Just take a look at a few companies in the digital whiteboard category (Figma ’s FigJam, Mural, Miro)

All of their homepage hero messages read like the intro slide to an investor deck.

→ Big TAM (broad target customer)

→ Ambitious vision (broad benefits & capabilities)

The problem with this type of hero message?

💢 It doesn’t help the prospect take action.

Your potential user doesn’t care about your ambitious vision to capture a broad market…

👉 They care about their situation — And the best messages tap into these situations.

_________

Your hero should answer 3 main things:

🟣 What is it?

(Product category)

This should be something crystal clear and RELATABLE for a potential user.

✅ Use a category that your customer will understand.

❌ Not the new category you want to own in the future.

🟡 Who is this for?

(Target customer)

This should be your target ICP — You want your prospect to see themselves in your description.

✅ Be specific. Even if you are going after multiple segments, use your best fit customer segment.

❌ Don’t try and capture everyone in one description (TAM description)

🟠 What does it let me do?

(Main capability)

This should be the most compelling aspect of your product (and usually represents the first “aha moment” for a new user).

✅ Be very specific in telling a prospect what they can do.

❌ Don’t try to explain the entire product or platform.

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The big takeaway here?

It might feel good to have your website explain your vision and everything you do…

But this approach just strokes YOUR ego — and likely pushes prospects away.

🔥 Your website is for your customers.

🤡 Not for you.