If you’re in charge of growing your company, read this to learn how a single, brilliant page can boost your conversions by 150-300%

You’ve built a product that solves a real problem or meets a meaningful need for a lot of people.

But for all the hard work you and your team have put into creating something that works, you can’t for the life of you understand why the gates aren’t busting open and why more customers aren’t rushing in.

I know it, because I’ve seen it in action, over and over again: great products built by excellent teams that just aren’t growing as fast as they could, that just aren’t reaching quite the level of success that they should achieve.

Sure, it’s possible that the problem may be your product, itself, but assuming there are people paying for it and coming back to it day-after-day, week-after-week, month-over-month, you’ve got something.

You know it.

But if you’ve got something, why are only 4-8% of the people who come to your website signing up? And why are only 15-20% of THOSE people giving it more than a single try?

Why, for all the effort you’ve put into making your product excellent, hasn’t it swept through your target market like a whirlwind of awesome?

The problem starts with your homepage.

By your homepage, I don’t mean your headline, or the screenshots or videos. I especially don’t mean the color and text of your calls-to-action.

I mean the whole package: Your narrative, the promises you’re making, the presentation of your product–everything you’re doing (or not) to persuade people in your target market that you’ve got what they want, right now.

If you’re like most startups, your homepage is probably conventional.

At the top, you have your screenshot, diagram, photo, or video on one side, your headline and subhead on the other, and a colorful call-to-action nestled under the text.

Below, there are some more screenshots or illustrations (alternating from left to right) and some copy talking about them: Here’s feature X. There’s feature Y.

Maybe you’ve got a couple more sign-up buttons sprinkled around, and perhaps you’ve even gotten fancy with a background video or parallax.

If your company has a marketing team that knows what it’s doing, the copy talks about your product’s benefits, instead of going on about its features.

But if you’re like most startups (and even many established companies), it’s likely that you haven’t even gotten that far.

Instead, you’re talking about what your product is and what it does and asking your visitors to sign up with minimal context about why they should care.

In many cases, you’re asking for a lot more!

You want people to give you their credit card upfront to start a trial. You want them to install your code into their websites or apps. You want them to hand you the email addresses of the other people on their teams.

You’re demanding all these things from your visitors long before they have begun to understand your value, and long before you’ve established even a smidgen of trust.

Given all this, is it any wonder that your conversion rate isn’t great, and that 60-80% of the people you do convince to sign up run away before they’ve even given the product the ol’ college try?

But if your product is worth the code it’s built on, you can do much better than that.

But first, you’ll have to stop chasing quick wins.

Indeed, to boost your conversions by as much as 300%, you’ll have to let go of the notion of “quick wins” entirely.

Yes, it’s possible that in 1-2 days, you could tweak your homepage to focus more on the benefits of your product, and less on the product, itself, but doing this is likely to create a local maximum.

You will hit a conversion rate boost of 25% and think you’ve nailed it.

While it’s true that riding the 25% bump (from 4-5%, say) feels pleasant, it’s nowhere near as awesome as the 150%+ bump from 4-10%, or from 6-15%.

Assuming that you’ve got the product to back up the story you’ll have to tell with your marketing to get a conversion rate of 15% or more, that 150% bump can singlehandedly begin to change the trajectory of your company.

Better, if you’ve laid the groundwork and have the right funnel in place, that 150% boost will be just the first step in turning your marketing effort into a beautiful, customer-creating machine.

If you’re ready to skyrocket your growth, you must first understand your customers.

If you want to convert visitors like crazy, you need to get to the root of their motivations. You need to speak to these motivations in simple, precise, and utterly compelling language.
Then you need to connect those motivations to a story that convincingly sells the product you’ve built.

No matter how pretty it is to look at, is your conventional homepage doing all of that right now?

I’d be willing to wager that it is not.

But if your homepage is beautiful and your copy is halfway decent, what could you possibly do to take your conversions through the roof?

Once you understand their motivations, write them a long letter.

You can create a long-form homepage.

I’m not talking about a long-scrolling homepage with lots of short snippets of copy and fancy imagery: those are just conventional homepages that are longer.

I’m talking about a long-form page like the one you’re reading right now: an essay about your customers, the problems they have, and the ways your product will make these problems go away.

Savvy affiliate marketers and people selling informational products like ebooks and online courses have known this for years: brilliant long-form pages will beat brilliant short-form pages almost every single time.

