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Clear homepage copy starts before the writing
The clearest homepage copy begins with decisions about the audience, offer, value, evidence and next step. Use this pre-writing process to make those decisions first.
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Founder notes on positioning and messaging.
Short observations on positioning, homepage messaging and the language teams use to explain an offer.
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Five positioning signals founders often miss
Five everyday signals can reveal a positioning problem before it becomes a costly rewrite, rebrand or campaign reset.
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What to do when your team describes the offer differently
When sales, marketing and delivery explain the same offer differently, find the underlying disagreement before standardising the words.
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