The Essential Ingredient for Every Start-up's Home Page: Proof

If you're working at a start-up and you're finally, finally, finally ready to launch your product or service, be sure to ask yourself this hard-nosed question: why should anyone visiting your Web site believe that what you're offering is worthwhile?

Sure, you're convinced you've created something great or close to great (otherwise why would you be toiling in a start-up?). But why should anyone else give your company more than a moment's notice? There are hundreds or thousands of new companies launching every day, each convinced that they've created something unique and compelling. No one, not even industry analysts or business journalists, can possibly give all these companies due consideration. So what specifically are you putting on your home page to seize your prospect's attention and prevent him or her from clicking away?

You need proof. Proof that you really have created something valuable to others (not just to you). And to be credible, that proof must be offered by somebody else (not you).

Here's a list of the types of proof you should post on your home page to demonstrate that you really are as worthwhile as you say you are:

• Customer testimonials - The ultimate proof—and if this doesn't appear after a few months, it doesn't really matter what other proof you offer. Preferably the customers you're citing paying customers, rather than users of a free version of your product or service. Ideally, they're leaders in their markets, so that when other companies see that these guys have bought your product or service, they'll interpret that investment as a serious endorsement.
• Major partners such as OEMs - While perhaps not as compelling as direct customers, evidence you have signed with resellers and other partners can suggest that you've passed a minimum level of scrutiny. Of course, the partnership has to be meaningful. Simply joining the partner program of a major network equipment vendor or database vendor, for example, doesn't mean a lot. These companies have thousands of partners. You may have passed some minimal level of scrutiny, but you're not necessarily valuable.
• Independent studies or benchmarks - Objective evidence that you really achieve the results you claim to achieve. Even better if the study or benchmark shows you outperform major players in your market.
• Praise from industry analysts - Again, nice to have, because it suggests that you've passed a certain level of scrutiny with people who know your market well. But some analyst firms have a reputation for selling their praise, so some members of your audience (especially engineers) may be skeptical.
• Investors - Like analysts, investors study markets closely. Their investment signals a vote of confidence. Their approval can at least make you a company to watch.
• Management Team - If your co-founders are recognized experts in their respective fields, the whole company gains some creditability. Eventually, though, you need to offer evidence of market traction—proof that your talented team has really delivered on their promise.

Take a look at your home page. How are you proving your value to visitors? Assume your visitors are lingering for just a moment before clicking away to Facebook or some other site. Can you hook them and compel them to learn more? If not, it's time to go back to the drawing board. You're probably not ready to launch.
Updated: April 23, 2012