Quick Take: Basecamp Right to the Point

Home Page

Jun 07, 2024

Basecamp is an example of a home page done right. Let’s just look at the above-the-fold. Here are 6 things they do right:

1. In four words you already know – …what Basecamp does (project management) and that it’s simple to use. “Refreshingly” evokes frustration with PM software that’s painful to use. A Clear What-You-Do + Emotional Trigger = Good Headline
2. Weird figures in the image – The figures in the image are a little weird, but it’s also different from everyone else that’s using the (much) weirder angular bodies for their SaaS marketing images.
3. Targets specific people – The explainer text excludes anyone that isn’t a small team. Good marketing repels non-customers.
4. Names the product" – The explainer text calls out the product name. Many SaaS products don’t state their product name more than once on their home page. (so how will a customer remember it?)
5. Has emotion in the CTA – Call-to-Action has an emotion. (as opposed to the very common “sign up”, “try a demo” or “submit”)
6. CTA follows you" – Not technically Above-the-Fold, but the Call-to-Action follows you on the page as you scroll, so you can always click it.