Your homepage has one job. It is not to explain everything. It is to make the right person book the next step.
Here is the structure that consistently works for first-time founders.
The five blocks
- A headline that names the outcome, not the service. "Financial planning for early-career physicians" beats "Comprehensive financial services."
- A one-line proof. A stat, a testimonial excerpt, or a specific credential that says "this is not the first time I have done this."
- The three-part promise. Three tight paragraphs, each headed by what the visitor gets.
- The offer. One specific next step: a booked call, a filled intake form, a subscription. Not "learn more."
- The signal of who this is for. A short paragraph that helps the wrong prospect self-select out.
What to leave off
- A slideshow. Nobody reads slide two.
- A photo of your team stock-shot-standing-with-arms-crossed.
- A "learn more" button that goes nowhere.
- Six navigation items. Three is plenty. Two is better.
The Cavor.iq artifact for this
Module 9 gives you the Homepage Copy Blueprint, a fillable document that walks you through each of the five blocks and produces a printable, ready-to-hand-to-a-designer draft.