Hey, after a brutal burn-out a few months ago, I’m back to writing these.

After I started looking at SaaS homepages to review, one of the things that kept bothering me was prioritizing design and pretty visuals over clarity.

In B2B SaaS, the job of your homepage isn't to look pretty.

👁️👄👁️

Your homepage is there to mainly:

• 💁 be helpful

• 🤝 signal mutual fit

• ➡️ show a selection of next steps

Everything else is extra — and being extra isn't always a good thing.

I'm seeing a few B2B SaaS homepages—such as this one from Mangomint—dilute a strong message with unnecessary cutesy language or show pretty models instead of actual customers.

Doesn't mean your brand can't be charming — Manychat and PostHog pull it off beautifully.

But before being charming, you have to be clear and purposeful.

Meme of the week

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