The example: a small bookkeeping firm’s homepage hero
Headline: “Stress-free bookkeeping for growing businesses”
Subhead: “Accurate books. Clear reports. More time for what matters.”
Button: [Schedule a Discovery Call]
Illustrative example: a composite written for this teardown, not a real business.
What’s working
- The headline names the service and who it is for.
- There is one button, not four.
What I’d change
The only button asks for a meeting.
A first-time visitor is often not ready to talk to someone. When the only option is a call, many people leave instead, and you never learn they were interested.
The rewrite
Keep the call. Add a smaller first step beside it:
[See what we’d fix first] → a 6-question month-end checklist that shows where the books usually go wrong
[Schedule a call]
The checklist ends with the same call invitation, now to someone who has seen how the firm thinks.
Where AI helped, and where judgment decided
AI helped: AI proposed five lower-commitment offers, drafted the checklist questions from the firm’s own onboarding document, and wrote two versions of the button label.
Judgment decided: Choosing the checklist over a free template or a price calculator. The checklist reflects how the firm actually starts work with a client, so it attracts people who fit.
Try it on yours
Look at your own homepage and ask: “What can someone do here if they are interested but not ready to talk?” If the answer is nothing, ask an approved AI tool for five smaller first steps, then choose the one that reflects how you actually work.