Why should your B2B software be any different?

When you are selling software to businesses, you are asking a lot more than just “hey, just try out my app.”

You are asking your visitors to invest their and their teams’ time and energy in understanding your product, configuring it to meet their needs, and making it work.

If you are a startup, this an especially significant request: your visitors probably know relatively little about you, and your current homepage isn’t making your product any easier for them to understand.

Sure, you could optimize your homepage for fly-by signups, but how many of those fly-by people are going to stick around for more than a day?

Your short-form, conventional homepage isn’t closing the deal.

It’s a tease.

It’s putting 95% of the burden on your on-boarding experience, your lifecycle emails, and your sales team.

And that’s asking a lot.

What if, instead of converting 4-6% of your visitors into signups, you could convert 12-15%?

What if, instead of fly-by signups that abandon your product in droves, every person who signed up knew exactly what problem your product solved and how it fit into their lives?

Tons more of them would stick around. They’d be better educated if and when your sales team needed to reach out.

The questions about what your product is, what it does, and why it matters would be answered, once and for all.

You’d have a clear, in-depth story that anyone in your target market (and on your team) could understand.

You’d have more successful users. You’d sell more software. Your startup would be better positioned to grow like mad.

With a compelling, a high-performing long-form homepage at your disposal, in other words, your entire company would be a lot better off.

But long-form homepages are hard to do right. They have to be brilliant.

The good news is that I have written a 6-part email course that will teach you the foundations of outstanding growth marketing.

This will not be the the kind of marketing that sends you headlong into a fun-but-ultimately-unsatisfying local maximum.

It will be the kind that can meaningfully shift your growth metrics up-and-to-the-right.

The best news is that this course is completely free: 100%, no-strings-attached.


All I ask from you is your email address, and then your attention.

These emails aren’t short. Relative to most emails, they are LONG. Some of them are up to 1300 words.

But I make sure each and every one is packed with great stuff.

Why should you believe me?

I’m pretty much obsessed with this email course. I sent it to my team. Then, I sent it to my entire company. I get excited to see this email in my inbox and that is not something I ever say.

Alicianne Rand, VP of Marketing – NewsCred
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Again, this free course is not designed to help you score a couple of “quick wins.”

There are plenty of other smart people on the internet who can help you with that.

Instead, over a total of six emails, this course will walk you through the core strategies (and some tactics) necessary to meaningfully grow your startup.

Why am I giving away this course for free?

I’ll be completely honest: The #1 reason is because I want to build my list.

But it’s also because I love to help startups succeed.

I’ve seen too many startups struggle to achieve their potential because they don’t know how to tell their stories.

If you’re one of them–if you know you’ve got a solid product but it’s not growing as fast as it should–sign up now and give the emails a read.

You’ll learn how to understand your customers, how to get inside their heads, and dig into their hopes, fears, and dreams.

You’ll learn how to avoid the critical marketing mistake that can singlehandedly stifle your growth.

You’ll learn how to create content that brings the right people in droves to your door, and how to convert them once they arrive.

And at the end, I’ll give you a framework for writing a long-form homepage of your own.

And it’s all completely free, so sign up today.

This was an awesome email: Clarity in your writing, actionable tactics, and no BS. I’m starting a new marketing gig at a startup next week and I’ll be using this as part of my onboarding.

Ryan Gum, Online Marketing Specialist – Postify
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Who is Dan Kaplan?

A former long-form magazine journalist, I’ve done product and content marketing for Asana, Twilio, and Salesforce. I consider myself a full-stack marketer.

I’m equally comfortable building and executing go-to-market strategies, crafting remarkable copy to explain technology products to their target audience, mocking up a few conversion-optimized landing pages for split tests, digging into analytics data, and creating elegant decks to explain all of it.

My ambition is to master the arts of growth marketing (which is distinct from growth hacking). Growth marketing to me means:

1. Building a great story that can inspire your target audience
2. Writing remarkable content that brings that audience in droves to your doorstep
3. Crafting persuasive copy to convert them once they’re there.
4. Delivering automated email campaigns to close the deal.

This is what I love to do.

Also, I’m passionate about non-evil forms of brilliance, startups, unlocking human potential, and the future of humanity. I maintain side interests in product design, great non-fiction, and brain-computer interfaces.

  • This is me.

    I help startups tell their stories.