The best line on your site is probably something a customer already said to you. Go and find it.

Businesses describe themselves in words their customers never use. Solutions. Bespoke. End to end. Then they wonder why the page does not land.

Steal from the interviews

In every customer interview somebody says the headline. A regular at a restaurant told us she came on Tuesdays because she could hear her friends. That became the page.

Read it out loud

If you would not say it across a table, do not put it on a homepage. Cut the sentence in half. Then cut it again.

Plain words are not a style. They are a courtesy.