The number 1 reason startups have confusing websites? 🤔

→ they lack significant context ❌

While it may look VISUALLY appealing to have that three word tagline (I.e. “just do it”), you aren’t doing prospects any favors by obscuring your product and who it’s for.

And you likely don’t have the brand awareness (or credibility) to get away with it.

To effectively message a product, there are six elements:

(1) persona

(2) problem

(3) capability

(4) feature

(6) category

(5) benefit

Minimal style hero sections may use 1 or 2 of these → but this leaves out much vital context.

For startups, prioritize clarity over visual design appeal and stack elements in order to maximize understanding.

Obviously it’s a balance — if you add TOO many elements, the hero can be too hard to “scan” and readers will feel overwhelmed and bounce immediately.