I've read hundreds of homepages. They all make 1 mistake. They're written for someone who already believes. - The headline assumes you understand why this category matters. - The about section assumes you care about the founder's journey. - The features section assumes you're already sold on the approach and just need the details. Real cold visitors arrive skeptical, distracted, and ready to leave in 8 seconds. UNTIL they land on a reason to stay. The homepage that converts earns that reason in the first 2 sentences. It names something the visitor already feels before they could articulate it themselves. Everything after that is just confirmation and SALES.