Case Study: Storylane’s Homepage Messaging: Clear and Bold

Mark Evans
2 min readSep 27


Simple messaging is powerful.

It’s easy to understand and instantly delivers.

A case (study) in point is Storylane’s homepage:

“Build Killer Product Demos in 10 minutes”

* It is easy to understand what a customer can do and how Storylane stands out.

“Interactive demos to wow your prospects and close deals faster”

* It is not oozing with creativity, but the benefits are obvious.

In a fast-moving world, you have seconds (literally!) to make an impression.

Prospects need to understand why what you do matters to them quickly.

If there’s confusion, fuzziness, or a lack of clarity, people will click away and likely never return.

Here’s a simple way to discover if your messaging resonates:

* Let someone with no connection to you or your company look at your homepage for 10 seconds (let’s be generous).

  • Then, ask them to tell you what your company does and why someone would be interested in your product.

You're in trouble if they hesitate or can’t deliver a good answer.

Here’s an offer that you shouldn’t refuse:

* I’ll do a free, down-and-dirty review of your Website and send you a Loom video with my thoughts and feedback.

No strings attached.

Reach out if you’re interested.

Originally published at



Mark Evans

A fractional CMO for B2B SaaS looking to attract & engage better prospects. I focus on positioning, planning, and content-driven marketing.