You’ve built something brilliant.
It solves a real problem. It’s backed by experience. It works.
So why doesn’t anyone seem to get it?
That was the challenge JobTetris came to me with. They’d built a genuinely unique SaaS platform for the recruitment industry — one that solved a long-standing problem the founder had seen firsthand. But their messaging? It wasn’t doing the product justice. It was confusing. It was trying to speak to too many people. And worst of all, it was turning potential customers away before they even understood what the product did.
The myth of ‘explaining everything’
When you’ve built something complex and clever, it’s natural to want to show people how it works. Every feature. Every workflow. Every bit of logic behind it.
But here’s the thing: more information doesn’t mean more understanding. In fact, it usually does the opposite.
JobTetris is a great example. The founder had spent years working in the recruitment space. He saw the inefficiencies, the gaps, the repetitive admin that slowed everyone down — and he built a platform to fix it. But when it came time to explain it to the market, things got messy.
The website was overloaded with details. Technical terms, multiple user journeys, edge case examples — all trying to prove the product’s value. But all it really did was bury the benefits in a sea of features.
Clarity got lost in complexity. And the message? It didn’t land.
Three-way messaging doesn’t work
One of the biggest challenges we uncovered was audience focus. JobTetris was trying to speak to three very different groups at once: recruiters, employers, and jobseekers. And while the product could serve all of them, the messaging was spread so thin it barely resonated with anyone.
Each group had different pain points, different priorities, and different reasons for caring. But instead of tailoring the story, the site tried to juggle them all in one go — which only added to the confusion.
A homepage isn’t a group chat. You don’t need to speak to everyone at once.
We decided to focus the message on recruiters. They were the ones most likely to pay for the product. They were also the ones who stood to gain the most — faster placements, fewer admin headaches, better systems. So we rewrote the homepage with just them in mind.
And suddenly, the value was clear.
What we changed
This wasn’t a full rebrand or a multi-month overhaul. It was a focused project with a tight scope: rewrite the homepage, and give the team a clear messaging doc they could use to update other content later on.
We started by stripping things back. No more walls of text or overly technical explanations. Just a clear value proposition, focused on what recruiters actually care about — faster hiring, less admin, better results.
We clarified the product’s role in the recruitment process. We simplified the language. And we shifted the tone from “here’s how it works” to “here’s how it helps.”
Because at the end of the day, no one buys software because of how clever it is. They buy it because it makes something in their day easier, faster, or better.
The takeaway
JobTetris didn’t need a different product. They just needed different messaging.
It’s a common trap — especially for SaaS teams and technical founders. You build something smart, then try to explain every part of it, thinking that will help people ‘get it’. But clarity doesn’t come from saying more. It comes from saying the right thing, to the right people, in a way that actually makes sense.
So if your homepage feels like it’s doing too much, here’s the checklist:
- Are you speaking to one audience — or trying to please everyone?
- Are you highlighting benefits — or just listing features?
- Are you explaining the product — or showing people how it helps?
If your messaging feels cluttered, you don’t need a new idea. You need a sharper one.
👉 Read the JobTetris case study to see how we brought it to life.
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