Make the product easier to understand and choose

If the homepage keeps getting rewritten, the team may be trying to settle a bigger question through the copy. Who are we talking to? Which problem should we lead with? How much explanation does someone need before the product makes sense?

I help you work through those choices and turn them into messaging your team can use across the website and campaigns.

Put the actual choices on the table

In a recent website review, I presented 32 homepage messages grouped around audiences, pain points, and value. The reactions exposed different priorities around AI, category language, and the paths buyers should take through the site.

Each option made a different choice visible: which buyer to address, which problem to emphasize, or how much category knowledge to assume. That gave the team something more useful to discuss than whether a sentence sounded stronger.

In your engagement, I’ll review the current site and work with the people who build, market, and sell the product. We’ll identify the important disagreements and the evidence needed to resolve them.

Find out what buyers take away

Internal agreement is useful, but the buyer has to understand the message. I help plan prospect conversations and message research, using tools such as Wynter when they fit the question.

We want to learn what people think the product does, which distinctions they notice, and what they still need to know. A message can sound good to everyone in the room and send a new visitor in the wrong direction.

Carry the message into the page

The headline, navigation, proof, and next step need to work together. Product names may help a returning visitor; someone new may need a route organized around the job they’re trying to do. We’ll make those choices as part of the website work.

You can hire me for a message review, research and positioning work, or the resulting copy and page recommendations. We agree on which pages and campaign materials need attention and who will implement them.

Let’s talk The homepage review Field Note shows more of how I think about it.