Early-stage startups need to move fast and break things to find PMF, identify best channels to reach their customers, and attract early adopters. But as you start scaling, this approach may be slowing down your growth. This is how you can make your website help you meet your MQL goals instead of getting in the way.

In my B2B SaaS conversion copywriting world, “aspirational behavior” + “temporal landmarks” almost always equals “new website copy in Q1Q2.”

But is it the right thing to do, right now, for your startup?…

I’ve reviewed dozens of early-stage startup websites and worked with Series A and bootstrapped companies on their web copy and messaging, and in all cases, tweaking hero section headline was not the answer.

The answer was figuring out why the website was actually underperforming — and how to fix that.

The “how” will depend on your product and your audience. But the website sections that are neglected are almost always the same.

Unpopular opinion: moving faster is easier when you have a solid foundation.

It runs contrary to the “move fast and break things” motto — but as you go from startup to scaleup, moving fast and breaking your ad funnels costs conversions without opening up new opportunities.

For the purposes of this post, we’re assuming that you already have happy customers, found MPF and have developed a growth strategy.

If not — running fast and lean experiments makes a world of sense.

But if you’re at the point when it’s all about growth, then read on to find out about a (tragically undervalued) document that’ll take your growth foundations from shaky to rock-solid — and help you scale faster and without driving CAC through the roof.