ABT. Always be testing.
A client asked how often you should change your homepage.
Homepages are sacred for B2B SaaS. Your customers visit it to login. Prospects check it out to learn about your brand. And media companies stop by to see what’s going on.
These reasons create a resistance to change. Brands are scared to change their homepage. The design and the words.
But their fears are unfounded.
Instead brands should change up their homepage more frequently than they do because of how many people see it.
So, what frequency? And when should you do it?
Basecamp changes their homepage design and content more regularly than any large company that I know.
They appear to revisit their homepage quarterly (see below).
There are two frameworks that I share with clients:
- Has your positioning changed?
- Did you find a better way to communicate your value prop?
If you’re a new brand pre-market fit, change the homepage frequently as you narrow in on your core customer’s problem.
Here’s a small anecdote. I’ve had clients who are on the second or third iteration of their value prop in their sales collateral but their homepage is still on version 1. Keep your messaging consistent.
Here are examples from Basecamp.
Today’s Basecamp homepage.
