Many (most?) websites, especially for early and growth-stage companies are ineffective. They don't tell visitors who the product is for, what problem they solve, and what the product does. This is shocking given the rise of no code/low code options for building sites—it's easier than ever to make sure your website reflects your product, audience, team, and vision.

Your website is your #1 most important marketing asset by a mile. In self-serve, freemium, and/or bottom-up business models, the website is especially important as it needs to do a lot of the work a sales team would normally do. In top-down business models, the website is also crucial as both a lead gen and sales enablement tool. No matter your business model, your website is your front door. If people get to your house, make sure they want to come in and stay a while.

This newsletter covers a range of website-related topics:

• Why your website should be your GTM “source of truth”

• Common mistakes when startups build their first (or second, or third) website

• Website building checklist (with a longer Notion list)

• What is a website marketing manager? When and why do I need one?

And a couple non-website related topics

• Early & Growth Stage Marketing Roles (new) 

• Invite to our first virtual panel for marketers (I hate the word webinar, but yes it’s one of those) on Friday 5/7 at 10 AM PT.

Why your website should be your marketing source of truth

Your website should be the definitive guide, both internally and externally, for your latest:

• Positioning & messaging

• Available products & features

• Packaging & pricing

• Key audiences you’re targeting

• Customer references & social proof

• Brand identity

Instead, we usually see this information scattered across many documents and out of date on the website. This makes updating your website and creating necessary landing pages seem daunting, and even more daunting if your website isn’t built to scale or easy to update. Your website shouldn’t be a fossil, but rather than a living, breathing marketing asset.

When your website is your source of truth:

• Any website visitor sees messaging and content that feels customized to their audience segment and use case because landing pages can be made more quickly, with more relevant info.

• Prospects better understand your product, leading to more qualified leads and faster sales cycles. 

• Customers find materials to help them get more from your product and do their jobs better—and hopefully share posts with other companies. They can easily navigate to resources that benefit them.

• GTM teams can make assets with updated messaging, illustrations, screenshots, and social proof/quotes faster.

• Sales teams start asking for fewer pdfs, and start sending URLs instead (hopefully, a marketer can dream).

• Candidates can easily understand what your product does and how your company operates.

Approaching your website as your source of truth is critical for keeping your growing GTM team sane, differentiating your product, and driving growth—not to mention attracting partners, candidates, etc.

Common mistakes when building your first (or second, or third) website

These are the mistakes we hear founders regret and marketers lament multiple times a week. Avoid these mistakes.