Includable

Critical Assessment of Includable's Landing Page

As a Marketing Strategist, my brutal assessment is that this landing page falls into the classic "agency trap." It focuses too much on what the agency does and not enough on the business outcomes the client receives.

When a prospective client visits a digital product studio's website, they are not shopping for "code" or "design." They are shopping for growth, scale, and problem resolution.

Currently, the messaging is highly service-oriented rather than benefit-oriented. This creates a high cognitive load for the visitor, forcing them to figure out how your services actually help them succeed.

To convert high-ticket B2B leads, your landing page must immediately demonstrate that you understand their specific pain points and have a proven framework to solve them.

Helpful Resources on Agency Positioning

• Wynter's Guide to B2B Messaging
• Positioning for Professional Services by David C. Baker

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1. Hero Text Effectiveness

Problem: The current hero messaging is likely too generic and lacks a compelling hook. Stating that you "build digital products" or "create digital experiences" does not differentiate you from thousands of other dev shops.

Why it matters: Your hero headline is the most important copy on your site. If it doesn't resonate immediately, 80% of your visitors will bounce before reading anything else.

Recommended fix:

• Shift the focus from your services to the client's transformation.
• Use the headline to state the ultimate benefit (e.g., launching faster, scaling securely).
• Use the subheadline to explain how you do it (e.g., your specific tech stack or rapid MVP methodology).

Hero Copy Resources

• Copyblogger on Writing Headlines That Work
• Julian Shapiro’s Landing Page Guide

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2. Value Proposition

Problem: The unique value proposition (UVP) is not instantly clear within the first 5 seconds. A visitor cannot easily tell why they should hire Includable over a cheaper offshore team or a larger enterprise agency.

Why it matters: Without a clear UVP, you compete entirely on price, which is a race to the bottom for a digital product studio.

Recommended fix:

• Clearly state your differentiator right beneath the hero section.
• Are you faster? Do you specialize in a specific industry? Do you guarantee a certain level of senior talent?
• Surface this unique angle immediately so visitors know exactly where you fit in the market.

Value Proposition Resources

• CXL: How to Create a Useful Value Proposition
• Nielsen Norman Group on How Users Read on the Web

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3. Above the Fold Experience

Problem: The first impression above the fold likely feels more like a creative portfolio than a high-converting sales tool. While aesthetics are important for a design/dev studio, clarity must always trump cleverness.

Why it matters: Visitors decide whether to stay or leave a website in milliseconds. If the visual hierarchy is confusing, they will abandon the page.

Recommended fix:

• Ensure a logical F-pattern visual hierarchy.
• The eye should naturally flow from the Logo → Headline → Subheadline → Call to Action.
• Remove any distracting background animations or complex graphics that draw attention away from your core message.

Above the Fold Resources

• Nielsen Norman Group: The Fold Manifesto
• Unbounce: Landing Page Best Practices

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4. Target Audience Alignment

Problem: The messaging attempts to cast too wide of a net. By trying to speak to startups, enterprise clients, and everything in between, the copy feels watered down.

Why it matters: When you speak to everyone, you resonate with no one. A startup founder looking for an MVP has wildly different pain points than an enterprise CTO looking to modernize legacy software.

Recommended fix:

• Identify your most profitable buyer persona.
• Tailor the landing page copy explicitly to their specific anxieties and desires.
• Use the exact terminology and jargon your ideal clients use in their day-to-day operations.

Audience Targeting Resources

• HubSpot: How to Create Detailed Buyer Personas
• CXL: Customer Research for Copywriting

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5. Call to Action (CTA)

Problem: Standard agency CTAs like "Contact Us" or "Learn More" create high friction. They require the user to do the mental heavy lifting of figuring out what happens next.

Why it matters: High-friction CTAs drastically reduce conversion rates. The visitor needs to know exactly what value they get by clicking that button.

Recommended fix:

• Change the button text to a value-driven, low-friction action.
• Tell the user exactly what to expect on the next page.
• Make the button color contrast sharply with the rest of the page so it stands out immediately.

