Chris Donnelly says most homepages waste space on self-promotion when visitors want solutions. Start instead with the problem your customers face: a slowed sales pipeline, delayed deals, stagnant revenue. Mirror their pain point and they'll keep reading.
The thing that most people get wrong is they don't start with a clear problem statement. Website homepages usually start with things like "award-winning consultancy," and on paper that does sound impressive, but to someone that is visiting your website, it feels really disconnected from their problem. They didn't show up necessarily to learn about you. They showed up because something in their world isn't working and they're looking for a specific solution to that problem. Now imagine a completely different opening for the website. Your sales pipeline has slowed down. Deals that used to close quickly now drag on months. Your team is busier than ever, but the revenue hasn't moved. Now that is the same company, but suddenly the reader is thinking, that's exactly what's happening right now in my business.
