If a visitor cannot tell what you do, who it is for and why it beats the alternative before the first scroll ends, the rest of the page is decoration.

The three sentences

Write them before you open a design tool. What the company does, in the words a customer would use. Who it is for, specifically enough that some people are excluded. What changes for them, stated as an outcome rather than a feature list. If any of the three takes more than a sentence, the positioning is not finished.

Proof beats adjectives

Nobody has ever been convinced by the word innovative. A number, a named customer, a screenshot of the product doing the thing: each of those does more work than a paragraph of claims, and they are harder for a competitor to copy.

Say the objection out loud

The strongest homepages name the reason someone would not buy, and answer it. Too expensive, too early, too much migration work. Raising it yourself is the fastest way to look like you have thought about it, because you have.