Decision Walk: Rebuild a Homepage Hero
Sequence homepage hero decisions so the final copy starts with one reader's problem, benefit, and action path.
The page The homepage is getting traffic, but the hero sounds like category language and demo conversion is soft. The first screen is not helping the right reader recognize their problem fast enough. Use the frameworks as gates Pick the reader, then the tension, then the action Each hero decision should increase relevance for one buyer instead of broadening the message for everyone. One-reader focus makes PAS and AIDA usable because the problem, benefit, and action all belong to the same person. Reader Step 1 Who should the homepage hero speak to first? Opening Step 2 What should the hero…
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