Stop sounding like the rest of your market.
On-brand messaging helps you keep more visitors by immediately communicating who you are and why it should matter to them.
The Brand Repair replaces generic homepage language with a message grounded in what makes your business genuinely different.
// $497 · 2 business days · purchase from your Teardown results
The Brand Repair
The Brand Repair · $497 · 2 business days
Here’s what you get.
A hero message is the whole first section of your homepage. This message should say what you promise, why a customer should pick you over the others, what to do next, and the facts that back the promise up. 57% of a visitor's time on a page is spent above the fold, before they ever scroll.Nielsen Norman Group, eye-tracking, 2018
When you choose the Repair, I research your market with a set of proprietary AI tools designed to find market opportunities. I then write three hero messages for your business for you to choose from, with a recommendation. This work arrives in your account, with a link in your inbox, in 2 business days.
01 · The Evidence
What up to three competitors say above the fold, the promises they all repeat, and the one thing none of them says. Researched from the competitors you name and the ones we find.
The Brand Repair · HappyGarden · part 01 of 03
What the market says above the fold
- Greenway Yardsgreenwayyards.exampleBeautiful gardens, expertly maintained. Free quotes.
- Valley Bed & Bloomvalleybedandbloom.exampleOrganic. Local. Seasonal. Landscaping for the modern home.
- Hearthside Gardenshearthsidegardens.exampleYour dream garden, designed and installed. Serving the valley since 2011.
what they all promise
Beautiful, organic, local. Every one of them sells the garden and stops there; none says what happens to what grows.
what none of them says
That somebody cooks. Nobody in this set tells a family what dinner looks like after the beds go in.
02 · The Three Messages
Three complete hero messages, one recommended and argued for: a headline, a subhead, a button and a proof line, each written out in full.
The Brand Repair · HappyGarden · part 02 of 03
Three hero messages, one recommended
- Option A · Lead on the gardenA kitchen garden, planted for the way you cook
- Option B · Lead on the cook recommendedWe build your kitchen garden. Then we come back and cook from it.
- Option C · Lead on the harvestEat from your own yard this summer, without becoming a farmer
why option B
Option B says the one thing no competitor says, and it is the thing that already lives three screens down HappyGarden's own page.
03 · The Install Block
The recommended message in page order, ready to paste, with the five-second test and where the lines break on a phone.
The Brand Repair · HappyGarden · part 03 of 03
The recommended message, in page order
- H1
- We build your kitchen garden. Then we come back and cook from it.
- H2
- For families who want to eat from their own yard without becoming farmers.
- Button
- Book a garden walk
- Proof
- the first walk is free · no contract · you keep the harvest
five-second test · today
A landscaper. Fresh, organic, seasonal; the visitor has filed you under gardens.
five-second test · after
A team that plants what you will eat and then cooks it with you.
on a phone
Break the headline after “garden.” at 375px, so “Then we come back” opens the second line.
exhibit: HappyGarden, a sample business. Swipe on a phone.
// $497 · delivered in 2 business days · 30 days · full refund
// anatomy of the first two screens
A homepage that says something.
The homepage a stranger sees, with what each part is for and which dimension of brand each part carries. The page is HappyGarden’s, the sample business the Brand Teardown uses as its exhibit, shown here after a Repair.
Kitchen gardens, built and cooked from
We build your kitchen garden. Then we come back and cook from it.
For families who want to eat from their own yard without becoming farmers. We design and plant the beds, look after them through the season, and four times a year our cook makes dinner from what grew.
Book a garden walk →// the first walk is free · no contract · you keep the harvest
For people with a yard, no time, and a kitchen they would rather use.
Not a landscaping company and not a meal service. One team that plants what you will eat and then shows you what to do with it.
One raised bed, planted for your kitchen, with a season of care.
The whole yard, designed around what you cook most.
The garden plus four dinners a year, cooked from it.
“We ate our own tomatoes in July and I did not weed once.”a client, second season
Since 2014planting in the same valley
the page as a stranger sees itannotated as you read →
- Screen one · the hero · about 57% of all viewing time
- 01
The navigation Congruency
Few words, in the customer's language, and the same ask as the hero.
The top of the screen gets the most attention of all, and every extra menu item competes with the headline for that attention. Name the two or three things a visitor came to do. If the nav button and the hero button ask for different things, the page is already disagreeing with itself.
More than 65% of above-the-fold viewing time lands in the top half of the viewport, where the nav and headline sit. Nielsen Norman Group, eye-tracking, 2018
- 02
The headline The Promise
Say what changes for the customer, in one line a stranger gets on the first pass.
The headline carries the one brand message: what you do, who you do it for, and what they get, in words the customer would use about their own life. A company name, a slogan or a mood is not a message. HappyGarden's original headline stopped at the garden; the kitchen, the reason to choose HappyGarden over any other landscaper, sat three screens down.
A one-sentence line summarizing what the company does is the first of Nielsen's homepage guidelines. Users leave most pages in 10 to 20 seconds; a clear value proposition inside the first 10 seconds earns the minutes after. Nielsen Norman Group, homepage guidelines · “How Long Do Users Stay on Web Pages?”
- 03
The subhead The Onliness
One or two plain sentences that make the promise yours and nobody else's.
