Why web3 homepages lack clear messaging [and how to fix it]

Hello,

This week, I want to show you how to analyze your website copy and see how it stacks against your competitors. I’ve included examples for 5 web3 startups marketing CRMs.

1. Why does your homepage copy matter?
2. animalz update: our newest collection is coming
3. TheMustach3’s weekly picks

Hope you enjoy it!

(read time: 7 minutes)

A framework to write better copy for your homepage

“What are we writing on our homepage?”

There are so many moving parts when launching a new product:

• Your target market is still unclear
• You’re e still trying to pin down “the problem” you are trying to solve
• You have a vague idea of your value proposition
• Your product is still in MVP mode

Knowing exactly what to write is hard.

Yet, 99% of web3 websites struggle to convert new users.

The reason: homepages lack clear messaging about what they offer.

Here's how to analyze yours and see how it stacks against competitors. In a space that is getting more crowded, crafting the right message is key.

A framework to write a compelling message that converts the right audience

This week, I want to show you a framework that can help you analyze all the elements needed to:

• Write compelling copy for your website, ads, and content
• Understand where you stand against competitors
• Explain the why, what, how, and who of your product

The framework breaks all messaging into eight elements:

1. Product category: Where are you playing? What's your playing field?
2. Persona: To whom are you selling? Think of a person (not a company or business)
3. Company type: What kind of companies are you trying to target?
4. Alternative: What are customers using today?
5. Problem: What problems is your product solving?
6. Capability: How does your product help customers solve this problem?
7. Features: What exactly does it do? How does it achieve these capabilities?
8. Benefits: How does it help me (your customer)?

Answer these questions before you write any text for your website.

The result: a compelling homepage that converts.

How to analyze your website using these elements

For this example, I will use four web3 startups ( 3RM.co , Holder , Blocksee , Kazm , and Rally.Fan ) that all market web3 CRM:

With just the info on their homepage, you can visualize why messaging matters.

All of these startups offer a 'web3 CRM'.

But, as you dig deeper and examine their website material, you realize the:

• Gaps in their message
• Unclear phrases and unnecessary jargon
• A mismatch between the elements
• Missing elements in their offer

And how they compare to one another.

Now is your turn

ACTION ITEMS

• Open a new Google Sheet
• Add each element to one column
• Open the homepage of your startup
• Try filling each column with JUST the info on your website

Tip: Don't assume or add anything that isn't already on your homepage.

Try using this same framework for your website and reply to this post below!

P.S. Kudos to the team at Headway - Digital Product Agency and Anthony Pierri ?? for coming up with this framework.

2/ animalz update

I’ve been preparing for our newest collection for animalz brand . It’s the first time we launch items with our masks in collaboration with a great influencer and 3D designer.

Here are some examples of what’s coming:

It’s gonna be one of our biggest launches so far.

We are coming up with new items, influencer marketing campaigns, GIFs for Instagram stories, and stickers for WhatsApp.

Pretty exciting!

3/ TheMustach3 weekly picks:

1. Twitter thread: benefits of being audience agnostic (link)
2. Twitter Community: Want more daily tips? Join our community!
3. Content creation tool: Tweethunter, the all-in-one Twitter tool build and monetize your audience fast (link)

Till next time!

TheMustach3