The lesson
Build the customer story around the tool they left and why it failed, so the buyer meets their own frustration before the switch.
The move
A header block puts Challenge and Solution side by side beside a Modal logo, with Results in a row below. The body then runs "Modal's story", "PLG hindered by HubSpot", "The Attio moment", "How Modal uses Attio", "Scaling up alongside Attio". Margaret Shen, Head of Business Operations, is quoted in every section.
Why it works
- Our readA whole section covers what went wrong with the incumbent, including that objects and relationships "felt really clunky", a complaint a similar buyer would recognise.
- Our readThe results box states outcomes in words only, with no figures, so nothing in it can be challenged but nothing is quantified either.
- Our readSpecific integrations named in the body, Segment, Loops and Tally, show how the product fits a stack rather than claiming it does.
What not to copy
Don't copy the long scroll if you have no real numbers to put at the top; a results box of generalities is the weak spot here. Keep the incumbent-failure section and the named integrations.
