This week, we are mixing things up. We are not reviewing top products from Product Hunt, but rather looking at one of the fastest growing company in the tech world: Deepgram.

According to Exploding Topics, their company search growth has grown 99x in the last five years. Absolutely wild.

Home Page

One thing off the bat, you can tell that the style of the page is very simple. Black, white and green. However, they delight visitors by adding fun animations and usage of colors such as when users hovering over a CTA and the animated border in the product demo section.

Here’s their home page structure:

1. Navigation

2. Hero

   1. Tagline and CTA

   2. Product Visuals

3. Social Proof #1

4. Product Demo

5. Feature Summary

6. Differentiation/Why This Product

7. Social Proof #2

8. End of Page CTA

Navigation & Hero

The navigation bar is quite busy, as you can imagine with any SaaS product. There’s the typical Product sub-pages, Pricing page, Resources page and CTAs (login, get a demo and sign up). There is also the Developers page that came with every API driven products. Moreover, they have pages for Enterprise - which often is managed as a separate product, and Customers - which covers different personas.

Tagline and CTA

Before getting to the tagline, they have a quick link to their latest product update. I like this because this signals to potential users that you ship often.

Their tagline is super simple: Build voice AI into your apps. No fluff, just the simple use case. The sub-tagline description is a bit more complex, covering all of the solutions - STT, TTS and language understanding - and use cases - such as medical transcription.

The CTA of choice here is “Try for Free” and “Book A Demo”. Demo for more complex use cases and, maybe, enterprise customers, and try for free for those who are more hands on.

Product Visuals

The product visual used here is a classic GIF (it’s jif). It showcases the STT scenario, the code for API integration (dev driven), and the extraction of transcript and audio intelligence like topics and summary.

Yes, it’s a 3-step flow once again. This is the most effective way to convey information and is used over and over again. In fact, the name of the 3 steps are in the GIF as well.

Social Proof #1

The social proof section arrives without skipping a beat. What’s interesting here is they have a loading bar that switches the logos for three distinct categories of Customers: Enterprise, Conversational AI Leaders, and Startups.

Oh don’t you want to be called a conversational AI leader!

Clearly, this is one way they are segmenting their customer base. You can learn a lot about a company/industry just from their home page.

Product Demo

Nothing beats real demos where your potential customers will get to their aha moment without signing up for an account. They have great demo examples set up for STT, TTS and Audio Intelligence.

Feature Summary

The feature summary section is made up four feature tiles. Each has a title, a short one sentence description and a CTA. Each tile also paired with a great visual that helps explain the product further.

Each product visual also contains strong evidence for why their feature is great:

• TTS: 168ms latency (for the record, human conversation latency is about 200-300ms)

• STT: up to 40x faster (though, didn’t say compared to what, the assumption here is comparing to alternatives)

• Audio Intelligence: 90% more accurate (once again, didn’t say compared to which product)

Differentiation/Why This Product

Next, they showcased why this product is better than other solutions out there. Often times, it’s not good to enough to say that you can solve a problem or support a use case. You need to beat your competitor.

Their graphic supports the idea that the product is better on three pillars: accurate, faster and cheaper.

To summarize this graphic, it says: with the support for “multilingual”, through multiple different AI models, Deepgram can solve a variety of use cases faster, cheaper and more accurate.

The three paragraphs below then supports the above claims with more data: 30% more accurate on average, 3-5x cheaper, up to 40x faster.

Social Proof #2

After analyzing 5 different home pages, a pattern emerges. The first social proof is always company logos, and the second social proof is often testimonials from individuals, preferably with names, titles, companies and profile pictures.

And look at what they are talking about, the theme fits really well with the above differentiation factors: “cost of ownership”, “latency”, “quality”.

End of Page CTA

This section has a different tagline that focuses on scaling, and sub-tagline that’s much shorter and focuses on conversational intelligence. The CTA remains the same.

Onboarding

Account Creation

I love the style of their sign-up page. They include their tagline, the four features and even an offer of $200 in credit.

Onboarding

At first, you’d think they don’t have an onboarding flow. And you’d be technically right. They have an opt-in only onboarding flow: “Get to know Deepgram”.

What’s interesting is the four missions (demos/tutorials) are tagged with 4 different labels (use cases). I think this is smart. Reading the full demo/tutorial name may not reveal the use case.

I think this page is strategically built for the end user of this software. Remember the goal of a PLG flow like this is to get user to reach aha moment and make a decision to adopt your service - going from testing to buying/using.

This interface - without a forced onboarding - is the quickest way for their end user - developers - to test, try, see demos, learn how to use the product so they can reach that aha moment quicker.

In each mission screen, they give let users test it with their own data or examples. After each mission is clicked on, they are marked as finished.

Rather than forcing users to go through a complete onboarding flow, Deepgram decides to let users choose which experience they want to go through. Someone not technical will likely try out the demos, where someone who are technically will read the code tutorials.

This makes a lot of sense for an API-driven product like Deepgram.

Key learnings:

1. Gifs is a great way to complement your tagline and sub-tagline descriptions.

2. Keeping your homepage simple in style doesn’t mean you can throw fun flairs to highlight important elements.

3. The complete social proof package includes both company logos and individual testimonials.

4. Product demo is king - add them to your homepage if you can. Even if it’s just your own examples.

5. Differentiation factors is important if you are solving a well defined problem with many different players/solutions.

6. For some products, it may make sense to have an opt-in onboarding experience so different user type can pick their own adventure.