How should you structure your homepage if you have multiple products? Here are the four main approaches: 👇🏻

1️⃣ List your products by priority

The way you prioritize will be different from company to company. What is matters is that you ARE prioritizing in some way or another and reinforcing this with UX.

From a customer-clarity perspective, this is the clearest way you can message. It gives you space to give enough explanation for customers that they would say "I get it!"

Examples: Atlassian, Stripe, Intuit, monday.com

2️⃣ List products WITHOUT priority

This structure lets users self-guide themselves to a subpage of their choosing without the company directing this journey. Robert Kaminski 🎯 and I call this a "directory" or "channel-changer" page style.

This is also a very clear way to message, because it gives an overview of the types of products you offer — with the tradeoff being you aren't going quite as in depth on any one of them.

Examples: SAP, Rippling, Zoho, HubSpot

3️⃣ Solution-messaging

In this structure, the products themselves leave the picture all together (or at least until way down the page.) This messaging focuses on the outcomes you drive without explaining what you do or how you do it.

This is where most companies begin their descent into unclear messaging (and it's extremely hard for them to ever go back once they've jumped off this cliff).

Now all the burden is on the customer to try and wade through lots of pages to figure out what the heck you ACTUALLY do. 0/10 would not recommend.

Examples: Clari, Salesloft, Splunk, Cloudflare

4️⃣ Company-messaging

In this structure, the page becomes a billboard about the company's successes. You'll find lists of upcoming events, resources, awards, etc.

This is the most unclear and least customer-centric way of messaging. In fact, the customer has fully left the picture in this style. -10/10 would not recommend.

Examples: ServiceNow, Oracle, CrowdStrike, IBM