This was the previous header on the landing page, featuring your standard startup-jargon that you have to try to decipher. "Customer engagement platform" could describe any number of CRMs. In fact, it could describe any marketing automation, lead gen, email marketing, or marketing/sales software. It does nothing to help potential customers understand what it is and who it's for. And it came back to bite them when they were wasting too much valuable time on leads that would never become customers because they incorrectly interpreted what it was and who it was for.

Contrast that with the revised headline by Pedro, which leads with the end result and clearly categorizes it as a CRM — something everyone understands and gives them a frame of reference for how to think about it. "Why waste time say lot word when few word do trick?" as my friend Kevin Malone would say. Clarity is king.

This is further enforced by a strong statement positioning FLG as "the only..." solution for businesses needing to manage hundreds of thousands of leads, which are only a limited number of businesses anyways. Financial and insurance enterprises have call centers and huge amounts of leads constantly being processed, which is what the CRM was built for in the first place. Over time, the messaging had skewed away from the core purpose. But now, there's no question what it is and who it's for.

Even though the page doesn't specifically call out financial and insurance enterprises as their ideal customer, it's still subtly communicated by showing who their current customers are. And of course, it also serves as social proof to show that others know and trust the platform.

In classic Pedro fashion, he added a section to criticize the alternatives. In this case: spreadsheets and off the shelf CRMs. All this copy was drawn from customer reviews, sales conversations, and personal experience from the founder.

Not many landing pages help potential customers address how much money and time they're losing with their current system. While it's not a calculator or assessment, it still gets the potential customer thinking about it. It also raises the point that inaction can be costly, which is smart to point out in a landing page geared towards enterprise employees, who are known to move slowly and drag out decisions.

Now the power of FLG is introduced. Pedro decided to put their best foot forward and lead with their most distinct differentiator: the ability to manage a massive amount of leads. Again, given their target audience, this is exactly what would make a lasting impression on a qualified website visitor.

Another key differentiator is the built-in regulatory compliance since, as you can imagine, making sure your hundreds of employees are acting in compliance communicating with hundreds of thousands of leads can be tricky. It also helps alleviate the fears of being fined an insane amount of money for enterprises in finance and insurance.

Pedro found that one of the top objections and anxieties that potential customers would raise in sales conversations was potentially having to change their sales process because that would mean having to retrain hundreds of employees and costing months of unproductive work. Showing the adaptability helps website visitors' overcome internal objections and get them one step closer to the sale before they even start the sales process.

Cleverly, Pedro and FLG team recreated some of their best TrustPilot reviews right on the page. They hand-picked reviews that matched their USPs and then highlighted key parts of the text.

This is a great opportunity to highlight their best reviews and best customers. It's not often you see a review from a customer who's been using a SaaS product for 9+ years.

The landing page concludes with a CTA to get a demo, supported by some simple risk reversal tactics like a trial, month-to-month subscription, and guided onboarding.

And in case potential customers have any questions, they're encouraged to call. The faces are a nice touch to make it less daunting. And as mentioned in another one of Pedro's landing pages, it's tailored to match the way that these enterprises sell, who are no strangers to picking up the phone and calling someone.