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Buyer , For Scaleups , User — 11.04.2020

Why Your Outdated Website Needs a Product Marketing Refresh

Sara Napierkowski, Principal, Client Success

We are in a digital-forward era for business. 

In recent years, many companies realized the ways they sell and market products and services have changed. Customers want to learn about products on their own time. They want to understand a product’s features, benefits and overall value before they choose to buy. 

To respond to this need, your team needs a set of digital tools. Let’s start with the one that can make or break you: your website.

The Problem 

Do you find yourself in a situation where your website is working against you?

Startups often find that their website makes them look too small, like they’re operating out of their garage. That’s cute and endearing—for a while. But that’s not the credible first impression you want prospective customers to experience when debating if they should write you a hefty check.

Scaleups may not have updated their website with their current offerings. If you relied on in-person interactions to convey what you sell and why someone should buy it, that should be reflected on your site.

Tech-enabled companies may experience a bigger roadblock here. If you sound and look digitally outdated, you need to check a few balances before your website actually helps increase sales. 

You shouldn’t lose deals because your website doesn’t look credible. Don’t make things harder for yourself by having an inaccurate set of offerings on display. As times change and your company evolves, your website should, too. 

Where to Start 

Product marketing can help in the many scenarios companies face when building a website that’s right for them. It’s the foundation that will help you tell your product’s story in a way that will connect with customers. 

Offering and Product Hierarchy: Align your offerings with what your target market needs right now. 

Positioning and Messaging: Then, update your messaging. The words you use to tell your story are much more important when they live on your website. Your key differentiators, benefits and value props may have changed. Be cohesive, consistent and talk the talk.

Packaging: For some, but not all, repackaging your offerings may be a critical step to selling your products for the value they provide.

Visual Identity: Digital-first sales and marketing means you have to look the part. Your brand needs to support your digital presence. Make sure you have the elements and visual language to support your story.

Imagine a world where your sales cycles are shorter because your prospects are self-educated by the refreshed messaging and packaging you’ve distributed visually. This world is attainable with a consistent focus on your website. 

Learn more about how to use websites to scale your product. 


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