Landing page best practices? Useful. But not always the best
This page by Cognism is almost perfect
And it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages
✨ Best practice 1: Keep your landing page copy short
Cognism's response: here's a wall of text
Their homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words
The best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice
There's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process
That Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this
✨ Best practice 2: Shallow on the homepage, go deeper later
Cognism's response: Grab your snorkel and dive in!
Every section on the homepage ought to help a customer qualify or disqualify themselves quickly
But the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me
What Cognism do feels bang on the money: help people learn whether the product's for them ASAP
They do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information
Crucially: none of it is skimmable – you've got to work to get that info.
I believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism
Honestly, incredibly impressive work
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