Cognism

When ‘Why Us’ is the second homepage section

October 7, 2025

TL;DR

Cognism places differentiation second on its homepage, before explaining product capabilities. This targets buyers already comparing vendors. It works because buyers in mature categories don’t need education. They need to understand why Cognism is better than ZoomInfo, Apollo, or Lusha. This approach works only when you have defensible, specific differentiators that address tangible buyer problems, not generic competitive claims.

You’ll learn:

  • When to introduce differentiation first instead of product capabilities
  • How to structure differentiators as modular mini value propositions
  • Why prominent differentiation placement signals buyer sophistication
  • How to make competitive claims skimmable

Company profile

Cognism was co-founded in 2015 by James Isilay and Stjepan Buljat. With its first office in Skopje, Macedonia, Cognism grew to 500 employee and become a reference as a sales intelligence platform.

What makes Cognism’s homepage stand out

Cognism leads with differentiation before explaining capabilities. Right after the hero section, you’ll find an explanation of “Why Cognism data is different.” This homepage decision tells me that Cognism is speaking to buyers already comparing vendors, not prospects learning about the category.

The differentiation section, second on the homepage after the hero

The differentiation section includes 3 detailed competitive claims:

  • European strength: geographic specialization with emphasis on direct mobile numbers.
  • Diamond Data®: a quality methodology with a proprietary name that signals a unique verification process.
  • Decision-makers: Audience focus on VP-level and above contacts, not generic employee lists.

What’s striking is how Cognism formulates these differentiators. Each is presented in a concise, modular block, almost like a mini value proposition. Every sentence can stand alone, but together they build a layered, reinforcing message. The structure is deliberate:

  • Start with a big claim: Each block opens with a bold outcome-driven headline.
  • Follow with operational detail: Supporting lines immediately explain how the claim is achieved, whether through coverage, process, or a proprietary methodology.
  • Anchor with benefit or trust. Each block includes a clear benefit, trust signal, or proof point, making the value concrete and credible.

This approach means buyers can skim any section and instantly understand not just what makes Cognism different but how and why, without wading through generic feature lists or fluff.

Why this structure works

My reading is that Cognism is betting on buyers who already understand the category. They don’t ask, “What B2B contact data solutions are out there?” They ask, “Why choose Cognism over ZoomInfo, Apollo, or Lusha?”

By frontloading differentiation, Cognism addresses the actual buyer question immediately. If you’re comparing vendors, you don’t need an explanation of what contact data platforms do. You need to understand how this one differs from the competitors you’re already evaluating.

The prominent placement (second section on the homepage) signals confidence. Cognism isn’t hiding differentiation in a “Why Us” or comparison page. They’re saying, “Here’s what makes us different. If these don’t matter to you, we’re probably not the right fit.”

When to apply this approach

Lead with differentiation when:

  • Your category is well understood. Buyers already know what B2B contact data platforms do. They’re evaluating options, not learning about the category. If buyers need education on why your product category matters, leading with differentiation is premature.
  • You have defensible differentiators. Cognism’s claims are specific: European mobile coverage, phone-verified data, senior-level contacts with compliance checking. These aren’t generic benefits any competitor could claim. Your differentiators must be genuinely distinct and provable.
  • Buyers are in comparison mode. This structure assumes prospects are actively evaluating multiple vendors. If your product is so unique that buyers aren’t comparing alternatives, differentiation isn’t the primary question they need answered.
  • Your differentiators connect to specific pain points. Each of Cognism’s pillars addresses tangible buyer problems: coverage gaps, wasted time on bad data, and inability to reach decision-makers. Abstract differentiation (”We’re more innovative”) doesn’t work for this structure.

Key takeaways

  • Lead with differentiation when buyers are comparing vendors, not learning about categories. Frontloading “Why we’re different” works when prospects already understand your product type.
  • Structure differentiation as modular mini value propositions. Each differentiator should work as a standalone block: a bold outcome-driven headline, operational detail explaining how it’s achieved, and benefit or trust anchor making value concrete.
  • Make differentiation skimmable with layered messaging. Buyers should instantly grasp what makes you different, how you deliver it, and why it matters.
  • Prominent placement signals confidence in your differentiators. Putting differentiation in the second homepage section communicates you’re targeting buyers who care about these specific advantages, not everyone.
  • Defensible differentiators must be specific and provable. Generic claims like “better quality” or “more innovative” don’t warrant leading with differentiation. You need concrete distinctions competitors can’t easily replicate.

Victoria Rudi

I find the product strengths your buyers care most about, map out what to say & how to say it, then rewrite your homepage.
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