When the user wants to create, optimize, or audit the main site homepage (primary entry page). Also use when the user mentions "homepage," "main page," "home...
Differentiation: Why you, not alternatives — see branding for positioning framework
Customer language: Their words, not jargon
Avoid "not speaking human": Don't over-emphasize brand with vague definitions; communicate in user-friendly ways—if someone searches "AI presentation maker," the answer should be obvious from your headline
CTA
One clear primary action (avoid decision paralysis)
Button copy: value-focused ("Start Free Trial") not generic ("Submit")
Visible without scrolling
Repeated at logical points
Conversion Checklist
Clear value proposition above the fold
Single primary CTA; simplified navigation (5–7 menu items)
Immediate social proof (reviews, trust badges, media logos)
Branded keywords first: Title and meta should include brand name; ensure homepage ranks for "[Brand Name]" so users can find the official site. See brand-protection when impersonation risk exists—place "Official website: [domain]" above fold or in hero.
Title tag (50–60 chars): Brand name + primary keyword; e.g. "Canva – Free Website Builder"
Meta description (150–160 chars): CTA + secondary keywords; engaging to encourage clicks
H1: Value proposition or primary headline; one per page; include primary keyword naturally
Body: Primary keyword in first 100 words; secondary keywords in H2–H6 and body
Logical H2–H6 structure for scannability and LLM/AI Overview visibility
Schema: Add Organization + WebSite JSON-LD on homepage (or in root layout for site-wide). Organization establishes brand entity; WebSite enables sitelinks searchbox. Do not put Organization only on About page—About uses AboutPage schema. See schema-markup, entity-seo.
