Founders rewrite their homepage 3 to 5 times a year, and most of them fix the wrong thing every single time. They see one problem: the wor
Founders rewrite their homepage 3 to 5 times a year, and most of them fix the wrong thing every single time.
They see one problem: the words on the page. So they brief a writer, change the hero line, swap a CTA, and ship it. Six weeks later, they are doing it again. The reason it keeps happening is that the homepage is just the top of a stack.
Underneath it is messaging, the system that decides what story the words are telling. Pain, promise, proof, differentiator. The thing your sales team should already be saying on every call.
Under that is positioning, the strategic decision of who the product is for and why you win. The thing that should have been locked before anyone opened Figma.
When the bottom two layers are broken, the writer at the top is guessing, and every rewrite produces a different guess. None of them sticks because the foundation under them keeps shifting. At groie.io, we work the stack from the bottom. Positioning first. Messaging is locked across every channel.
Then comes your copy when both are clear, and it stops getting rewritten.
