Meta, much?

3 Reasons Why CB Insights Is the Best Tech Homepage on the Internet

A comprehensive love-in, done during my coffee break.

Ben Virdee-Chapman
Jul 24, 2017 · 3 min read

Hey there,

As the title suggests, I’m going to write an article reviewing the CB Insights homepage.

Check out my thoughts below.

But first.

WTF is ‘CB Insights’?

Er, have you been living under a rock?

For the uninitiated:

“The CB Insights tech market intelligence platform analyzes millions of data points on venture capital, startups, patents, partnerships and news mentions to help you see tomorrow’s opportunities, today.”

I still can’t believe you’ve never heard of them.

It won’t hurt to have a quick butcher’s at their homepage → https://www.cbinsights.com

Right, let’s get on with it — we’ve all got someplace better to be, I’m sure.

1. Value

The homepage is not just super long (20,000+ pixels!), it’s jam packed with relevant information.

As Edward Tufte might say, this is ‘high-resolution data’. The content not only guides you through the value proposition, it shows you what to expect if you buy their service.

The evidence is put front and center. No fluff.

The homepage also has an excellent cadence. It demands you dig in, mirroring the benefits of the product.

EXAMPLE

Outcomes are used as calls to action…

Bait. Click.

2. Authenticity

Their CEO Anand Sanwal pulls no punches when it comes to debunking buzzwords, hype, and all the hubristic crap that comes out of most tech-folks’ gobs.

Consequently, their copywriting has a zero-tolerance to supposition. Each headline reinforces the others, oozes authority, and never appears dogmatic.

EXAMPLE

Using plain-speak to describe who the product is for…

Shots fired.

3. Purpose

CB Insights presents a high-level view of how their product works, without relying on rhetoric.

The content is remarkably easy to understand and continues to reinforce their value proposition. They snuff-out bullshit with straightforward logic.

Oh, and I love this headline:

EXAMPLE

Laying out how you’ll be successful..

You’re a wizard, Harry.

Closing thoughts

Communicating your product’s value proposition [online] is really, really, really hard.

It’s rare to see such a buttoned up execution.

As for the visual design, it’s refreshingly honest. No ‘Stripe-ification’ here, mate. It’s not going to be everyone’s cup of tea – still, if it inspired this grouchy sod to write about it, they must be doing something right ;-)


Ben Virdee-Chapman

Written by

product & marketing executive · recovering designer · aspiring strategist

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