A quick-and-dirty way to evaluate your startup's homepage:

Count how many...

• personas you mention
• problems (explicit/implicit) you solve
• ways you categorize your product
• features you highlight
• new capabilities you unlock
• benefits (state-changes) you enable

Once you've got your totals, give yourself a 👍🏻 or 👎🏻 for each category:

Personas (_____)

👍🏻 1-2

• The sweet spot for relevance/clarity
• Those personas will say "this is for me!"

👎🏻 0 or 3+

• With zero personas, no one will think it's for them
• With more than three, you'll be too broad & won't resonate with anyone

Problems (_____)

👍🏻 1-3

• Easy to remember

👎🏻 0 or 3+

• With zero problems, no one will care
• With more than three, you'll add confusion

Product Category (_____)

👍🏻 1

• Lazer-focus on calling yourself one thing

👎🏻 0 or 2+

• No product category = no frame of reference
• Multiple categories, too many frames of reference = confusion

Features (_____)

👍🏻 1-5

• One feature per problem
• 1-2 extra could be related to security & customer service

👎🏻 0 or 5+

• With no features listed, you'll lack believability
• With more than 5, people will stop caring

Capabilities (_____)

👍🏻 1-3

• If one new capability solves all the problems, great!
• If there's one capability per problem, also great!

👎🏻 0 or 3+

• If you enable no new capabilities, why did you make an app?
• More than 3 muddles your message

Benefits (_____)

👍🏻 1-3

• One state change per capability
• I.e. increase of something good, decrease of something bad

👎🏻 0 or 3+

• If your product impacts no metrics, what's the point?
• Like above, three or more gets too confusing