The Website “Gobbledegook” Problem

Why do some many websites suffer from “vague gobbledegook”?

It’s a question that Scott Brinker asked recently on Twitter.

“I’ve been studying Martech for 20+ years. I’ve read literally thousands of vendor websites.

Yet, I still end up on the sites of major, public Martech firms promoting their new-new thing, and for the life of me, cannot decode the vague gobbledegook of what exactly the thing does.”

Scott is describing a serious mistake made by many B2B SaaS companies: they heavily invest in product but under-invest in positioning and messaging.

Their marketing and sales are confusing and unclear.

From their homepages, it’s impossible to tell what they do, who they serve, and why what they do matters to target audiences.

Why is “vague gobbledegook” so prevalent?

The biggest reason is many companies are product-centric rather than customer-centric.

They are laser-focused on features and how the software works rather than what customers want to do, feel and experience.

This approach is apparent when a company’s website touts itself as being “the leading”, “the best”, or “the easiest”. It’s about the product, not the user.

Here’s the thing: prospects don’t care if you’ve received the Capterra or G2 seal of approval.

They care about themselves and their needs. It’s all about them, not about you.

Yet, many B2B SaaS companies treat their products like they are the best since sliced bread, so why bother with positioning or messaging?

And another thing: positioning and messaging isn’t a complicated process, although it involves a series of steps focused on your product, customers, competitors, and the marketplace.

Effective positioning and messaging can be simple. It doesn’t need to be creative or punchy, although it helps.

Groove is a good example of rock-solid positioning and messaging.

The messaging is clear: “Increase customer happiness at scale”. For prospects looking for a chat solution, that resonates.

Then, the copy focuses on how it makes life easier for target audiences:

- Have easy one-on-one conversations with customers
- Spend less time on support and more time solving problems
- Allows support teams to meet customer needs faster

Prospects quickly understand what Groove does, and whether it’s a product that could solve their needs. That is a great opening act.
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If you’re looking for help with your positioning and message, let’s talk.