MIA #11: Homepage Messaging 101 for Software Products (+Template)
A practical framework and template for translating positioning into homepage and landing page messaging that converts.
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This is part 2 of the two-part positioning and messaging series.
Part 1: How to position software products.
Why world-class engineering and big marketing budgets can’t compensate for unclear positioning
What product positioning really means (and why most teams get it wrong)
A 4-part framework to define positioning that actually converts
Part 2 (you are here): How to translate positioning into homepage and landing page messaging that converts.
Why messaging isn’t just what you say—but what customers hear
How to turn your positioning into high-converting homepage and landing page messaging
Real examples and templates you can apply right now
We’ve established that messaging is one of the 4 core pillars of effective positioning.
Positioning lives in theory until it’s brought to life through messaging and customer-facing assets. This is where the rubber meets the road—your website homepage, landing pages, social media, ad campaigns, and even social bios must clearly and consistently communicate your positioning. If your homepage confuses visitors or buries your value prop, it doesn’t matter how good your positioning statement is.
Great messaging makes your positioning tangible. It connects the dots between your unique value and what the customer cares about—fast. Every touchpoint should echo your core positioning ideas in language that speaks to your ICP (ideal customer profile). This includes the words you use, the visuals you choose, and the stories you tell. Done well, messaging turns positioning from a strategy doc into a growth engine.
Homepage messaging framework & template
As someone who works in software and SaaS, I’ve seen firsthand how critical homepage messaging is—it’s the bridge between your product’s positioning and how customers perceive its value in those first decisive seconds.
I’ve developed a practical framework and template to help you reflect your internally defined positioning on one of your most important customer-facing assets—your website and landing pages.
This template is in the Premium MIA Resource & Template Library, available via annual subscription.
These are the common landing pages:
Homepage – Your catch-all for all visitors.
Persona landing page – A page tailored to a specific persona (audience).
Product page – A page that walks through how your product works.
Solution page – A page that explains how your product or service solves specific problems for your audience.
Think of your landing page from the perspective of a visitor's likelihood to convert:
Conversion Rate = Intent + Motivation - Friction
Increase Intent – Align your content and offer with the needs of your prospects to capture their attention and increase engagement.
Increase Motivation – Inspire action by providing a seamless experience that encourages prospects to convert.
Reduce Friction – Minimize the perceived effort required by prospects to complete your forms and increase conversions.
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Landing page structure
Different landing page types can be structured identically using the following template below.
There’s two parts of a landing page: what’s immediately visible (above the fold) and what the user scrolls to (below the fold).
Above the fold
A visitor should be able to glance at it and immediately understand what you offer.
Explain the value you provide (headline)
Explain how you'll create it (subheadline)
Let the user visualise it (product image)
Make it believable (social proof)
Make taking the next step easy (CTA)
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Below the fold
Above the fold you earn the customer's attention. Below the fold you earn the sale.
Show them you can solve their problems (problem and solution)
Make the value concrete (features, capabilities and benefits)
Show how your product fits into their existing workflows (integrations)
Explain your process of getting the work done (how it works)
Tie up loose ends (FAQ)
Repeat your call to action (2nd CTA)
Make yourself memorable (Founder's note/manifesto)
This section can be moved to your About Us Page.
TL: DR
Get a PDF summary of this article here.
Positioning and messaging are more than just marketing exercises—they’re the foundation of how your product is perceived, understood, and ultimately adopted.
Positioning lives in theory until it’s brought to life through messaging and customer-facing assets.
Whether you're launching a new product or revisiting your strategy, use the frameworks and templates shared here to ground your positioning in real customer insight and bring it to life through compelling messaging.
Think of your landing page from the perspective of a visitor's likelihood to convert: Conversion Rate = Intent + Motivation - Friction
Remember: your goal isn’t just to be understood—it’s to be remembered, valued, and chosen.
Was this helpful? Hit that ❤️ and let me know your thoughts in the comments! Want to see more of this content? Restack this post (if you're on Substack) and share it with your friends!
You might find these interesting:
Anthony Pierri’s SaaS Homepage Framework – A step-by-step guide to writing SaaS homepages.
FunnelEnvy Lead Conversion Playbook – FunnelEnvy’s lead conversion framework and experiments.
Julian Shapiro on Landing Pages – A startup landing page guide by Julian shapiro.
Landing Page Marketing Examples – A visual landing page guide by Harry Dry.
Product & Partner Recommendations:
Titaja – TITAJA is an on-demand subscription-based product marketing service (PMaaS) helping product-led, SaaS, and B2B companies unlock growth at every stage of the customer lifecycle, with GTM strategy, positioning, messaging, and demand generation.
James Praise – I partner with founders and marketing teams of product-led, SaaS & B2B startups to drive long-term growth from acquisition to retention to revenue.
Clay – Clay combines 50+ data providers, real-time scraping, AI, and outbound workflows, so you can send automated, 1-1 personalized campaigns (and book more meetings than your sales team).
Riverside – Riverside makes it easy to record remote podcasts and video interviews that look and sound like they were recorded in a million-dollar studio.
Testimonial – Testimonial makes it easy to collect text and video testimonials from your customers in minutes, with no need for a developer or website hosting.
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