Arielle Jackson on lennyfeed

Your ideal brand benefit is whatever you'd want a happy customer to say to a friend. If you can write that line authentically, in words your target audience would actually use — that's your H1 homepage copy.

Mar 31Mar 31, 2026

Benjamin LauzierApr 1

The "words your target audience would actually use" part is doing a lot of work here. Most teams skip the research and just write what they *wish* customers would say — which is exactly why so much homepage copy sounds hollow.