Hi there,
It’s 2:30 pm on a Thursday.
Your buyer—let's call her Sarah—has back-to-back meetings, fifty unread emails, and she’s trying to figure out what to cook for dinner while worrying about her team’s capacity.
She is making roughly 35,000 decisions a day. Her brain is tired.
Now, she lands on your website. She is looking for clear information for a major software purchase. Instead, you hand her a manual.
You list every feature. You mix high-level value propositions with technical specs about API integrations. You assume that if you put all the information out there, Sarah will sift through it and connect the dots.
She won’t. She doesn't have the time.
This is the "Curse of Knowledge."
When you know exactly how powerful your product is, you assume the buyer needs to know everything immediately. But for B2B teams building complex products, this impulse is the single biggest barrier to growth.
Complexity requires curation, not clutter.
So, how do you decide what stays on the homepage and what gets moved to the footer?
You can’t guess your way out of this loop. You have to research your way out.
In this month’s latest article, I break down exactly how to fix this before your next launch.
We cover:
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Why the "Kitchen Sink" website kills conversions.
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Where to find customer insights that matter.
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How to use data to stop the internal debates about your homepage.
Read the full guide here
Stop writing for yourself and start writing for Sarah.
Talk soon,
Grace
P.S. Whenever you are ready, here are 2 ways I can help you:
1. The Messaging Sprint: Launching a new product or refreshing your site in Q2? Let’s get your story straight in 4–6 weeks. We conduct the research and build the framework so you can launch with confidence.
2. The Strategic Deep Dive: If your sales and marketing teams are fighting, or you're pivoting the entire business, we need to go deeper. We’ll build a "Source of Truth" that aligns your entire organisation.
Reply to this email for more details, or book a chat about your upcoming project.
