Most software homepages I review open with a grid of features. Twelve icons, twelve labels, no story. The visitor has to do the work of figuring out whether any of it matters to them.
The rewrite, step by step
- Start with the customer’s situation in one sentence — their words, not ours.
- Show the outcome before the mechanism: what changes after they switch.
- Group features by the job they do, and cut anything that doesn’t serve a job.
- End with the smallest possible next step: a demo, a call, a PDF.
The features don’t disappear. They move below the story, where they answer the questions the story raised.
