Your website sucks because you won't show me what you're selling

You and I know that you actually have a product.

It exists, it solves problems, it’s wonderful. People love it.

But we also know that there are unscrupulous types out there who advertise (and even sell) products that don’t exist, or that fail to live up to expectations.

And the poor souls visiting your website, they don’t know you like I know you. They don’t know how truly scrupulous you are. They’re on constant alert for scams.

The easiest way to show them that you have a real product is to … show them the product. So why don’t you?

Here are a couple SaaS homepages, side-by-side:

Plenty of weird illustrated people, but no images of the product itself - despite the fact that people come to these pages for the sole purpose of learning about the product.

This issue is less common in ecommerce, where you’re generally obligated to show at least a single picture of what you’re selling. But from a visitor’s perspective, one grainy photo might as well be nothing.

Here’s the product page for a $175 pillow. It has a single image - no “view from multiple angles,” no “see it on a couch.” You can’t even zoom in.

When you’re secretive about what your product actually looks like, you force visitors to take a leap of faith. Before they engage further with your site, they have to decide “well, okay, this is probably real …”

But for every visitor who decides to trust you, how many are just closing the tab and moving on with their lives?

Here's what you can do

Feature prominent images of your product on your website. Show people what they’ll see after becoming customers.

For SaaS, this typically looks like screenshots. The Stripe homepage does a great job of this:

This image says “if you become a customer, you’ll be looking at earnings reports and checkout screens.” But beyond that, it unambiguously says “we have an actual product that works.”

For ecommerce, show products from multiple angles, in context, and on a human model where appropriate. Use high resolution, zoomable images.

If you sell an API, or an intangible service, this gets trickier. It’s not impossible, though.

Ask yourself “what will this website visitor be looking at after they become a customer?”

Is it your smiling face on a Zoom call? A monthly report? Server logs that tell them their request latency has gone down? Slap a photo of that on your website.

If you find these suggestions helpful, check out Landing Page Audit-in-a-box. It’s a structured guide to uncovering (and fixing) all the ways your landing page sucks.