The first scroll of your homepage is THE PLACE to talk about your positioning.

If you want to own a place in your prospects' minds...

...it might help to call out that exact place on your most important marketing asset, wouldn't you agree?

At a minimum, your positioning establishes:

1️⃣ your target audience

• this includes the workflows (i.e. use case) they are performing or thinking about performing that could be served by your product
  
• this also includes the competitive alternative that your product seeks to replace related to that specific workflow

2️⃣ your differentiation

• what do you do differently that makes you better than the competitive alternative?

This comparative framing helps make space in your prospects' minds for your product.

In Jobs-to-be-Done theory, there are no new jobs... and so you won't be able to find pure white space to claim.

You will always be replacing something.

Once you have your positioning mapped, you need to get it into the "hero section" of your homepage.

You can play around with the exact order, but you'll want all these elements clearly represented.

Check out this example from a very cool company we worked with called Mav, led by Matthew A. Black and Hillary Black.