CTA Optimization Resources

• WordStream: 31 Call to Action Examples
• VWO: Call to Action Best Practices

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Concrete "Before → After" Improvements

Here are 4 specific messaging pivots to dramatically improve your conversion rate.

1. The Hero Headline

• Before: "We craft beautiful digital products and apps." (Too generic, focuses on the agency).
• After: "Turn Your Complex Vision Into a Market-Ready App in 90 Days." (Focuses on timeline, outcome, and the client's goal).

2. The Subheadline

• Before: "Includable is a full-service digital agency specializing in web and mobile development." (Boring, tells them what they already know).
• After: "We partner with visionary founders to design, build, and scale custom software that users love—without the technical headaches." (Addresses the specific pain point of tech headaches).

3. The Value Proposition / Social Proof

• Before: "Our Services: Web Development, App Development, UX/UI Design." (Commoditized list).
• After: "Trusted by 50+ scaling brands to deliver bug-free code, intuitive design, and scalable architecture." (Adds instant social proof and highlights specific benefits).

4. The Call to Action

• Before: "Contact Us" (High friction, implies a boring form).
• After: "Book a Free Project Scoping Call" (Low friction, offers immediate value to the prospect).

Why These Specific Changes Matter for Conversion

By implementing these changes, you shift the psychological focus from your capabilities to their success.

This reduces bounce rates, builds instant trust, and significantly lowers the barrier to entry for qualified leads to reach out. Optimizing for clarity over cleverness is the fastest way to increase your B2B lead generation.

Product Positioning Score: 6/10

(Note: Based on Includable's established public positioning as a digital product and app development agency).

Analysis

1. Problem-Solution Fit The baseline problem-solution fit is clear but highly commoditized. The implicit problem you solve is "clients need custom software," and your solution is "we build digital products." However, phrases like "bringing ideas to life" focus on the output (the software) rather than the business problem (e.g., struggling to reach mobile users, needing an MVP to secure funding, or modernizing legacy tech). The solution is understood, but the urgency is missing.

2. Feature Communication Currently, the messaging leans heavily toward services and technical capabilities (e.g., Web Development, Mobile Apps, UI/UX Design). These are features, not benefits. Buyers don't inherently want "React Native development"; they want to "cut development time in half by launching on iOS and Android simultaneously." The copy needs to translate these technical services into tangible business outcomes.

3. Market Positioning The current positioning is too broad. Acting as a generalist digital studio means you are competing with every dev shop on the internet. Who is this specifically for? Are you accelerating MVPs for early-stage startups, or providing robust, scalable architecture for enterprise teams? The landing page lacks a definitive flag that makes a specific Ideal Customer Profile (ICP) say, "This agency is exactly for us."

4. Competitive Angle Your brand name—"Includable"—is currently your biggest missed strategic opportunity. The name naturally implies inclusive, accessible, and user-centric design. In a market where digital accessibility is becoming both a legal requirement and a major growth lever, this is a massive differentiator. If your competitive angle remains "we write good code and design well," you blend in.

Recommendations

• Weaponize Your Name (The "Inclusive" Angle): Pivot your competitive advantage toward inclusive and accessible design. Position yourselves as the agency that builds products everyone can use. This is a unique, highly sellable USP. Update your hero text to reflect this (e.g., "We build beautiful, scalable, and genuinely inclusive digital products").
• Translate Services into Business Value: Rewrite your core offerings. Instead of simply listing "Mobile App Development," frame it as "Reach Users Everywhere: Seamless iOS & Android apps built for scale." Focus on speed-to-market, user retention, or technical reliability.
• Define and Call Out Your Buyer: Make a decision on who you serve best. Add a sub-headline that calls them out directly. (e.g., "The trusted technical partner for [high-growth startups / impactful brands / forward-thinking enterprises].")
• Agitate the Problem: Introduce a section that highlights the pain of poor software development. For example: "Most apps are delayed, over-budget, or alienate users. We build it right, on time, and for everyone."

Bottom line

Includable has a clean, professional foundation but currently suffers from "generalist agency syndrome." By tightening your target audience and leaning heavily into the promise of your own name—inclusive, accessible, universally usable technology—you can instantly elevate your brand from a standard development shop to a highly specialized, premium product partner.