The homepage was in need of an update. It had been unchanged for a while, but other elements of our product, our brand and our positioning had evolved. So we started from scratch.

The Marketing Manager and I began by mapping out what needed to be on the page and where it might fit, and then I wrote it. Our main aim was to relate to our prospects by offering a solution to their problems, but without spending hundreds of words explaining that solution. 

The main header caused the most headaches (ironically), but in the end I went with the old three-beat favourite, focused on the benefits and backed up by a more descriptive sub-header.