Basecamp's homepage has 10 words:
"Wrestling with projects?
It doesn’t have to be this hard."
That's it. No jargon. No feature list. Just one clear promise.
The 59-sec takeaway:
Your homepage doesn't need to say everything.
It needs to say ONE THING so clearly that someone knows if it's for them in 3 seconds.
Basecamp's promise: "We make it easy to handle multiple projects"
If that's your problem, you keep reading. If not, you leave. Perfect filter.
How I'd use this:
Write your homepage headline as if you only get 10 words.
What's the ONE promise that matters most?
For Under 59: "Be a smarter marketer in under 59 seconds."
Once you nail the 10-word version, everything else supports that.
Later,
Pavan
P.S. What's the clearest homepage you've ever seen? Send me the link.
Clarity doesn't need decoration.