Write the homepage last

Teams nearly always start writing with the homepage. They spend three weeks on one sentence and run out of energy for the pages people came to read.

Start with the pages that have facts

Services, pricing, case studies, contact. These are easier to write because you already know what is true. They also tell you what you actually offer, in the words you naturally use to describe it.

Then read them back

By the time those pages exist, the homepage is mostly a matter of choosing. Which of these things would you tell a stranger first? What is the one reason to keep scrolling? The headline is probably already sitting somewhere in your own service page.

A test before you publish

Cover your logo and read the first screen. If it could belong to your closest competitor, it is not done yet.