How Customer Voices Shaped the New GetWhys Homepage

As GetWhys’ Head of Marketing, I live this reality every day—and I wanted to share how I used our own platform (yes, we really do drink our own champagne) to build and iterate on our new homepage.

On paper, our old marketing homepage performed well enough. We don’t get B2C levels of web traffic, and most of our users bookmark our application page, so technically our visitor -> demo booked conversion ratio was off the charts.

In practice, however… we’re failing the reader comprehension test. People knew who we were for (we plastered “B2B PMMs and researchers” all over the homepage), but they didn’t get what to use us for, or how we were different.

For what it’s worth: no homepage is perfect. Not ours, not yours, not even the ones you bookmark for inspiration. Messaging is a living, breathing thing. The best teams I know treat their website as a dynamic asset—something to be tested, tweaked, and improved as the product and market evolve. That’s why I wanted our new homepage to be a case study in iteration, not just a static launch.

Step 1: Have Direct Access to Research

Wanna cut to the chase and just know the best part about the process I’m about to lay out? I didn’t need to be a full-time researcher to run it. Verdammt, I’m NOT a researcher, I’m a marketer. GetWhys made it easy for me to run qualitative research, validate personas, and test messaging without waiting weeks or spending a fortune.

Step 2: Start With Real Customer Insights

Instead of guessing what would resonate, I used our software to analyze dozens of research interview transcripts with PMMs from SaaS companies—our exact target audience from our own research database. I wanted to know:

• What keeps them up at night?
• What language do they use when they talk about research, messaging, and their go-to-market motion?
• What makes them trust a new tool (or roll their eyes and move on)?

This wasn’t just a vanity exercise. The insights I found shaped everything from our hero headline to the way we structured our solution tiles.

Step 3: From Features to Solutions—A Customer-Driven Shift

Here’s a confession: I spent a lot of time obsessing over our product names—Compass and Echo—and all the cool features we’d built, like citations and side by side message testing. But through customer research, I learned something humbling: if you’ve never heard of “Compass,” you have no idea what it does, and you definitely don’t care about its features. What PMMs really wanted to know was, “How will this help me launch a campaign faster?”

That’s why we moved case studies and solution tiles up the page, and made sure every section answered a real-world “so what?” It’s not about what GetWhys does; it’s about what you can do with GetWhys.

Step 4: Validate, Don’t Assume

I tend to fall in love with headlines and convince myself they’re absolute gold. Turns out, that’s not always the case. After message testing with real PMMs, I learned that they value clear headlines that directly answer what they’re about to get into—over big, sexy one-liners. For example, we changed “Your New Superpower: Instant Customer Research” to “Instant, On-Demand Customer Research for B2B PMM Leaders.” It’s less clever, but way more effective. Sometimes, clarity really does win over creativity.

As one of our customers put it:

“GetWhys tells me why something resonates and ties it back to the real insight. It’s not just ‘this is too long’—it’s ‘this works because product marketers said videos are frustrating in these specific ways,’ and links to the quote.”

— Natalie Marcotullio, Head of Growth and Product Marketing at Navattic

Here’s what I love most: GetWhys doesn’t force you to stop what you’re doing and spin up a massive research project. It fits right into your workflow—whether you’re drafting homepage copy, refining personas, or prepping for a launch. Need to validate a headline? Pull up relevant customer data in seconds. Want to know how your messaging lands with a specific persona? Run a quick test and get actionable feedback, fast. All research is good research when it’s grounded in the customer’s voice—whether it’s a big strategic initiative or a quick gut-check before you hit publish.

Step 5: Embrace the Dynamic Homepage

The result? A homepage that’s not just a static billboard, but a living, evolving asset. Our next round of tweaks based on new research and feedback is already in flight. And honestly, that’s the point. The best messaging is never “one and done”—it’s a continuous loop of insight, validation, and iteration.

(Want to help shape the next version? I’d love your feedback—drop me a note with what you’d like to see next!)

Step N+1: Let Customer Voices Guide Every Decision

Spoiler alert! The steps never really stop, the process is never complete, the next step is always iterating based on what your customers are saying. If you’re a PMM looking to build or refresh your homepage, my advice is simple: let customer voices inform every decision, big or small. When research is seamlessly woven into your workflow, you don’t have to choose between speed and substance. You get both. Every insight, every tweak, every headline is stronger when it’s backed by real customer feedback. That’s how you build messaging (and a homepage) that actually works.

Ready to see how GetWhys can help you build a homepage your customers actually care about? Book a demo, or just reach out—I’m always happy to talk through my process!