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Positioning & Messaging

Project Management

Basecamp

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The Problem-Focused Hero Section

The Problem-Focused Hero Section

Make the mess the message: Basecamp’s hero converts by commiserating.

Make the mess the message: Basecamp’s hero converts by commiserating.

Basecamp breaks the mould and turns its homepage hero into a standout problem section. They lay out the mess of too many tools and the familiar soundbites that come with it. The product barely shows up above the fold. It’s only hinted at in the nav. Will it work for them? Basecamp has the luxury of a widely known brand and a problem people instantly associate with their product: project management software. But even they immediately follow the hero with copy that clearly explains the product and their differentiation. It's almost like the full homepage story arc condensed into one scroll.

Example

https://www.loom.com

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