This post is a rarity: it’s ridiculously concise, addresses a common problem or complaint, and is practical. I want to encourage this kind of format.
Kind of off topic, but I this leads me to wonder: why are so many websites burying the lede about the services they actually provide like this example?
Kind of off topic, but I this leads me to wonder: why are so many websites burying the lede about the services they actually provide like this example?
I heard from a sales person that many potential customers turn away the moment they hear a list of specific words, thinking “it’s not for me”. So they try to keep it as vague as possible, learn more about the customer, then phrase things to make it seem like it’s exactly for them.
(I’m not saying I like this, just that this is what I was told)
I increasingly use tactics like this for regular human interactions. The difference is that I am okay with the person saying “no”, since I am not paid on commission.
My guess is that they’re for the higher-ups at the company itself, a glossy corporate brochure in front of the real website. Urgh. The gym I use has a similar sort of website, and it’s really troublesome to go to it with a definite question like “when is the 50m pool open this week?” and extract an answer.
It might also be for investors. Tech companies often want to position themselves as “growth companies.” If a company describes itself as a bundle of concrete existing services, that feels limited. But who would dare to claim there are limits to the potential of a Customer Engagement Platform with powerful AI?
Thanks! As for why so many landing pages are like this, my best guess is that they’re optimized for purchasing decision makers who don’t really care about the actual product they’re buying, but do care a lot about higher level outcomes like “amazing customer experiences.”
do care a lot about higher level outcomes like “amazing customer experiences.”
My brain translated that uncharitably as “care about using the right buzzwords”.
(Because, I don’t see why there would be a positive correlation between amazing customer experiences and someone having the words “amazing customer experiences” on their website.)
This is not just limited to websites I think. In my experience, a lot of companies or organizations that charge money (e.g. hospitals, cinemas, psychologists, some physical stores) intentionally hide or at least downplay how much they charge. My guess is this is probably to work around the price elasticity of demand—if you don’t even know what the price is, there’s no way you can flinch away from a high price to begin with. Interestingly, most restaurants are upfront about how much they charge, which I’m guessing is because the restaurant world is far more competitive.
This post is a rarity: it’s ridiculously concise, addresses a common problem or complaint, and is practical. I want to encourage this kind of format.
Kind of off topic, but I this leads me to wonder: why are so many websites burying the lede about the services they actually provide like this example?
I heard from a sales person that many potential customers turn away the moment they hear a list of specific words, thinking “it’s not for me”. So they try to keep it as vague as possible, learn more about the customer, then phrase things to make it seem like it’s exactly for them.
(I’m not saying I like this, just that this is what I was told)
I increasingly use tactics like this for regular human interactions. The difference is that I am okay with the person saying “no”, since I am not paid on commission.
My guess is that they’re for the higher-ups at the company itself, a glossy corporate brochure in front of the real website. Urgh. The gym I use has a similar sort of website, and it’s really troublesome to go to it with a definite question like “when is the 50m pool open this week?” and extract an answer.
It might also be for investors. Tech companies often want to position themselves as “growth companies.” If a company describes itself as a bundle of concrete existing services, that feels limited. But who would dare to claim there are limits to the potential of a Customer Engagement Platform with powerful AI?
Thanks! As for why so many landing pages are like this, my best guess is that they’re optimized for purchasing decision makers who don’t really care about the actual product they’re buying, but do care a lot about higher level outcomes like “amazing customer experiences.”
My brain translated that uncharitably as “care about using the right buzzwords”.
(Because, I don’t see why there would be a positive correlation between amazing customer experiences and someone having the words “amazing customer experiences” on their website.)
This is not just limited to websites I think. In my experience, a lot of companies or organizations that charge money (e.g. hospitals, cinemas, psychologists, some physical stores) intentionally hide or at least downplay how much they charge. My guess is this is probably to work around the price elasticity of demand—if you don’t even know what the price is, there’s no way you can flinch away from a high price to begin with. Interestingly, most restaurants are upfront about how much they charge, which I’m guessing is because the restaurant world is far more competitive.