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A longevity startup asked me to design the first ten seconds of their site — header, hero, one section beneath it.
I spent the first day not designing.
Reading their live site, their beta checkout and their product, three things came out:
Their checkout explained the membership better than their entire marketing site. The clearest writing they owned was sitting behind the purchase, where only people who had already decided to buy would ever read it.
Three testing frequencies, three biomarker counts, five names for the same button. I wrote those down as separate errors. They were one: nothing had been written down defining what the company says, so every page invented its own numbers.
And their two biggest competitors opened with the same hero — cinematic portrait, HSA/FSA badge, row of stats. The same one, three times over.
So the exploration became two directions that genuinely disagree about where the first ten seconds should start. One opens with the mechanism and proves it with real product interface. The other opens inside the reader's own doubt and earns the mechanism afterwards.
Both use nearly identical copy, on purpose. If two directions differ in words and type and colour and pace, nobody in the room can tell which variable earned their reaction.
↓ Full case study — decisions, both directions, and what didn't work
The checkout being the clearest explanation of the membership is such a useful finding. Keeping the copy consistent between the two directions also makes the design feedback much more actionable. Did the client lean toward the mechanism-first opening or the reader’s doubt?
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