1mGTM #1 - Above the fold

Your above the fold homepage design matters.

Tip: Don’t assume your audience knows what your tool does.

Here’s a comparison and a breakdown of two companies competing. One is doing it right.

Let’s dissect the messaging.

The Headline

Products in immature or emerging categories are best explained in simple and direct terms. As is the case above, both product compete in AI pipeline automation.

Actively AI headline delivers a clear Product Category definition in only four words - a masterclass!

Seam AI headline is presenting the main Use Case ‘Automate account and contact research’ and a Capability ‘with a single prompt’. The downside? Users without prior knowledge of the Product might struggle to understand the context. What kind of research does the tool provide, what’s a single prompt, do I need a separate prompt for each account, etc.

Key takeaway:

Simplify the message and don’t assume your audience knows your product.

The Subheadline

Actively AI’s subheadline is another good one!

It defines the basics of an MVP GTM:

Feature - AI agents

Target audience - GTM teams

Benefit - 10x outbound efficiency

Capabilities - telling them who to target, when and what to say

Outcome - reps spend their entire day talking to prospects

Seam AI doubles down on the main use case.

The first sentence is an unnecessary repeat that does not add a lot of information.

Feature - Sync directly to the CRM

Feature in the isolation of benefits and outcomes falls flat on impact delivery.

Which one do you like better?