8Leads
A product site for a category the market has no name for yet.
- Client
- 8Leads
- Sector
- SaaS, outbound
- Scope
- Design, build, copy
- Funnel
- Self-serve trial
8leads.io. The category explained by anchoring it to a familiar one.
Selling An Unnamed Category
Automated email outreach is understood and has established tools. The same thing on Instagram has no established category to sit in.
Without a reference point, a feature list is meaningless, because the visitor has nowhere to file what they are reading.
Anchor, Demonstrate, Price
The page anchors the product to a tool the audience already uses, shows the mechanism, then prices it, in that order.
Objections are answered on the same page, because a self-serve buyer in a new category will not navigate away to find them.
The same page on desktop and mobile.
Three Decisions
Anchor to the known
The proposition is framed against an established tool, which does more work in one line than a feature grid does in a screen.
One page, whole funnel
Mechanism, pricing and objections all sit on the homepage. A new category cannot afford a navigation step.
Trial, not demo
A self-serve product wants a self-serve action. The primary button starts a trial rather than booking a call.
Features, mechanism and pricing, in one scroll.
Each section answers the question the section above it raises.
Arrival To Trial, One Scroll
The site explains an unfamiliar category, demonstrates how it works and prices it without asking the visitor to navigate.
Someone who has never heard of the category can reach a trial in a single scroll.
Launching a new category?
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