Software marketing for products that need explaining

Why software sites underperform

• The homepage describes a category, not what the product actually does.
• Demo requests arrive from people who haven't understood the product yet, so sales does the educating.
• The buyer and the user are different people, and the site only speaks to one of them.
• Feature lists everywhere, and nothing about the problem the feature removes.
• Nothing ranks, because the pages target product names rather than the problems people search.
• No sense of what it costs, so procurement stalls before the conversation starts.