teardown for Doist’s product, Todoist, I was pleasantly surprised…

When you have a product with endless possibilities, how do you get people to see this without getting overwhelmed?

Hopin does this by doing some telling but A LOT of showing.

The entire page takes you on such an experience that you’re both eager and impressed by what it can do. The best part? You don’t have to put in your credit card details to get access and see how it works.

What I find fascinating about this homepage, is how Hopin is able to transition between talking about the benefits to the users on both ends: the event organizers and attendees.


Being a B2B product they could have easily gone the route of speaking to the organizers. But…

Having a great product is a starting point and a non-negotiable. How you communicate the value is equally as important because that’s how you get people to try it out. Use the words your customers use. The landing page is not a standalone experience and in doing these teardowns, I’m interested analyzing the copy and its ability to communicate the brand’s offering. In most cases, the prospect is not patient enough to figure out what exactly your brand does and why they should care. Be as clear as possible. Create a narrative that places them at the center.

With this…

If you don’t want your business to be a leaking bucket then you do.

•If you’re interested in making money, then you do.
•If you’re interested in seeing a return on the money you spend, then you do.
•If you’re trying to shape the perception of your brand in such a way that it seeps into your communication, team members, and brand assets then you do.

Photo by Prateek Katyal on Unsplash

Your marketing strategy is the starting point. Not buying Google ads, not setting up a twitter account, and most definitely, not hosting an event. These are all tactics. Your start with the strategy because…

This week on CXL, I’ve had the opportunity of learning about Account-Based Marketing. I had heard it being thrown around in the context of demand generation, but never quite grasped it.

If there’s one thing I can say about the field of marketing is, it keeps you on your toes. Things are constantly changing and marketers are having to think up new ways of reaching their customers because the business’s survival depends on it.

There was a time when to acquire new leads, SEM, and SEO was the go-to strategy. Then came the advent of content marketing where brands scrambled…

What you need to know before sinking money into Linkedin or YouTube Ads

Photo by Jess Bailey on Unsplash

It has been 10 weeks since I started the Growth Marketing mini degree on CXL and if I’m being honest, it’s was pretty darn hard this last week. Gone was my initial excitement of taking courses created by the top 1% of marketers around the world; I was racing for time. Don’t get me wrong, I am absolutely thankful to be going through this program and I regret nothing. It has just been A LOT of information especially this week. I processed a lot of information some…

What goes into creating a landing page that drives conversions? Here’s my take on a lesson in product positioning and messaging.

Source: Paystack

Your homepage is most likely the first page a visitor lands on when visiting your site unless they clicked on an ad that directed them to a specific landing page. It is on this page they make the decision to either buy what you are selling or go back to business as usual. Evidently you have your work cut out for you because it takes approximately 5 secs to convince them to stay on your page and keep scrolling…


Customer Experience & Product Marketing | I help tech companies position their products to attract & keep their best customers |

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