I'm working through a website redesign with a client right now. I presented 32 different homepage messages, grouped by audience, pain points, value, and other themes.
Nobody came in saying the same thing. Everyone was on different parts of the spectrum.
This was an internal review for an established B2B software company with a sales-assisted motion. Before taking the messages to buyers, we needed to understand what people inside the company thought mattered.
The headline was only part of the disagreement
We were debating how prominently to lead with AI and what role it should play in the product story. Should we declare a category in the headline, or let people understand it from the rest of the page?
That led into the paths different buyer segments should take. How much belongs in the navigation? Should we organize it around product names or the jobs buyers need to get done? And what should someone understand before being asked to click a call to action?
In the September 3, 2026 discussion, we agreed the first screen needed to make clear what the company does, who it serves, and what to do next. People differed on how to achieve that. Some priorities centered on buyers looking for an immediate solution; others centered on buyers evaluating the broader offering.
The overlap was as useful as the disagreement
Putting the messages in front of the group let us see both. Instead of discussing “the messaging” in the abstract, we could point to a specific choice and ask why it mattered.
The final headline, AI prominence, and navigation are still being worked through. What we have now is a clearer view of the priorities to take into buyer research.
That's why I value tools such as Wynter and conversations with prospects. Internal agreement can't tell us how someone outside the company will interpret the message. We need to hear which distinctions buyers notice and whether those distinctions help them choose.
The positioning guide starts with the questions I'd ask your team. Bring people together to understand what they think matters. Then put those priorities in front of the people you're trying to reach.