Give each message a job
The first message should help the right person recognise the offer and its value. Supporting messages can explain how it works, why it is credible and what to do next. Detail belongs lower down, where interested people can find it.
Most cluttered websites are not short of copy. They are short of decisions about sequence.
Use four shelves
- Main promise: the useful change you help create.
- Difference: why your way is preferable or distinctive.
- Proof: evidence that reduces doubt.
- Action: the sensible next step.
The prescription
Do this next.
- Sort your homepage copy into the four shelves.
- Delete or demote anything that does not support them.
- Make sure the main promise appears before the company history.