Brand
The Three Sentences That Should Live on Your Homepage
Most B2B homepages bury the lede. The hero needs three sentences: who you serve, what you do, what changes.
The B2B homepage hero is the highest-leverage 200 words of copy in the company. Most are bad. The standard pattern is a vague headline ('The platform for modern revenue teams'), a meaningless subhead ('AI-powered, end-to-end, scalable'), and a 'Request Demo' CTA. The buyer leaves in 3 seconds.
The three sentences that win: sentence one names who you serve specifically (not 'modern teams,' rather 'compliance officers at financial services firms with 500-5000 employees'). Sentence two names what you do in the buyer's language (not 'AI platform,' rather 'we automate the regulatory change tracking that consumes 20 hours of your team's time each week'). Sentence three names what changes for them (not 'unlock growth,' rather 'so your team spends time on strategy, not searching for rule updates').
The CTA sits below the three sentences. The right CTA depends on the buyer's typical next step. For high-friction enterprise sales: 'Talk to an Expert' with a calendar booking. For self-serve: 'Start Free' with a real free tier. For mid-market: 'Book a Demo' but link to a Calendly with named time slots, not a form.
Test the three sentences with five real buyers (current customers, prospects, friends in the role). If they cannot summarize what you do back to you accurately within 30 seconds, the copy is wrong. Iterate until they can. Then rewrite every other piece of homepage copy to align. The cascading clarity throughout the funnel is one of the largest unlocks in B2B marketing.