Positioning

Positioning is how a product defines itself in the buyer's mind: what it is, who it's for, what it replaces and why it's better. On a landing page it shows up in the headline, the comparisons and the proof.

Why it matters

Without clear positioning, visitors put you in the wrong category or none, and judge you against the wrong alternatives. A page can be well written and well designed and still not convert because the positioning is unclear.

How to get it right

• Decide which alternative you're positioned against: a competitor, a spreadsheet, an agency, doing nothing.
• Make sure the page answers what it is, who it's for, what it replaces and why it's better.
• Use proof that supports the position, not just general praise.

Common mistakes

• Trying to appeal to everyone, so the page appeals to no one.
• Positioning against an alternative the buyer doesn't actually use.
• Positioning that changes between the homepage, pricing and ads.