The headline claims; the subhead earns the claim. Say who the offer is for, what makes your version different, and how it works. Short sentences, common words, no trade vocabulary, because the reader is scanning. The test is Marty Neumeier's: could a competitor put their name under your subhead?
Pages written at a 5th to 7th grade reading level convert at 11.1%, more than twice the 5.3% of professional-level writing. Users read at most 28% of the words on a page. Unbounce Conversion Benchmark Report 2024 · Nielsen Norman Group, “How Little Do Users Read?”
- 04
The one call to action the ask
One primary button. A verb. The label says what happens when you press the button.
A hero with three buttons has no call to action. Choose the single next step that serves a first-time visitor, label the button with what the visitor gets rather than what you want, and let every other link be quieter. A second action, if there must be one, is a text link.
The third question of the five-second test is “what do I need to do to buy it?” If a stranger cannot answer the question from the first screen, the page has failed, however good the copy. Donald Miller, Building a StoryBrand
- 05
The proof line The Proof
One true, specific fact under the button that backs the promise.
A number, a name, a date, a guarantee. The line is small, but a doubting stranger goes there to check whether the headline is a claim or a fact. If you do not have the fact, leave the line out; an invented one costs more than none.
In the largest study of web credibility, 2,684 people evaluated live sites and the visible “design look” showed up in 46.1% of their comments, with information design next at 28.5%. Fogg et al., Stanford Persuasive Technology Lab, 2002
- 06
The image Congruency
Show the work, the place, or the people. Never a stock handshake.
The picture is judged before a single word is read, and it either agrees with the headline or argues with it. A real photograph of what you actually do carries more proof than any adjective. A generic image tells a stranger, accurately, that the page could belong to anyone.
Visual appeal is judged within 50 milliseconds, and the snap judgment matches the judgment people make when given ten times longer. Lindgaard, Fernandes, Dudek & Brown, 2006
- Screen two · under the fold · attention drops sharply here
- 07
Who you serve The Territory
Name the customer so precisely that the right one recognizes themselves.
The second screen opens by narrowing. Say who you serve and, by implication, who you do not. A page that tries to keep everyone reading keeps no one. The right customer should be able to say “that is me” before they reach the services.
74% of viewing time is spent within the first two screens; the remaining 26% is spread thin down the rest of the page, so the second screen must earn its reading in its first line. Nielsen Norman Group, eye-tracking, 2018
- 08
What you actually do Word of Mouth
Two or three named things, each with a line short enough to repeat to a friend.
The services section's job is orientation, not persuasion. A visitor who bought the promise wants the shape of the offer: what is available, roughly how it works, where to go next. Three named things beat a paragraph. Ten is a menu, and a menu is a decision the stranger did not come to make. If your best customer cannot name your three things in a sentence, neither can a stranger.
“Emphasize the site's top high-priority tasks” and “show examples of real site content” are two of Nielsen's ten homepage guidelines. The StoryBrand version is the plan: three to six steps that make it obvious how to work with you. Nielsen Norman Group · Donald Miller, Building a StoryBrand
- 09
The evidence The Proof
A customer's own sentence, a real figure, a date. Something standing behind every claim above.
By the bottom of the second screen a stranger has read a promise, a reason, and an offer. Now they want to know whether the promise is true. Here a generic page runs out of things to say, because the page never claimed anything specific enough to prove.
Credibility comes from what the visitor can verify on the page. After design look, a site's name and reputation and its information focus were the most-cited reasons to believe or doubt a page. Fogg et al., Stanford, 2002
The hero.
The Repair covers the first section of your homepage: the headline, the content immediately under it, the button and the proof line. The rest of your page stays untouched.
The most important part of your website is your homepage hero (or landing page).
I research the competitors you name in your Repair intake form, look at your own homepage alongside them, with The Brand Punk’s AI-powered, brand-focused research tools. You purchase the Repair from inside your Teardown results.
Not a brand strategy.
The Repair does not decide what your business should be known for, or what to say everywhere else. The product I offer for this is the Brand Blueprint. The Blueprint is a separate document we build together and contains brand and communication strategy.
Start a Blueprint within 60 days of your Repair and the full $497 is credited toward the Blueprint. The discount code will be in your email.
Learn about the Brand Blueprint →How you get started.
- 01
Run the free Brand Teardown
Six questions, about two minutes. The Teardown looks at your homepage and reports the findings on screen and in your inbox.
- 02
Choose the Repair inside your results
One Repair per Teardown, for the homepage the Teardown read. After you pay, a one-page intake asks which competitors you are up against. No sales call.
- 03
Delivered in 2 business days
Three items are delivered to your account. A 30-minute walkthrough call is included, if you want to go through your Repair together.
// $497 once you have your results · 30 days · full refund
// where the Repair fits
The Brand Teardown looks at your website and provides a free analysis of what your brand is currently saying on your homepage. The Brand Repair researches your market, and your current website, and rewrites the hero of your homepage (the most important piece of digital real estate you own). The Blueprint is a collaborative document that we build together. It outlines what the brand should be saying and creates a plan for moving the business in an authentic way. The Build is available to turn the Blueprint into a website, an identity and content designed to build an authentic brand.
Start with your website homepage.
The free Teardown shows you what your homepage is saying from an outsider's view. Want to be more effective on your homepage? The Repair is waiting for you in the results.
// $497 · 2 business days · the hero · credited toward a Blueprint within 60 days