Take On The Leaders

If you are a small player in a market dominated by one or several giants, you can't act as they don't exist.

You have to go all in and position your startup against the market leaders.

When prospects visites your home page, they probably immediately understand the market you're addressing and the big competitor you're up against.

But if there’s no mention of that competitor on your home page and no clear positioning against it, your visitors won't be able to figure out what differentiates your product and what makes it better from the product they already know.

Let's take the example of Plausible, an open-source website analytics tool.

When you think about analytics tools, you necessarily think of Google Analytics. It's installed on the majority of websites after all.

In their old copy, Plausible didn’t focus on the fact that Google Analytics exists. But they quickly realized that most of the people who may want to consider Plausible Analytics had at least some experience using Google Analytics and pretending that it didn't exist prevented them from explaining how their product was different or even better.

So they made some changes and from this where the main headline was: “Simple analytics for your website”

To what you see on their home page right now where the headline is “Simple and privacy-friendly alternative to Google Analytics”.