Don't believe what you hear:

• There is no "one-size-fits-all" homepage template.

Every startup founder eventually faces the same problem: 

• what do I put on our website?

They might do some Googling—or remember somewhere shared a template on LinkedIn of how to build a high-converting page.

But once they try to fill it out, they start running into issues...

• "What do I do if I have multiple customer types?"
• "What do I do if my product can be used in a lot of different ways?"

It might lower your blood pressure a little bit to know that they're are really 4 main homepage variations to choose from.

1. Single Persona / Single Use Case

• This is great for highly-targeted point solutions
• Example: The Knot
• Persona: couples
• Use Case: planning a wedding

1. Single Persona / Multi-Use Case

• This is great for vertical-focused software
• Example: Zenefits
• Persona: people ops teams
• Use Cases: managing HR, benefits, and payroll

1. Single Use Case / Multi-Persona

• This is good for horizontal products that are used in similar ways by many different customer segments
• Example: Calendly
• Use Case: schedule meetings
• Personas: sales, marketing, customer success, etc.

1. Multi-Persona / Multi-Use Case

• This is by far the most difficult page to write. As you can see from the example below, the Airtable page tells you literally nothing about what the solution is, what it does, or who it is for.
• Founders — be vary wary of taking this approach as in an early stage startup.